Pinterest has announced a partnership with global publishing house Condé Nast, involving the development of exclusive content for the platform with a focus on video content from major cultural events.
The partnership will be rooted in two of Condé Nast’s most successful publications, Architectural Digest and Vogue. The two brands are expected to produce over 160 exclusive videos aligned with key seasonal moments in Pinterest’s calendar and cultural moments, such as Fashion Month and Wedding Season.
“Condé Nast is already one of Pinterest’s longest-standing and largest content publishers globally – with over 40 Pinterest profiles with tens of millions of views.” stated Pinterest in an official statement.
The company claimed that the partnership would be a natural extension of the legacy that is rooted in Condé Nast’s two most beloved brands — Vogue and Architectural Digest. “Each of these brands are the leading authorities in their respective spaces of fashion and culture, as well as design and architecture.”
Video has proven to be a lucrative prospect on Pinterest. “Pinners now watch just shy of one billion videos a day,” said Pinterest in a blog post.
Exclusive content by brand’s the likes of Vogue and AD could help boost engagement through videos, furthering advertising and content creation opportunities for the company which has primarily been seen as a picture platform, until now.
The partnership will officially begin next month with the launch of exclusive video content by Vogue taking viewers backstage at Fashion Week around the globe.