The custom tool automates the process for brands wishing to work with content creators via Pin Collective – Pinterest's own network of external influencers who help brands develop Pinterest-friendly creative. The custom tool has been developed in partnership with the digital influencer tech company Popular Pays.
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Pinterest is launching a self-serve platform to make it easier for brands to work with influencers
Pinterest has a new self-serve tool that makes it easier for brands to tap into specialist Pinterest creators.
"There has been a demand in the market from our partners for help in creating bespoke content for the planning stages of the purchase funnel, which is what people come to Pinterest for," "That’s exactly what Pin Collective is for."
The custom tool helps brands of all sizes develop content for Pinterest in as little as 10 to 14 days. All they have to do is either get in touch with Pinterest's partner manager team or use the tool to get in touch with influencers themselves.
Brands can submit a creative brief, and then review applications from creators who want to work on the project. They can also browse through creator profiles and their projects on the tool. Once they pick a creator, all communication happens directly on Pinterest.
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We wouldn’t define it as an influencer network," he said. "It's really about finding people who know how to design and craft content specifically for Pinterest. They are specialists, and unlike other influencers, some of them may have a lot of followers and some of them may not."
Pin Collective is overseen by The Studio, Pinterest's internal wing that helps brands develop content for the platform. The team covers everything from brand and agency education to creative execution, helping brands including essie, Old Spice and Dunkin’ Donuts, as well as agencies like Wieden + Kennedy develop Pinterest-specific content.
Adidas Originals was the first brand to use the new self-serve platform, in a campaign aimed at raising awareness and highlighting the versatility of its classic Stan Smith shoe. Adidas used the Pin Collective platform to work with, a stylist, photographer and art director, who created 12 custom photographic Pins that showcased the sneakers’ iconic style.
The tool is available to all brands that use Promoted Pins.
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