Pinterest is readying the launch of its first-ever streaming show, cooking and lifestyle series “Deliciously Entertaining” — aimed at whetting the appetite of users to engage with the image-sharing social platform.
“Deliciously Entertaining” is one of Pinterest’s biggest original productions to date, developed and produced in partnership with media company Tastemade. The 10-episode series premieres Friday (Feb. 23), with new episodes to follow every other week, available for free on Tastemade’s streaming channel and apps.
The show is hosted by cookbook author and internet personality Danni Rose. In each episode, Rose invites over a guest who brings over a unique ingredient — a “deeply personal food item” — to incorporate into the recipes. Drawing on inspiration found on Pinterest, together they put together a DIY menu and each episode ends with a gathering of friends that reflects the theme (watch the trailer below).
Guests on the show include Lance Bass (of NSYNC fame); singer, actor and drag queen Trixie Mattel (pictured above, left); Pinterest influencer Joy Cho, who has the most-followed account on the platform with over 15 million fans; actor and content creator Asia Jackson; floral design maven Maurice Harris; and chef and media personality Kalisa Marie.
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Within each 22-minute episode, viewers can scan an on-screen QR code, which links to a Pinterest board with shoppable Pins — letting them purchase products to recreate all of the series’ recipes and DIY tutorials — as well as “inspirational” Pins connected to the episode theme. (Pinterest doesn’t take a cut of those sales transactions; the company’s goal is driving overall engagement with its platform.) The companies believe “Deliciously Entertaining” can kick up Pinterest activity: According to a 2022 study by NRG commissioned by Tastemade, 84% of its viewers made two or more recipes based on something they watched on Tastemade in an average month.
The show comes out of Pinterest’s strategic partnership with Tastemade, announced in June 2022, to produce new shows with talent from both the Tastemade and Pinterest creator communities. To date, those have appeared on Pinterest itself; “Deliciously Entertaining” is the first long-form series under the deal to be distributed off-platform.
“It’s the first time we’re stretching our programming beyond the actual app,” said Nadine Zylstra, global head of programming and originals. “The reason we’re investing in food and drink is, it’s a very rich area for us.”
As she explained, “A lot of our thinking is Pinterest is all about finding inspiration to then take action and expand your horizons. That’s exactly what ‘Deliciously Entertaining’ will encourage viewers to do.”
Zylstra joined Pinterest in 2022, reporting to chief content officer Malik Ducard, formerly VP of content partnerships at YouTube. Zylstra also hails from YouTube, where she most recently was global head of original programming and before that led kids and learning originals.
“Deliciously Entertaining” is available on Tastemade’s free, ad-supported streaming channel on multiple platforms, and is also available on-demand in the Tastemade mobile and TV apps (and ad-free with Tastemade+).
“In ‘Deliciously Entertaining,’ we are bringing together the best of both of our platforms to help food and design lovers find inspiration; to cook, create, gather and try something new,” said Jay Holzer, Tastemade’s head of programming.
Among other recent collaborations, Pinterest has worked with the Jill Biden to help decorate the White House for the holidays; with the Victoria and Albert Museum in London for its “Gabrielle Chanel. Fashion Manifesto” exhibition; and with Rolling Stone on a curated selection of 35 years of the mag’s archives released on Pinterest ahead of the Grammys.
“We’re putting out new content every week,” Zylstra said. “It’s a very diverse set of programming.”
Watch the trailer for “Deliciously Entertaining”: