Pinterest Expands into Original Video with New Cooking Series

Pinterest Expands into Original Video with New Cooking Series

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.