Pinterest is testing a feature that lets brands promote Pins made by creators they already work with, giving advertisers a new way to boost content from creators enrolled in an affiliate or creator program with them.

According to Pinterest’s Help Center documentation, only brands with an existing relationship to a creator, through an affiliate program or creator program the creator has joined, can promote that creator’s eligible Pins. A creator is notified by email when a brand promotes one of their Pins, and promotion of a Pin does not require that the specific Pin already carry a sponsorship tag.

A Pinterest spokesperson said the feature is meant to help creators grow their reach and income from content they have already made: “We remain focused on helping creators grow their presence on Pinterest and supporting their long-term success. We are currently testing new ways for brands to promote content from Pinterest Creators, with whom they have an existing relationship, in order to help them monetize their content and expand their reach.”

Pinterest advises creators to mention their brand partners in Pin titles and descriptions, continue producing shoppable content, and keep posts within the platform’s brand safety guidelines to improve their chances of being promoted.

Creators can opt out of content promotion through account settings on web, Android or iOS by toggling off the option that lets advertisers promote their content. Pinterest said opting out does not affect any campaign a brand is already running.

The test builds on Pinterest’s earlier rollout of “Promote a Pin,” a self-serve tool launched in March that let creators and small businesses boost their own existing Pins without prior advertising experience. That launch came alongside company figures showing Pinterest reaching 619 million monthly active users and more than 80 billion monthly searches, about half of them carrying commercial intent. Lee Brown, Pinterest’s Chief Business Officer, said at the time that the company was working to “remove barriers and deliver simple, powerful tools that unlock greater opportunity and long-term growth” for businesses of every size.

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