With "Pin Picks", Pinterest is starting to create its own editorial content while partnering with ten different media companies like eHow and Funny or Die. The content will include curated pin boards, specialized profiles, and tutorial videos. Moving away from the being just an online scrap booking platform, the company is now exploring different media outlets, Youtube in particular. Now people who visit Youtube to search for how-to videos will find Pinterest-generated content, placed with the intention of directing their interest to the site. The latest campaign will include a 4 week series on DIY halloween costumes.
Pinterest is currently the second biggest driver of traffic behind Facebook. I think it is a good idea that they are exploring a more integrated approach because they have the potential of generating revenue from promoting partners' content on Pin Picks. Pinterest has also hired an ad guy from Google to amp up their analytics, and will soon be able to provide robust data on the users that they deliver to their partner sites. In the age of big data, information about their 70 million shop-happy young users could be a goldmine for a company that up until this year had no revenue.
Sources:
http://adage.com/article/digital/pinterest-touts-editorial-product-funny-die-ehow/295282/
http://techcrunch.com/2014/10/06/pinterest-curates-its-own-content-with-new-weekly-collections-called-pin-picks/
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