Pinterest is looking to give creators more exposure opportunities, while also providing brands with more promotional options by enabling businesses to sponsor creator Pins.
The option will expand Pinterest’s content monetization tools by enabling brands to seek out and boost creator content related to their products, even if a product hasn’t been explicitly tagged as part of a pre-arranged sponsorship.
As explained by Pinterest: “Brands can promote eligible Pins that you create on Pinterest. You’ll get an email if a brand decides to promote your Pin.”
Creators can then choose to allow the promotion or not, and creators can also opt out entirely, disallowing all brand promotions at the account level.
To be clear, Pinterest already offers several variations of sponsored content, through which creators tag a brand or company they have an established partnership with in a post.
This new alternative will give brands the opportunity to choose content from creators they haven’t partnered with previously, which will significantly expand promotional options.
This could be a valuable way to keep top creators posting, while also introducing more shoppable content into the mix.
Pinterest said that creators can enhance their brand sponsorship opportunities by mentioning brands in the titles and descriptions of their pins, creating purchasable content and ensuring that their content is brand-safe.
It could be a valuable consideration for marketers heading into the last few months of the year.
UPDATE (10/13): Pinterest has clarified that brands will only be able to promote Pins from creators they have an existing relationship with.
Pinterest shared this statement with SMT: “We remain focused on helping creators grow their presence on Pinterest and supporting their long-term success. We are currently testing new ways for brands to promote content from Pinterest Creators, with whom they have an existing relationship, in order to help them monetize their content and expand their reach.”
