Great content is at the heart of the Pinterest experience. We want every Pinner to find the right ideas for them, no matter what they need or what they’re interested in. Since every Pin represents a discoverable idea, Pin quality is one of our biggest priorities. We’re committed to top-notch content, whether it comes from Pinners or from the businesses that use Pinterest to reach their audience.
We know marketers have a lot to manage. To make sure it’s always easy to advertise on Pinterest, we’re developing a creative ecosystem that helps marketers of all sizes create inspiring, actionable Pins–no matter their budget or production resources. Our goal is to help brands get what they need to produce content that’s optimized for Pinterest’s visual format and Pinners’ unique behavior.
Today we’re excited to unveil the Pin Collective, the latest addition to our creative ecosystem. The Pin Collective connects businesses with Pinterest’s best content creators. Our team hand-selected a group of publishers, production shops and independent creators who know the nuances of what makes content successful on Pinterest. These experts will work directly with brands to create content that simultaneously delights Pinners and drives business results. Pin Collective partners can provide end-to-end production for everything from Pins to videos to larger creative initiatives. We’ll help businesses choose the right partner for their specific needs.
For the initial launch, we’re thrilled to announce the following content creators:
- Publishers: Brit + Co, Tastemade, Refinery29 and PureWow
- Production shops: The Mill, McBeard, loop88 and Moment Studio
- Independent creators: A global group of Pinterest tastemakers like Kyla Herbes (home design), Gary Arndt (travel), Amanda Holstein (advice for Millennials), Peter Lombardi (photography and design) and Sarah Barnes (food)
We’re already seeing great results from our initial Pin Collective pilot. For example, Albertsons Companies worked with Monica Lavin, the stylist behind Lavin Label, to create Pins for their holiday campaign. Albertsons Companies sent Lavin a set of products so she could style and shoot all images needed for the campaign. “Partnering with Lavin Label gave us the opportunity to take a more sophisticated approach to creative,” said Karl Meinhardt, VP of Social and Digital Marketing at Albertsons Companies. “It also freed up resources on our end to focus more time on holiday planning and strategy.”
Additional creative resources
This is just our latest initiative to help brands thrive. A year ago we launched the Pin Factory, our in-house production studio that helps new advertisers get started with their first Promoted Pins. The Pin Factory supports brands and agencies as they learn the ropes on what drives successful campaigns. In just a year, the Pin Factory has helped over 600 brands begin advertising on Pinterest–to the tune of more than 6,000 Promoted Pins! The Pin Factory has supported a broad range of brands, including companies like Forevermark, Hunter Boots, ADIDAS, Eve Sleep, BarkBox, MeUndies and Room & Board. More importantly, we’ve taught those brands the right creative practices for specific kinds of objectives so they can create highly engaging Pins on their own.
Our in-house creative and brand strategy team rounds out the current creative ecosystem. This team works directly with larger advertisers and their agencies to transform the way a brand comes to life on Pinterest. Some great examples of this kind of partnership include campaigns from Krylon, Burberry and Coke.
We’re excited to get the Pin Collective going and can’t wait to see what comes out of these new partnerships. For more information on the Pin Collective, please visit our site or email pin-collective [at] pinterest.com. If you’re a content creator who would like to get involved, please email pin-collective [at] pinterest.com. If you’re a Fortune 500 advertiser interested in working with the Pin Collective, Pin Factory or our creative and brand strategists, please reach out to your Pinterest contact.
— Nikki Bazzani, currently saving ideas to PinFactory