Social Media

Pinterest Rolls Out Promoted Video To All Advertisers

A year after Pinterest first started testing promoted video, the platform’s now opening the option to all advertisers, giving brands a new way to connect with the Pinterest audience.

As you can see, Promoted videos – which now autoplay – stand out in the feed and have more capacity to grab attention as users scroll through. In fact, according to Pinterest, 75% of Pinterest users are likely to watch videos with topics that interest them, compared to 55% on other platforms.

Combine that with the fact that 93% of Pinners have used Pinterest to plan for or make purchases and you can see how Pinterest video is a compelling consideration.

As with virtually every other social platform, Pinterest has seen a significant rise in video content on their network in recent times. When Pinterest first started testing promoted video last year, they noted that they’d seen a 60% increase in videos on the platform, with “workouts, home projects and hair & beauty tutorials topping the charts”.

That type of educational, ‘how-to’ content, in particular, seems to grab attention on Pinterest – 80% of Pinners who watch Pinterest videos say that they help them learn how to do something, versus 66% of consumers who say the same about competitors.

By tapping into on-platform search trends, and offering guide videos, Promoted Video could be the key ingredient which takes your Pinterest presence to the next level – and worth noting, Promoted Video is available in both search results and feeds.

In addition to this, Pinterest is also seeking to reassure advertisers of their data accuracy by partnering with Nielsen and Moat to verify their video ad metrics. Various social platforms (particularly Facebook) have come under scrutiny over the accuracy of their data, and Pinterest has sought to come out on the front foot with their video ads, establishing third party verification deals before rolling the option out to all users.

As you’ve no doubt heard, video content is where it’s at, where all social platforms are seeing increased engagement and interaction. Pinterest is no different, and as such, utilizing these video options could be a great way to boost your Pinterest campaigns and help maximize your on-platform efforts.

This article was originally published at Social Media Today. Image courtesy Pinterest. 

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