Social media platform Pinterest has announced a year-long partnership with IAC-owned digital publisher Dotdash Meredith that will bring nearly 200 original videos to the platform, timed with key periods in the calendar such as wedding season and holidays.
Dotdash Meredith, already one of Pinterest’s key content partners, will produce videos “across lifestyle, fashion & food with brands including Better Homes & Gardens, Southern Living, Brides, Food & Wine, Serious Eats, Allrecipes and Martha Stewart.”
The partnership kicks off this month with Colorscapes, a video series from Better Homes & Gardens capturing tablescapes inspired by seasonal colour palettes. Later this month, Brides will introduce Wedding Dress 360, featuring wedding dress styles and wedding trends brought to life by real people in 360-degree videos.
Other content series throughout the year will include 60 Sandwiches, Bridal-Core Couture and Timeless: Martha Stewart – which will feature DIY projects.
Heather Menicucci, SVP, video at Dotdash Meredith said: “We have a long history of producing short-form informative, relevant and inspiring video content across our brands, and are really excited to create these unique Pinterest-first video series.”
Nadine Zylstra, global head of programming and originals at Pinterest, added: “There are few partners who understand the moments and trends that bring people to Pinterest better than Dotdash Meredith. Whether bringing a recent tablescapes trend to life or helping chef up the perfect sandwich, these series will inspire Pinners.”
Pinterest has been investing in original content and doubling down on its partnership endeavours, expanding its efforts with Pinterest Originals. Pinterest’s focus on building native content publishing tools for creators and publishers “has led to a 30% quarter over quarter (in Q4) video supply increase”, according to the platform.
