Pinterest just managed to land yet another brand exclusive collab, this time entering a video partnership with publisher Dotdash Meredith, which will bring content from a range of well-known lifestyle brands to the app. Here’s the official Tweet by Pinterest Business.

The Pinterest Circle

As the aforementioned Tweet stated, Pinterest says that this new partnership will bring nearly 200 original videos to the platform, which will be aligned with annual moments that its audience is engaged with – ‘ranging from wedding season to the holidays’. While 200 may not sound like a lot, take note that these are original, first-hand videos, not recycled or repurposed ones, so it’s really the wow factor that this new push brings that’s to be admired.

As Pinterest explains:

“The partnership kicks off this month with “Colorscapes,” a must-see video series from Better Homes & Gardens capturing tablescapes inspired by seasonal color palettes to suit every life moment, and later this month, Brides will introduce “Wedding Dress 360,” featuring this season’s most popular wedding dress styles and wedding trends brought to life by real people in 360-degree videos. Better Homes & Gardens will also share time-tested tips and tricks published over the brand’s 100 years, that still ring true and helpful today, in a series titled: “Out of the Archives.”

This marks the latest development in Pinterest’s expanding video content push, which has also seen it partner with other well-known brands, like Tastemade, on exclusive in-app activations.

Back in January, Pinterest announced a similar partnership with Conde Naste, which will bring content from Vogue and Architectural Digest to the platform. This expanded content push will ideally help Pinterest drive more engagement, expanding its audience beyond the 450 million monthly actives who are currently logging into the app.

The Wrap

While video hasn’t always been the biggest engagement driver for Pinterest, in recent times, it has been a big winner, with the platform now serving over a billion video views per day, while its inventory increased by 30% quarter-over-quarter in Q4. Like all social platforms, video is the most engaging format in the app, while the majority of Pinners also say that video content is more likely to influence the actions that they take based on Pin content. The addition of more publisher-created, exclusive video content could help to drive more interest, and generate more engagement, guiding users to expanded in-app discovery.