To help its creators increase their audience reach across social media, Pinterest is launching a new feature for its Idea Pins. Introduced last year, in an attempt to catch up with the industry shift towards video content, Pinterest’s new ‘Video-First’ Pin format will allow creators to download and share their Idea Pins across other platforms. It’s similar to embeds, only this time it links to a downloaded file instead of a traditional URL.
Video Marketing
While giving Pinterest a more competitive chance against TikTok, Idea Pins are more than just video clips. To put it simply, Idea Pins are the middle ground between Stories and a literal short video, each able to hold up to 20 pages of content that you can then tap through. Among the content on those pages could either be static images or segmented videos/clips, which can be optionally annotated with graphics and text.
With the launch of Pin sharing, creators will first tap either the ‘IG Stories’ or FB Stories’ icon within the share menu. Doing this will initiate the Idea Pins download. Saved content will have a watermark and be ‘stitched’ together with the other Idea Pin pages. The end has a card that’ll display the creator’s name and Pinterest username, a format quite similar to TikTok’s download option. Upon completion of the download, Pinterest then redirects the user to the respective app with the Story creation flow open and the watermarked Idea Pin content ready to be further edited and posted.
Facebook and Instagram seem to be built-in integrations, but Pinterest notes that the option allows all creators to share to other platforms, including TikTok and Snapchat. This new sharing feature allows creators to market their Pinterest presence across other platforms, potentially luring audiences back to their own domains. On Pinterest itself, creators can use Idea Pins to make their content shoppable through affiliate links. Creators can also earn extra as part of Pinterest’s $20 million Creator Rewards Fund.
Watermarked videos could help Pinterest creators gain more content views for the content they originally produced for Pinterest, helping grow their following. What’s clear is that Pinterest also hopes that these videos would serve as a marketing tool for itself. Pinterest started as an image pinboard where users could take ideas on what to buy or places to visit. Pinterest then tried to connect these ideas to commerce, working with online retailers and merchants for more advertising. Ultimately, video has proven to be a more impactful shopping tool than static images.
The Wrap
A recent creator event highlighted how TikTok was able to influence its user’s shopping behaviors, reportedly stating that around 48% of them immediately purchased a product they saw on the platform at some point. Despite not having the most established monetary model, this is still rather impressive.
Though Pinterest’s watermarks help reach the creator’s audience through Stories, other platforms will likely downrank watermarked content, with Instagram releasing a statement that it’ll use Pinterest’s announcement as a signal to downrank content in its Reels tab. Pinterest will likely develop a workaround in the future, but for now, Pin sharing is rolling out to all users.
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