Earlier this Summer, Pinterest introduced four video-related updates for creators and brands on its platform. The image-pinning platform revamped its video uploading tool to let influencers, content creators and brands seamlessly upload video content directly.
Searches for “inspirational videos” have increased 31% since last year
Pinterest said videos on its platform don’t disappear in feeds as they do on other social platforms, making them easier for viewers to discover – really trying to bank into the video trend spreading at the moment! On Pinterest, videos surface and resurface over time and don’t disappear with a feed, meaning the lifespan of a video is evergreen.
Pinterest has 265 million monthly active users compared with Facebook’s more than 1 billion, which means it is still considered the underdog of social platforms.
Pinterest has been heavily improving its mobile experience in order to appeal to creators and brands alike.
As a platform, Pinterest is becoming more popular with direct-to-consumers marketers that are looking for a less expensive way to reach audiences – especially as ad costs rise for Facebook and Instagram (Digiday ).
The new video features include improved uploader, a video tab, lifetime analytics, and Pin scheduling.
The updated video uploader enables businesses and creators to seamlessly upload video directly to Pinterest to engage with new and existing audiences, and access the latest metrics.
A new video tab on business profiles makes it possible for brands to feature all their videos in one place for added discovery. Pinterest is also introducing new video analytics for businesses to view lifetime views, so they can get insights into the performance of their video over time.
To learn about how to make the most of Pinterest, check our 4-week challenge.
How can you use videos on Pinterest?
With Pinterest video features, video network Tastemade has driven traffic through inspirational content, and grown their Pinterest following 100% year over year:
“As early adopters to video on Pinterest, Tastemade has successfully driven over 1 billion video views and 200 million engagements, while growing our following 100% year on year. It’s clear that Pinterest users are hungry for videos that are both entertaining and actionable. We are excited about the platform’s new video capabilities as we continue to inspire the taste of new audiences across the globe.”
Larry Fitzgibbon CEO & Founder Tastemade
Seems like videos on Pinterest work incredibly well in specific areas.
Pinners can discover an increasing number of how-to videos related to their interests, particularly in the areas of food (video searches for lasagna recipes are up 3462%), style, beauty, and learning a new skill (searches for videos about painting on a canvas are up 3636%).
More trending¹ searched videos on Pinterest include, for example, overnight oats videos (+3712%) and makeup tutorial videos (+2063%).
Videos can become a great opportunity for recipe bloggers and creators, fitness as well as lifestyle and DIY projects and how-tos. With the rise of sustainability, is a matter of time before those educational videos crop up on Pinterest.
Two ways to share videos via Pinterest
Directly upload your video to Pinterest.
We recommend this method if your videos are less than one minute in length, and can work as a tease. You want your videos to be a tease, and hook the user in to entice them clicking over to your site.
When you upload your video, make sure your video’s opening image contains text so that the people will know what the video is about. You can create a specific board for your videos and use specific keywords in the board names.
Sending your audience to the video on your site
The next way to incorporate videos into your Pinterest strategy is to funnel the pinner to your site to a blog post where the video lives. The basic method is to embed a YouTube video into the blog post and then create an image and link it to that blog post.
If you are already producing video content, it may be time to migrate that to your Pinterest account for maximum cross-promotion. If you are looking to improve your Pinterest strategy, which not checking our Pinterest challenge?
Are you looking to start scheduling your pins? Check the tool we use at the HBC.