Pinterest is further investing in creator tools and video with today’s news that it has acquired the video creation and editing app Vochi for an

Pinterest invests in creator tools with acquisition of video creation and editing app Vochi

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2021-12-06 21:00:07

Pinterest is further investing in creator tools and video with today’s news that it has acquired the video creation and editing app Vochi for an undisclosed sum. The company will be bringing in both the IP at Vochi and its 40-person team, including its founders, to expand Pinterest’s set of video creation tools and to help its creators make more dynamic videos.

Over the past year or so, Pinterest has been attempting to shift its focus away from being just an image pinboard — a home to static images used to inspire purchases and plans. Instead, Pinterest now sees its potential as a platform for creators who can share their ideas in video format — whether that’s recipes, DIY craft projects, home décor ideas, beauty tutorials, fashion ideas or anything else. To capitalize on this activity, Pinterest this spring launched Ideas Pins — a video-first feature that lets creators tell their stories using editing tools like voiceovers, music, transitions and other interactive effects. More recently, Pinterest rolled out a new way for users to browse these videos in a TikTok-like “Watch” tab, where it encouraged participation with $20 million in creator awards.

Pinterest also introduced its own original video content, Creator Originals, and has been helping creators make money from their videos by tagging items for sale, participating in affiliate shopping programs and engaging in brand partnerships, among other things.

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