Pinterest launches products to be more 'shoppable' for brands
Pinterest is launching a slate of new products today as the social media site embarks on a major redesign and to offer more "shoppable" content for advertisers.
As part of today's Creator Festival, Pinterest is enabling visual search on video content for the first time.
It is also making Idea Pins – the recently launched video clips format – more shoppable by integrating them with augmented-reality TryOn. This allows creators to tag their Idea Pins with a new try-on sticker to add lip products, empowering Pinners to try on and shop right from the Idea Pin.
To access the new feature, creators can select the try-on sticker and search over 10,000 try on-enabled product links to add to an Idea Pins.
Pinterest is the latest social media platform to announce a slate of tools to encourage more ecommerce spend from brands. TikTok recently announced four new advertising and ecommerce products at its first commercial upfronts,
'Watch' and 'Browse' tabs
Pinterest is also launching a new “Watch” tab – a full-screen feed of Idea Pins – that users can scroll through and engage with new content from creators.
The Watch tab shows "the best Ideas Pins relevant to a Pinner's tastes and preferences". The “Browse” tab is an evolution of Pinterest’s traditional inspiration feed.
The company hopes that providing both a “Watch” and a “Browse” option puts the power in users’ hands to choose how they’d like to get inspired. These tabs will be available to users in markets where Idea Pins are available on phones and tablet using Apple and Android software.
Pinterest is also launching Takes, which allow creators to build more engagement with their communities and to inspire action. Whereas platforms like Facebook, Instagram and TikTok are arguably focused on entertainment and passive scrolling, Takes are meant to encourage users to try something new, and empower creators to build community around shared passions. Pinners’ responses will link back to the creators’ original Idea Pins, and creators can also highlight top takes from Pinners.
First-ever original content series
For the first time, the company is also launching a new original, serialised programme featuring over 100 creators across 10 countries "who represent the best of Pinterest".
Starting today until January 2022, each creator will release a series of original Idea Pins on a specific theme that is meant to educate, teach and inspire Pinners. Pinners can discover the new original programming in the Daily Inspiration section on the search tab starting from tomorrow.
The new content series will teach Pinners a new skill, then will prompt them to create their own take on the idea. Pinners can view individual Idea Pins in the series, or they can watch them sequentially for a more comprehensive experience.
J-Lo fronts celebrity ad campaign
Pinterest is also launching a global consumer campaign today called "Create Your Take", featuring celebrities Jennifer Lopez (pictured, above), Megan Thee Stallion and Storm Reid.
Each of them will share an inspiring Idea Pin, encouraging Pinners to build on that idea, such as Halloween costume ideas, Autumn fashion, or dog grooming.
The campaign, which runs on video-on-demand and social media, will be rolling out between October and March 2022 in the US, Canada, UK, Australia, Germany and France. It used Amplify as its creative agency for the campaign and is planning/buying the media in-house.
Pinterest is also launching “Creators Rewards”, its first-ever in-product monetisation programme for creators.
The company said it is investing $20m to pay and support creators. This will begin in the US, and then roll out to other markets.