ListsVideo MarketingAn All-Inclusive Guide to Pinterest Video Ads

Sahil Kakkar4 months ago

Pinterest is a platform that 250 million people use every month to pin their interests (hence, Pinterest), and share their lives. Moreover, they consider every second of it to be more fruitful than any other social media platform.  But, apart from being user-centric, Pinterest is a medium for businesses to boost brand awareness, conversions, website traffic, only to name a few. And for every dollar that a brand spends on Pinterest Ads, it generates an ROI of 4.3$.

However, for this post, I will zoom out a bit and lay my entire focus on Pinterest promoted videos:

  • What are Pinterest Promoted Videos?
  • How to create a Pinterest Promoted video?
  • Step-by-step tutorial on setting up your first Pinterest Promoted video
  • Tips to boost the success of your Promoted video

So, let’s begin with understanding Pinterest Promoted videos.

What are Pinterest Promoted Video Ads?

Promoted Videos are Pinterest’s video ads that have exclusive access to users with business profile only. These video ads draw special attention in feeds without harming a user’s experience. These videos are excellent for engaging the audience and driving tractions on your websites, like sign ups and checkouts. 

Here’s a visual how Promoted videos appear in a user’s feed:

Pinterest Video Ads
Source: Pinterest

Things to focus on before creating a Pinterest Promoted video

On platforms like Facebook, Instagram, YouTube, etc. promoted videos appear suddenly without a skip option and interrupt the user’s viewing experience. But Pinterest Promoted video ads offer users with the option to scroll down and skip watching the advertisement. Thus, increasing the probability of people performing some sort of actions after watching the video by 67%.

But, how does one create an impressive Pinterest Promoted Video ad?

  1. Make visually pleasing videos

Pinterest is a powerful visual platform that prioritizes visual media over any form of content. So, your promoted videos have to be visually pleasing, impressive, and hands down attractive. Otherwise, the video will not stand apart from the pins surrounding it. Also, your video should treat audio and video as separate entities but they have to be in sync (Obviously!). So, if your users watch the video without audio (you can add captions) or vice versa, they will be able to understand the contents of it and grasp the information.

  1. Grab their attention

Let’s be honest, our attention spans are hit by a boulder – Millennials have the attention span of 12 seconds, and the Gen Z can be attentive for a whopping 8 seconds only! While this is something we should be worried about, but for now, let’s talk about how it affects Pinterest. 

Your promoted video ads should be made with an engaging approach that can hook the viewers within the first 10 seconds or else, they will just scroll through. Also, your video should be considered as ‘productive to watch’ by your audience.

Here’s an example: Watch this video by Intuit called Giant Skip and see how creative and engaging it is.

  1. Monitor the length

Social media videos perform well when they are short and not too long:

  • Instagram: 30 seconds
  • Twitter: 45 seconds
  • Facebook: 1 minute
  • YouTube: 2 minute

So, based on this data, you should cap your Pinterest promoted video ads to 15 to 30 seconds. Although if video’s subject requires more runtime, then you can extend it to 30 minutes.

  1. Use the official video format and follow the guidelines

If you are creating promoted videos, you need to opt for a video format approved by Pinterest, and those are:

 

Standard video Max width video
File type .mp4 or .mov .mp4 or .mov
File size 2 GB max 2 GB max
Aspect ratio Required:

Taller than 1.91:1 and shorter than 1:2

Recommended: 1:1 (square) or 2:3 (vertical)

Required:

1:1 (square) or 16:9 (widescreen)

Encoding H.264 H.264
Length Min 4 sec, max 15 min

Recommended: 6-15 seconds

Min 4 sec, max 15 min

Recommended: 6-15 seconds

Text Title: Up to 100 characters. If no title, description will show in feed.

Description: Up to 500 characters.

For either title or description, the first 50-60 characters are likely to show up in feed

Title: Up to 100 characters. If no title, description will show in feed.

Description: Up to 500 characters.

For either title or description, the first 50-60 characters are likely to show up in feed

 

And the guidelines, which are as follows:

 

Standard video Max width video
Available objectives Build awareness

Increase consideration

Drive action

Build awareness
Buying methods CPM

CPC

Conversions

CPM
Market availability All Pinterest ad markets All Pinterest ad markets
Device availability iPhone, Android mobile, iPad, and Android tablet iPhone, Android mobile
Functionality Plays in feed without audio

Users can tap on video to view in larger frame with audio (defaults to user’s device settings)

Plays in feed without audio

Users can toggle the volume button in feed to initiate sound or tap on video to view with audio (defaults to user’s device settings)

Text Title: Up to 100 characters. If no title, description will show in feed.

Description: Up to 500 characters.

For either title or description, the first 50-60 characters are likely to show up in feed

Title: Up to 100 characters. If no title, description will show in feed.

Description: Up to 500 characters.

For either title or description, the first 50-60 characters are likely to show up in feed

Now you have the necessary knowledge about Promoted videos, so let’s start creating them.

Step-by-step tutorial on setting up your first Pinterest Promoted video

To access promoted videos, you need to begin by creating a business account. Once the business profile is created, you will have access to Pinterest Ads and analytics for instant monitoring and improvement. You’ll have to enter all the details correctly along with billing information if you want to access Pinterest ads or use promoted videos.

After the information has been submitted, let’s head straight to setting up your first Pinterest promoted video.

Step I: Set up your campaign

Visit Pinterest Ads, click on ‘+’ in the top right side of the screen, and choose ‘Create Ad’.

Pinterest Video Ads Campaign

This triggers a window, where you need to define the objective of your campaign.

Pinterest Video Ad Campaign

If you want to drive video awareness, then you should choose ‘Video Views’. And if the motive of your campaign is to achieve performance goals, then you should select ‘Traffic’ or ‘Conversions’ as your campaign objective.

Scrolling down, you need to choose the width of the promoted video ad: Standard or Max width.

Pinterest Video Ad Campaign

Once the width is selected, click on ‘Continue’ to move to the next step.

Pinterest Video Ad Campaign

Step II: Add more details

Now, you need to enter details concerning the ads:

First, provide an Ad group name.

Pinterest Video Ads Campaign

Then, your Audience and Targeting.

Pinterest Video Ads

Followed by Interests and keywords.

You need to check and select the categories that are relevant to your video, and the keywords as well.

Pinterest Video Ads

And finally, Budget & Scheduling; plus, Optimization & Delivery!

Pinterest Video Ads

Step III: Add pins to your ad group

Once additional information has been added, you will be directed to a page, where you need to create a pin.

Pinterest Video Ads

And upload the video along with the title and keyword optimized content.

Pinterest Video Ads

That’s it. You’ve created your first Promoted video ad. Though you need to remember that you should keep track of how your ads are performing on Pinterest Analytics.

Tips to boost the success of your Promoted video

You’ve created an impressive Promoted video ad, but it has more potential to perform better. So, here are some tips that can help boost the success of your promoted video.

Tip I: Autoplay

Promoted videos autoplay whenever they are 50% visible to the users in their feed. They are mute and play in a loop; this way, it grabs the user’s attention -a moving video amidst the static posts. The user can click on it to watch the video with sound and perform the connect action. But, to unlock these benefits, you need to choose switch on the autoplay functionality for your ads. 

Tip II: Show Yourself!

Now, whenever a promoted videos pop up in the user’s feed, it shouts your brand name -sponsored post by XYZ brand or promoted video by XYZ brand. So, it is pretty obvious that you can be 100% transparent to your target audience; you can state your brand name clearly and publicize your product and logo.

Conclusion

Pinterest is an epitome of visual social media, and any brand can utilize the power it holds to grow themselves, given if they follow the correct path. This not-so-brief guide on Pinterest latest and probably the most successful venture, Promote videos, can lead you to improve your brand’s performance on this platform.

So, if you still haven’t created a promoted video, it’s time that you do. And if you face any problems or are confused about any of the steps as mentioned earlier, then drop a comment, I’ll be delighted to help!


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Sahil Kakkar

Sahil is the CEO and Founder of Rankwatch - a platform, which helps companies and brands stay ahead with their SEO efforts in the ever growing internet landscape. Sahil likes making creative products that can help in the automation of mundane tasks and he can spend endless nights implementing new technologies and ideas. You can connect with him and the Rankwatch team on Facebook or Twitter.

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