Pinterest Launches Promoted Video Pins
Pinterest has rolled out a new advertising feature, allowing business owners in the U.S. and U.K. to display their promotional videos to specific audiences.
The photo-centric social media network launched Promoted Video Pins earlier this month, citing the growing popularity of video on Pinterest as being a driving factor. Promoted Video Pins live up to their namesake by featuring promotional videos along with featured Pins. Business owners and digital marketers pay a small fee to display their video as a Promoted Video Pin. Sure, you can always pin a video to your Pinterest account without paying for it, but opting for the network’s new Promoted Video Pins boosts its visibility while ultimately encouraging more sales/conversions.
“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,” explained Mike Bidgoli in an blog post announcing the new paid advertising feature. “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.”
Bidgoli goes on to cite a survey suggesting that 67% of consumers who watch online videos want to “take action.” Displaying only videos, however, prevents consumers from taking action, which is where Promoted Video Pins comes into play. The new advertising feature displays featured Pins directly underneath the video. So when a consumer watches a business’s video, he or she can take action by clicking on one of the business’s featured Pins directly underneath.
Pinterest even uses its own native video player for Promoted Video Pins, integrating feature pins directly into the experience. Users also have the option of saving these videos to view later. So if a user doesn’t want to watch a Promoted Video Pin now, he or she can save it for later.
According to a study conducted by Pinterest and Millward Brown, General Mills’ Promoted Video Pin were 400% more memorable than non-video ads, attesting to the power of this advertising feature.
Example: Bare Minerals Promoted Video
You can click the play button above to see a promoted Pinterest video featuring the cosmetic company Bare Minerals. Notice the advertised “More from bareMinerals” products displayed underneath the video?
Promoted Video Pins is currently only available to businesses in the U.S. and U.K. who are working with a Pinterest account team.