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Pinterest is taking part in the race for creative talent, with some new tools to help Pin creators make money from their presence on the platform, while also enabling brands to better promote their products through influencer partnerships.
First, Pinterest adds new shopping labels Idea pins, his own version of the social stories format. Like other Stories options, Idea Pins allows users to upload short video clips that are displayed along a top row in the app.
And now creators can also tag specific items in their Idea Pin clippings.
As you can see in this example, Pinterest creators will now have the ability to add product tags into their Idea Pin clips, which provides another way for direct connection and product promotion in the app.
How effective it will be depends on the use of Idea Pin among your target audience, and we do not yet have definitive statistics on this. But according to Pinterest’s internal research, this may be a worthy consideration:
“It’s 89% more likely to show pinners shopping on products labeled in Idea Pins than on standalone product pens.”
I mean, it would be a small sample size based on initial testing, but given the broader acceptance of the Stories format and the extra interactivity of labels in video clips, it might be a valuable consideration in your Pin strategy to move forward. to move.
In addition, Pinterest wants more transparency in branding on the platform via a a new tool that adds a ‘paid partnership’ label to Idea Pins.
You can see the disclosure at the bottom of the post, under the username.
The paid partnership payment process will be available within the Idea Pin Creation stream, with a new link to enable when a product is tagged.
As explained by Pinterest:
“We know that many creators have partnered with brands and want to highlight their branded content on Pinterest. Today we are launching in beta a new paid partnership tool that allows creators to reveal their paid partnerships. Creators who create branded content will be able to to add the trademarks directly to their Idea Pins, and once the trademark approves the label, the Idea Pin will include a ‘paid partnership’ label, which will make it even easier for creators to announce trademark partnerships and use their expertise to make contact with Pinners authentic. “
It is important for transparency, while also providing a more direct link between creators and the brands they work with. Pinterest says that creators can brand their Idea Pins “with any of the millions of Product Pins on Pinterest”, although the labels are subject to trademark approval themselves.
This will then facilitate revenue options for Pin creators, with the ability to generate revenue from these affiliate links. When users tap on your label and make purchases, creators can eventually reduce this revenue through these partnerships.
This could encourage more creators to establish a presence on Pinterest, with the platform’s more specific shopping focus likely to lead to greater buying activity. And if the revenue sharing is right, you can actually make more money through Pin partnerships than on other platforms, while you can also do so without thinking with creative ideas to drive viral traffic, which is a major focus on others . platforms.
As Pinners enters the platform at a mall, tutorials and product reviews are likely to perform better in Idea Pins, and these types of videos are more easily repeatable and sustainable, which can provide a solid revenue pipeline for those building a presence.
This is an interesting idea anyway, and while it depends on the use of Idea Pin, its ability to become a powerful promotional tool for brands, while also being a more sustainable creator ecosystem in the app make possible.
Idea Pin product brands will be launched to all business accounts in the US and UK from this week, with other regions to follow ‘over the coming months’. The paid partnership tool is now available to select creators in the US, UK, Canada, Australia, Ireland, New Zealand, France, Spain, Italy, Germany, Switzerland, Austria, Sweden, Brazil, Argentina, Mexico, Chile, Colombia and Peru.
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