Pinterest is entrenching itself deeper in the social commerce arena with the announcement of Pinterest TV, a collection of live, original and shoppable shows on the Pinterest app. Set to debut on November 8 in the US on iOS and Android, the episodes will star creators from Pinterest and cover a different topic each day, including beauty, fashion and food, to name a few.
Pinterest TV episodes will air Monday through Friday at 3 p.m. PDT and will be recorded and available for Pinners to view on-demand later. Products will drop in a live shopping setting every Friday where Pinners can save on brands like Allbirds, Crown Affair, Melody Ehsani, Outdoor Voices, Mented and more.
In addition, during Pinterest TV episodes, creators will be able to showcase and tag products that Pinners can then purchase on the retailer’s own site—a feature that will help propel the livestream shopping category to $25 billion in US sales in 2023, according to Coresight Research.
Pinterest TV hosts will also have a “shopping toolbox” with a “product drawer” that includes product prices, details and drops in addition to collaborations. The drawer also displays how much time/inventory is left and features a limited-time-offer module to offer discounts.
Among the most-anticipated shows on Pinterest TV: Christian On with American fashion designer and Project Runway alum Christian Siriano, Unfail My where director and screenwriter Monica Suriyage and other Pinterest foodies attempt to “rescue” holiday dishes from around the US and Tom Tries where Olympic diving gold medalist and knitting guru Tom Daley learns new skills from grandmas and grandpas.
In addition to Pinterest TV, the platform is launching a virtual studio where Pinterest producers can work directly with creators to develop unique content, provide “backstage” A/V support and go live themselves. The creators that have hosted Pinterest TV episodes during the pilot phase have increased their following on the platform dramatically, with some more than doubling their followers after a single live episode, according to Pinterest.
Accessing Pinterest TV is simple: a TV icon in the upper left corner of the app takes you to the episodes where you can interact with hosts, ask questions via chat and get answers in real-time.
The launch of Pinterest TV comes on the heels of Pinterest’s announcement that it’s investing $20 million into a Creator Rewards program—its first in-product creator monetization program and an expansion of its $500,000 Creator Fund.