Video Ad Best Practices for Pinterest

Pinterest has rapidly become one of the go-to platforms for advertisers looking to engage with creative visuals. Video ads, in particular, have proven to be an effective strategy to capture the attention of users. However, to make the most of this format, it’s imperative to understand the best practices tailored specifically for Pinterest. In this article, we will delve into the recommended video lengths, how to tell a story through video ads, and tips for increasing video engagement.

Recommended video lengths

Video length can significantly affect viewer engagement. On Pinterest, ads that are too long risk losing the audience's attention, while those that are too short may not convey the desired message or call to action. Striking the right balance is key.

The optimal video length for Pinterest ads is generally between 6 to 15 seconds. This timeframe has been shown to effectively communicate a message without overwhelming the viewer. Shorter videos can also encourage users to replay them, increasing overall engagement. In fact, many brands have found that concise videos not only capture attention but also lead to higher rates of shares and saves, which are critical for increasing visibility on the platform.

Moreover, while 6 to 15 seconds are ideal for driving immediate attention, longer videos—ranging from 30 to 60 seconds—can be utilized for deeper storytelling. These should only be used when the content is compelling and provides value to the audience. For example, tutorials or in-depth product features may benefit from a longer runtime, as they require more detailed information. Brands that successfully leverage longer formats often see improved brand recall and customer loyalty, as viewers feel more connected to the narrative presented.

• Keep videos within 6 to 15 seconds for maximum engagement.
• Consider 30 to 60 seconds for detailed storytelling.
• Analyze performance metrics to refine video lengths over time.

Video Aspect Ratios

In addition to length, the aspect ratio is another critical element. Pinterest recommends a 2:3 aspect ratio for videos. This format tends to fit well within the feed and appears more inviting to users scrolling through their home page. The 2:3 ratio not only enhances visibility but also aligns with the visual aesthetics that users expect on the platform.

Vertical formats are especially effective on mobile devices, which comprise a significant portion of Pinterest's user base. Experimenting with different formats can also provide insights into what resonates best with your target audience. Brands have reported that using a vertical aspect ratio leads to higher completion rates, as users are less likely to scroll past videos that occupy more screen space. Additionally, incorporating visually striking elements within these formats can further enhance viewer retention and interaction.

Auto-Play vs. Click-to-Play

An interesting facet of Pinterest video ads is that they often auto-play while users scroll. This feature can create a sense of urgency and captivate attention immediately. To enhance the effectiveness of auto-play, consider starting your video with a strong hook—a compelling visual or intriguing question. The first few seconds are crucial, as they determine whether viewers will stop scrolling to engage with the content.

On the flip side, click-to-play options give users the power to engage on their terms. This method can be beneficial when the content is more detailed and requires the viewer’s full attention. Click-to-play can also foster a more intentional viewing experience, as users actively choose to watch, which may lead to higher quality interactions and conversions. Brands should carefully consider their messaging and target audience when deciding between these two formats, as each has its unique advantages depending on the campaign goals.

How to tell a story through video ads

Storytelling is an indispensable tool in advertising, particularly for video ads on Pinterest. A well-crafted narrative can elevate a simple advertisement into a memorable experience. When creating a story for your video ad, start by identifying your target audience and understanding their needs and desires.

Focus on creating a clear beginning, middle, and end. Start with an engaging hook that captures attention immediately. Move towards the problem your product solves or the benefit it provides. Finally, conclude with a strong call to action that encourages viewers to take the next step, whether that’s visiting a website or making a purchase. This structured approach not only guides the viewer through the narrative but also reinforces the value proposition of your product in a way that feels natural and compelling.

• Identify and understand your target audience.
• Create a clear structure: beginning, middle, end.
• Focus on a strong call to action.

Visual and Emotional Connection

Effective storytelling hinges on creating an emotional connection. Use visuals that evoke feelings and resonate with viewers’ experiences. Whether it’s humor, nostalgia, or empowerment, tapping into an emotion will create a stronger association with your brand. For instance, a video ad that showcases a family gathering around a dinner table can evoke feelings of warmth and togetherness, making your food product more appealing.

Consider showcasing real-life situations where your product makes a difference. Authenticity speaks volumes and can help build trust with your audience, making your video ads more effective. Testimonials or user-generated content can serve as powerful storytelling tools, allowing potential customers to see how your product fits seamlessly into everyday life. This not only enhances relatability but also fosters a sense of community around your brand, encouraging viewers to envision themselves as part of that narrative.

Using Text and Graphics Wisely

Text and graphics can assist in delivering your message swiftly, especially since videos play without sound on Pinterest initially. Incorporating on-screen text can help convey key points and enhance the storytelling aspect. For example, using bold, eye-catching fonts can highlight essential benefits or features of your product, ensuring that even without sound, your message is clear and impactful.

However, be cautious not to overcrowd the screen with text. Keep it concise and impactful. Graphics should complement the video rather than distract from it, reinforcing your message while maintaining viewer focus. Consider using animations or transitions that guide the viewer's eye to important elements, creating a visual flow that enhances understanding. This thoughtful integration of text and graphics not only aids in communication but also contributes to the overall aesthetic appeal of your video ad, making it more likely to capture and retain viewer attention.

Tips for increasing video engagement

Engagement is vital for the success of any video ad campaign on Pinterest. Here are some effective tips to enhance viewer interaction and response rates.

1. Optimize for Mobile: Ensure your video edits and formats are tailored for mobile devices. A significant portion of Pinterest users access the platform on their smartphones.
2. Test Different Thumbnails: An attractive thumbnail can make a substantial difference in whether users choose to engage with your video. Test various thumbnail options to see which resonates best with your audience.
3. Leverage Pinterest Analytics: Use analytics tools to track engagement metrics. Pay attention to views, clicks, and saves; analyzing this data can provide valuable insights into which aspects of your videos are working or require modification.
4. Call to Action: Always include a compelling call to action. Whether it’s directing viewers to your website, encouraging them to save your pin, or inviting them to follow you, clear CTA can guide users on what to do next.

Engagement Through Community

Community interaction is instrumental in pushing the engagement envelope. Consider responding to user comments on your video ads, which builds a rapport and encourages more conversation. Engaging with users can turn them into loyal brand advocates.

Furthermore, harness user-generated content by encouraging customers to share their experiences with your product. This strategy not only builds credibility but also fosters community around your brand. You might even consider creating a dedicated hashtag that users can employ when posting their content, making it easier for you to find and showcase their contributions. This not only amplifies your reach but also creates a sense of belonging among your audience, as they see their content celebrated and recognized.

Always Adapt and Iterate

The digital landscape is in constant flux, and so are user preferences. Continuously test different approaches, formats, and messaging. Be prepared to adapt your strategy based on performance metrics and audience feedback.

Innovation and responsiveness will not only keep your content relevant but also enhance viewer engagement over time. By regularly updating your content and staying in touch with your audience's needs, you can improve your advertising results significantly. Additionally, consider seasonal trends and events that may influence viewer interests. Tailoring your content to align with holidays, trends, or current events can create timely relevance, drawing in viewers who are eager to engage with content that resonates with their current experiences.