Pinterest is doubling down on its TikTok-esque video feature by adding more music options through deals with record labels.
The company today announced deals that will allow Pinterest users to add popular music to their video posts, called Idea Pins. The participating record labels are Warner Music Group, Warner Chappell Music, Merlin and BMG, according to a Pinterest blog postand the available catalog features music from artists such as Ed Sheeran, Paramore and Twenty One Pilots.
Pinterest, best known as a platform for creating mood boards and organizing images, introduced Idea Pins in 2021. Idea Pins sit somewhere between a TikTok and an Instagram story, allowing creators to upload short clips or still images for viewers to scroll through. to leaf through. Last July, it added influencer tools such as product tagging, allowing creators to monetize their sales. Separately, Pinterest users who create Idea Pins can earn money through a program which pays out based on engagement metrics.
Pinterest is adding popular music to its existing royalty-free catalog and bringing it closer to other shortform video offerings like Instagram Reels and YouTube Shorts as they take over TikTok. In the case of YouTube, the company has made it clear that it is not pulling out. Last month, it announced a generous ad revenue sharing program and said creators could soon monetize elongated videos using licensed music.