A Look Inside Pinterest’s Creator Strategy

Pinterest is often written off as a digital mood board used to inspire purchases and future plans—a place for its 444 million monthly users to share recipes, DIY craft projects, home décor ideas, beauty tutorials, fashion, or just about anything else.

But in reality, Pinterest is a dark horse in the creator economy. Many of those users have become influential visual curators, going on to build powerful personal brands as creators themselves. 

Pinterest wants to further accelerate this trend by giving them better tools to create, distribute, and monetise their content. 

Recently, it acquired the video editing company Vochi to provide its creators with better video tools. It also launched a $20 million creator fund last year to financially support creators. Video-first features like Idea Pins, and a TikTok-like “Watch” tab underscore this shift in strategy. 

In this episode, we spoke to Silvia Oviedo Lopez, Pinterest’s Global Head of Content & Creators, who has been at the helm as all these changes have taken place. Our conversation with Silvia provides an inside look into why and how Pinterest is doubling down on its creators, and cementing its place in the creator economy.

We hope you enjoy this conversation as much as we did!