Pinterest has embraced the evolution of ecommerce and shoppable content by launching its own streaming show. According to GlobalData, the new series enables viewers to buy products, driving the momentum of social commerce.
In late February, Pinterest launched a ten-episode series titled 'Deliciously Entertaining'. The series features influencer host Danni Rose and celebrity guests who bring unique ingredients to incorporate into recipes.
The series is a partnership with Tastemade and will include an on-screen QR code that allows viewers to purchase equipment and ingredients to remake the recipes at home.
"The merging of social media and shopping is an inevitable trend fuelled by the sheer amount of time consumers spend on social media," said Katrina Diamonon, the Principal Analyst at GlobalData.
"It allows brands to reach a community of people who share similar interests and are actively engaged, making it a prime platform for product discovery."
A survey conducted by GlobalData found that social commerce is particularly effective in targeting younger audiences. Over four in ten Gen Z and Millenial consumers who use Pinterest Shopping purchase at least once a month.
"Not only do younger generations value the fun and inspirational shopping experience afforded by social commerce; they can also fulfil their need for immediate gratification."
The growth of social commerce calls for marketers to address privacy and trust issues. The survey also revealed that 45 percent of consumers said they didn't want to give their credit card details to social media platforms, while 42 percent are worried that payment security is not as developed as other sites.
"The future of shoppable channels will depend greatly on companies' ability to provide transparency around data usage and protection assurances."
Pinterest's latest venture into shoppable content follows other social media platforms that have explored unfamiliar territory. While social media does have privacy obstacles to contend with, it undoubtedly represents a new era of an immersive shopping experience for consumers.
