Pinterest launches a live show to stimulate the social shopping dynamic on the platform

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TikTok Shop, Instagram Shopping... Social networks are setting their sights on social shopping. Pinterest isn't about to leave its share of the pie behind, launching its first-ever streaming culinary and lifestyle show.

" Deliciously Entertaining " is one of Pinterest's biggest original productions to date, developed and produced in partnership with media company Tastemade (Food and Evasion video channel). The series has been airing since February 23, with new episodes to follow every two weeks, available for free on Tastemade's streaming channel and apps.

Pinterest launches its first streaming show on Tastemade

Hosted by cookbook author and influencer Danni Rose, the 10-episode series will feature guests such as Lance Bass (ex-member of American boy band NSYNC), Trixie Mattel (drag queen), Terrell Grice (YouTuber ), Maurice Harris (floral design specialist) and Joy Cho (founder and creative director of the Oh Joy brand). Jo Cho has the most followed account on the platform, with over 15 million fans.

The show uses the latest trends on the social network to develop recipes or organize special events. In each episode, Rose invites a guest who brings a unique ingredient - a "deeply personal food" - to incorporate into the recipes. The show stems from Pinterest's strategic partnership with Tastemade, announced in June 2022, to produce new shows with talent from the Tastemade and Pinterest communities of creators.

From sparkling brunches and backyard barbecues to game nights and dinner parties, each episode is inspired by Pinterest trends. "Pinterest is all about finding inspiration and then taking action to expand your horizons. That's exactly what Delicious Entertaining encourages viewers to do," said Nadine Zylstra, Global Head of Programming at Pinterest. According to a 2022 study commissioned by Tastemade, 84% of its viewers have made two or more recipes based on something they watched on Tastemade in an average month.

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Each 22-minute episode will feature an on-screen QR to be scanned, linking to a Pinterest Shopping board that not only gives access to tutorials on how to reproduce the recipe, but also to purchase the ingredients to make it. The board will also direct them to decorating items to recreate the episode's theme at home. "In Deliciously Entertaining , we bring together the best of both our platforms to help cooking and design enthusiasts find inspiration," said Jay Holzer, head of programming at Tastemade. Pinterest takes no part in sales transactions. The company's goal is to boost overall engagement with its platform. "This is the first time we've extended our programming beyond the app itself," said Nadine Zylstra, global head of programming and originals. "The reason we're investing in food and beverage is because it's a very rich area for us."

To celebrate the season finale on June 21, Deliciously Entertaining will make its debut on Amazon Live, with a special episode dubbed "Buy the Show". According to Katrina Diamonon, Senior Analyst in the Consumer team at GlobalData, the series illustrates a current trend: " The fusion of social media and shopping is an inevitable trend. It allows brands to reach a like-minded and actively engaged community."

Social commerce - the new Eldorado of social networks?

Inspire to stimulate purchases? A strategy that's paying off for social networks. Indeed, a survey conducted by GlobalData revealed that among Gen Z and Millenials, more than four out of 10 consumers make a purchase using Pinterest Shopping at least once a month. According to Diamonon, this success comes as no surprise: "Not only do younger generations appreciate the fun and inspiring shopping experience offered by social commerce, it also allows them to satisfy their need for immediate gratification. In this way, app-integrated shopping platforms enable users to move seamlessly from browsing to purchasing in a single, frictionless journey."

But beware: the growth of social shopping poses a major challenge for platforms : ensuring greater transparency regarding data use and data protection guarantees. According to the same survey, 45% of consumers say they do not wish to disclose their credit card details on social networks, while 42% are concerned that payment security is not as good on social networks as on other sites.

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