Pinterest TV is launching in Canada, debuting with a combined 40 hours of live, original and shoppable programming (10 hours per day) running from November 15 – 18 – just in time for the holiday shopping season.
“On Pinterest, shopping is about inspiration and over time, we expect to make every product that a user encounters on Pinterest, shoppable,” said Nadine Zylstra, Global Head of Programming and Original Content.
“Pinterest TV is the next iteration of our vision to enhance shopping surfaces and help Pinners find the products they’re looking for. We have become the home of digital-taste-based shopping and Pinterest TV makes this experience even more personal.”
Following the successful launch of Pinterest TV in the US last year with over two million minutes of livestream watchtime and over 900 creators and brands have gone live, Pinterest is now bringing the curated extension of this live and interactive shopping platform to Canada.
The company said 90 per cent of Pinners use the platform for research and discovery and Pinterest TV is the latest move to make Pinterest home to the most inspiring, positive, and actionable content on the internet, while helping local and global brands to reach engaged audiences that resonate with their products.
Pinterest TV Canadian content called Shop the Holidays will feature Canadian and international brands that are already successful on the platform. Since expanding its shopping features to Canada in July 2021, Pinterest said it has enhanced shopability on the platform for Canadians through initiatives including product tagging for Pins and the WooCommerce extension.
“Looking at the content and the value that Pinterest TV has really given Pinners with our testing in the US, we’ve really been super excited just by the way that all of our experimentations so far have been working to enhance our overall mission,” said Madison Schill, Canadian-based Live Shopping Executive Producer.
“The content is really inspirational. It really kind of adds life and dimension to everything else we’re working on at Pinterest. We’re excited to be able to offer that viewing opportunity to Canadians as well.
“From a live shopping, testing perspective, and specifically this holiday week that’s coming up, shopping is something that is really all around Pinterest. The whole Platform itself just really lends to discovery and realizing that discovery. Our whole goal is to really try to find ways to make that process easier and more fun.
“So the thought behind this is why not take something that people are already coming to Pinterest for and just try to connect the dots in a more exciting, inspirational and robust way and this is the first step in continuing to do that.”
Canadian Pinners will be able to access episodes in the app and take advantage of discounts from brands including homegrown Canadian brands like JENNY BIRD, NUDESTIX, along with Wayfair, the home decor and furnishings brand that nurtures deep engagement on the platform.
“At JENNY BIRD, we are always eager to connect with a new and inspired shopper – which is why PinTV felt like a fresh digital collaboration for us. We want to meet people where they like to shop most comfortably – and that place is their home. Additionally, the ability to leverage Pinterest’s knowledge of trends helps us shape our storytelling to fit their audience’s desires on this exciting new platform,” said Laura Carinci, VP Brand Marketing and E-Comm.
Schill said Pinterest focused last year on working with different brands directly in creating this one-off experiment in the States on TV.
“Now what we’re really looking for is to try to find a way to connect all of the shoppable points on Pinterest and to really work from a unified position to expand how easy it is to shop and be inspired on Pinterest in general,” she said.
“So we’re coming at this sort of test from a more holistic perspective where we can think about how do we elevate creators, how do we bring on brands, how do we empower Pinners to really embrace the holidays and all the big moments that are coming up as well.”
Pinterest is kicking off the first hour of programming on Tuesday. Each day will have its own theme and vertical so people can choose what they’re most excited about and have that discovery process throughout the day.
“Effectively, they’ll be able to open up their Pinterest app and discover all of these various opportunities to sign up for their favourite shopping show, learn something new, attend a meditation session or maybe learn about some financial wellness tips ahead of the holiday season. The Pinner will now be able to curate their own holiday shopping experience much like you would if you’re at a mall or a holiday market,” said Schill.
“Now Canadian Pinners will be able to discover live content that may be related to something they’re really interested in trying and so it’s really about getting everything together and this is being the first way that Canadians get to be introduced to Pin TV and shopping.”
The four days of engaging content will allow Pinners to shop the products they see right from the episode, get exclusive access to product drops and deals in time for the holidays and ask questions via chat, which the host will answer live. Each day of programming will be focused on a specific vertical so Pinners can tune in and find the gifts they’re looking for. To use Pinterest TV, simply click the TV icon in the upper left corner of the Pinterest app to view episodes, interact with hosts, ask questions via chat, and shop products you like, live.
The ‘Shop the Holidays on Pinterest TV’ initiative will include more than 30 brands and four major North American publishers. Pinners will also benefit from mindful meditation breaks, shopping tips and tricks, and exclusive access to product drops and deals in time for inspiring holiday shopping.
Pinterest TV episodes will be hosted by a combination of publishers, Pinterest Key Opinion Sellers, Canadian and global brands. Each day will focus on a different category so shoppers in North America can find the gifts they’re looking for, while also delighting in discovering something new.
‘Shop the Holidays’ Program Schedule
November 15th – Food and Festivities
Dig into the first day of shoppable fun with The Bay, Fable, Apartment Therapy and a six-hour stream in collaboration with Tastemade, featuring beloved cuisine creators and deals on indie food brands.
November 16th – Home and Decor
Deck the halls with Red Land Cotton, exclusive holiday wreath ideas and a three-hour evening takeover with Wayfair, featuring deals and curated design tips from Pinterest’s own Live Shopping hosts.
November 17th – Beauty and Fashion
Shop Nudestix, Jenny Bird, Theraface and more with an extra-special gifting curation from the editors at Allure Magazine.
November 18th – Gift Guides
Finding the ideal gift for everyone will be easy this year. Tune in to shop from indie Canadian brands like LOHN candles, The Silk Labs, alongside Canadian retailer The Bay, and find curated ideas from editors at The Kit and Glamour.