If you’re a Pinterest Ninja (AKA “Pinja”), you know what I’m talking about when I mention autoplay ads. As you scroll through your Pinterest feed, your eyes glaze as hundreds of pins whiz past, and suddenly one of them moves. You pause scrolling and realize you’re watching a single pin with video. They’re cool, eye-catching, interesting, a powerful marketing tool, and you need to know how to add autoplay videos to your Pinterest Strategy.
The best part about autoplay video pins is that they aren’t commonly used yet, so infusing them into your Pinterest promotion strategy will immediately boost your visibility and conversions, and set you apart from your competition.
Quick Reference Stats: Pinterest Video Pins
- A whopping 75% of Pinterest content comes from businesses. It’s imperative that we set ourselves apart if we are going to use the platform.
- Video pins are currently only available in the US, UK, and CA, making them pretty cutting edge. They were added less than a year ago by the platform.
- Pinterest has reported a 60% increase in the use of video pins. While that is pretty impressive growth, the number of businesses utilizing this feature is still exceedingly small.
- If you have products to sell, you can add them just below your video pin to maximize buying opportunity. Give the viewer a demo in the video and make it available for immediate purchase in the featured pin.
- An impressive 55% of Pinterest users say they are browsing the platform with the intent to buy, compared to 12% on other platforms.
Video Pin Campaign Creation
The promoted pins, video or otherwise, is only available to business accounts, so if you are using a personal account, convert it now.
First, create your video. Then you can upload it to YouTube or another video hosting platform where you can grab your video link to share on Pinterest. Or you can upload your video from your desktop using Pinterest’s handy native video tool. Technical specs to keep in mind so that the upload process is as easy as possible:
- Your file needs to be .mp4 or .mov
- H.265 encoded (standard)
- Maximum 2GB
- Minimum 240 pixels
- An aspect ratio of 1:1 (square format) or 9:16 (vertical pin format)
- 15 – 30 seconds of video. You can upload up to 30 minutes, but short and sweet is recommended.
To get your masterpiece uploaded, click the + button, just like you do anytime you want to add a pin. Then, you’ll choose “create ad” from the same + button and select the “build brand awareness through video” option.
Alternatively, you can go directly to the video pin and select the analytics icon above your pin. Pinterest calls it your “pinstats” button. It will show you a few stats about your pinned video and will also have a big red button that says “promote pin” in the bottom right-hand corner.
Continue through the process of creating an ad as you normally would. You’ll choose your audience and target them with interests, keywords, location, languages, devices, and gender. The keyword option is also fairly new to Pinterest, so be sure to use as many as possible to make sure you get in front of the right audience.
Then it will take you to a gallery of pins you can use as promoted pins. You’ll choose your video. From here, all you have to do is wait for approval.
Video Promoted Pin Best Practices & Ideas
- Thumbnail Details. When you get to the part where you have a few added video options, remember to give it a great thumbnail. Even though these are autoplay video pins, the thumbnail is still important because it’s what viewers see between reply and as the pin becomes visible to them while scrolling.
- Harness the Power of Video. Your video should illustrate your message, product, or service in a way an image can’t. That means no talking-head videos. Think about your audience and what they would be interested in seeing.
- Target Your Audience, Not Yourself. As fitness pros, you have an opportunity to not only illustrate results, the way you can in an image, but you can illustrate movement, showcase strength or balance, and communicate endurance. Use video to show the results you know your audience wishes for and then add buyable featured pins below. Once hooked by the video, they’ll be compelled to click through or save your buyable pins with your workout videos, nutrition plan, workout tools, or your branded workout apparel.
- No Sound And Few Words. Design the video to be interesting when viewed without sound. Make sure your video clearly communicates your message visually. If you choose to add words, keep it short. One to three words can highlight a feature or caption your message. Don’t use scrolling words or make people read a dialogue.
- Tell Your Story And Build A Collection. Consider creating a set of videos you can group together in a single ad campaign. A video similar to the wildly successful Tasty Series could share a quick, healthful recipe that looks decadent. Then create separate videos featuring your other products and services. Keep it short, simple, and pointed.
- Workouts, Classes, And Coaching. Add a challenging, but effective workout vinette that illustrates proper mechanics and shows before and after pictures. Encourage viewers to your site where they can buy your workout series.
- Apparel, Workout Tools, And Nutrition Plans. Always wear your branded apparel and whether it’s featured in the video or not, keep a few featured pins active that will take people to your online apparel store. For some, motivation is linked to their activewear.
- Mix It Up. Don’t forget to explore the other ad options and create a mix of types and styles. As long as it’s all on-brand, you won’t run the risk of someone unfollowing or blocking you because they are sick of seeing the same or similar ads.
Pinterest added the pinned video feature a little while ago, but few people know about it or utilize it. Now, with promoted video pins that will autoplay while viewers are scrolling, we have a powerful advertising option that will allow us to feature products, show off results, and highlight your buyable tools of the trade.
Take advantage of this underutilized feature, and if you implement it well, you’ll set yourself apart from your colleagues and attract more conversion ready clients.