Social media platforms have been incorporating the trend of live-stream commerce. The newest platform is Pinterest, which will launch live shopping events on a new initiative called “Pinterest TV”.
Pinterest TV will host creators on its live platform, and the app’s “pinning” feature will come in handy to make these live streams available for view later.
A statement from Pinterest’s newsroom on October 29, 2021:
“Today we’re announcing Pinterest TV, a series of live, original and shoppable episodes featuring creators right on Pinterest. Pinterest TV episodes are refreshed each weekday and will be recorded and available for Pinners to view on-demand, and save and rewatch later.”
Starting on November 8, 2021, live-streamed episodes can be expected at 3 PM PST/6 PM EDT from Monday-Friday on iOS and Android.
Each Friday in the live shopping space, pinners will be able to take advantage of discounts from brands including All Birds, Crown Affair, Ehsani, Melody, Mented, Outdoor Voices, Patagonia and more.
With Pinterest being a platform for eCommerce marketing, they have launched a “Creator’s Connect” event where celebrities and creators will do in-app live-streaming.
Pinterest TV, which will boost immediate interaction and drive shopping activity, is the next step in the direction towards their push in eCommerce.
For the app to focus more on live shopping, and to heighten creators’ possibilities of selling within the app, Pinterest will launch a virtual studio where creators will get the opportunity to launch their own shopping live-streams. They will work alongside Pinterest producers to “develop unique content, providing “backstage” A/V support, and go live with engaging episodes.”
All social media apps, including YouTube, Instagram, and TikTok have taken steps towards making eCommerce their hub. Since the pandemic, there has been a rise in the use of online shopping. What this spike means for apps with in-stream shopping, is that there is an opportunity for the facilitation of direct revenue, revenue share for creators, usage behaviors, etc.
Even before the Pandemic, Pinterest started making product discovery and shopping its key focus. In 2016, CEO Ben Silbermann distinguished the app as a ‘catalog of ideas’ rather than a ‘social app’. Ever since, he has integrated into the app streamlined catalog ingestion tools, shopping platform integrations, AR product display options, improved discovery, and more.
eCommerce can spark impulse buying behavior. It is prompt, it is engaging, and it can boost brand awareness and connection.
And it may very well do this for Pinterest.
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