Pinterest partners with Dotdash Meredith on exclusive video content deal
Today, Pinterest and Dotdash Meredith are announcing a year-long partnership to bring nearly 200 original videos to the platform, timed with annual moments audiences care about ranging from wedding season to the holidays.
Dotdash Meredith, the largest publisher in America and home to some of the most beloved and iconic brands in the world, will produce inspirational and actionable videos across lifestyle, fashion and food categories with brands including Better Homes & Gardens, Southern Living, Brides, Food & Wine, Serious Eats, Allrecipes and Martha Stewart.
Dotdash Meredith is already one of Pinterest’s largest content partners - with over 20 Pinterest profiles averaging over 90 million monthly views.
“We have a long history of producing short-form informative, relevant and inspiring video content across our brands, and are really excited to create these unique Pinterest-first video series to help Pinners in those ideal moments of exploration,” says Heather Menicucci, SVP, Video at Dotdash Meredith.
The partnership kicks off this month with “Colorscapes,” a must-see video series from Better Homes & Gardens capturing tablescapes inspired by seasonal color palettes to suit every life moment, and later this month, Brides will introduce “Wedding Dress 360,” featuring this season's most popular wedding dress styles and wedding trends brought to life by real people in 360-degree videos. Better Homes & Gardens will also share time-tested tips and tricks published over the brand’s 100 years, that still ring true and helpful today, in a series titled: "Out of the Archives."
“There are few partners who understand the moments and trends that bring people to Pinterest better than Dotdash Meredith. Whether bringing a recent tablescapes trend to life or helping Pinners chef up the perfect sandwich for the season, these series will inspire Pinners to create a life they love,” said Nadine Zylstra, Global Head of Programming and Originals at Pinterest.
Pinterest has been investing in original content and doubling down on its partnership endeavors, expanding its efforts with Pinterest Originals. Since joining the team as Global Head of Programming and Originals lead in 2022, Nadine Zylstra and the team have launched a global partnership with Tastemade to scale creators, a partnership with world-renowned museum The Louvre, a 10-hour live stream on Pinterest TV for World Teachers Day with First Lady Dr. Jill Biden and a Pinterest TV live takeover with Stacy London on International Women’s Day. Zylstra also welcomed Laurel Stier to the team in March as Global Head of Originals. Laurel comes from YouTube where she led Unscripted for YouTube Original Content and previously worked at MTV as VP of Series Development.
Pinterest’s focus on building native content publishing tools for creators and publishers has led to a 30% quarter over quarter (in Q4) video supply increase.
Publishers have always been at the core of Pinterest’s content ecosystem, helping Pinners discover new ideas, save them to boards and eventually act on them. Pinterest will continue to prioritize content that is truly inspirational and helps deliver on its mission to bring everyone the inspiration to create a life they love.
Other content series throughout the year will include
60 Sandwiches: a never before seen collaboration between Dotdash Meredith Food and Home Brands. Allrecipes, Food & Wine, Serious Eats and Southern Living are coming together to celebrate the sandwich. In this series they will present their favorite iconic sandwiches from each brand's unique culinary perspective.
Bridal-Core Couture: In this series, Brides will create videos that give Pinners inspiration and must-do tips to help create the weddings of their dreams. This series will showcase 12 different wedding “video moodboards” through the lens of 12 different core aesthetics along with the DIY tips to achieve them.
Timeless: Martha Stewart will feature DIY projects to help Pinners upcycle vintage and passed-on items.