Pinterest thrives in live events. The company plans to host a three-day virtual event that will feature sessions broadcast live by top creators, including big names like Jonathan Van Ness and Rebecca Minkoff, among others. The virtual event will take place in the Pinterest app from May 24-25, and will be the company’s first public test of delivering designer content directly to its more than 475 million users worldwide.
The rise of the creator economy and a demand for virtual events fueled by a pandemic led Pinterest to explore the idea of live streaming. Last fall, he started testing a “classroom communities” feature that allowed users to sign up for Zoom courses through Pinterest, while creators used Pinterest boards to organize materials, notes, and more. other resources. These communities also included a group chat option and shopping features.
New live streamed sessions will work a little differently.
For starters, they don’t direct offsite users to Zoom for sessions. Instead, users will launch the live streaming experience right in the Pinterest mobile app and stay there during sessions. Pinterest users can also comment to interact with the creator during their feed, but there is no longer a shopping feature, Pinterest tells TechCrunch.
Live broadcasts allow for up to five “guests” and an unlimited number of viewers. Meanwhile, moderators – who may include Pinterest employees, in this test – will help control the experience. They will also have the option to remove people from the chat if they violate Pinterest’s community standards.
The lineup for the next event will focus on a variety of topics, including food, design, cuisine, style and more.
Jonathan Van Ness’ session will cover morning rituals and self-care routines. Fashion designer Rebecca Minkoff will teach Pinterest users how to style their summer wardrobe. Other stars of the event include culinary designers GrossyPelosi and Peter Som, who will present their favorite recipes; Women’s Health magazine will talk about using vision panels to achieve your goals; Jennifer Alba will show how to communicate the zodiac through sign language; and Hannah Bronfman will come up with ideas for creating an in-home spa night.
In total, Pinterest will feature around 21 creators throughout the three-day event, with around seven different sessions per day. Users will be directed to the live event via a new “Live” tab in the Pinterest app for iOS and Android, where they can view the calendar and join sessions.
“As a visual platform, people discover billions of ideas on Pinterest every day, and we’re always looking for new ways to help them bring those ideas to life,” says David Temple, Head of Creators. from Pinterest.
Temple notes that Pinterest has integrated with third-party live streaming technologies and built its own in-house messaging systems to fuel live interactions.
“We are thrilled with the opportunity to respond to Pinner’s comments for more dynamic and timely events, as new interests like cooking have emerged for many in quarantine, and trends like beauty, fashion and home improvement. housing are at the highest level as we move forward in a post-pandemic world, ”adds Temple.
However, Pinterest isn’t discussing how it sees the potential for longer-term live events. At the moment, it doesn’t offer any tools that might deter creators of other platforms where they can monetize their fans through features like donations, tips, virtual giveaways, paid tickets, subscriptions or brand partnerships through a designer market. Without such options, Pinterest might have a hard time capturing the attention of creators.
Today, almost all of the big tech platforms are a game for creators, and some are even willing to pay them money to convince them. Facebook, Instagram, YouTube, TikTok, and Twitter are all developing features that allow creators to do more than build an audience to monetize through branded ads or offers. Now fans can send money to creators during or after streams, subscribe to exclusive content, pay for access and more, depending on the platform.
New types of creative services are also emerging, including the audio chat room experience launched by Clubhouse (and cloned by everyone), as well as dozens of virtual event startups hoping to win the market.
It’s unclear how attractive Pinterest is amid such intense competition, but the company will use this experience to learn more about what works for its own community.
Pinterest tested its live streaming technology with employees a few weeks ago, but this will be the first time the feature will be available to the public.
While the event list can be viewed on the web, the live broadcasts themselves will only work in the Pinterest app for iOS and Android starting May 24.