Pinterest TV: Pinterest Launches Live Shopping

Pinterest Launches Pinterest TV: A New Era of Live, Shoppable Video

A significant evolution is underway at Pinterest, as the platform transitions from a purely inspirational shopping destination to a hub for creator content. The company has recently unveiled a new feature within its app, known as Pinterest TV. This initiative introduces a series of live, original, and directly shoppable videos.

Focus Areas of Pinterest TV

These broadcasts will concentrate on popular categories such as food, home décor, fashion, beauty, and DIY projects. The initial episodes are scheduled to begin airing on weekdays starting November 8th, with subsequent availability for on-demand viewing.

Interactive Live Shows and Hosts

The shows will be led by established Pinterest creators, fostering a dynamic environment. A built-in chat function will allow viewers to engage with hosts, ask questions, and participate actively in the live experience.

Featured Programs in the Initial Lineup

The debut schedule for Pinterest TV includes a diverse range of programs:

• “Christian On,” hosted by fashion designer Christian Siriano, known for his work on “Project Runway.”
• “Unfail My,” featuring director Monica Suriyage alongside Pinterest’s food creators, dedicated to perfecting holiday dishes.
• “Tom Tries,” starring Olympic gold medalist Tom Daley, a skilled knitter, as he learns new crafts from experienced artisans.
• “Manny Does,” presented by beauty entrepreneur Manny MUA, addressing common holiday beauty concerns.
• “Buy This,” led by comedian Robyn Schall, showcasing products from brands like Patagonia, Melody Ehsani, and Crown Affair.

Supporting Creators with a Virtual Studio

Pinterest is committed to supporting its creators. A virtual studio has been established to assist producers in content development and provide essential A/V support, streamlining the live broadcasting process.

Broadcast Schedule and Live Shopping Events

New episodes will air Monday through Friday at 3 PM PDT / 6 PM EDT, initially within the Pinterest iOS app. Every Friday, a live shopping event will feature exclusive discounts from participating brands, including Patagonia, All Birds, Crown Affair, Melody Ehsani, Outdoor Voices, and Mented.

Show Format and Production Details

Each show is designed to be approximately 30 minutes long. Creators will participate in a 10-30 minute pre-production call with the Pinterest team, alongside a technical check of their A/V setup.

A Shift Towards Video and the Creator Economy

Pinterest aims to inspire users in new ways through Pinterest TV. Rather than solely browsing images, users can now engage with video content and the thriving creator economy.

Adapting to a Changing Social Media Landscape

This move represents a strategic pivot for Pinterest, responding to the growing popularity of platforms like TikTok. These newer networks are becoming primary sources of inspiration and driving online shopping decisions, particularly among Gen Z users. Pinterest’s traditional image pinboard format is being re-evaluated in this context.

Integrating Video into the Core Platform

Pinterest has been actively integrating video into its platform. The recent introduction of the “Watch” tab allows users to scroll through a vertical feed of creator videos, offering features like liking, commenting, and saving content to Pinterest boards. These videos are categorized as “Idea Pins,” a video-first format designed for demonstrating ideas and DIY projects.

Investing in Creator Monetization

To incentivize video creation, Pinterest is investing $20 million in Creator Rewards. Additional tools are being offered to enable content monetization, including affiliate links, brand partnerships, sponsored content opportunities, and product tagging.

Catching Up in a Competitive Market

While Pinterest’s video initiatives are progressing, they are largely focused on adapting to existing trends. The platform is striving to align with the broader shift towards creator-backed content, video formats, and live shopping experiences.

The Challenge of Attracting and Retaining Creators

Pinterest TV is a key component of this broader strategy. Success hinges on demonstrating value to creators, given the intense competition for talent among social platforms and the substantial creator funds offered by competitors like Facebook, Instagram, Snap, and YouTube, all vying to counter the influence of TikTok.

Early Positive Results and Future Growth

Initial pilot tests of Pinterest TV have shown promising results, with creators experiencing significant increases in their follower counts – some even doubling their audience after a single live episode. However, Pinterest recognizes the need to demonstrate that increased followers translate into sustainable revenue growth for creators.

Accessibility and Sign-Up Information

Currently, Pinterest TV is available to a select group of creators. However, a sign-up form is available for other interested creators to apply for participation in the program.