Pinterest will get extra TikTok-like with a ‘Watch’ tab for movies, publicizes $20M in creator rewards – TechCrunch



Pinterest has been attempting to reposition its enterprise as a house to creators, not only a procuring inspiration web site. Immediately, the corporate revealed its newest efforts on this entrance, which embrace extra Snapchat and TikTok-inspired options, together with a vertical video feed and plans to speculate $20 million in “Creator Rewards.” It’s additionally asserting a sequence of expanded creator instruments, like the flexibility to reply to movies with “Takes,” help for Amazon Associates, and extra, in addition to the launch of authentic content material.
The corporate earlier this 12 months launched Concept Pins, a video-first characteristic geared toward creators which is one thing like a mixture of each TikTok and Tales. These Pins enable Pinterest customers to document and edit artistic movies utilizing instruments just like these you’d discover on different short-form video platforms — like background music, transitions, and interactive parts. The Concept Pins might be as much as 60 seconds in size, however not like conventional short-form video, video might be only one a part of what the Pin provides — it will probably additionally embrace as much as 20 pages of content material per Pin which you faucet by means of like in Tales. This might enable a creator to elucidate the varied steps concerned in recreating their recipe or DIY venture, for instance.
Now, Pinterest is giving its house web page a redesign to raised spotlight these Pins in a extra TikTok-like format. Customers can select to both “browse” or “watch” the Pins when in search of inspiration by deciding on the related tab on the house feed. The brand new Watch tab will launch customers right into a full-screen feed of Concept Pins which you scroll by means of vertically and may have interaction with, by leaving likes and feedback, or by saving the Pin for later entry. Although the expertise of watching these video-enabled Pins feels quite a bit like searching TikTok or Instagram Reels, you’ll be able to nonetheless faucet by means of to see extra of the Pins’ pages, as you’d with Tales, when out there.
(You’ll know if the Pin has extra pages as the underside progress bar will likely be dashed, as an alternative of displaying you the video’s progress.)
General, the design of this Watch feed could be very a lot TikTok-inspired, because it showcases full-screen movies and interplay buttons stacked vertically on the proper. Whereas Pinterest is various the format a bit by providing help for added pages, the ensuing content material feels very very like a Pinterest-fied TikTok feed.
Nonetheless, one space the place Pinterest might have a bonus is that it lets viewers save the Pin and arrange it into your Pinterest Boards. TikTok, in the meantime, could be very missing when it comes to saving and organizing the content material you preferred and wish to refer again to, main many customers to obtain movies to their cellphone as an alternative. This oversight on TikTok’s half might change into a aggressive benefit if not addressed, as many customers wish to save issues like magnificence tutorials, recipes, cleansing suggestions, adorning concepts, and different content material which overlaps with Pinterest.
Picture Credit: Pinterest (Takes)
In one other nod to TikTok — which permits creators to work together with every others’ content material by means of options like Duets and Stitches — Pinterest can also be right now introducing its personal creator response characteristic referred to as “Takes.”
With Takes, creators will have the ability to reply to another person’s Concept Pin with considered one of their very own, the place the response is linked again to the unique. Assume: a creator might attempt somebody’s recipe however then provide their very own variation; they may try to duplicate the venture one other creator advised, and present their outcomes. They might showcase their Halloween costume concepts and invite responses. And so forth.
To kick off “Takes,” Pinterest is pulling in celebs to take part, together with Jennifer Lopez, Megan Thee Stallion, and Storm Reid. (The corporate has earlier than used celebs to advertise its different creator-focused efforts, together with Queer Eye’s Jonathan Van Ness, throughout a digital creator occasion this 12 months.)
Picture Credit: Pinterest
As well as, creators can add a brand new “Attempt On” sticker to their Concept Pins which permits viewers to nearly attempt on lip merchandise utilizing augmented actuality. This can be a pretty frequent use of AR nowadays, as even Google, YouTube, Snap, and different magnificence apps and retailers have adopted the tech. Pinterest, which has supplied lipstick try-on since final 12 months, expanded to incorporate eyeshadow try-on in early 2021.  The brand new sticker will help over 10,000 try-on enabled merchandise, Pinterest says.
The corporate can also be launching its personal authentic content material sequence, Creator Originals, that includes over 100 creators throughout 10 international locations which runs now by means of Jan. 2022. The creators will educate Pinterest customers new expertise in areas like magnificence, house décor, wellness, style, cooking and extra. Contributors embrace Priscilla Ono, Kelly Wearstler, Ally Love, Zerina Akers, Kahh Spence, Joshua Weissman, Kia Cooks, Mat Sanders, and others.
Past the brand new product bulletins, the larger information is that Pinterest will now attempt to seed its community with extra creator content material by paying creators instantly.
The corporate says it’s launching a $20 million Creator Rewards fund within the U.S. — its first-ever in-product creator monetization program — provoke that can pay creators for taking part in its challenges issued by Pinterest. That is an enlargement on Pinterest’s April announcement of its $500,000 Creator Fund, which supplied U.S. creators compensation with funds for content material creation and promoting credit.
Picture Credit: Pinterest (creator rewards)
Entry to Creator Rewards is obtainable by means of the brand new “Creator Hub” on Pinterest, the place creators can handle their Pinterest presence. The corporate says it is going to additionally provide “micro-grants” to fund numerous initiatives. This might embrace issues like a group backyard, a wellness program, or a brand new magnificence look, the corporate suggests.
Creators can have different methods to make cash, too. U.S. creators will now have the ability to tag their Pins utilizing the prevailing product tagging instrument with hyperlinks from their Amazon Associates program. (This system already supplied help for affiliate packages like Rakuten and ShopStyle as of this summer time.)
And creators can now allow procuring suggestions powered by Pinterest’s visible search (its “store related” characteristic), which is being enabled for video for the primary time — one other try at catching up with TikTok and its e-commerce characteristic set. 
Mixed, the merchandise point out a Pinterest that’s very a lot attempting to reinvent itself for the TikTok period, largely by copying TikTok options then including its personal twists. It might not be alone in doing so. TikTok, probably the most downloaded app worldwide, has been fueling clones throughout prime social media platforms together with Instagram, YouTube, Snap, Reddit, and others. However for Pinterest, it’s a specific menace as lots of TikTok’s finest movies are these which are instructive or inspirational after which lead on to purchases — mainly, Pinterest’s whole enterprise mannequin. The corporate’s hope is to recapture creators’ curiosity with these new instruments, whereas additionally offering them with methods to truly monetize their following past digital tipping or model engagements.
Pinterest says its new options will roll out beginning right now on iOS, Android, and the online.