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Pinterest launches new app, Shuffles, for creating collages and moodboards – TechCrunch


Pinterest may be best known for its shopping inspirations and design ideas, but the company’s newest product aims to inspire its users to tap into their own creativity. The company has quietly launched a new iOS app called Shuffles for creating collages using photos, image cutouts, and other animated effects. The app is currently in an invite-only status with the ability to join a waitlist from its home screen.

According to the description of Shuffles on the App Store, users can create their own collages using Pinterest’s photo library or take photos of objects they want to include using the camera. They can also cut out individual objects from an image using a tap – a feature reminiscent of iOS 16’s Smart Image Cutout capability. Images in Shuffles can then be rotated, layered and resized on the screen to create the collage, and animations and effects can optionally be added. The final project can be shared with friends for collaboration or posted in public groups where others can “remix” the original creation in their own way.

The app description suggests can be used for visualizing room renovation, fashion ideas, moodboards etc.

Although the company hasn’t officially announced its plans for Shuffles, a Pinterest spokesperson confirmed that the app is from its new in-house incubator, TwoTwenty.

“Shuffles is a standalone app created by TwoTwenty, Pinterest’s innovative incubator team. Shuffles is an engaging way to create, post and share visual content,” the spokesperson said. “With more and more people coming to our platform for creative inspiration, we are constantly experimenting with new ways to help Pinners and creators bring their ideas to life.”

“As this app is in its initial testing phase, we have no additional details to share on the record at this time,” they added, declining to share more about its future plans or monetization potential.

Picture credits: pinterest

Launched last November and named after Pinterest’s first office, TwoTwenty’s goal has been to foster more internal experimentation on the social network and increase its pace of innovation. Other tech giants, including Meta, Microsoft and Google, are making similar efforts with their own incubators – NPE, Microsoft Garage and Area 120, respectively.

In the case of Pinterest, the company has struggled to transition from its past as an image and bookmark display site that helps drive e-commerce transactions to fit the era. creator-focused industry where consumers are incentivized to make purchases through video content. To meet consumer demand for video, Pinterest released its TikTok-like Idea Pins and a live shopping feature, Pinterest TV. The latter was also started by the TwoTwenty team, actually.

But TwoTwenty isn’t just for experimenting with video. The organization of engineers, designers and other product experts aims to research, prototype and test a variety of new ideas to see if any gain traction. Those who do will transfer to other teams within the company to grow.

The preliminary draft Shuffles is just one of these ideas.

The funny thing is that Pinterest’s new app is similar to a mobile collage maker that Meta launched a few years ago through its own in-house incubator, NPE Team. Known as E.gg, the zine creator developed a small following that enjoyed creating mixed media collages that combined images, text and GIFs. But like almost all of Meta’s NPE projects, E.gg was shut down. Pinterest’s Shuffles might seek to tap into that same consumer demand for image-driven creativity and inspiration that Meta had abandoned.

The app also comes at a time when there is an undercurrent of resistance to the idea that video should be the only form of social expression and creativity on social media, as all the tech giants try to transform into TikTok. Last month, user backlash against Instagram’s deprioritization of friends’ content and photos came to a head after even the Kardashians pleaded with the app to stop trying to be TikTok. As a result, Instagram rolled back some of its recent changes, but it’s still set on a video-focused future.

Pinterest, to some extent, probably understands that its own pivot to video may not be able to hold users’ attention indefinitely in the face of the TikTok threat. Finding another area of ​​growth through experimentation could give her new avenues to explore.

Financially, the company’s latest quarter earnings were strong from a numbers perspective, but they missed out on user growth. Monthly active users were down 9% year over year to 433 million.

The company is due to release its second quarter results after the market close today. It should be noted that this will be the first earnings since new CEO Bill Ready took over from co-founder Ben Silbermann, who transitioned to executive chairman on June 29, 2022.

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