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Pinterest’s Black History Month initiative: a conversation with Ghenet Randall

The Drum 07 Oct 2020 02:01
By Hester Bates-07 October 2020 15:01pm

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Influencer’s marketing director Hester Bates sits down with lifestyle creator Ghenet Randall to discuss Pinterest’s Black History Month activation, what it means to be a black creator in today’s world, and the best content strategies to optimise your Pinterest game.

Can you start by telling us how you use Pinterest as a content creation platform?

I am obsessed with Pinterest, and it’s a great platform for me as a content creator. It’s all about inspiration; I have a tonne of secret boards saved that are all about photography styles I like, content ideas that inspire me. It’s a great way to compile my thoughts and ideas into one place. Beyond that, I also use the platform organically, and not just from the viewpoint of a content creator. Outfit ideas… interior ideas… holiday inspiration, you name it!

I’d say the life of content is a lot longer. Instagram changes a lot so you don’t know how long people will see your content, but I’m still getting saves on pins I created years ago! It’s really good for evergreen content, and equally as good as a search engine, so my relevant pins are always receiving great engagement rates. I wrote a blog post about my trip to Alghero in Sardinia a few years ago, and if you search Alghero, those pins still come up!

I’d suggest using Pinterest for your personal brand, as well as for your business. I have boards about things that genuinely interest me, and I think it shows a lot more of my personality, which in turn leads to more engagement with my content. The more you use Pinterest, the more it works for you!

There is such a vast amount of content on Pinterest. What is the coolest thing you’ve come across?

Can you provide any strategies for other content creators trying to find their feet on Pinterest?

What is the impact you would like your content to have on your followers?

What does Pinterest’s Black Gold activation mean to you?

How can brands work with creators to become more diverse and be more inclusive?

What does it mean to you to be a Black creator in today’s world?

In June, when everything was happening with the Black Lives Matter movement, I suddenly gained a huge amount of followers. People were sharing my profile in an effort to diversify their feeds, which is fine. The intention was there, but it meant that I suddenly felt like I had to put my Blackness at the forefront. People were sharing me because I was Black, not because I talk about baking and slow fashion and being an American in the UK. So I gained all these followers, but then my engagement went right down because people were like, cool, I’ve followed, I’ve done my bit. They weren’t engaging with my content.

What can other creators (allies) do to support Black creators?

Finally, give us 3 Black Pinterest creators that inspire you…

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PinterestHester BatesGhenet RandallInstagram
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