Pinterest and Condé Nast Entertainment are forging a recent content partnership, WWD has learned.

The deal, the most recent step in a video and content strategy that Pinterest rolled out two years ago, will channel 160 exclusive videos produced by Vogue and Architectural Digest pegged to featured seasonal and cultural moments, including “Fashion Month,” “Wedding Season,” “Summer” and “Back to School.”

“Video’s ability to take users from inspiration to motion is undeniable,” Nadine Zylstra, Pinterest’s global head of programming and originals, told WWD. “Across Pinterest, we have now seen its power in helping people create the life they love, whether helping them reimagine a favourite fashion look or reinvent their backyard.”

The partnership kicks off with fashion week — first in Latest York, then moving on to the shows in London, Milan and Paris. Vogue programming will offer backstage access and runway trends in a series of original episodes available on its Pinterest profile.

In April, the corporate will launch a profile for Vogue Weddings with content curated by editors and wedding planners, from checklists to table settings, gowns, bridesmaid looks and more. They may even create unique boards for the largest weddings of the yr. Beauty may even get a highlight, with content from Vogue’s celebrity video series, “Beauty Secrets,” within the works for the platform.

Architectural Digest will highlight its 2023 AD100 list of top designs and design talent, plus develop episodes with themes like small living and the way to create the right backyard for summer.

Based on Pinterest, Condé Nast has greater than 40 account profiles which have garnered as many as tens of thousands and thousands of views. Meanwhile, videos basically have turn out to be a growing priority, having prolonged to each advertisements and the organic Idea Pins that users save or share. The tech company’s internal data, which tracks worldwide viewing and other traffic, clocked a threefold jump within the variety of Idea Pins featuring video between the third quarter of 2021 and 2022.

It’s not clear exactly how big a slice that’s in comparison with its overall figures, but with greater than 390 billion pins and greater than 400 million monthly lively users, even a modest proportion would amount to a piece of business — which might help explain Pinterest’s ongoing investment in video.

For Zylstra, the Condé Nast partnership matters since it is “helping us meet [what users] need and showcasing Pinterest as a house for nice video content.”