Pinterest Expands Efforts to Connect With Publishers

The visual-driven social media site is taking steps to push publisher's content.


It’s already been a busy week for Pinterest, but the changes for the site are just beginning. On Monday, the San Francisco-based social media network welcomed Robert Macdonald, formerly of Google, to head up a new media relations team. Yesterday, it previewed a new Privacy Policy that offers additional insight into the Promoted Pins program that will roll out Oct. 9th.

Both of these efforts are a part of Pinterest’s quest to compete with social media networks like Facebook and Twitter, who have well-established partnerships with publishers and brands that drive revenue. As reported in The New York Times, Pinterest’s latest moves are designed to create mutually beneficial arrangements between Pinterest and the “professional content creators” that populate the site.

Women’s magazines like Self, Cosmopolitan and Better Homes & Gardens are some of the most attractive prospects for Pinterest. According to data collected by the Times, many of these magazines may have Pinterest to blame for a drop in their hard copy readership — as many as 43 percent of active pinners read fewer magazines — but the site can be a huge driver for the web properties of these publications.

The secret is developing pin-worthy content. Pinterest suggests that the “evergreen” lifestyle features that make up much of women’s publications (think pumpkin-filled cupcake recipes, workouts and hair tutorials) is uniquely suited for a the medium that is less caught up in the breaking news that fills Facebook and Twitter feeds. Macdonald and team will just need to focus on helping publishers repackage that content in a compelling way.

“We don’t think we’ve invested enough yet to totally capture the opportunity and to help these publishers,” said Pinterest partnership executive Joanne Bradford “We think that they make a lot of quality content that pinners are very passionate about.”