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With over 100 million monthly active users, Pinterest has been one of the leading platforms for marketers– especially those focused on retail and CPG. Advertising on Pinterest is has been a natural integration, with almost 75% of Pins coming from businesses. While the platform’s ad program kicked off with Promoted Pins, it has continued to evolve with Promoted Boards, Rich Pins, Buyable Pins, Cinematic Pins and more. Now Pinterest is stepping up its game once again, helping brands to bring their stories to life through Promoted Video.
Pinterest recently announced Promoted Video on their blog, along with facts and figures to demonstrate the value of this new ad unit:
“Promoted Video brings together some of the best elements of Pinterest. According to recent data from Mary Meeker, 55% of people on Pinterest want to find or shop for products on the platform. Only 12% of people say that about social networks. And since 75% of the content people enjoy on Pinterest comes from businesses, we’re offering something unique and valuable to people and businesses alike. With Promoted Video, businesses can share their ideas with the people who are looking for them and make it easy for them to give these ideas a try.”
Pinterest has combined these Promoted Videos with featured Pins in a section below the video, enabling potential customers to find relevant products with ease. As an example, bareMinerals, the California-based beauty brand, regularly creates product demonstration to help makeup fans use their collection. Uploading these videos onto Pinterest allows easy viewing access, while the featured Pins below the video give viewers even easier access to purchase products featured in the video. Users not only have a quick tutorial, but also links directed to all purchase points. With Pinterest’s native video player, everything happens in “one seamless experience.”
bareMinerals was only one of multiple brands assisting Pinterest in this new launch. Other brands include BEHR® Paint, kate spade new york, Lionsgate, and PURINA®.
Promoted Video is currently available to brands across the US and UK.
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