Social media platform Pinterest has unveiled a global content partnership with two of Condé Nast Entertainment’s (CNE) most iconic brands, Vogue and Architectural Digest. As part of the deal, Vogue and Architectural Digest will produce over 160 exclusive videos aligned with Pinterest’s key seasonal and cultural moments starting with Fashion Month in February, followed by Wedding Season, Summer, and Back to School.
Pinterest, which has more than 400 million monthly active users around the world, has been investing in original video content as a way to drive deeper engagement with its audiences. The platform said that CNE is a natural partner to work with since “Condé Nast is already one of Pinterest’s longest-standing and largest content publishers globally – with over 40 Pinterest profiles with tens of millions of views”.
Nadine Zylstra, global head of programming and originals at Pinterest, said: “Condé Nast has a long history of innovating on Pinterest and bringing their editorial voice to life through new content formats and collaborating with Pinterest creators. Both Vogue and Architectural Digest have strong audiences on Pinterest who we hope will be as excited as we are about the original content this partnership creates, and the ideas they inspire.”
Starting this month, Vogue will bring its unprecedented backstage access and the hottest runway trends to Pinterest in a series of original episodes from Fashion Week in New York, London, Milan and Paris, debuting on its Pinterest profile. Looking ahead to April, Vogue will debut a new Pinterest profile in April for all things weddings. The new handle will be curated by Vogue Weddings editors and wedding planners.
Meanwhile, over summer, Architectural Digest will explore how to create the perfect backyard space for summer with insights on everything from reviving an outdoor space, to handy hacks for epic outdoor entertaining. The title will also be creating an ongoing slate of content highlighting designs inspired by the 2023 AD100 list – which features the industry’s top designers – as well as episodes on the concept of small living.
“We are delighted to be partnering with Pinterest on this year-long collaboration,” said Ani Shehigian, SVP of digital video English at Condé Nast Entertainment. “With our authority in fashion journalism and international design and architecture through the brands of Vogue and Architectural Digest, we are thrilled to bring even more unique video content with exclusive access, tips, and trends that will continue to inspire.”
Zylstra joined Pinterest last year having spent her career to date building content strategies at both YouTube and Sesame Workshop. Since then, Pinterest has announced a global partnership with Tastemade to scale creators, content series, and live streaming on Pinterest. Additionally, in partnership with US First Lady Jill Biden, Pinterest launched a ten-hour live stream on Pinterest TV for World Teachers Day. World-renowned museum The Louvre also partnered with Pinterest in a series of original videos bringing the museum’s history and design to new audiences.
Delegates of last year’s Digital Content Forum at the BFI got to hear about the platform’s plans in Europe from Pinterest creative executive, programming and originals, Ash Greenwood. A summary of his thoughts can be listened to via the Tellycast podcast.
