Pinterest has been moving away from its identity as a social network and making moves toward e-commerce. Now, the company is introducing Idea Pins, which it calls “an evolution of Story Pins, with a fresh name to better match the uniqueness of a product that empowers creators to share long-lasting ideas and not ephemeral stories.” Similar to the Stories feature common with other apps, Idea Pins consist of video clips up to 60 seconds that users can tap through. New publishing tools to create Idea Pins include video-first features, editing tools and updates.

Social Media Today reports that, “ Pinterest is also adding new creative tools to edit your clips, including stickers, voiceover and music options” as well as a so-called ghost mode tool, “which enables creators to overlay the previous frame on the composer, helping to guide your video transitions.”

To aid in discovery, creators can add topic tags and tag other Pinterest creators. Detail pages are “where creators can add additional annotations or explainers — like recipe details or product info, for example.” Idea Pins do not disappear after 24 hours, but remain on user profiles, and creators can export Idea Pins, “which will then be shareable on other platforms, with Pinterest branding.”

Pinterest is developing product tags as well as introducing new analytics tools so users can follow the performance of their Idea Pins. The company notes that, “Pinterest will also be looking to help boost Idea Pin exposure by highlighting new creators to users who’ve shown an interest in similar concepts (based on tags and related follows).”

Idea Pins are available to users with business accounts in the U.S., UK, Australia, Canada, France, Germany, Austria and Switzerland. It concludes that, “it’s probably worth experimenting with the feature, and checking in to see how others are utilizing the option.” “Monitoring other brands in your niche could help to inspire your own approach, or awaken you to new ideas that you hadn’t previously considered,” it adds.

Adweek reports that Idea Pins offer “video recording and editing tools for up to 20 pages in a single Story Pin; voiceover recording; a music tool for adding music to pages; ghost mode tool; detail pages for Story Pins that feature instructions or ingredients; tagging, stickers and other interactive elements; draft saving; export tools for sharing content outside of Pinterest; topic tagging; and Pinterest’s Creator Code.”

A link to Pinterest’s press release can be found here.