Video content is quickly gaining steam as a top-tier medium for digital advertising. Pinterest's popularity centers around its use as a static visual discovery platform, but it is evolving. With a Pinterest Business Account, brands can add videos to boards to optimize reach and conversions. The significance of incorporating video into the mix of the visual search engine cannot be understated.
In this blog, we explore:
Seeing a product in action makes it easy for consumers to imagine a product in real life — and the more they can picture it, the more inclined pinners are to make a purchase. Alternatively, a quick video is an effective way for brands to tease content and build interest in new products. The effectiveness of video is even higher on a channel like Pinterest because most content in the main feed is static. Movement draws the eye toward it and, therefore, your potential customer's attention.
Pinterest Video Pins are a feature that allows users to share and discover videos within the Pinterest feed. While anyone can pin from other sources, only verified accounts can add native video content to the feed. Unlike regular static image pins, Video Pins provide users with an interactive and dynamic visual experience. if you want your content to appear in the feed as envisioned, your specs should be a combination of the following:
The required aspect ratio of Video Pins is:
Along with the creative video specs, there are a few other characteristics of Video Pins that you should consider when creating and uploading videos to Pinterest.
By understanding the specs and characteristics of Pinterest Video Pins, content creators can optimize their videos to align with the platform's unique user experience and maximize engagement with their audience. Optimizing your content, video or otherwise, is extremely important on Pinterest. Pay attention to the caption and other text options to ensure you use keywords in order for your target audience to find you when they search. Implementing Pinterest SEO (search engine optimization) is crucial for the success of your Video Pins.
Now comes the easy part, posting your videos on Pinterest. Once you’ve signed into your business account, follow these simple steps:
Additionally, it's worth noting that you can also upload Ideal Pins, which can include video clips. Adding video content via Ideal Pins is a useful workaround for users who don't have a business account or aren't advertisers but still want to upload videos to Pinterest.
The text you include with your videos on Pinterest can impact performance significantly. Since Pinterest functions primarily as a search engine, incorporating relevant keywords into your title and description can help pinners discover your videos organically. Remember that there is a character count limit (100 characters for the title and 500 for the description). Still, since most people only see the first 40 characters in their feed depending on the device, making those characters count is essential.
The audio is a technical detail to remember when posting a video. People Pin whenever inspiration hits, which could be in situations where having the sound on isn’t an option. Therefore, it's wise to focus on visually-driven content. However, if audio is an essential element of your video, adding captions for any dialogue can effectively capture pinners' attention and make your message more accessible to them.
Other checklist considerations for optimizing video content for search include:
When your Pinterest video resonates with your audience, boosting it to an even larger one is an opportunity to optimize for ROI. Similar to the process for promoting content on other social channels, promoting a video on Pinterest is as easy as clicking a button. What separates it from the others is that promoted content can be sized bigger, reaching more feeds and standing out more significantly. When utilizing Pinterest advertising to promote your content, it's important to note that paid ads can have a unique aspect ratio of 16:9 (widescreen), which differs from the standard video size — always keep a backup of your videos for this reason. Thinking ahead can save you time and effort when implementing your advertising campaigns on Pinterest.
Pinterest provides much flexibility for brands to customize how a video is promoted, so your content can be used for anything from awareness to conversion campaigns. You can choose if it appears in search results, in-feed, or in a related pin's ‘more like this’ section. Select a specific audience, keyword or interest to associate with to narrow your target even further. These options give marketers the easiest route to the people they genuinely want to reach to maximize conversions.
Tracking video performance using in platform Pinterest Analytics is simple, but if you want to do more than track performance, Dash Hudson’s Pinterest Insights is the solution. Dash Hudson’s Pinterest Insights tool allows you to report on performance and easily identify, optimize and curate content that will drive conversions and traffic using AI-powered predictions.
For reporting and strategy planning, segment and filter your Pin data to quickly find trends and insights by date range, boards, categories, clicks and more. Monitor key Pinterest metrics such as engagements, views and click-through rates of images and videos to help you identify what’s working and what’s not. Discovering what truly resonates with your audience is the key to knowing how to optimize future videos for success.
To upload a video from your phone to Pinterest, follow these steps:
If you’re experiencing problems adding videos to Pinterest, it could be for several reasons. Common issues include unsupported file formats, exceeding file size limitations, account restrictions, technical issues, or geographical restrictions. Check the file format, size and if your account type allows the feature. Contact Pinterest support for assistance if you still can't figure it out.
Yes, videos perform well on Pinterest. They capture users' attention, encourage engagement, and increase platform usage.