Pinterest is embarking on live shopping, as part of its pivot from being just an inspirational shopping site to becoming a home for creator content. The company this morning announced a new feature on its app called Pinterest TV – a series of live, original and purchasable videos focused on areas such as food, home, fashion, beauty, DIY, and more. The episodes will arrive on weekdays from November 8 and will then be available for viewing on demand.
The shows will be hosted by the creators of Pinterest and will include a chat feature where viewers can ask questions and participate in the experience.
The first line of Pinterest TV shows includes “Christian On,” by American fashion designer, and “Project Runway” alumnus Christian Siriano; “Unfail My,” by director and screenwriter Monica Suriyage, who is joined by food designers at Pinterest for “foolproof” holiday dishes from chefs across the country; “Tom Tries,” featuring Olympic diving gold medalist Tom Daley, who is also a knitting guru and plans to learn new skills from grandmothers and older grandfathers; “Manny Does,” by beauty entrepreneur, Manny MUA, focused on everyday beauty needs for the holidays; “Buy This,” from comedian Robyn Schall, who, along with the creators of Pinterest, will showcase products from brands like Patagonia, Melody Ehsani and Crown Affair.
To support the creative process, Pinterest is also launching a virtual studio where producers will work with creators to help them develop their content and provide A / V support, so they can live more easily.
The new episodes will begin airing from November 8 and air Monday through Friday at 3:00 p.m. PDT / 6:00 p.m. EDT in the US on the Pinterest iOS app to begin. Each Friday, products will be integrated into a live shopping experience where Pinterest users will be offered discounts from participating brands including Patagonia, All Birds, Crown Affair, Melody Ehsani, Outdoor Voices, Mented and more.
According to the Pinterest call to action, these shows will be 30 minutes long and will include a 10 to 30 minute pre-production call with the Pinterest team and an AV technical check.
The idea, explains Pinterest, is to create a new way for its users to be inspired.
This change is a pivot that Pinterest has been trying to make for many months. As new social networks like TikTok become the place where young Gen Z users discover ideas that then translate into online purchases, Pinterest’s image bulletin board experience has started to seem outdated – like a holdover from another web age. This is also a problem faced by other older social networks. The Instagram manager, for example, recently said his app would no longer focus on sharing photos as it now embraces video.
Likewise, Pinterest has worked to make video more essential to its platform. Earlier this month, it introduced a TikTok-style “Watch” tab where users can vertically scroll through a stream of videos from creators, which they can like, comment on, and save to their Pinterest boards. These videos are a newer type of content that Pinterest calls “Idea Pins,” a feature that allows creators to show off some sort of idea or craft, like cooking a recipe or making a craft, for example.
To encourage creators to create videos, Pinterest is investing $ 20 million in Creator Rewards and offering other tools to enable them to monetize their content, such as those for activating affiliate links, partnering with brands on sponsored content, product branding, etc.
However, most of what Pinterest has done on the video front so far hasn’t been unique. Instead, it’s a site catching up with the evolution of the web – towards creator-backed content, videos, and live shopping experiences.
Pinterest TV is another example of this larger plan being implemented. And to be successful, Pinterest will need to be able to prove that it’s worth the creators’ time and effort, given the competition between social platforms for designer talent – not to mention the large designer funds offered by Facebook, Instagram, Snap. , and YouTube as they attempt to combat the TikTok threat.
So far, Pinterest reports that creators who have tested Pinterest TV episodes have been able to increase their follower count, with some creators more than doubling their subscriber count after a live episode. However, the company will still have to prove that more subscribers will translate into more revenue for creators over time. (At launch, Pinterest says it doesn’t directly benefit from Pinterest TV).
While Pinterest TV is currently only available to select creators, the company does offer a registration form for those who want to create TV episodes through the new service.