Creators will now be able to tag products in their Idea Pins — a video feature the app launched in spring — in order to make their content “shoppable.” Creators will also now be able to earn commissions through affiliate links and partner with brands on sponsored content, aligning with platforms such as Instagram, YouTube, and TikTok.
Over the past several years, brands have increased their influencer marketing budgets from $1.7 billion in 2016 to $13.8 billion, in 2021. Pinterest has been slightly slower than other social media platforms in fully utilising the creator community, but it is now making the steps towards embracing the way that creators can drive a significant amount of interest in new products among online shoppers.
What are Idea Pins?
We have seen how social media platforms have been mimicking the success and format of TikTok short-from videos, and this is Pinterest’s take on this idea. Also combined with Stories, Idea Pins allow creators to produce content that combines music, video, and other interactive elements. Idea Pins videos can be up to 60 seconds per page, with up to 20 total pages per pin. Creators can also add other features to their pins, similar to TikTok videos and Instagram stories, such as stickers or music, and tag other creators with their @username.
Pinterest explained that creators will be able to tag products in their pins, meaning users viewing the pin content can now go directly from inspiration to purchase from the Pinterest app. The shopping process isn’t currently as seamless as it is on Instagram, instead, Pinterest’s product tags take you to another Pinterest page for the product in question, and from there you have to click again to visit the retailer’s website to complete your order.
The new Idea Pins product tagging tool will roll out to all business accounts in the U.S. and U.K. Access will continue over the coming months to international creators.
More ways to monetise
Other new monetisation features launching now include support for affiliate programs and brand sponsorships, as creators can now integrate their affiliate programs to generate additional revenue from their recommendations.
Creators who come to the platform with brand partnerships will be able to use a new tool, currently still in beta, that will allow them to disclose those partnerships to their followers.
When creators then produce branded content on Pinterest and add the brands to their Idea Pins, the brand can approve the tag and the Idea Pin will feature a label that reads “Paid Partnership.” The paid partnerships tool is now live for select creators in the U.S., U.K., Canada, Australia, Ireland, New Zealand, France, Spain, Italy, Germany, Switzerland, Austria, Sweden, Brazil, Argentina, Mexico, Chile, Colombia and Peru.
These new tools are enabling Pinterest to be on a leveled playing field with their similar counterparts. Aya Kanai, Pinterest’s head of content and creator partnerships said: “Pinterest is the place where creators with inspiring and actionable ideas get discovered. With this latest update, we’re empowering creators to reach millions of shoppers on the platform and monetise their work.
“Creators deserve to be rewarded for the inspiration they deliver to their followers, and the sales they drive for brands. Creators are central to our mission to bring everyone the inspiration to create a life they love, and we’ll continue working with them to build their businesses and find success on Pinterest.”