They’d already been noticed in testing, however as we speak, as a part of its annual Creators’ Festival event, Pinterest has formally announced its new, TikTok-like ‘Watch’ feed for Pin content material, in addition to a brand new ‘Takes’ response possibility for Concept Pins, amongst different updates for the app.
First off, on the brand new Watch feed – as we first reported last month, Pinterest is including a scrolling, vertical feed of content material to each align with the newest social content material consumption tendencies, and supply a brand new means to find a broader vary of Pin content material.
As you may right here, the brand new full-screen discovery possibility consists of each a ‘Browse’ and a ‘Watch’ show, with the ‘Browse’ mode being the standard Pinterest search feed, and the ‘Watch’ mode switching to a TikTok-style presentation of the identical, with each video and nonetheless picture Pins displayed within the vertical scrolling stream.
Which, after all, appears very TikTok-esque, however given the ongoing rise and rise of TikTok, and the affect it’s having on broader consumption tendencies, it is sensible for Pinterest to lean into this, and facilitate Pin discovery in a method that’s more and more more likely to have interaction viewers.
It additionally offers extra alternative to showcase extra of its video-focused Idea Pins, the platform’s personal tackle the Tales format – and inside that function, Pinterest can be including one other interactive ingredient in ‘Takes’.
As described by Pinterest:
“A Take is an Concept Pin that’s created in response to a different Concept Pin. Takes seem as responses to the unique Concept Pin and will also be seen in your house feed, from individuals you observe or in your profile.”
As you may see within the above examples, Pin Takes shall be highlighted on the unique Concept Pin itself, with creators capable of choose the very best of them, which then get precedence within the consumer show. Customers can even be prompted so as to add their very own Take when viewing Concept Pins.
The choice will invite customers to share their private experiences with merchandise, or to reply to recipe Concept Pins with a clip of how their very own effort turned out, for instance. It might additionally add context to craft how-to’s and different Pin codecs, which might make it a invaluable addition.
Nevertheless it’s laborious to miss the visible similarity to TikTok in these new codecs.
Takes can be, after all, similar to the way in which TikTok’s Duets function is used to reply to an unique clip. Nonetheless, inspiration apart, the final performance of each Takes and the Watch feed does match with Pinterest’s content material focus, and each may very well be useful additions to spice up in-app engagement.
It’s additionally including new Stickers for Concept Pins, giving them a extra acquainted Tales really feel.
Whereas it’s additionally introduced the combination of its AR Strive-On instruments with Concept Pins, offering one other strategy to set off product engagement from the format.
“This new functionality permits creators to tag their Concept Pins with a brand new Strive On sticker so as to add lip merchandise, empowering Pinners to strive on and store proper from the Concept Pin.”
It’s the primary direct integration of Pinterest’s AR instruments with its Concept Pins, and will pave the way in which for related eCommerce-aligned AR choices in future.
Accredited creators will be capable to add the brand new Strive On stickers to their Concept Pins, with over 10,000 Strive On-enabled merchandise now obtainable on the platform.
Pinterest’s additionally trying to broaden its creator monetization push with a brand new “Creators Rewards” program, which can allow creators to take part in challenges to earn money from Pinterest.
As you may see on this instance, Pinterest will run challenges – like creating Concept Pins that generate at the very least 5 Takes – which creators can take part in to get a share of the money reward.
Snapchat just lately introduced related, with its ‘Spotlight Challenges’, and that might present a greater strategy to incentivize key engagement behaviors within the app, versus paying for the top-performing content material.
Pinterest says that it’s investing $20 million into this system, which is a giant step up on the $500k that it allotted to its Creator Fund initiative earlier this 12 months.
Pinterest can be including a brand new ‘Profiles’ tab in its search outcomes to higher showcase particular person creators in key verticals.
Which, once more, will additional spotlight individuals to observe within the app, and provides creators extra alternative to construct neighborhood amongst customers.
And eventually, Pinterest can be launching a brand new “Create Your Take” promo marketing campaign, that includes Jennifer Lopez, Megan Thee Stallion, and extra.
“Every notable creator will share an inspiring Concept Pin, encouraging Pinners to construct on that concept and share their very own take – every thing from Halloween concepts to fall trend to canine model. The activation shall be rolling out between October 2021 and March 2022 within the US, Canada, UK, Australia, Germany and France.”
These are some attention-grabbing updates, which look to take Pinterest’s UI to the following stage, and keep a recent, participating enchantment inside the app.
And video is the important thing focus. Pinterest has beforehand famous that video views elevated more than 3x in 2020, amid rising utilization throughout the pandemic lockdowns, and with broader social media consumption tendencies more and more shifting in the direction of video content material, it is sensible for Pinterest to additionally align with this shift.
However that could be a key ingredient to think about in your individual platform efforts, and with greater than 450 million users, it’s undoubtedly price maintaining in thoughts, and pondering over the place these new choices might slot in your course of.