Pinterest Shares New Insights into the Impact of Banning Weight Loss Ads in the App
That is an fascinating case research in how smaller modifications and coverage tweaks, in relative phrases, can have a big effect on consumer conduct on-line.
Final 12 months, as half of an expanded push to strengthen physique positivity inside its app, Pinterest banned all ads with weight loss language and imagery, which was a major stance inside the broader, visual-focused social media sphere.
So what influence has that had, and has it helped enhance dialogue and engagement in the app?
In response to new data from Pinterest, it has had an influence, with ‘weight reduction’ searches lowering by 20% (Might 2022 versus July 2021), whereas searches for ‘fast and wholesome meals’ are up 65x, and ‘wholesome meals motivation’ searches have jumped 13x.
As per Pinterest:
“After we carried out our weight reduction advert ban a 12 months in the past, our hope was to proceed constructing our platform as a protected and welcoming surroundings the place all Pinners be happy to be who they’re regardless of physique form or dimension. Now a 12 months later, we’re seeing a constructive response from customers, demonstrating the true influence such a coverage can have on on-line behaviors and perceptions.”
After all, some of these outcomes are relative to overall usage (Pinterest had 444m lively customers in July final 12 months, and has 433m now) and the particular search phrases used for comparability.
However even with these elements in thoughts, Pinterest has highlighted some fascinating utilization shifts.
- “easy methods to change your mindset” searches elevated by +50%
- “constructive self affirmations” searches elevated by 5X
- “loving myself searches” elevated by +36%
- “settle for your physique quotes” searches elevated by 3X
- “physique positivity searches” elevated by 2X
- “curvy physique reference” searches elevated by 5X
These would even be considerably influenced by broader societal traits, however it’s fascinating to think about the impacts that Pinterest’s ban on weight reduction content material may very well be having on broader engagement and interplay traits inside the app.
May seeing fewer adverts that disgrace customers for his or her dimension then result in a extra constructive surroundings, the place individuals can really feel extra snug exploring new traits and behaviors?
The outcomes right here recommend that this might effectively be the case, which is fascinating to think about in phrases of broader social media traits, the place airbrushed, closely edited, extremely staged depictions have change into the norm for a lot of customers.
That may positively have damaging psychological well being impacts. Analysis has proven that 32% of teen girls felt worse about their bodies when using Instagram, as the app reinforces magnificence norms that could be unattainable for many individuals. That’s additionally, reportedly, half of the enchantment of TikTok, in that it’s extra centered on unpolished, reasonable depictions of how individuals truly look, however even then, AR filters and results can alter look, and have an effect.
Possibly, then, a broader ban on weight reduction adverts may very well be of profit, as not less than one measure to assist normalize illustration in every app.
It looks like a small step, however as Pinterest’s stats present, it might probably have a major influence.