Pinterest is rolling out wide-format Promoted Videos for all advertisers through its self-serve Ads Manager tool. The ad units are four times larger than the normal videos on the app, spanning across Pinterest’s two column grid, and are available in 16:9 as well as 1:1 aspect ratios.

In May this year, Pinterest launched a beta test of the max-width Promoted videos to a number of brands like American Express, Adidas, Kohl’s, Tropicana, Paramount Pictures, and Chevrolet. Since then, it has collected data from a Millward Brown report which confirms that advertisers using wider videos are witnessing lifts in brand awareness and eagerness to purchase.

UK based retailer John Lewis witnessed a 20% increase in awareness and a 33% increase in purchase intent in a campaign which promoted their latest nursery collection. Adidas has also seen a 12.6 percent lift in ad awareness among viewers who saw the brand’s World Cup video exhibited at a maximum width on Pinterest.

Recent studies related to video have shown that various types of content perform well on Pinterest. Advertisers can test all these approaches to their videos to determine what works really well. Both brand awareness and instructional videos do well with people on Pinterest. Moreover, it was found that:

  • Videos should have a logo and strong branding and should be visible for the first few seconds. People will relate more if products are integrated into the video.
  • Instructional videos ensure longer watch times and viewers usually save them.
  • Ensure that your videos are short, concise and focused on the major idea or message. A duration of 6-20 seconds is ideal.

Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.