As part of its broader push into video content, Pinterest announced it has acquired the video editing app Vochi, which lets users add effects to their clips easily.
Here's how Pinterest described it:

Today we're announcing that we've acquired Vochi, a video creation and editing app focused on democratizing quality tools for creators. The acquisition of Vochi forms part of our efforts in supporting creators as they work to bring more quality video content to Pinterest. This will help Pinners have more inspiring content in case they want to simply watch, create or shop ideas from creators.

Vochi allows users to take objects from clips, put 3D effects, and incorporate other visual special features that can make your clip or content stand out on feeds. The app is currently used by about 500k people each month, which translates into annual revenues of more than $4 million in subscriptions and optional features.

And now, it is going to be a part of the larger Pinterest creator suite, which would add more elements to its growing video push, which also includes its social Stories variation called 'Idea Pins'.

In fact, video Pin views were up more than 3 times in 2020 and continued to rise this year as more users have access to its advanced video features. The platform also launched live-stream shopping experiments, another part of its broader video push. As the company continues to double down on video, Vochi's features will add another spur to its services.

Pinterest maintains that the Vochi app will continue to exist as a standalone application "for now" as the company integrates the Vochi team into its fold.