Pinterest Launches Idea Ads & Announces A First-Of-Its-Kind Partnership With Tastemade

Source: Pinterest

In the past week, Pinterest made two big moves that caught the attention of creators, brands, and consumers.

Idea Ads

First, it officially launched Idea Ads. In October, Pinterest shared that it was testing Idea Ads, a new ad format built off Idea Pins, the platform's Stories meet short-form video format. Fast forward to now, it's launched Idea Ads in over 30 countries worldwide.

Idea Ads enable brands to connect and inspire shoppers through immersive storytelling by combining videos and images, relevant information (e.g., ingredient or material lists), and a link.

Idea Ads With Paid Partnership

Along with Idea Ads, there are Idea Ads with Paid Partnership, which can be viewed as Pinterest's version of Instagram's Branded Content Ads and TikTok’s Spark Ads. Using a new Paid Partnership Tool, creators can disclose branded content and allow brands to amplify their content to a broader audience.

By building an ad format around Idea Pins, Pinterest makes the content format much more valuable because brands now have the option to scale creator content through paid media. Through Idea Ads, brands can get the right content in front of the right audiences through paid media targeting.

According to Pinterest, brands that work with creators see 38% higher brand awareness and 37% higher Pin awareness; so, bringing creators into the mix for organic sponsored and paid content is a no-brainer.

Source: Pinterest

Partnership With Tastemade

Second, it announced a first-of-its-kind, multi-million dollar partnership with media company Tastemade, aimed to scale creators, content series, and live streaming on Pinterest. The partnership will bring 50 new shoppable shows featuring creator talent from Pinterest and Tastemade across eight different languages and hundreds of hours of new live Pinterest TV programming. They will also host networking events, live creator activations, and training sessions to teach creators how to story-tell through video content.

Tastemade, which Pinterest says drives 200% more saves than the average Pin, is behind some of the most inspirational content on Pinterest and therefore is a fitting partner. While Tastemade is established in food, travel, and home decor, it will expand into other verticals like beauty, fashion, fitness, parenting, and pets, aligning with popular categories on Pinterest.

Pinterest being able to tap into Tastemade talent can enhance its own pool of homegrown creators. Pinterest has historically emphasized the value of Pinterest-first creators, but the addition of new, high-quality creators from Tastemade will add fresh new content that can attract new viewers.

Overall, teaming up with Tastemade helps Pinterest touch some of the biggest trends today — creators, video, and live shopping, all at scale.

Why This Matters

Pinterest is often overlooked when discussing the top destinations for creators and brands to connect. It doesn't offer instant gratification like Instagram, TikTok, or YouTube, so marketers hoping to make a big splash in a short period of time ignore it.

With Idea Ads combined with more resources and support for shoppable, video content through Tastemade, the company is strengthening its creator and content ecosystem. Both are vital to moving people from discovery to inspiration to purchase - something more brands are trying to achieve by partnering with creators.