Pinterest has announced a brand new partnership with writer Condé Nast which is able to see the approach to life model share unique content material to the platform, together with new video activations round main occasions, like New York Trend Week.
As defined by Pinterest:
“Condé Nast is already one of Pinterest’s longest-standing and largest content publishers globally – with over 40 Pinterest profiles with tens of millions of views. The partnership is a natural extension of the legacy, rooted in two of Condé Nast’s most beloved brands – Vogue and Architectural Digest. Each of these brands are the leading authorities in their respective spaces of fashion and culture, as well as design and architecture.”
Pinterest says that Vogue and Architectural Digest will produce over 160 unique movies ‘aligned with Pinterest’s key seasonal and cultural moments’, together with Trend Month in February, Marriage ceremony Season, Summer season, and Again to College activations.
The partnership may very well be a giant win for Pinterest, serving to to drive extra engagement round two key areas for the app – wedding ceremony and residential upgrades.
Video has been a giant winner for the app, particularly in its Concept Pins, with the platform now serving over a billion video views per day. The vast majority of Pinners additionally say that video content material is extra more likely to affect the actions that they take based mostly on Pin content material.
The addition of extra publisher-created, unique video content material may assist to drive extra curiosity, and generate extra engagement, guiding customers to expanded discovery within the app.
And that might even have advantages for manufacturers trying to tie into the identical tendencies, as extra customers spend extra time on platform.
The brand new partnership kicks off subsequent month, with Vogue offering backstage entry to Trend Week in New York, London, Milan and Paris.
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