Over 150 million people around the world come to Pinterest every month to discover ideas to try. One of the best tools for bringing those ideas to life is video, so it’s no surprise this format has been popular on Pinterest. In the last year alone, we’ve seen a 60% increase in videos on Pinterest featuring everything from workouts and home projects to hair & beauty tutorials. That’s why we’re excited to roll out Promoted Video.
Promoted Video brings together some of the best elements of Pinterest. According to recent data from Mary Meeker, 55% of people on Pinterest want to find or shop for products on the platform. Only 12% of people say that about social networks. And since 75% of the content people enjoy on Pinterest comes from businesses, we’re offering something unique and valuable to people and businesses alike. With Promoted Video, businesses can share their ideas with the people who are looking for them and make it easy for them to give these ideas a try.
While other platforms primarily offer video views, we've coupled Promoted Video with featured Pins below the video. Now the 67% of people who say videos on Pinterest inspire them to take action can experience your brand and then simply click below to do more with your products and services. This works great for companies like bareMinerals, who use video to demo their beauty products and feature Pins below that showcase the products used.
Plus, with our new native video player, this all happens in one seamless experience.
We tested with 12 early partners, including Garnier, Universal Pictures and General Mills’ Old El Paso. We found that Promoted Video performs across a wide range of products and businesses, including food, beauty, financial services and entertainment. A study, conducted in partnership with Millward Brown, found that General Mills’ Old El Paso saw significant brand lift metrics and that Promoted Video ads were 4x more memorable than a non-video ad. And people can easily save and then choose when to watch videos on Pinterest. This helped Old El Paso see high completion rates, regardless of video length.
Many brands have partnered with us in this exciting launch, including:
- BEHR® Paint
- kate spade new york
"We’ve run several campaigns with Pinterest and consider video a natural evolution on how we want to connect with our Pinterest audience,” said Meredith Schaffner, Marketing Manager, Old El Paso. “Our customers come to Pinterest with high intent and the ability to show a recipe and our products through video is a unique opportunity to drive higher performance.”
Promoted Video is available to businesses in the US and UK currently working with a Pinterest account team. If you’re not working with a Pinterest account team, let us know you’re interested in learning more about the availability of Promoted Video in the future.
Stay tuned for more sight, sound and motion on Pinterest!
–Mike Bidgoli, currently saving ideas to Casa 2.0