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Pinterest’s First API: What it Means for Brands


In mid-November, Pinterest opened its API for the first time, allowing select retailers to display top pins directly on their websites. This API, which is the first of four that Pinterest plans to roll out in the coming weeks, refreshes content automatically in real-time and gives users the ability to repin directly within the widget.

Initial partner retailers include brands like Nestlé, Disney’s Babble, Target, Better Homes and Gardens, and others. The look and feel of the Top Pins widget varies by website, but some examples from these brands are below:


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Future APIs that Pinterest plan to add include:

  • Domain Search: This will enable brands to create custom keyword searches (think timely holidays or brand-relevant events) and embed the results into a widget on their website.
  • Most Recent Pins: This will source the brand’s most recent pins into one stream on the brand’s website.
  • Related Pins: Similar to Pinterest’s new offering within the platform, this will enable brands to source recommendations for pins consumers may like based on what they are viewing on the website.


What does the release of Pinterest’s API mean for my brand?

With these API capabilities, brands will now have the ability to incorporate their Pinterest presence throughout their entire digital ecosystem, rather than just directing users to their page within the platform.

Here are three effects that the API will have on brands:

  • Content will be curated based on consumers’ interest: By automatically pulling in the most popular content, these new widgets provide brands with a better understanding of what is resonating with their consumers, both on and off Pinterest. This will allow brands to curate the best and most engaging content for their consumers based on what is and isn’t engaging them.
  • E-Commerce without interrupting online browsing: Releasing the API demonstrates Pinterest’s continued growth as a true ecommerce referral site. With the API, brands can now curate and embed their most socially popular content directly within the confines of their website, allowing consumers to have the experience of pinning things they like without interrupting their online browsing/shopping session.
  • More content efficiencies across brands’ digital ecosystems: Since the Top Pins widget will automatically update, brands will have constantly refreshed content on their websites without having an actual need for new web development.


The API launch comes after months of continuous updates, such as the launch of Promoted and Related Pins. This is the first update that brings pins off the platform, giving Pinterest a larger presence throughout the Internet and underscoring its continued desire to up the platform’s value to both brands and consumers.