Pinterest has rolled out an exciting new feature allowing users to turn their boards into dynamic videos for sharing on Instagram and TikTok.

The update was inspired by the creative and expressive nature of Gen Z. Pinterest notes that Gen Z makes up over 40% of global monthly users, and they want to make it easier for these users to share their inspirations—whether it's showcasing dream home decor or an ultimate travel bucket list.

Users have previously been sharing their Pinterest boards on TikTok through more manual methods, such as posting screenshots or using green screen effects. This new feature simplifies and enhances this process, making it easier and more attractive for users to share their curated collections.

The new feature also taps into the existing video-sharing trends on platforms like TikTok. As noted in TechCrunch, Pinterest introduced a collage-making feature called Shuffles in 2022 that quickly gained popularity with Gen Z creators on TikTok. Users shared aesthetic collages and mood boards set to music, which helped Shuffles go viral even while it was in invite-only mode. This success inspired Pinterest to create an official feature for shoppable collages, and now, the ability to share boards as videos is a natural extension of this trend.

• Pinterest notes that Gen Z in particular has been drawn to Pinterest for self-discovery and as way to showcase their unique personalities and personal “aesthetic.” This trend of introspection has given rise to the "mecore" phenomenon, which has seen a significant increase in engagement: Searches on Pinterest for "mecore" grew 565% year over year, and boards with this title increased 255%.

“Gen Z makes up over 40% of our global monthly users on Pinterest and are our most engaged generation, with a significant increase in the number of boards created by Gen Z Pinners compared to last year.”

— Rachel Hardy, Director of Consumer Product Marketing at Pinterest

How to Create a Pinterest Board Video

1. Go to a public Pinterest board you want to share 

2. Tap the share icon in the top right, and a video will auto-generate

3. Tap the “Edit” icon to edit Pins or select a different template. (Optional)

4. Click on “Add to Story” or “Download” the video to share anywhere

Pinterest also hopes users will include a link back to their board specifically within Instagram Stories, bringing viewers back to the complete board on Pinterest where they can browse through or shop the collected content.

Here’s how to do add a link:

1. Copy board link from the board’s share dialogue.

2. Tap on the “Stickers” icon in the Instagram Story editor

3. Choose “Link,” then paste the board’s URL, and click “Done.”

4. Publish to your Stories!\

Note: Currently, non-ad TikTok videos do not have an option to include a link sticker.

Why it Matters

By creating original videos or by allowing users to share their Pinterest boards as videos, marketers have an opportunity to leverage the growing trend of video content and the popularity of platforms like TikTok and Instagram. This feature not only enhances the visibility of Pinterest content but also encourages more dynamic and interactive ways to engage audiences.

If Pinterest is successful in tapping into TikTok and Instagram to get more awareness of and activity on their own platform, could we see another boom of Pinterest engagement in the coming months?

It seems possible, especially given the stats shared about the popularity of the platform with Gen Z.

That said, Pinterest is still seen as a niche social media platform by many users. Wider adoption could be a challenge.

In the meantime, marketers with brand content that could work well on Pinterest should consider testing this new feature. For marketers looking to stay ahead of the curve, embracing this feature may be a step toward creating more dynamic, authentic, and engaging content. Those who see positive results could also try to grow their own Pinterest followings, too.