Pinterest is expanding promoted creator Pins. Brands can now sponsor eligible Pins made by creators, even when a product hasn’t been tagged as part of a pre-arranged sponsorship. Brands get a new way to boost creator content about their products, and creators get more exposure.
“Brands can promote eligible Pins that you create on Pinterest. You’ll get an email if a brand decides to promote your Pin,” Pinterest explains. Creators can allow or decline each promotion, or opt out of all brand promotions at the account level.
Pinterest already offered sponsored content in which creators tag a brand they have an established partnership with. The new option lets brands choose content from creators they’ve never worked with, which significantly expands promotional options.
Pinterest says creators can improve their chances by:
Social Media Today sees the feature as a way to keep top creators posting while adding more shoppable content, and a useful consideration heading into the final months of the year.
Recruiting creators and producing new content takes time. Finding Pins that already feature your products and promoting them gives you holiday-ready creative quickly. For the broader shift toward creators as sellers, see Shoppers Follow People, Not Search.
Creators can say no. When a promoted Pin performs, follow up with a formal collaboration offer. A no-contract boost can become the trial run for a long-term partnership.
Pinterest users tend to spot trends before they appear elsewhere. See Pinterest’s First Beauty Trends Report: 11 Trends, and 85% of Weekly Users Saw Them There First.
Yes. Brands can promote eligible creator Pins without a pre-arranged sponsorship. Creators receive an email and can approve or decline.
Yes. They can decline individual promotions or disable all brand promotions at the account level.
Mention brands in Pin titles and descriptions, create purchasable content and keep content brand-safe.
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