Just over a year ago, Pinterest launched an initial version of its video product. Pinners responded incredibly well, showing increases in engagement and time spent. More than driving improvements in media metrics, video on Pinterest also dramatically impacted brand metrics like awareness. The success drove Pinterest advertisers to want more. Leading agencies and brands expressed a need for new measurement partners, video as a larger component of the Pinterest roadmap, and specifically an autoplay video product.
Flash forward to today, Pinterest has announced the launch of a globally available, native video product for its advertisers. Pinterest Promoted Video with Autoplay enables advertisers to reach Pinterest audiences with sight, sound, and motion as they discover new products and search for inspiration. Pinners can discover these videos in 3 different ways:
- Home Feed – Advertisers can reach people when they are open to new ideas and inspiration.
- Search – Advertisers can reach people as they search for specific topics.
- Related Pins – Like search, advertisers can reach people as they explore pins related to the topics, products, etc. they’re searching for.
This announcement and Pinterest’s investment in video are in line with the latest digital media advertising themes. In 4C’s latest State of Social Report, we explored emerging trends and best practices with leading clients like Merkle, Socialyse, and Performics. Quarter after quarter, video has shown up as a major trend, largely due to extensive and differentiated targeting options.
In the report, Jasmine Wang, Senior Media Services Specialist at Merkle says, “With social video, we go into more granular interest targeting since we are able to pick up users likes and dislikes better vs a digital video unit where we base the audiences’ interests on what the environment is about. Social allows for a more curated experience and niche targeting.”
In the same report, 4C’s Nick O’Connor shares his opinion on why social and video make so much sense together, and provides a best practice all brands should consider as they move to take advantage of these opportunities. He says, “Social media and video content go together like PB&J. Users go on social media to be inspired, or to see something amazing or crazy that an athlete or celebrity did. Good video content will always do one of these things. The beauty of social media marketing is the fine-tuning you can get when targeting users. Take time to balance precision and reach for the audience you’re targeting so the video content is incredibly relevant while achieving the necessary scale. A properly targeted ad with great video content is a powerful touchpoint and can be more efficient than other video placements.”
While the expansion of video in general continues, video on Pinterest is particularly compelling due to the high intent of the app’s audience. Intent is exhibited when a consumer searches a topic or product, and the Pinterest platform sees 2 billion searches every month. In addition to search volume, Pinterest reports its users express intent by going to the platform to plan.
- 93% of people use Pinterest to plan for things they want to purchase
- 62% of people use Pinterest to plan travel
- 38% of people use Pinterest to plan movies and TV shows to watch
Beyond intent, Pinterest is also ideal for promoting video because of its high quality, non-user-generated content. About 75% of its content comes from businesses, creating an effective marketplace where people and brands can connect at the right point in the customer journey. And with the new video product, brands have an incredible opportunity to stand out. Advertisers exclusively can upload video to Pinterest, meaning brand videos will be surrounded by still images rather than other video content.
As Pinterest continues to enable more targeting options and measurement partners, they anticipate this success will grow. If you’re interested in learning more about Promoted Video with Autoplay , creative specs, best practices, and more, visit Pinterest’s product page or reach out to your 4C representative.