Pinterest is taking a leaf out of Snapchat and Instagrams book and building a new media channel for its app and web version which will enable publishers and brands to create and share content with users.

According to Ad Age, which cited advertisers familiar with the plans, the new Explore section will focus on video and multimedia content, providing publishers and brands with a more structured way to share materials on the social blogging site.

The content channel will include sections where brands are able to serve ads, as well as longer content marketing sections, and will initially be rolled out as a test to gauge consumer interest.

“Advertising will be a piece, but it is a test,” said the source, speaking to Ad Age. “This is a way for people to find very cool, new trending content. It is about media players and publishers highlighting organic content.”

It is unclear whether publishers would take a split of any adverts served within their content, but initial plans suggest this may be the goal, to encourage content generators to partner with Pinterest.

Pinterest has seen considerable success with its Promoted Pins format, which launched in the UK earlier this year, and has also introduced native video ads to its platform. The social blogging service recently hit 150m monthly active users.