Pinterest has launched a new video advertising initiative called Promoted Video, bringing it in line with other social media sites such as Twitter and Facebook. Pinterest said that it is heavily investing in video after seeing a 60 per cent increase in the number of clips on the platform during the last 12 months.
Pinterest has been rather late to the party, with video production having only just rolled out to a native video player. However, it is aware of its huge potential for brands and marketers, and has quickly launched a video ad scheme that will enable these users to showcase their products on the platform for the first time.
Pinterest’s innovative ‘pin’ format should work well with video content and will offer marketers a unique opportunity to advertise, with the site confirming that they will be able to publish six images or pins with each video ad. The videos, which can run for up to five minutes, are now rolling out to users in beta and will launch to a wider audience in the US and UK at a later date.
“Over 100 million people around the world come to Pinterest every month to discover ideas to try,” Pinterest Product Manager Mike Bidgoli said in a blog post. “One of the best tools for bringing those ideas to life is video, so it’s no surprise this format has been popular on Pinterest.”
He added: “In the last year alone, we’ve seen a 60% increase in videos on Pinterest featuring everything from workouts and home projects to hair & beauty tutorials. That’s why we’re excited to roll out Promoted Video.”
It is no surprise that social media giants are going big on advertising and video, as marketers are expected to spend more than £12 billion on digital campaigns by 2018. Pinterest’s focus on being a visual medium for brands also makes it an ideal match for content marketing endeavours.
Bidgoli added that Pinterest believes it has differentiated itself from the ad experience offered by the likes of Facebook, as it has brought its Featured Pins together with Promoted Video, which will be ideal for driving views and engagement. The videos ads will first appear in a user’s feed in a silent Cinematic Pin format that will then open up with full sound once tapped.