Pinterest to Test Livestreamed Events with Creators

Pinterest Launches Initial Foray into Live Event Hosting

Pinterest is venturing into the realm of live events with the announcement of a three-day virtual experience. This event will showcase livestreamed sessions led by prominent creators, including well-known personalities such as Jonathan Van Ness and Rebecca Minkoff.

First Public Test of Direct Streaming

Running from May 24th to May 26th, the virtual event will be hosted directly within the Pinterest app. This marks the company’s inaugural public trial of streaming creator content directly to its extensive user base of over 475 million individuals globally.

The Rise of Virtual Events and the Creator Economy

The increasing prominence of the creator economy, coupled with a surge in demand for virtual events accelerated by the pandemic, prompted Pinterest to investigate livestreaming capabilities.

Last autumn, the platform initiated testing of a “class communities” feature. This allowed users to enroll in Zoom classes facilitated through Pinterest, with creators utilizing Pinterest boards to organize supplementary materials and resources.

How the Livestreamed Sessions Will Function

Unlike the previous testing phase, these new livestreamed sessions will not redirect users to external platforms like Zoom. Instead, the entire experience will unfold seamlessly within the Pinterest mobile application.

Users will have the opportunity to engage with creators in real-time through a comment section during the streams. Furthermore, the shopping features will be enhanced, enabling creators to tag products using Product Pins.

Event Logistics and Moderation

Each livestream will accommodate up to three guests alongside an unlimited number of viewers. Moderators, potentially including Pinterest employees during this initial test, will oversee the sessions.

These moderators will be responsible for maintaining a positive environment by removing individuals from the chat who violate Pinterest’s Community Standards.

Diverse Range of Topics to be Covered

The event’s schedule will encompass a wide array of subjects, including food, interior design, culinary arts, fashion, and more.

Featured Creators and Session Highlights

Jonathan Van Ness will share insights into morning routines and self-care practices. Fashion designer Rebecca Minkoff will guide users on styling their summer wardrobes.

Additional contributors include food creators GrossyPelosi and Peter Som, who will demonstrate their favorite recipes. Women’s Health magazine will discuss goal achievement through vision boards, Jennifer Alba will explore Zodiac communication via sign language, and Hannah Bronfman will provide ideas for creating at-home spa experiences.

Accessing the Live Event

Pinterest will feature approximately 21 creators over the three-day event, with around seven distinct sessions offered each day. Users can access the live event through a dedicated “Live” tab within the Pinterest app for both iOS and Android devices, where they can view the schedule and join sessions.

Pinterest’s Vision for Live Content

“As a visual platform, people discover billions of ideas on Pinterest every day, and we’re always looking for new ways to help them bring those ideas to life,” explains David Temple, Pinterest’s head of Creators.

Pinterest has integrated with existing livestreaming technologies and developed its own in-house messaging systems to facilitate live interactions.

Adapting to Evolving User Interests

“We’re excited about the opportunity to respond to Pinner feedback for more dynamic and timely events as new interests like cooking have emerged for many in quarantine, and trends like beauty, fashion, and home renovation are on all-time highs as we move into a post-pandemic world,” Temple added.

Future of Live Events on Pinterest

Currently, Pinterest is not disclosing its long-term plans for live events. The platform is not yet offering tools that would incentivize creators to migrate from other platforms offering monetization options like donations, subscriptions, or brand partnerships.

Without these features, attracting and retaining creators may prove challenging for Pinterest.

The Competitive Landscape of Creator Platforms

Most major tech companies are actively courting creators, with some even offering financial incentives. Platforms like Facebook, Instagram, YouTube, TikTok, and Twitter are expanding their features to enable creators to monetize their audiences beyond traditional advertising and brand deals.

New creator-focused services, such as audio chat rooms and virtual event startups, are also emerging.

Pinterest’s Unique Position

The appeal of Pinterest within this competitive environment remains to be seen. However, the company intends to leverage this experiment to gain valuable insights into what resonates with its community.

Pinterest conducted internal testing of its livestreaming technology in the weeks leading up to the public launch. The event will be exclusively available within the Pinterest app for iOS and Android, beginning on May 24th.

Update, 5/14/21, 11:35 AM: Following publication, Pinterest now confirms support for up to 3 guests, not 5, in addition to unlimited viewers. The events will also include some shopping functionality.