Why People Love Pinterest
Pinterest is no longer just for millennial women planning their perfect wedding, it can appeal to all demographics including Gen Z’s looking for fashion inspiration or retirees looking for vacation ideas.
More than 400 million users around the world use it every month and are looking to take action that will impact their everyday lives. This can include recipes, celebratory moments, bucket list trips and renovation ideas.
Not only is Pinterest a great space of inspiration, they have been making great strides to ensure that all users feel safe and to create a more positive place online.
Banning Weight Loss Ads
In 2021, Pinterest collaborated with the National Eating Disorder Association (NEDA), the largest nonprofit organization focusing on supporting individuals and families who have been negatively impacted by eating disorders.
Since the pandemic, there has been an increase in unhealthy eating habits and eating disorders among young people. As a response, Pinterest developed a new policy with NEDA in regards to weight loss ads on the platform.
The changes in policy include bannings ads that include the following:
- Weight loss language or imagery
- Testimonials regarding weight loss or weight loss products
- Language or imagery that idealizes or denigrates certain body types
- Referencing Body Mass Index (BMI) or similar indexes
- Products claiming weight loss via something worn/applied to the skin
Pinterest was one of the very first social media platforms to ban ALL weight loss ads.
The Aftermath
As of May 2022, global searches about “weight loss” have decreased by 20% (compared to July 2021). That wasn’t the only change.
Pinterest’s analysis also showed that users are searching for more healthy lifestyle inspiration. This includes a 65% increase in “quick and healthy meals” and a 13X increase in “healthy food motivation.”
The growth isn’t limited to just food. Pinterest also saw massive growth in improving self-confidence and body positivity. Some examples include “body positive photography aesthetic" (7X increase), “positive self affirmations" (5X increase) and “how to be more confident" (32% increase).
💡 Related: Seer Interactive Pinterest Guide for Marketers
Final Thoughts
Pinterest positions itself as a positive place and an online oasis. Their goal is for users to live a life they love and weight loss ads are distracting. They would like to continue creating new policies like removing weight loss ads to help maintain a safe and positive environment for Pinterest users.
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