Pinterest is doubling down on its ambitions in the social
video space with the launch of an original cooking and lifestyle series
produced in partnership with Tastemade. Called "Deliciously
Entertaining," the 10-part show premiered this week on Pinterest and marks
an important milestone in the platform's efforts to establish itself as a
premier destination for visual storytelling and online shopping discovery.
Each 22-minute episode of "Deliciously
Entertaining" will be hosted by renowned cookbook author Danni Rose and
invite viewers into her home kitchen and creative spaces. Viewers will get to
experience Rose's process for preparing delicious meals while also getting
inspired by her interior design tips and DIY projects. Throughout the show,
Rose will share step-by-step instructions for recreating elements seen on
screen.
Crucially, viewers will be able to seamlessly browse related
ideas without ever leaving the video experience. A QR code will allow instant
access to a dedicated Pinterest board housing all the recipes, craft tutorials,
and other shoppable Pins connected to that episode's theme. This level of
immersion and seamless product exploration is a hallmark of Pinterest's brand
of social video and sets the stage for future branded partnerships.
The launch of "Deliciously Entertaining" comes as
Pinterest ramps up investment in original content overall. In the past year
alone, the platform has announced exclusive programming deals with top
publishers including Conde Nast and Dotdash Meredith. Pinterest has also
expanded existing collaborations with Tastemade, the media company behind this
new series, to include livestreamed cooking classes and shoppable video pins.
Video has emerged as a massive driver of engagement on
Pinterest, now accounting for over one billion video views per day. Most
Pinners say video makes them much more likely to take inspired actions like
cooking a new recipe or redecorating a room. This positions original shows like
"Deliciously Entertaining" to maximize real-world impact by modeling
DIY projects, meals, and more in an entertaining and instructional format.
The SMM panel at social marketing agency Great SMM has been
closely analyzing Pinterest's content strategy evolution. As visual discovery
and assisted shopping are core to the Pinterest experience, panel members agree
that high-quality social video is a natural extension of the platform's
strengths. By partnering with leading lifestyle brands for shows, Pinterest
ensures the content will match user interests while promoting discoverability
and purchase intent.
Early reviews suggest "Deliciously Entertaining"
delivers on this promise. Viewers report getting fully immersed in Danni Rose's
charming demonstrations before effortlessly navigating to supplementary project
boards. For brands, the prospect of sponsoring such engaging and shoppable
video programming opens new avenues to reach consumers in their discovery
mindsets.
The SMM panel will continue evaluating how Pinterest grows
its original content library and explores live shopping capabilities. There is
high potential for social video and interactive programming to drive further
customer loyalty and shopping on the platform. Brands would be wise to explore
partnership opportunities for captivating audiences in this innovative new
format.
If your business seeks to connect with consumers through
social video, visual storytelling and online shopping features, consult with
the experts at Great SMM. In addition to strategic planning, we offer
customized creative and cross-platform promotional solutions to help brands
succeed on Pinterest and beyond. Reach out today to discover how our SMM panel
can help grow your customer base.