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Pinterest launches service to connect brands with influencers

Pinterest has enlisted Amanda Holstein as one of its Pin Collective influencers

Pinterest is continuing its charm offensive on advertisers with the launch of a service that matches brands and marketers with content creators.

Dubbed the Pin Collective, the visual search engine has handpicked a group of online influencers, publishers and production companies to help brands of all sizes create “inspiring, actionable Pins”.

“Our goal is to make sure brands have what they need to produce content that’s optimized for Pinterest’s visual format and Pinners’ unique behaviour,” the company said in a blog post.

The firm’s handpicked companies and tastemakers will provide everything from production to video content, photos and wider campaigns, with Pinterest promising that it will help businesses choose the right partner to meet their needs.

Publishers signed up to take part include TasteMade and PureWow, meanwhile The Mill and Loop88 will join as production partners. Home design blogger Kyla Herbes, and Amanda Holstein who publishes advice for millennials, feature as independent creators.

The pilot of the scheme has seen retailer Albertsons work with Monica Lavin, the stylist behind Lavin Label, to create Pins for its Halloween campaign.

The launch of the Pin Collective comes one year on from the debut of Pinterest’s in-house production studio, the Pin Factory. The scrapbook-style social platform boasts 150 million users worldwide and has made serious strides to improve its appeal to brands over the past year, launching new formats like Promoted Pins and Promoted Videos.

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Rebecca Stewart

Rebecca Stewart is The Drum's breaking news and social media reporter, covering how brands and media companies are using platforms like Snapchat, Facebook, Twitter and beyond.

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