Tap into high-intent shoppers with video ads on Pinterest
30 November 2023 — Sibylle Tretera
In today's crowded digital landscape, advertisers often struggle to stand out and connect with their target audience. However, people come to Pinterest with an intent and purpose, and the majority of people who use the platform say they come here to shop.1 This presents a unique opportunity for advertisers to share video content that not only grabs our users’ attention but takes them from inspiration to action.
Pinterest is uniquely positioned at the intersection of search, social and commerce. Every month, 482 million people around the world turn to Pinterest, not to passively scroll but to actively create a life they love.2 Two-thirds are women, 42% are Gen Z and they are a highly valuable audience full of decision-makers with money to spend.2 People come to Pinterest for a plethora of reasons, from small decisions like "What's for dinner?" to major ones like planning a home remodel. And this sense of genuine discovery often translates to real-world actions, as weekly Pinterest shoppers spend 40% more per month than users on other platforms.3
Video plays a critical role in this journey. On Pinterest, people view videos mindfully, scrolling three times slower than they do on other social platforms.4 When viewers are captivated by the videos they see and watch them until the end, they’re more likely to remember your brand and take action, transforming viewers into potential customers.5
Your ads work harder here
Pinterest’s suite of full-funnel video ads is designed to cater to every stage of the purchase journey, no matter your objectives. Whether aiming to drive brand lift in the upper funnel or achieve conversions in the lower funnel, there’s a video solution to match.
Video ads: Available in two formats: standard, which is the same size as a vertical Pin, and max-width, which covers the full width of the Pinterest mobile feed. These eye-catching videos are designed to grab attention as people scroll their feed, making them ideal for driving both awareness and consideration.
Idea ads: Dive into the world of mobile-first native storytelling. With an array of creative and interactive features at your disposal, you can either take the reins or collaborate with a creator to craft a compelling narrative via our paid partnership tool.
Premiere Spotlight: Want to make a splash at the moments that matter most for your brand? By using Premiere Spotlight, our newest high-impact awareness offering designed to reach Pinners at scale, brands observed a staggering 8.2x surge in Aided Brand Awareness.6
Video shopping ads: Currently in beta, merchants have the opportunity to include a video clip in their product catalogue and promote the product as an ad.7
Brands that combine video solutions see better performance metrics. In fact, advertisers leveraging at least two video formats saw a notable increase in various brand metrics, from a 1.4x uplift in brand awareness and favourability to a 1.2x boost in brand recall and action intent.8
uplift in brand awareness and favourability8
boost in brand recall and action intent8
Actionable inspiration for your next video ad
Maximising the impact of your videos on Pinterest requires a blend of creativity and strategy. Here are some best practices to ensure your content truly resonates with Pinners:
1. Start with a bang: The first 6 seconds of an ad are pivotal. Start with a clear, compelling hook and establish your brand's identity. When e.l.f. debuted their Lash ’N Roll Mascara with Pinterest's Premiere Spotlight, targeting Gen Z and millennials, their video captured viewers’ attention from the start. This high-visibility strategy, paired with follow-up standard video ads, saw an impressive 11% surge in video completion rates.9
2. Pick a strong cover image: By choosing an impactful cover image, you're providing a glimpse of your video and compelling Pinners to click and watch.
3. Keep it short: To get your message across quickly and effectively, we recommend aiming for 6-15 seconds. Respect your audience’s time and attention. And remember, shorter videos demand creativity as each second counts in telling a compelling story. Graze used short and snappy video ads to boost their brand among Dutch snackers, especially resonating with Gen Z: their campaign achieved a whopping 183% increase in Pin awareness among that demographic.10
4. Show, don’t tell: Some Pinners watch video with the sound off so don’t rely on audio or dialogue. Include text and captions to help tell your story, but keep it concise and clear for maximum impact. Use eye-catching imagery that complements the journey from discovery to action.
5. Optimise your Pin copy: Capture attention with a compelling yet functional headline. Stick to one key message and use clear titles and descriptions to boost your video’s visibility in search.
6. Think outside the box: People on Pinterest love the bold. Luxury brand Louis Vuitton created a powerful video, specially designed to challenge the frame of the Pin. In this exclusive ad, an optical illusion made it seem as though touches of colour were escaping from the Pin and covering up the home feed. The result? Their visually compelling campaign reached over 3.5 million users in just three days.11
Harness the power of Pinterest
Video content on Pinterest isn't about fleeting entertainment; it's about engagement, inspiration and moving from discovery to action. Leveraging the unique commercial mindset of Pinterest's audience helps brands not only reach viewers but engage decision-makers. With video ads, brands can effectively tap into these moments of inspiration and aspiration, providing a unique opportunity to inspire, engage and leave a lasting impact.
Want more research-backed recommendations? Take the Creative Strategy course on Pinterest Academy to learn how to design the best Pins to elevate your campaign.
