Pinterest has recently announced an exclusive video partnership with publisher Dotdash Meredith, bringing 200 original videos to the platform. This partnership is part of Pinterest’s expanding video content strategy, which is aimed at driving more engagement and expanding its audience beyond the 450 million monthly active users who are currently logging into the app.
The partnership will feature content from a number of well-known lifestyle brands that will align with the annual moments that appeal to bride audiences, from the wedding season to the holidays. The first launch will include "Colorscapes," a series of videos from Better Homes & Gardens featuring tablescapes inspired by the seasonal color palette, and later this month, Brides will introduce "Wedding Dress 360," featuring this season's most popular wedding dress styles and wedding trends brought to life by real people in 360-degree videos. In addition, Better Homes & Gardens will present material from its archives called "Out of the Archives."
The aim of this expansion is to drive more interest and engagement from its users, as video is the most engaging format on the app. Recent evidence backs this up, with video inventory increasing by 30% quarter-over-quarter in Q4 and now serving over a billion video views per day. This strategy comes off the back of a similar partnership in January with Conde Naste, which will bring content from Vogue and Architectural Digest to the platform.
In conclusion, the launch of this new exclusive video content from Dotdash Meredith, along with the previous partnership with Conde Naste, is an exciting move for Pinterest. This video content expansion comes at an ideal time, as the platform is looking to drive more engagement and expand its audience. It will be great to see how this new content resonates with the app’s users and the value it brings to the platform.