A little less than a year ago Pinterest Inc. launched Pin Collective, a network in which the social network connected brands and agencies with content creators they could work with to develop custom content.
Now Pinterest aims to scale the offering by launching a platform that helps brands of all sizes develop content for Pinterest in as little as 10 days.
Pinterest outsourced the development of the platform to Popular Pays, a marketplace that connects influencers to marketing gigs.
The platform that Popular Pays built enables a retailer to submit a creative brief, then review “applications” from creators who want to work on the project. Once the brand picks a creator, all of its communications about the project take place on the platform. Pinterest’s internal team then provides oversight throughout the process to make sure the creative fits Pinterest’s standards, says Alastair Cotterill, head of the Studio at Pinterest.
“Every content creator that is a part of the Pin Collective is vetted, educated on our standards and trained,” he says. “The workflow and project management process enable us to work with more partners while, at the same time, ensuring that the quality is there.”
Adidas AG, No. 52 in the Internet Retailer 2017 Top 500, was the first brand to use the platform, highlighting its Originals line of products.
The retailer and manufacturer wanted to raise awareness and highlight the versatility of its Stan Smith shoe. Using the Pin Collective platform, Adidas chose to work with Liz Chernett, a stylist, photographer and art director, who created 12 custom photographic pins that showcase the shoes.
In rolling out the new platform, Pinterest aims to quickly ramp up the number of retailers and brands working with Pin Collective, which, up to now, has been a relatively small-scale endeavor.
“We’ve spent the last year trying to understand where the demand in the market lies,” Cotterill says. “Now we’re building out the Pin Collective to meet that demand so that we can offer advertisers an easy to way to create the best content for Pinterest.”
Pinterest doesn’t take a cut of the revenue generated through the new platform; brands and influencers negotiate terms on their own. Campaigns can run anywhere from a few thousand dollars to hundreds of thousands of dollars.
The new platform is available to any advertiser that uses Pinterest’s promoted posts ads.Favorite