Pinterest has long stood out from other forms of social media as a platform to inspire shopping and ideas, but a recent pivot sees it placing more emphasis on creator content. The introduction of Pinterest TV, which launched Nov. 8, is one more example of how Pinterest in working to become more appealing to the creator community and give them the tools to attract and retain more followers.
The move comes just weeks after Pinterest announced that Malik Ducard, who was vice president of content partnerships at YouTube, left the video platform and joined Pinterest to lead the content and creator team. According to Variety, he is developing Pinterest’s content strategy and is tasked with tapping into the creator economy. And it’s not the only move Pinterest is making to show its growing interest in creators.
The launch of its video feature, Idea Pins — which was introduced earlier this year — gave creators a way to tell their stories on Pinterest using the kind of video, music, and editing tools that are found on TikTok. With Idea Pins, creators can record and edit creative videos with up to 20 pages of content, and they can use tools like voiceover recording, background music, and interactive elements to tell their story. The short-form videos can be up to 60 seconds.
The videos can be used on other platforms as well, but — similar to TikTok — the downloaded video will keep the Pinterest watermark and profile name.
On the heels of that release, Pinterest rolled out a “Watch” tab that allows users to scroll through the Ideas Pins and either engage with the content using likes and comments or save it for later. The addition of video makes it feel familiar, much like browsing through Instagram Reels or TikTok, but Pinterest has taken it a step further by giving the option of letting users save the video in one of their Pinterest boards.
Creators can also use the new “Try On” sticker on their Idea Pins, which allows the viewers to use augmented reality to try on products like lipstick or eyeshadow.
New features on Pinterest TV
With the rollout of Pinterest TV, the platform has introduced a sort of mashup of Home Shopping Network and TikTok, airing a series of live, shoppable episodes that feature select creators. The live episodes air daily at 3 p.m. PT/6 p.m. ET, but they’re also recorded so they can be watched on demand. Experts in areas including beauty, cooking, wellness, fashion, home decor and more teach new skills in their area of expertise, and Pinterest has brought in such recognizable names including fashion designer Christian Siriano, director/screenwriter Monica Suriyage, comedian Robyn Schall, and Olympic gold medalist Tom Daley to host the segments. Then, on Fridays, a new brand hosts an exclusive product drop and those who are shopping live can enjoy special discounts.
In addition, it rolled out a content series called Creator Originals, which features more than 100 of the most popular creators in 10 countries.
Although Pinterest TV is working with a relatively small group of creators right now, it has opened the door for other creators to participate. A sign-up form on its site is soliciting other creators who are interested in making their own TV episodes using the platform, and the company is launching a virtual studio where Pinterest producers will work with each individual influencer to help them develop unique content.
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