A Look Inside Pinterest’s Creator Strategy

You can watch this episode on YouTube or listen to Means of Creation on your podcast app of choice.

Pinterest is often written off as a digital mood board used to inspire purchases and future plans—a place for its 444 million monthly users to share recipes, DIY craft projects, home décor ideas, beauty tutorials, fashion, or just about anything else.

But in reality, Pinterest is a dark horse in the creator economy. Many of those users have become influential visual curators, going on to build powerful personal brands as creators themselves. 

Pinterest wants to further accelerate this trend by giving them better tools to create, distribute, and monetise their content. 

Recently, it acquired the video editing company Vochi to provide its creators with better video tools. It also launched a $20 million creator fund last year to financially support creators. Video-first features like Idea Pins, and a TikTok-like “Watch” tab underscore this shift in strategy.