Pinterest wants to help advertisers to find talented people they need. This is by launching a self-serve interface that allows them to find creatives to produce branded content for Promoted Pin campaigns.
Once advertisers find the creatives they need, the Pinterest-identified influencer can be hired by the advertisers and the content is produced. The content can then be used for advertising creative on the social media.
The self-serve feature is the programmatic version of the 'Pin Collective' program that Pinterest introduced back in October 2016.
As part of that program, Pinterest's sales team took the role as the middlemen that introduce advertisers to creators. Advertisers can also opt to make their own matches, while the program is available to smaller advertisers who don't spend enough to qualify for a dedicated sales representative.
The Pin Collective offering has come through Pinterest's deal with Popular Pays, which operates an online marketplace for advertisers and creators. Those that are interested in using Pinterest to advertise, can either contact Pinterest's sales representative or just email them.
One of the very first advertisers that use the programmatic version of Pin Collective, was Adidas Originals. The brand found freelance stylist Liz Chernett, who produced 12 pins for the sportswear company’s streetwear brand.
After the deal, brands or advertisers are required to run the resulting content as an ad on Pinterest, and aren't allowed to show them content elsewhere outside Pinterest, according to a Pinterest spokesperson.
Pinterest doesn't generate any revenue from this Pin Collective, such as taking a cut of the production fee or charging brands for access to the platform. Brands compensate the creators only through the Popular Pays-powered platform.