Creator marketing platform #paid has announced a strategic partnership with Pinterest, joining the platform’s Creator Partnership Program as an official execution partner to help brands run creator-led campaigns through Pinterest’s Idea Ads format.

The partnership connects #paid’s creator-brand matching technology and opt-in “Handraise” workflow with Pinterest’s creator ecosystem. Through the Handraise system, creators self-select into campaigns they choose to join, then produce Idea Ads with paid partnership elements designed to blend expertise, inspiration, and utility for Pinterest users.

#paid positions the partnership around Pinterest’s user behavior, distinguishing it from entertainment-focused social platforms. Ashley Riske, Head of Partnerships at #paid, said the platform occupies a distinct role in the consumer journey.

“Pinterest is where intent lives,” Riske said in a press release. “People don’t come to Pinterest to be interrupted; they come to decide. This partnership allows brands to show up through creators who are already shaping those decisions, with content that feels helpful, authentic, and genuinely additive.”

The partnership targets key verticals, including beauty, fashion, food, home, and lifestyle, with the aim of producing content that supports the funnel from awareness to conversion.

The Pinterest deal marks the latest in a series of platform integrations for #paid. In January 2025, the company expanded its partnership with Snap Inc., connecting Snapchat creators with brand partners across North America and building on its existing role as one of Snapchat’s original Snap Star Collab Studio partners in Canada. 

In May 2025, #paid launched a YouTube creator integration enabling brands to manage organic and paid campaigns across Shorts, integrated long-form content, and dedicated long-form videos through a unified dashboard.