Pinners Rejoice: Pinterest's Newest Creator Features

Today’s Edition:

• Pinterest unifies formats, expands links and adds engagement features

• Meta expands Ads on Reels monetization program to more creators

• Google’s new Perspectives section in Search showcases creator content

Pinterest Unifies Formats, Expands Links and Adds New Engagement Features

Pinterest announced several exciting new features and updates aimed at creators. These include a unified Pin experience, links in all Pins, and community engagement tools.

Below is a breakdown of what's new, what it means, and why it matters. Allison Light, Content Publishing Product Lead at Pinterest, also shared insights with me.

Unified Pin Experience

Pinterest is unifying its Idea Pins and Pins formats into a single format. Creators will now see a single "Create a Pin" option when creating content, instead of separate options for Idea Pins and Pins. Previously, certain features and tools were exclusive to specific formats and types of user accounts. However, with this new change, all users will be able to access all available features and tools through a unified Pin experience. Creators can also use different aspect ratios for their Pins and make edits to titles, descriptions, and links even after their posts have been published.

To improve the viewing experience for users, Pinterest has eliminated the need for viewers to tap through multiple pages. Instead, there will be a seamless, continuous play functionality akin to platforms like TikTok and Instagram.

Plus, there are additional performance metrics for videos, such as Views and Watch Time.

What it means and why it matters: By unifying its core formats, Pinterest creates a better experience for creators to share content. Creators no longer need to decide or weigh the costs of sharing Idea Pins versus standard Pins. With access to a full suite of tools, creators are also able to fully express themselves. Instagram made a similar move last summer when it decided to turn all video posts into Reels.

Enabling creators to make revisions to their posts after they have gone live gives them more flexibility. Creators can fix any mistakes or update their content as needed, instead of having to take it down and repost it. Having to repost is typically a negative thing, especially when content has already gained strong performance, but includes a typo or is missing key messaging in the context of sponsored content on behalf of a brand.

Links in All Pins

All creators can add links to all Pins, including images, videos, and Pinterest TV live streams. Through a new 'Add a Link' option during the creation workflow, creators can include links to their websites, blog posts, storefronts, brand partner destinations, and more.

What it means and why it matters: Similar to Instagram's recently launched support for multiple links in bios, the ability for creators to link out across Pins has been highly requested. With this update, creators have a better opportunity to drive audiences to channels where they can provide more value, monetize, and grow their communities.

Link-related features have become one of the most common ways for platforms to support creators, as they can lead to more long-term success for creators. Brands may be encouraged to work with more Pinners on sponsored content as well since they can create short-form video content with the added benefit of being able to include a brand website or product page to drive mid- to lower-funnel results like clicks and conversions.

Community Engagement Features

On the safety front, creators can set filters for keywords that they do not want to show up in comments left on their posts, which will automatically hide comments containing them.

Users can also respond to Pins with Photo Comments, which allows them to upload a photo that shows up in the comment thread. Reactions such as heart and lightbulb emojis can also be used across all Pins by users.

What it means and why it matters: With these features, creators can add another level of safety protection by having more control over the type of comments being left on their content, while providing their audiences with more visual and interactive ways to engage with their content.

Comments can be a significant signal for what resonates with users, so the ability for users to respond to content that grabs their attention with a photo can create a more dynamic relationship between creators and fans while helping to generate more visual content across the platform.

Easier and Faster Content Creation

Pinterest's latest batch of updates provides benefits to creators by making it easier and faster for them to create content, particularly videos. With a more streamlined process for uploading content, access to more tools, the opportunity to drive audiences outside of Pinterest, and giving Pinners new ways to engage and interact with content, creators are more incentivized to spend time and effort in producing Pinterest content.

Meta Expands Ads on Reels Monetization Program to More Creators

Meta is expanding its Ads on Reels monetization program for Facebook to include more creators, including those who were part of the paused Reels Play Bonus Programs. With Ads on Reels, creators can earn money based on the performance of their public Reels through Overlay Ads or Post-loop Ads. Currently, performance is based on the number of plays on a Reel, but Meta plans to incorporate additional signals into payouts.

This new payout model is a shift from the previous model of paying creators based on the performance of ads on their Reels. Meta recognized that model resulted in creators' payouts being determined by external factors, such as how many ads have already been shown to a viewer or whether a relevant ad is available. With this change, creators will receive more predictable payouts, advertisers will have access to more ad inventory, and viewers will have a more consistent ad-viewing experience. From the YouTube Partner Program to TikTok Pulse, Snapchat's Stories Revenue Sharing Program, and now Ads on Reels, platforms are leaning towards ad revenue sharing as a sustainable creator monetization model for short-form video.

Twitch Rolls Out New Clip Editor to Convert Live Streams into Vertical Videos

Twitch has a new Clip Editor to help creators make vertical videos for other social media platforms. Creators can access the feature in the Creator Dashboard. They select a live stream to edit, choose between a full-screen or split-screen layout, select specific frames, and decide whether to include their handle. They can then download the clips or share them directly to YouTube Shorts if they have a connected YouTube account. For TikTok, Instagram, and Snapchat, they need to upload the clips manually. Twitch plans to roll out more integrations and bring this feature to mobile in the near future.

The Clip Editor supports Twitch's focus on boosting streamer discovery and visibility. While Twitch remains committed to its core live streaming format, helping creators share their content on other platforms can help them gain more exposure with audiences that may not typically consume Twitch content. Uploading clips to TikTok can be particularly beneficial for streamers, as the platform has seen a surge in the popularity of gaming-related content and communities over the past year.

Brands working with streamers can also benefit from this feature. Now, with an easy way to turn sponsored live streams into bite-sized social content, brands can incorporate more deliverables for social sharing to optimize performance for their influencer marketing campaigns.

Google's New Perspectives Section in Search Showcases Creator Content

During its I/O 2023 Developer conference this week, Google introduced a new section of Search called Perspectives. This section showcases a range of creator- and user-generated content, including personal narratives, tips, and advice in the form of blog posts, YouTube and TikTok videos, and Reddit and Quora links. Users can click on the content to access additional details such as the creator's name, profile photos, and information about the content's popularity.

Perspectives brings a more visual, snackable, personal, and human dimension to Search. By incorporating content from creators across various formats, Google enriches Search with diverse voices and visual elements, which can be helpful for addressing queries that traditional web results may struggle to answer. This is part of Google's ongoing efforts to adapt to modern technologies and the evolving ways in which people seek and consume information. Recognizing that 40% of Gen Z now relies on social media platforms like TikTok for search needs, the tech giant has been actively making updates to remain relevant as search behaviors evolve.

Twitch Introduces a Branded Content Tool to Help Streamers Disclose Paid Promotions

Twitch has introduced a new Branded Content Disclosure tool. When doing product placements, endorsements, sponsored gameplay, paid product unboxings, or channel sponsorships, streamers are required to check a "Branded Content" box in the Streamer Manager. This will display an automated disclosure message to viewers indicating that the stream includes a "paid promotion." In scenarios where creators don't use the tool, Twitch will send them a warning email, and repeated offenses can lead to account suspensions.

The tool is timely, as Twitch is currently testing new sponsorship solutions between creators and brands. It brings Twitch in line with Instagram, TikTok, YouTube, and Pinterest, all of which have native tools to make it easier for creators to disclose branded content in a standard way. Continued investments in disclosure tools are a result of added pressure from governing and regulatory bodies, which demand that platforms, creators, and brands all do their part in providing more transparency around sponsored content. Creators not disclosing sponsored content is a risky business with the potential for jail time and heavy fines in certain regions.

What I’m Reading

• Why creators are becoming social media strategists for brands (Ad Age)

• Inside Shark Beauty’s marketing strategy targeting moms (Glossy)

• As retail media continues to grow, Meta & Google announce new AI-powered ad products (Modern Retail)