Pinterest Announces New Tools To Help Creators Monetize & Partner With Brands
Source: Pinterest
Source: Pinterest
Idea Pins Are Now Shoppable
Creators now can make their Idea Pins (formerly known as Story Pins) shoppable by adding products from Pinterest's massive Product Pins catalog as product tags in their content. They also have the option to add affiliate links and earn commissions for sales they generate.
Source: Pinterest
Easier For Creators To Disclose Brand Partnerships
Pinterest is making it easier for creators to disclose brand partnerships through a new paid partnership tool that adds a 'paid partnership' label for branded content. The tool is similar to Instagram's Branded Content tag and TikTok's recently launched Branded Content toggle.
At the moment, all business accounts in the U.S. and U.K. have access to the Idea Pins product tagging tool, while select creators in 19 countries, including the U.S., U.K., and Canada, have access to the paid partnership tool.
Continued Investments In Creators
Over the last several months, Pinterest has invested in creators through a series of new product features and tools, including Idea Pins, robust analytics, and updated creator profiles.
While these features and tools are valuable in helping creators grow their audience and reach new people, Pinterest missed a crucial feature in creator monetization.
With the launch of shoppable Idea Pins and support for affiliate links, Pinterest fills that gap and continues the trend of social media platforms putting efforts towards helping creators earn money. In my opinion, platforms that help creators grow their audience and make money are going to be the platforms that creators spend the most time on and ultimately, the platforms that “win” in the long run.
A New Way For Creators & Brands To Work Together
Shoppable Idea Pins aren’t just beneficial for creators, though. Brands should be excited as it opens up a new way for them to work with creators to create content that accelerates the consumer decision journey from inspiration to purchase.
Idea Pins, which are the platform's version of the Stories content format, are perfect for sharing instructional and informational content like tutorials, how-tos, DIY projects, recipes, travel guides, and more. However, there wasn't the ability for creators to add a link to drive towards a CTA until now.
Testing out @Pinterest’s new feature that lets creators make Idea Pins shoppable by including an existing Product Pin or adding a product by searching for the name of it or adding a URL from a retailer page. 🛍 pic.twitter.com/nl5xl5u2sr
— Lindsey Gamble (@LindseyGamble_) July 28, 2021
Despite Pinterest pushing the format heavily, there weren't too many creators and brands partnering up for branded content on this format due to the lack of link sharing. However, now that link sharing and product tagging are available, brands can activate creators to create engaging and inspiring Idea Pins content that drives toward lower-funnel activities like conversions. In addition, the inclusion of a link for purchase or product tag removes friction by making it easier for users to purchase a product in-app, increasing the likelihood that a purchase is made.
According to Pinterest, "89% of Pinners are more likely to exhibit shopping intent on products tagged in Idea Pins than on standalone Product Pins,” making it worthwhile for brands focused on driving sales through influencer content to at least experiment with the format.
