Pinterest now lets businesses promote eligible Pins that creators made. The creator gets an email for each request and can approve or decline it, or opt out of brand promotions altogether. Pinterest tells creators to mention brands in Pin titles and descriptions, make shoppable content and keep it brand-safe to win more promotions.
Social Media Today updated the story on 13 October: Pinterest says it is still testing this, and brands can only promote Pins from creators they already have a relationship with. So it is not open to everyone yet.
It's the Pinterest version of Meta's partnership ads, and it matters because Pinterest users arrive ready to plan and buy. Creator Pins that name your brand and link to your products now have a route into paid. Start the relationships now and you'll be first in line.