With Pinterest TV, creators can showcase and tag products to let users purchase them on the retailer’s site. Episodes air each weekday and will be recorded and available for users to watch on-demand.
To view Pinterest TV episodes, users can click the TV icon in the upper left corner of the Pinterest app. In the livestreamed episodes, viewers can interact with hosts and ask questions via chat. And each Friday, products will drop in a live shopping setting where Pinterest users will be offered discounts from brands.
The new feature expands on Pinterest’s ecommerce efforts to date. In 2015, it launched Buyable Pins, which were its first shopping ad product. In 2018, Pinterest shifted to Product Pins, which drives users from a post directly to a retailer’s checkout page.
According to research company eMarketer, the number of US social buyers on Pinterest grew 30.5% in 2020, for a total of 12 million. By the end of 2021, that will grow another 16.4% to reach 13.9 million, the researcher estimates.
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