Pinterest announced on Tuesday that it launched a tool that allows users to share dynamic videos of their boards on other social platforms, revealing that pop-punk icon Avril Lavigne leveraged the new feature to unveil her fashion inspiration for an upcoming tour. 

The company, which reports over 500 million monthly active users and 10 billion curated boards globally, is introducing this feature as part of its strategy to enhance user engagement. Rachel Hardy, Director of Consumer Product Marketing at Pinterest, states that board sharing is a “critical investment” this year, based on user feedback.

The platform reveals that Gen Z, comprising over 40% of its global monthly users, is its most engaged demographic. It reports a significant increase in the number of boards created by Gen Z users compared to the previous year, outpacing other generations.

Lavigne, an eight-time GRAMMY Award nominee, is among the first to use this new feature. “I have been a long-time user of Pinterest, and many of my creative projects start on my personal Pinterest boards,” Lavigne said. “It helps me get my ideas straight so that when I am working with my team, everyone is on the same page.”

The board-sharing feature arrives amid a growing trend on Pinterest known as “mecore,” which the company reports has seen a 565% year-over-year increase in searches. According to the announcement, “mecore” Boards have increased by 255% since last year.

Pinterest has been testing board sharing earlier this year, partnering with influential users and capitalizing on cultural events. The company cites examples such as celebrity stylist duo Chloe and Chenelle Delgadillo using Pinterest boards for festival fashion inspiration and makeup artists and stylists sharing their creative processes for Met Gala looks.

The new feature allows users to generate a video of their public board, which can be shared directly with Instagram Stories or downloaded for other platforms. Users can also edit the video and include a link to their Pinterest board.