Pinterest establishes new content partnership with Tastemade to promote Pin product listings

As part of its ongoing efforts to expand its network of creators and provide more exposure opportunities for listed products, Pinterest has announced a new strategic partnership with lifestyle content platform Tastemade, which will see Pinterest and Tastemade work together. on new scripted shows, live. broadcast in-person programs and events around the world.

According to Pinterest:

“Today, we’re announcing a first-of-its-kind, multi-million dollar global strategic partnership between Pinterest and Tastemade to scale creators, content series and live streaming on Pinterest. The multi-year, multi-territory partnership begins immediately with the launch of initial programming later this year in the United States, LATAM, Europe and APAC.

Tastemade, which has dedicated production studios around the world, creates video content for over 300 million active viewers, who in total consume over 700 million minutes of clips on the platform each month.

Now, creators on Pinterest will also be able to access this network, through collaboration between the two platforms on new productions, activations and more, in various regions.

Indeed, Pinterest says the deal will see the production of 50 new Tastemade shows, which will debut exclusively on Pinterest, and feature Pinterest products and creators, via buyable links and alerts. The deal will also provide “hundreds of hours” of new live programming for Pinterest TV, while Tastemade will also host a series of in-person designer events at its studios around the world, including Los Angeles, London, Tokyo, Jakarta, Mumbai, São Paulo and Buenos Aires.

The partnership between the two platforms makes a lot of sense and will help expand Pinterest’s offerings to a much wider audience, who will undoubtedly see increased buying engagement.

Pinterest says Tastemade is already creating some of the most inspiring content on Pinterest, with Tastemade Pins generating 200% more saves than the average Pin – and with more video content shared exclusively on the app, it will drive more viewers on Pinterest. ecosystem, which could have great benefits for many Pin creators.

It’s essentially a promotional cross-link, connecting the creative skills of the Tastemade team to Pinterest’s ever-expanding collection of product pins.

This could end up being a very valuable partnership, for both platforms, and it’s interesting to see a social media app (or at least a legacy social media app) establish a direct and ongoing content partnership in this way. It’s similar to YouTube’s partnership with, say, Walmart on a live-streaming initiative, albeit on a larger, more permanent scale – and in some ways it changes the dynamic, with the creative talent, in that case, provided by Tastemade, as unlike the platform hosting the product listings for a third-party application.

This moves Pinterest further into the e-commerce space, as it essentially becomes a product listing provider for Tastemade content.

Rather than relying on its own network of creators and social interaction, the deal will use established creative professionals as a vehicle for promoting this.

It will be worth keeping an eye on how the partnership develops over time.