Looking to expand your reach on Pinterest? While the social media network has offered paid advertising in the form of Promoted Pins for quite some time now, there’s a new option being offered to businesses in the U.S. and U.K. Read more about Promoted Video Pins!
Promoted Video Pins
Earlier this month, Pinterest rolled out Promoted Video Pins. According to the company’s website, Pinterest has experienced a 60% increase in videos over the past year. This trend will likely continue in the months and years to come. In an effort to capitalize on the video revolution, Pinterest has launched a new click-to-play video option for advertisers.
How do the new video advertisements work? These aren’t your typical embedded videos. Rather, they are more or less animated the GIFs that play individual frames. Viewers must click on these videos in order to keep the video playing. Promoted Video Pins can run anywhere from 30 seconds to five minutes, featuring either a horizontal, vertical or square-shaped format.
What’s even more interesting is that Pinterest’s Promoted Video Pins are only viewable on mobile devices. Users on traditional desktop computers cannot see or access them. But given the fact that most users now access Pinterest on a smartphone or tablet, this shouldn’t be a concern for advertisers.
Mike Bidgoli, Pinterest’s product manager for monetization, says advertisers will be charge for every one thousand impressions on their video ads. If you create a Promoted Video Pin that’s viewed by 2,0000 users, for instance, Pinterest will charge you a flat rate that’s multiplied by two. The exact per-one-thousand-impression cost varies depending on the audience whom you are targeting.
Pinterest has cited several success stories on its website, one of which involves Old El Paso. After utilizing the social media network’s new Promoted Video Pins, Old El Paso say a 400% increase in visitor engagement.
“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.”
Other brands that have partnered with Pinterest to use Video Pins include bareMinerals, BEHR Paint, kate spade new york, Lionsgate and Purina.