Pinterest is moving deeper into the creator economy and dipping its toes into the social commerce pond with Pinterest TV.
Every weekday, influencer-fronted series will air live on the Pinterest app, kicking off at 6 pm ET. Episodes will focus on different interest categories, including fashion, beauty, home, and food. Viewers will be able to interact with hosts while they are live, The Verge reports, and catch up on-demand via the TV icon in the top-left corner of the Pinterest app.
In Christian On, for instance, designer Christian Siriano will replicate the most popular fashion searches on the platform, and Manny Does will see beauty YouTuber Manny ‘MUA’ Gutierrez answering common holiday beauty questions. Tom Tries will see Olympic gold medalist and avid knitter Tom Daley learning new skills from senior citizens. Creators can tag products during their shows, which viewers can then select to purchase on their respective websites.
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Every Friday, Pinterest will air a QVC-style shopping show, where viewers can access special discounts to purchase from Patagonia, haircare brand Crown Affair, Allbirds, Outdoor Voices, cosmetics company Mented, and Melody Ehsani.
Variety reports that rev shares for creator shows has not been disclosed, with each show boasting its own deal structure.
The Verge notes that Pinterest first introduced creator monetization in July with shoppable pins, enabling creators to tag products and pocket a cut of ensuing sales. In a bid to amp up its video offerings, the company tapped longtime YouTube exec Malik Ducard last week to serve as first chief content officer. Ducard is charged with developing a strategy for Pinterest to tap into the creator economy.
