Pinterest is bridging the gap between shoppable pins and creator content, becoming the latest social platform to introduce additional ways to pay creators while helping brands sell to their audiences.
On Tuesday, Pinterest announced that creators can make their Idea Pins shoppable, earning a commission from products they help sell while forging brand partnerships.
The new affiliate tool allows creators to tag brand products in their Idea Pins, a multi-page video and image format that mimics TikTok posts and Instagram Stories and Reels, which Pinterest introduced in May 2021. Creators can then earn money based on how many items they sell through affiliate links and partnerships with brands on the sponsored content.
Creators can choose to tag their Idea Pins with any Product Pin or integrate their affiliate programs to monetize recommendations. For example, if a creator has an existing partnership with a brand through an affiliate program like ShopStyle, they would be able to use those affiliate links to tag products in their content. Pinterest said it will not take a cut of any of the sales, and all deals occur directly between the creator and brand.
The platform is also adding disclosures on creator content sponsored by brands, something increasingly necessary as the platform builds out creator programs. With Idea Pins, once a brand approves a tag of its product, the Idea Pin will automatically receive a “Paid Partnership” label. Previously, creators would label brand partnerships within the content itself.
"Our Creators reach nearly half a billion shoppers a month and with this latest update, they can monetize their work, businesses and find incremental success on Pinterest," says Aya Kanai, who was hired in September 2020 from her position as Marie Claire editor-in-chief to be Pinterest's first head of content and creator partnerships. "Creators are central to our mission to bring everyone the inspiration to create a life they love, and they deserve to be rewarded for the inspiration they deliver to their viewers, and the sales they drive for brands."