Inspired by Generation Z, Pinterest users can now turn boards into videos to share on Instagram and TikTok.

Pinterest is reinventing its application for the TikTok era. Responding to Gen Z’s demand for video-focused features, the company announced Tuesday that it will now allow users to create short videos of their curated Pinterest boards, designed to be shared on social media.

The new addition was inspired by the video sharing activity that was already taking place on apps like TikTok. In 2022, for example, Pinterest launched a new collage-making app called Shuffles that quickly took off with Gen Z creators on TikTok. The application, still in invitation-only mode at the time, went viral when Pinterest users published their so-called “aesthetic” collages and mood boards set to music and posted them on TikTok. Later, Shuffles inspired an official Pinterest feature for shoppable collages.

Additionally, Pinterest users share their boards on apps like TikTok using more manual methods, like posting screenshots or using the app’s green screen effects to share their collections, styles, and content. individuality. Pinterest calls this type of sharing a “mecore” trend, noting that it has seen a 565% annual increase in searches related to this activity on its platform. Signs labeled “mecore” have also increased by 255% since last year, it says.

With board sharing, Pinterest users will be able to share their boards in more creative ways on social media. Shared boards will also feature links that, when clicked, will take viewers back to the full board on Pinterest where they can browse or purchase the collected content. To date, Pinterest users have created over 10 billion boards.

This addition could inspire increased social sharing among Gen Z users, already attracted to Pinterest, and could serve to increase traffic to the Pinterest app by leveraging the viral mechanisms of platforms like TikTok and others.

The company partnered with power users and artists Avril Lavigne and Tierra Whack at launch to introduce the new feature, while also helping position the feature as a way for creators to reach their fans in new ways. Lavigne’s board includes fashion ideas and promotes her tour, while Whack uses Pinterest for her eclectic interests and to find inspiration for her creative projects.

To use this feature, simply tap the share icon at the top right of any of your public boards to automatically generate a video. You can then click the “Add to Story” button or the “Download” button to share the video anywhere else, like TikTok. If you’re sharing on Instagram Stories, use the Stickers icon to find the Link sticker, then paste it into the board URL.

You can also change the pins on the board or choose a different template before sharing, the company said.

“Gen Z represents more than 40% of our global monthly users on Pinterest and is our most engaged generation, with a significant increase in the number of boards created by Gen Z Pinners compared to last year,” said noted Rachel Hardy, director of consumer products. marketing at Pinterest, in a statement regarding the new addition. “We are improving the features of the board based on user feedback, and this year, sharing the board is one of our key investments, as users enjoy the ability to share their creative processes across different platforms and get inspiration others.