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Pinterest announces Pin Collective, connecting businesses with content creators
Pinterest's Pin Collective creates production shops for big brands, pairing them with power users of the service, saving time and driving real results. Win-win.
Marketers already have a lot on their hands, but sourcing content doesn’t necessarily have to be one of them. Pinterest understands that looking for top-notch graphical content can be time-consuming and arduous, so they’ve announced the launch of the Pin Collective.
The Pin Collective is aimed at helping businesses connect with Pinterest’s top content creators: publishers, production shops and independent creators who understand how to best rock the Pinterest ecosystem. These power users of the service will work directly with brands to drive real results.
Members of the Pin Collective will be hand-picked for end-to-end production from “everything from Pins to videos to larger creative initiatives.” Businesses working with Pinterest can source Pinterest’s best in breed, versus utilizing their in-house creative agencies, which may not necessarily know the lay of the land.
The Pin Collective is already alive and well. PureWow, Refinery29, Brit + Co and Tastemade are Pinterest’s publisher partners. Monent Studio, loop88, McBeard and The Mill are the current production shops that are part of the Pin Collective. And tastemakers Kyla Herbes (home design), Gary Arndt (travel), Amanda Holstein (millennial advice), Peter Lombardi (photography/design) and Sarah Barnes (food) are the service’s independent creators.
Results are showing promise, with a pilot program pairing Albertsons with Monica Lavin to create pins for their holiday campaign. Karl Meinhardt, Albertsons VP of social and digital marketing, said that it gave them a “more sophisticated approach to creative” and “freed up resources on our end to focus more time on holiday planning and strategy.”
Pinterest’s 2015 launch of its in-house production studio, Pin Factory, has already helped more than 600 brands advertise on Pinterest, and this appears to be a solid extension of that. With the growth of Pinterest over the past several years, onboarding brands and empowering top users in a way that gives them a piece of the pie helps facilitate growth of the service and creates a real appreciation of the service — because embracing your fans is the best way to continue goodwill.