Distribution and on-site monetization

As part of the yearlong deal, the lifestyle brands Better Homes & Gardens, Martha Stewart, Southern Living, Brides, Food & Wine, Serious Eats and Allrecipes will create videos—generally less than a minute in length—exclusively for Pinterest.

Dotdash Meredith already has a sizable presence on the platform, generating 90 million views per month across its 20 channels, according to Heather Menicucci, its svp of video. 

The publisher can monetize its presence on the platform using Idea Pins, a vertical video product that Pinterest released in May 2021. Creators, as well as publishers, can use the Handshake feature to create branded Idea Pins, providing the company with inventory it can sell to brands on a standalone basis or as part of a larger media buy.

The seven publishers will create content ahead of key moments in their editorial calendars, such as Halloween or St. Patrick’s Day, and can loop in relevant brands as partners, said Nadine Zylstra, the global head of programming and originals at Pinterest.

Compared to more passive social platforms, Pinterest users visit the platform with a high purchasing intent, treating it as a source of inspiration for decorating, cooking and other hobbies. 

The contextual alignment between the publisher and the seasonal moment, when combined with the engaging nature of vertical video, creates a powerful product that amplifies what Pinterest already does well, said Jessica Dooley, the U.S. social practice lead at Mindshare.

“One of the value propositions we see on Pinterest is how early things happen on the platform,” Dooley said. “People come to Pinterest early to plan for various events or occasions, which provides not only great insights but more ways to reach an engaged audience.”