Pinterest & LTK Are Partnering To Distribute Shoppable Content From LTK Creators to Pinterest
Pinterest and LTK announced a partnership. They’re teaming up on a new pilot program where content from LTK creators will be distributed to Pinterest’s 570 million monthly users as Pins.
Each Pin will include the creator’s handle and link back to the LTK post and relevant products, ensuring traffic and sales are properly attributed to the LTK creator.
Creators don’t need to opt in. Any “high-quality, styled image posts” will be eligible to be part of the pilot and distributed on Pinterest.
Why It Matters: This should be a win across the board. LTK creators gain more reach by having their content surfaced across Pinterest with no additional effort. More importantly, it’s relevant reach. Pinterest users are often in shopping mode, and Gen Z — Pinterest’s largest demographic — aligns well with LTK’s user base. Over 40% of Gen Z and Millennial women in the US use LTK.
For Pinterest, this means more content across the platform, especially human-generated, shoppable content. LTK creators have proven they can drive results, generating $5 billion in annual retail sales. With 7 million pieces of original content created on LTK each year, there’s a rich pipeline of potential material to carry over.
Amid concerns about the influx of AI-generated content on Pinterest, the platform has been testing new features to give users greater control over what they see. Bringing in more human-created content is another way to satisfy users who want less AI-generated material. This pilot supports that goal while also moving Pinterest closer to its mission of making the platform more shoppable.
Plus, for LTK creators who aren’t already sharing to Pinterest, seeing positive results from content distribution there could encourage them to invest more in the platform.
In some ways, every platform that allows creators to upload content and monetize, whether through brand partnerships, ad revenue, or links to affiliate products, is competing against each other.
But there are signals of platforms being open to partner or at least trying it out when it makes sense. For example, TikTok tested out letting creators share affiliate links from third-party platforms, despite having its own affiliate program through TikTok Shop.
