New Pinterest CEO Bill Ready has a vision for the company: In the future, every product on Pinterest will be shoppable. A user won’t need to navigate to a separate shopping tab and will instead be able to buy a product wherever they are on the digital scrapbooking app. But creators are no longer the most important part of that plan, he said.

“Last year we focused almost exclusively on attracting creators to upload videos on our platform,” Ready said on a call with investors. “However, we’ve since learned more about the types of videos that resonate with our users and found that we can also obtain high quality videos and other forms of rich media content from sources beyond creators.”