A year after Pinterest first started testing promoted video, the platform's now opening the option to all advertisers, giving brands a new way to connect with the Pinterest audience.
As you can see, Promoted videos - which now autoplay - stand out in the feed and have more capacity to grab attention as users scroll through. In fact, according to Pinterest, 75% of Pinterest users are likely to watch videos with topics that interest them, compared to 55% on other platforms.
Combine that with the fact that 93% of Pinners have used Pinterest to plan for or make purchases and you can see how Pinterest video is a compelling consideration.
As with virtually every other social platform, Pinterest has seen a significant rise in video content on their network in recent times. When Pinterest first started testing promoted video last year, they noted that they'd seen a 60% increase in videos on the platform, with "workouts, home projects and hair & beauty tutorials topping the charts".
That type of educational, 'how-to' content, in particular, seems to grab attention on Pinterest - 80% of Pinners who watch Pinterest videos say that they help them learn how to do something, versus 66% of consumers who say the same about competitors.
By tapping into on-platform search trends, and offering guide videos, Promoted Video could be the key ingredient which takes your Pinterest presence to the next level - and worth noting, Promoted Video is available in both search results and feeds.
As you've no doubt heard, video content is where it's at, where all social platforms are seeing increased engagement and interaction. Pinterest is no different, and as such, utilizing these video options could be a great way to boost your Pinterest campaigns and help maximize your on-platform efforts.