“Video Pins stand out. They capture people’s attention in home feeds and search results. The best videos are inspirational and actionable.” – Pinterest
At Pinterest, they encourage users to think outside of the box when creating engaging content, so we’re sharing a few of their best practices when it comes to publishing video content on the platform.
Start Strong. Lead with a clear hook within the first few seconds of your video to help capture your audience’s attention from the beginning. Pinterest recommends being clear and precise about your intention with the video.
Make it Short and Simple. Keep your video messaging simple and to the point, making it easier for your audience to digest. According to Pinterest, ‘the sweet spot for organic videos is 1m-2m.’ And when it comes to promoted video content, 6-15 seconds works best.
Pinterest Example: ABC Network did an amazing job creating an engaging Video Pin to help promote their show “Kevin (Probably) Saves the World.”
“We were thrilled with our results. Not only were we able to drive positive lift in both tune-in rates and intent to watch, we learned Pinterest greatly increased our cost efficiency over other platforms alone like TV.” – Ben Blatt, Executive Director of Digital Strategy, ABC Television
Don’t Rely on Audio. Try not to rely on the audio or dialogue because Pinterest video auto-plays on the feed with the sound off. Try using a text overlay or closed captions to help tell your visual story and make your content inclusive.
Place Your Best Foot Forward. Pick a beautiful cover image for your feed to draw in your audience! Make sure that it’s relevant to the video and that it stands out. ‘A compelling cover image will help capture attention in home feeds and search results.’ (Think hi-resolution, high-quality imagery.)
Keep Mobile in Mind. According to Pinterest: 80% of Pinners use Pinterest on mobile. This is even more reason to keep mobile in mind and make sure that your Pins shine and look great on all devices! Your content should always be simple and easy to read, both in the home feed and within a close-up view.
Pinterest Pro Tip: Square (1:1) and vertical (2:3, 4:5, or 9:16) videos work best on Pinterest.
Think About Text. When creating engaging Pins, always optimize your copy for search. You can do this by crafting clear titles and descriptions that help convey what that Pin is all about. This will also help Pinterest to surface your Video Pin in more places!
Pinterest Example: BlendJet wanted to show off the versatility and design of their blender through video on Pinterest, and they were able to inspire Pinners through an engaging Video Pin. They were also thoughtful when it came to their text and Pin Description so that users would know exactly what the Pin was about!
“We knew BlendJet would be a huge hit with Promoted Video Pins on Pinterest. The volume we’ve seen as a result has been incredible, and the costs are very low. We were profitable with the video campaign right out of the gate and our ROI has been incredible. We’ll continue to be a Pinterest advertiser until the end of time.” – Ryan Pamplin, Co-Founder & CEO BlendJet