An image conveys a multitude of meanings, but on Pinterest, a video can convey even more. Identified as one of the surging social media platforms by Statista, Pinterest has made remarkable strides.
A major leap for the platform was the launch of Pinterest videos in late 2018, which now play a crucial role in Pinterest marketing. With their striking visual narratives and engaging imagery, Pinterest videos not only attract attention—they prompt purchases. As per Sprout’s 2024 Content Benchmarks Report, 81% of consumers expressed a desire for more short-form videos from brands. Therefore, if you’re in search of innovative methods to convert interest into sales, consider using video Pins.
This article will explore everything necessary regarding Pinterest videos and illustrate why they should be part of your social media plan.
What constitutes a video Pin?
A video Pin is a visual marker on Pinterest that showcases one or several videos and images. These Pins play automatically within users’ home feeds and feature cover images designed to grab attention. Video Pins can also be enhanced with effects like stickers and animations.
In contrast to other social platforms, Pinterest videos emphasize visuals over audio. For instance, Instagram and TikTok videos often rely on popular sounds or music. However, because of Pinterest’s Autoplay feature, videos typically play without sound on both desktop and mobile devices. Consequently, Pinners should prioritize visual assets—such as high-definition footage, captivating images, and text overlays—to effectively engage users.
Reasons to create Pinterest video Pins
Utilizing Pinterest for your business provides a variety of advantages, all of which enhance your comprehensive social media strategy. Whether you’re a neighborhood service or an international e-commerce entity, here are several reasons to tap into Pinterest’s potential.
Enhance brand visibility
Pinterest is structured for exploration.
An impressive 96% of Pinterest searches go unbranded. Generally, Pinners are on the lookout for inspiration and ideas rather than specific brands. This has resulted in 80% of weekly users discovering a new product or brand on the platform.
Increase site traffic
Pinterest permits you to attach links to your Pins, making it simpler to channel traffic to your site. Whether it’s your blog, product page, or booking form, you can direct users to precisely where you want them to navigate next.
With a business account, you can also monitor how many people click these links through Pinterest analytics.
Boost engagement
Pinterest has an active base of 553 million monthly users who are among the most engaged individuals online. This engagement extends beyond likes and comments; it also encompasses conversions. Specifically, Pinners are 1.4 times more likely to engage in shopping-related actions compared to users on alternative social media platforms.
Pinterest videos are particularly effective. The viewability rate of Pinterest video ads is three times greater than average across social media networks, while completion rates for videos are twice as high.
Enhance sales
Understanding how to leverage Pinterest for sales could bolster your revenue. Pinterest ranks as the fifth most utilized platform for social commerce, following Facebook, Instagram, TikTok, and messaging platforms.
Pinterest also reaches some of the wealthiest demographics. In the U.S., it engages 40% of households with annual incomes exceeding $150K. A recent study indicated that about one-third of luxury shoppers on Pinterest earn over US$100K per year.
With increased disposable income, Pinners tend to spend more than the typical social shopper. On average, Pinterest shoppers invest twice the monthly amount compared to users on other platforms.
Best practices for Pinterest videos for brands
To begin reaping the benefits for your business, follow these best practices for Pinterest videos.
Adhere to optimal lengths and formats
When crafting video Pins, you can choose between two formats: standard width and max width.
Standard-width Pinterest videos are identical in size to regular Pins. Max width videos expand to wrap a user’s entire screen on mobile, offering a more immersive experience. Note that max width formatting is available only for paid video ads on Pinterest.
Here are the specifications for each format:
Repurpose existing content
Repurposing your videos from other social media platforms allows you to maximize efficiency without increasing workload.
One significant benefit of repurposing for Pinterest is the uniformity it ensures. Consistent messaging builds brand recognition, promotes authenticity, and encourages customer loyalty.
Repurposing content also conserves time. Instead of shooting, editing, and creating specific videos for each platform, you can leverage the same material across multiple channels. For example, you could repurpose footage from an Instagram Reel or TikTok video. This is exactly what the luxury luggage brand BÉIS did to showcase its limited-edition Wicked collection. The same video was shared to announce the launch across Instagram, TikTok, and Pinterest.
Using a third-party video editing tool such as Adobe Premiere Pro, Canva, or CapCut can simplify formatting for Pinterest. These tools enable you to resize videos specifically for Pinterest while maintaining quality and avoiding watermarks.
Focus on accessibility
To promote inclusivity, your Pinterest videos must be accessible to all users. For instance, integrating captions helps ensure that your content is comprehensible, even in silence.
Your visuals must also be accessible. Utilize high-contrast color combinations (preferably a 4.5:1 ratio), especially in text overlays, to ensure visibility for all users, including those with visual impairments.
Incorporate a call to action (CTA)
Whether it’s for purchasing a product, booking a consultation, or subscribing to a newsletter, the primary aim of Pinterest videos is to drive specific actions. By clearly articulating those desirable actions through a call to action (CTA), you enhance the effectiveness of your Pinterest videos.
For organic Pinterest videos, you can add a link to any site of your choosing; however, the visible CTA text can only read as Visit site. To personalize your CTA, include it in your description or text overlay.
For Pinterest video ads, you may select from the following available CTA texts:
Monitor video performance
Tracking key metrics—like engagement rate, save rate, and average viewing time—is the optimal way to identify which videos resonate most with your audience.
Pinterest’s video-specific metrics provide valuable insights for future video content. For example, you can see how many viewers watched your video for at least 10 seconds and the number who viewed 95% of its content.
This information allows you to refine your content strategy. For instance, if a video maintains a high view count up to 95% of its length, you might replicate that editing style, include the same collaborators, or transform the video into a series covering relevant themes.
Utilize templates for efficiency
Among the most impactful tips for Pinterest content, leveraging templates stands out. Using templates enables you to create more Pinterest videos with less time and effort involved. These templates—available on Canva—already feature appealing designs, overlay text, elements, and animations. All that’s necessary is to customize them to match your brand.
Affirm is among the top brands on Pinterest making effective use of templates. In numerous Pins, the brand incorporates text at the top and a colored box at the bottom showcasing its logo. Maintaining the same format not only simplifies content creation but also ensures cohesion. Such consistency helps audiences quickly identify your brand and understand what to expect, fostering trust and loyalty.
How to share a video on Pinterest
Sharing a video on Pinterest is straightforward. Follow these steps for posting directly from a desktop or mobile device.
Uploading a video to Pinterest from desktop
To create a video Pin on desktop, adhere to these instructions:
- Log in to your Pinterest account.
- From the left-hand menu, click on Create. For business accounts, click on the hamburger icon. Under Create, select Create Pin.
- Click on the upload window and choose up to 10 videos from your computer.
Note: Each video you select will result in a separate Pin. To combine multiple images and videos into one video Pin, utilize the Pinterest mobile app.
- Provide details for your video Pin, including its title, description, and link.
- Click Done.
- Hit Publish.
Uploading videos to Pinterest from mobile
To create a video Pin on mobile (iOS or Android), follow these steps:
- Log in to your Pinterest app account.
- Tap the + icon at the bottom of your screen.
- Choose Pin.
- Select up to 10 videos from your device or tap the camera icon to film a new video.
Note: If you select multiple visuals, they will be combined into one video Pin.
- Tap Next.
- Use the toolbar at the bottom to edit your video, add text, or insert other effects.
- Press Next.
- Provide information about your video Pin, including its title, description, and link.
- Click Create.
Stay ahead and connected with Pinterest videos
With a vast, engaged, and affluent audience, Pinterest is filled with opportunities for brands. Whether your goal is to enhance brand visibility, boost sales, or distinguish yourself from the competition, Pinterest videos can provide a pathway to reach this unique audience and fulfill these objectives.
To maximize the impact of your Pinterest videos, make use of Pinterest analytics. The data will give you insights into content that captivates and resonates with your audience. Using these insights, you will be better equipped to replicate successful strategies and observe your brand’s growth.
The post Pinterest videos: A complete guide for 2025 appeared first on Sprout Social.
Recent Comments