Pinterest is automating the Pin Collective — its outside network of content creators that help brands craft creative for the pin-based social network.
“We’ve built a new custom platform that automates the process of working with content creators,” a company spokeswoman said on Tuesday.
Several brand partners have already tested the new self-service platform, including Adidas Originals, which wanted to raise awareness and highlight the versatility of its Stan Smith shoe.
Using the platform, Adidas worked with Liz Chenett, a stylist, photographer and art director, who created 12 custom photographic Pins. Each showcased the sneakers’ iconic style.
Per the change, Pinterest is also promising content creators an even easier way to monetize their Pinterest expertise.
Launched last year, the Pin Collective was actually conceived by The Studio — a small team inside Pinterest, which has helped brands create content for Pinterest since 2015.
Presently, The Studio encompasses everything from brand and agency education to creative executions.
Since its inception, the Pin Collective has worked with a number of brands, including Old Spice and Dunkin’ Donuts.
For the rebuild, Pinterest partnered with Popular Pays, which specialized in connecting independent creatives with brands. Interested brands are expected to submit a creative brief, then review “applications” from creators that want to work on their project.
“Once brands pick a creator, all communication happens directly on the platform,” Pin Collective lead Amy Gilmer notes in a new blog post. “Our internal team will provide oversight throughout the entire process to make sure the creative will perform.”