Pinterest is launching a connected TV show, giving credence to the prediction that more brands will seek to establish themselves as content creators in 2026.
The new show, called Bring My Pinterest to Life, follows three influencers (Drew Michael Scott, Caroline Vazzana and TayBeepBoop*) as they work with the platforms’ users on projects using a Pinterest board for inspiration. Each 22-minute episode will include real pins and boards, which viewers can save, shop, and explore without clicking away from the show. Some of the brands that will be available to shop on the show have already been announced, including Wayfair and Eos.
While Pinterest videos were already available to watch on CTV as Pinterest+, this will be the first TV show made by the platform. Other brands have successfully made the leap into entertainment — such as Red Bull — but not many. And Pinterest faces unique challenges as a platform that hosts no original content.
But the move is not completely out of the blue. In December, Pinterest announced its acquisition of cost-per-outcome CTV ad platform TvScientific, although the deal is still under regulatory review and is not expected to be confirmed until later this year.
At the time of the purchase, a spokesperson for Pinterest commented: ‘TvScientific’s outcome-based CTV platform will be integrated directly into Pinterest’s performance products, including its automation and AI-powered advertising suite, Pinterest Performance+.’
Pinterest’s announcement described the format, with its integrated ads, as an ‘emotionally resonant, shoppable’ ‘full-funnel path’ for viewers. It mirrors other features added to Pinterest to capture the full consumer journey, such as the shoppable recipes rolled out last month and Where to Buy links for consumer packaged goods pinned on the platform.
The trailer for Bring My Pinterest to Life was uploaded to YouTube on 5 Jan, and the show itself will be streaming on Roku from 23 March. The trailer is unlisted, and at time of writing has been viewed slightly under 500 times — and three of those were by me.
Earlier this month, Media War and Peace writer Evan Shapiro predicted that this would be the year of brands converting from traditional influencer marketing to launching their own content channels. He highlighted recently-launched brand channels or production companies from Under Armour, Procter & Gamble and L’Oréal as examples of this trend coming at a time when ‘the creator economy’ is taking up more and more of people’s consumption hours and brands ‘must become creators themselves’ to compete for attention.
‘There may be influencers and creators on it, but the [brand’s channel] will become an influencer and a creator,’ he said.
*Real name Tay Nakamoto
