Pinterest is a unique platform. Users actively seek inspiration about products and services, and value branded content in their search process. For brands, being able to integrate ads between related pins adds value to the user's intent, rather than interrupting the user experience.
Pinterest, in general, offers an interesting opportunity for brands to achieve high returns due to the active mindset of users when using the platform. And in this context, video is playing an increasingly important role. The amount of video content on the platform is increasing dramatically year on year.
This rise of video content has carried over and influenced Pinterest's advertising solutions, with an increasing focus on how video ads can be used by brands on the platform.
Indeed, the video format offers a greater ability to showcase brands' benefits. According to Pinterest research, 67% of Pinners say that video helps them take action. Let's find out how to create a video ad strategy on Pinterest.
Video ads on Pinterest are integrated into the platform's feed and appear alongside other organic pins. Ads are presented in standard or max-width formats, which are the same height as a typical pin but can be as wide as a double column on mobile. Video ads start playing automatically when they appear in the user's home feed and can be viewed in a larger view, played or played with audio if you click on them.
How to set up video ads on Pinterest?
Maybe you're already running video ads on the platform, but do you know how to get the most out of these campaigns? Read on to find out. First, we'll take a step-by-step look at how to set up video ads on Pinterest.
Step 1: Establish the objective of the campaign
You must set the objective for your campaign. Video ads can be used for brand awareness, video views, conversions and traffic campaign goals.
Step 2: Targeting your audience
There are several options to choose the audience for your ads. We recommend using "Interests" to target Pinners based on other content they have interacted with. You can also target your desired audience by keywords, demographics, location, language and device.
Step 3: Budgets, offers and delivery
You must enter your budget for the campaign. You must choose between daily or total budget, followed by your CPV (cost per view) bid and the rate.
Step 4: Select the pins
Finally, you will need to select the pins and videos you want to promote through the campaign. This is the most important part, as you will choose the content you want to promote.
Pinterest video ad specs
One of the main goals is to make Pinterest ad formats look like native content on the platform and integrate seamlessly with all content. Here are the specifications for making your video ads:
File type: .mov, .mp4, .m4v
Size: maximum 2GB
Duration: 4 seconds to 15 minutes
Title: 100 characters maximum. Titles appear in the home or search feed. If there is no title and there is no well-constructed Pin title, nothing will appear in place of the title.
Description: 500 characters maximum. Descriptions are used to determine the relevance of the video on Pinterest. A description is recommended to help the ad reach the right audience.
Recommended standard aspect ratio: square, 2:3, 4:5, or 9:16.
Maximum aspect ratio required: Square (1:1) or Widescreen (16:9). Please note that the maximum width of videos cannot exceed the height of a 1:1 aspect ratio.
Some notes: Only about 50-60 characters of the title and description will appear in the feed; they will all be displayed if the user selects the video.
Pinterest recommends keeping video lengths between six and 15 seconds - any longer than that and users will lose interest in the content.
Each video pin will need a destination link and a cover image, which can be selected from the video itself.
Pinterest Video Ads Best Practices
Finally, remember that in order to share inspiring content and advertise on Pinterest, it is essential to consider the best practices for optimising Pinterest Ads campaigns. The team of Pinterest campaign experts at Adsmurai have put together the following list of recommendations to help your Pinterest video ad strategies achieve outstanding results.
Consider the quality of your videos
The quality of your videos is highly valued and you must ensure that your content is of the quality that users and the platform demand in order for your ads to be successful. If you are not an expert in video editing, don't worry, Adsmurai's Creative Lab can help you produce visual videos to capture the attention of your audience.
Focus on the message
Some Pinners watch the video with the sound off, so don't rely on audio or dialogue. Use text overlays or subtitles, emphasised in the design by making them bold, adapt your title and description to help tell your story.
Choose the right duration
Make sure your videos communicate clearly and support your ideas. Keep it short and simple. Remember that Pinterest recommends that a video ad should be between 6 and 15 seconds long.
Choose a powerful cover image
Select a cover image when you upload your video so that people can understand what your video is about at a glance.
Optimise Pin text
Clear titles and descriptions help your video to be discovered in searches. You can use up to 100 characters for the title and up to 500 characters for the description.
Video ad format types
To create video ads on Pinterest you should consider the following ad formats that you can use:
1.Standard video ad Pin
This is the same size format as a normal pin, this format appears in the user's feed and recreates the organic content surrounding it. Standard video ads play automatically with sound off, with one click users can view the video in a larger frame and with sound. Standard video pin ads are a format that can be used for any objective and stage of the funnel.
2. Maximum width video ad
This format is mobile-only and is only available as a promoted format. It is an attention-grabbing format that dominates the screen, taking up two of Pinterest's columns. The maximum size helps brands achieve maximum results, especially when looking at brand awareness metrics.
3. Collections Ad
Collection ads are a format developed online in order to help retailers drive e-commerce sales by offering users a more streamlined online shopping experience.
The collections are divided into two parts. Firstly, the main video or image, which appears in the feed and once clicked, the user is transported to the collection. This is a mini showcase where up to 25 products related to the main creative can be presented. It is also very useful for the user, as it gives them the possibility to see a wider range of products they may be interested in.
This format is ideal for online retailers, as it allows you to integrate your products into the platform, offering users an easier shopping experience.