Pinterest launches Engage, a new monetization program

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Pinterest announces the rollout of Engage, a new performance-based content monetization program, and thus strengthens its commitment to publishers.

The aim is to reward quality content and help them reach the platform's 522 million monthly active users worldwide.

The Engage program, initiated in France in 2023 with a selection of publishers, encourages them to publish content tailored to the expectations of Pinterest users, and which therefore generates the most engagement from them. Whether they're looking to spot the latest fashionable accessory, try out a trendy recipe or choose their next vacation destination, Pinterest users (over 18 million in France) are on the lookout for new projects to bring to life, and interact with content that enables them to move from inspiration to action.

" Since its creation, Pinterest 's Pinterest's vocation has been to inspire its users on a daily basis. Content publishers have always been essential partners in fulfilling this mission. With the launch of Engage, we continue to foster this positive dynamic with the media industry by valuing the content that best meets our users' expectations." Johan Gipch, Head of Content EMEA at Pinterest

Publishers at the heart of the Pinterest ecosystem

Giving publishers a very concrete interest in the development of engagement for their content is a central point of the platform's strategy. This new initiative rewards publishers based on the performance - volume, impressions, engagement - of the video content they publish. In just 6 months, the program tested in France has proved its effectiveness, with a 30% increase in the registration rate. Building on this success, Engage is now being launched in France, Germany, the UK and Brazil.

Prisma Media and Webedia are among the selected French publishers to benefit from the program since 2023. They will soon be joined by other European publishers such as RTL Group and Ippen Digital, as well as international players like TheSoul Publishing.

" In 2024, content quality is more important than ever on social networks. The "Engage" program perfectly meets our reach and content monetization needs. It complements our own insights into user expectations, enabling us to offer tailor-made content. Thanks to this strategy, we have the means to engage Pinterest's audience over the long term. " Philippe Schmidt, CEO of Prisma Media.

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