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Pinterest is expanding its advertising options with creator content. Brands can now promote suitable organic pins as ads, even if no paid partnership was previously agreed for that specific post. Pinterest explains this in the updated Creator Commerce Hub. Creators are notified by email when a brand promotes their pin and can turn the option off in their settings.
The difference from the existing Paid Partnership feature is crucial for advertisers: with a classic creator collaboration, the focus is on the brief, agreed usage rights and labelling of a paid post. The new option is initially about additional ad distribution of an already existing pin.
How the additional advertising path works
According to the Pinterest help page on the Creator Commerce Hub, businesses can select and promote suitable pins from creators. The platform advises creators to mention relevant brands in titles and descriptions, make shopping references clear and pay attention to brand-safe content.
Neither the email notification nor the technical option to promote a pin guarantees a creator any specific payment. The help page does not provide information on individual agreements, image rights or the terms of a collaboration.
Creators can switch off ad use of their pins
The setting is found under Settings → Content permissions → Let advertisers promote your content. If the toggle is disabled, new promotions should be blocked. According to Pinterest, campaigns that are already running are not affected by the change.
Creators should therefore check how they want to use their content and whether exclusive contracts, product collaborations or other agreements already exist. Brands, in turn, should clarify image rights, labelling and, where applicable, separate contracts independently of the platform option.
What changes for Pinterest campaigns
With the new process, potentially existing, thematically relevant content can be used as paid ad space. This may be particularly interesting for teams with decorative and visually explainable products. However, a higher conversion rate or a better ROAS does not automatically follow from this.
If you market products on Pinterest, you can compare the additional option with Pinterest Shopping Ads and the new possibilities of visual search and Performance+. Beauty trends on Pinterest also show why thematic fit should come before mere reach figures.
For German campaigns, the availability in the respective account, transparent use of creator material and separate performance measurement are particularly relevant. A pin approved for advertising is not yet proof of a paid recommendation by its creator.
Conclusion: Pinterest gives brands another route to creator pins. The platform gives creators an opt-out option, but it does not resolve all questions of payment and usage rights.