Pinterest, the visual discovery engine known for its curated boards and inspiration, is stepping into the world of streaming television. The company has launched “Bring My Pinterest to Life,” its first connected TV (CTV) series, a move that blurs the lines between online inspiration and real-world transformation. The six-episode show, available for free on The Roku Channel, aims to turn users’ carefully crafted Pinterest boards into tangible results, offering makeovers spanning homes, personal style and even small businesses.
The core concept revolves around pairing Pinterest users with professional creators. These aren’t just any influencers; Pinterest has tapped into its network of top creators to lead the transformations. Each episode focuses on a different user and their Pinterest vision, with the creator guiding the process from concept to completion. This approach, according to Pinterest, is designed to showcase the platform’s power as a tool for planning and executing real-life projects. The show isn’t simply about aesthetics, but about demonstrating how Pinterest can be a practical resource for achieving goals, whether it’s a home renovation, a style refresh, or a business rebrand.
What sets “Bring My Pinterest to Life” apart is its seamless integration of shopping. Throughout each episode, QR codes appear on screen, unlocking shoppable Pinterest boards directly related to the makeover. Viewers can instantly save items they like, add them to their own boards, and, crucially, purchase them. This feature transforms the show into a dynamic, interactive shopping experience, capitalizing on Pinterest’s existing strength as a platform for product discovery. According to a press release from Pinterest, this feature is intended to reduce the friction between inspiration and action, allowing viewers to recreate the looks they love with ease. Pinterest Newsroom details the launch and its goals.
From Digital Boards to Real-Life Spaces
The show’s format is diverse, covering a range of makeover types. Episodes feature transformations of living rooms, bedrooms, and even entire home exteriors. Beyond the home, “Bring My Pinterest to Life” likewise delves into personal style, showcasing wardrobe updates and beauty transformations. Perhaps most interestingly, the series also highlights small business makeovers, demonstrating how Pinterest can be used to revamp branding, storefronts, and marketing materials. This inclusion broadens the show’s appeal and demonstrates the platform’s versatility beyond personal projects.
One episode, for example, features a struggling bakery owner whose Pinterest boards are filled with ideas for a more inviting and modern storefront. Working with a design creator, the bakery undergoes a complete transformation, incorporating new signage, interior décor, and product displays. The episode not only showcases the aesthetic improvements but also highlights the impact on the bakery’s business, with increased foot traffic and sales. This focus on tangible results is a key element of the show’s appeal.
The Rise of Shoppable Video and CTV
Pinterest’s foray into CTV isn’t happening in a vacuum. The streaming television landscape is becoming increasingly crowded, but it also presents a significant opportunity for brands to reach engaged audiences. The rise of shoppable video, where viewers can directly purchase products featured in content, is a particularly noteworthy trend. Companies like Amazon and TikTok have already embraced shoppable video, and Pinterest is now joining the fray. Statista reports a steady increase in connected TV penetration in the US, making it an increasingly attractive platform for advertisers and content creators.
This move also reflects a broader shift in Pinterest’s strategy. While the platform has always been a source of inspiration, it’s increasingly focused on driving action and facilitating transactions. The launch of “Bring My Pinterest to Life” is a clear indication of this direction, positioning Pinterest not just as a place to discover ideas, but as a platform to bring those ideas to life – and to purchase the products needed to do so. The company has been investing heavily in e-commerce features in recent years, including shoppable pins and partnerships with retailers.
How to Watch and Shop the Show
“Bring My Pinterest to Life” is currently available to stream for free on The Roku Channel in the United States, Canada, Mexico, and the United Kingdom. Viewers can access the show through The Roku Channel app on Roku devices, Roku TVs, and online at therokuchannel.roku.com. As mentioned, the show’s integrated QR codes provide a seamless shopping experience, allowing viewers to instantly access shoppable boards and purchase featured products. Pinterest has also created dedicated landing pages on its platform to accompany the show, providing additional inspiration and resources.
The show’s accessibility – being free to stream – is a strategic move by Pinterest and Roku. It lowers the barrier to entry, encouraging a wider audience to tune in and engage with the content. This, in turn, increases the potential for product discovery and sales. The partnership with Roku also provides Pinterest with access to Roku’s large and engaged user base.
Looking ahead, Pinterest will likely analyze the performance of “Bring My Pinterest to Life” to inform its future CTV strategy. The company has not yet announced plans for additional seasons or original programming, but the success of this initial foray could pave the way for further investment in video content. The next step for Pinterest will be to assess viewer engagement, track sales generated through the show’s shoppable features, and gather feedback to refine its approach. Pinterest has scheduled an earnings call on April 26, 2024, where they are expected to discuss the initial performance of the show.
Whether you’re seeking home décor inspiration, a style refresh, or ideas for your small business, “Bring My Pinterest to Life” offers a unique blend of entertainment and commerce. What are your thoughts on the show? Share your opinions and experiences in the comments below.
