Pinterest will let brands sponsor creator Pins even when no formal partnership exists between the two parties, broadening the platform’s paid promotion tools beyond pre-arranged sponsorships, per Social Media Today.

Under the new option, brands can search out and boost creator content related to their products without the content having been tagged as part of a sponsorship deal. Pinterest said creators will be notified by email if a brand chooses to promote one of their Pins, and creators retain control over whether to allow it. A creator can decline the promotion on a given Pin or opt out of all brand promotions at the account level.

Pinterest already supports paid partnerships in which creators tag a brand they have an established relationship with. The new feature extends that system to content from creators a brand has not previously worked with, giving marketers a wider pool of existing creator content to draw from rather than relying solely on pre-negotiated deals.

Pinterest advised creators that mentioning brands in Pin titles and descriptions, building purchasable content, and keeping posts brand-safe can improve their chances of being picked up for sponsorship.

The move follows Pinterest’s rollout of “Promote a Pin” earlier this year, a self-serve tool that let creators and small businesses boost existing Pins without prior advertising experience. That feature arrived alongside company figures showing Pinterest reaching 619 million monthly active users and more than 80 billion monthly searches, about half of them carrying commercial intent. Lee Brown, Pinterest’s Chief Business Officer, said at the time that the company was working to “remove barriers and deliver simple, powerful tools that unlock greater opportunity and long-term growth” for businesses of every size.

Taken together, the two features point to the same strategy from different sides of the transaction: “Promote a Pin” made it easier for creators and small businesses to pay to amplify their own content, while sponsoring creator Pins lets brands pay to amplify content they did not make or commission.

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