Pinterest Announces Updates to Encourage More Video Content
Pinterest is taking steps to increase the amount of organic video
content posted by creators and businesses. While it’s always been possible to
pin videos to your Pinterest board, it wasn’t until later that users could view
native videos within the app, and it was months later still until marketers
could run promoted videos. Now, however, Pinterest is leaning into video
content, and it’s easy to see why.
Users are 53% more
likely to purchase a product after viewing a video ad than a standard photo ad,
and Pinterest reported that it saw a 31% increase
in searches related to “inspirational videos” in the past year. With more
people searching for and taking action based on videos, it’s no surprise that
Pinterest is zeroing in on video content.
Video Content Updates
To help creators
and businesses keep up with the increased demand for video content, Pinterest
recently introduced a whole host of new video tools including:
- Updated Video Uploader to allow users to upload video directly to Pinterest.
- New Video Tab for businesses to feature their videos in one place and more easily allow users to more easily discover video content.
- New Video Analytics so users can access lifetime viewership metrics (which is especially useful on Pinterest because content resurfaces often, unlike with traditional feeds).
- Ability to Schedule Video Content through the Pin Scheduler.
these features are available in all English-speaking countries, along with
France and Germany, and will soon be available worldwide.
The Power of Video
If a picture is
worth a thousand words, a video must be worth a million.
With video content, you can tell a complete story in a way that just isn’t possible with static images alone. This is especially true on Pinterest, the platform where users come to get inspiration and learn something new—whether that’s how to plait a French braid, how to bake a macaron, or how to build a shelf. Videos not only show people what is possible, it shows them how to do it themselves.
In an announcement
of the platform’s new video content updates, Pinterest cited Larry Fitzgibbon,
the CEO and Founder of the recipe video network Tastemade, as an example of the
power of video content:
As early adopters to video on Pinterest, Tastemade has successfully driven over 1 billion video views and 200 million engagements YTD, while growing our following 100% YoY. It’s clear that Pinterest users are hungry for videos that are both entertaining and actionable.
Moving from Inspiration to Action
These latest improvements
come on the heels of another major update announced by the platform earlier
this year. The “Shop the Look” feature, which allows users to view products related
to those featured in other images, previously relied on humans to match products
to the pins. However, this will soon be done completely automatically via image
It’s all about recognizing the points of friction for the potential consumer (such as a lack of knowledge or a lack of materials) and eliminating them. #MichaelsWilder #socialmediamarketing Click To Tweet
With all these latest updates, the online inspiration board seems to be positioning itself as an alternative to platforms like Instagram, which has also been focusing on its video and e-commerce capabilities with improvements to IGTV and shoppable posts.
This focus on video and shoppable pins/posts may initially seem unconnected, but they actually both serve a common purpose—to help guide users from inspiration to action. Not only can you see the finished product, like a stylish outfit or a delicious meal, you’ll also see how to recreate it yourself and where to purchase the items you’ll need for the job. It’s all about recognizing the points of friction for the potential consumer (such as a lack of knowledge or a lack of materials) and eliminating them. That’s why social media sites like Pinterest and Instagram continue to be effective platforms for social media marketing.