Pinterest Becomes More TikTok-Like With “Watch” Tab For Videos, Announces $ 20 Million In Creator Rewards – TechCrunch

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Pinterest has tried to reposition their business as a home for creators, not just an inspirational shopping site. Today, the company revealed its latest efforts on this front, which include more Snapchat and TikTok-inspired features including vertical video feed and plans to invest $ 20 million in “Creator Rewards.” It also announces a series of extended authoring tools, like the ability to reply to videos with “takes”, support for Amazon affiliates and more, as well as the launch of original content.

Earlier this year, the company introduced Idea Pins, a first video feature for creators that looks like a mix of TikTok and Stories. These Pins allow Pinterest users to record and edit creative videos using tools similar to those you’ll find on other shorthand video platforms, like background music, transitions, and clips. interactive. Idea Pins can be up to 60 seconds long, but unlike traditional short video, the video can only be part of what the Pin offers – it can also include up to 20 pages of content per pin, which you tap like in Stories. This could allow a creator to explain the different stages of recreating his recipe or his DIY project, for example.

Now, Pinterest is revamping its home page to better showcase these pins in a format closer to TikTok. Users can choose to “browse” or “watch” Pins when looking for inspiration by selecting the related tab on the home feed. The new Watch tab will launch users into a full screen feed of Idea Pins that you scroll vertically and interact with, leaving likes and comments, or saving the Pin for later access. While the experience of watching these Video Pins is a lot like browsing TikTok or Instagram Reels, you can always tap to see more Pin Pages, just like you would with Stories, when available.

(You’ll know if the Pin has more pages because the bottom progress bar will be dotted, instead of showing you the progress of the video.)

Overall, the design of this Watch stream is very TikTok inspired, as it features full screen videos and interaction buttons stacked vertically on the right. While Pinterest changes the format a bit by offering support for additional pages, the resulting content looks a lot like a TikTok feed linked to Pinterest.

However, one area where Pinterest might have an advantage is that it allows viewers to save the pin and organize it in your Pinterest boards. TikTok, on the other hand, lacks a lot in terms of recording and organizing the content you liked and want to refer to, leading many users to download videos to their phones instead. This oversight on TikTok’s part could turn into a competitive advantage if not addressed, as many users want to save things like beauty tutorials, recipes, cleaning tips, decorating ideas and decorating ideas. other content that overlaps Pinterest.

Image credits: Pinterest (taken)

In another nod to TikTok – which allows creators to interact with other people’s content through features like Duets and Stitches – Pinterest today also introduces its own creator response feature called “Takes.”

With Takes, creators will be able to respond to someone else’s idea with one of their own, where the response is tied to the original. Think about it: a designer could try out someone’s recipe, but then come up with their own variation; they could try to reproduce the project suggested by another creator and show their results; they could show off their Halloween costume ideas and invite responses. Etc.

To launch “Takes,” Pinterest invites celebrities to participate, including Jennifer Lopez, Megan Thee Stallion and Storm Reid. (The company has already used celebrities to promote its other designer-focused efforts, including Queer Eye’s Jonathan Van Ness, at a virtual designer event this year.)

Image credits: Pinterest

Additionally, creators can add a new “Try” sticker to their Idea Pins, allowing viewers to virtually try on lip products using augmented reality. This is a fairly common use of AR these days, as even Google, YouTube, Snap, and other beauty apps and retailers have embraced the technology. Pinterest, which has offered the lipstick trial since last year, has expanded to include the eyeshadow trial in early 2021. The new sticker will support more than 10,000 compatible products. try, Pinterest said.

The company is also launching its own original content series, Creator Originals, featuring more than 100 creators in 10 countries, which runs through January 2022. Creators will teach Pinterest users new skills in areas such as beauty, interior design, well-being, fashion, cooking. and more. Participants include Priscilla Ono, Kelly Wearstler, Ally Love, Zerina Akers, Kahh Spence, Joshua Weissman, Kia Cooks, Mat Sanders and others.

Beyond new product announcements, the biggest news is that Pinterest will now try to seed its network with more creator content by paying creators directly.

The company announced the launch of a $ 20 million creator rewards fund in the United States – its first-ever in-product creator monetization program – that will compensate creators for their participation in its challenges launched by Pinterest . It’s an extension of Pinterest’s April announcement of its $ 500,000 Creator Fund, which offered US creators compensation with content creation funds and ad credits.

Image credits: Pinterest (creator awards)

Access to Creator Rewards is available through the new “Creator Hub” on Pinterest, where creators can manage their presence on Pinterest. The company says it will also offer “micro-grants” to fund various projects. This could include things like a community garden, wellness program, or a new beauty look, the company suggests.

Creators will also have other ways to make money. US creators will now be able to tag their Pins using the existing product tagging tool with links from their Amazon Associates program. (The program already offered support for affiliate programs like Rakuten and ShopStyle as of this summer.)

And creators can now enable shopping recommendations powered by Pinterest’s visual search (its “shop similar” feature), which is enabled for video for the first time – another attempt to catch up with TikTok and its feature set of Pinterest. e-commerce.

Combined, the products point to a Pinterest trying a lot to reinvent itself for the TikTok era, largely by copying TikTok’s features and then adding its own twists. He wouldn’t be the only one to do so. TikTok, the world’s most downloaded app, has fueled clones across major social media platforms including Instagram, YouTube, Snap, Reddit, and more. But for Pinterest, this is a particular threat, as many of TikTok’s best videos are the ones that are informative or inspirational and then lead directly to shopping – basically, the entire Pinterest business model. The company’s hope is to rekindle the interest of creators with these new tools, while providing them with ways to actually monetize their followers beyond virtual tips or brand engagements.

Pinterest says its new features will roll out starting today on iOS, Android, and the web.


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