Pinterest is hoping to strengthen its claim as a primary hub for branded videos with the arrival of new max width video ads, which it says are more immersive and engaging than standard visual content on mobile.
Pinterest rolled out promoted videos back in 2016, and new information released by the social media site suggests that it has been a worthwhile venture as “high-quality” content published on the platform during the last two years has been particularly effective at influencing purchase decisions.
“When you think about the mindset and behaviour on Pinterest, it’s no surprise that people say that videos from brands on Pinterest add to the experience (1.6x) and that they are more likely to make a purchase after viewing a video (2.6x),” Pinterest said.
Max width content will make it easier for brands to create compelling stories and publish them on an immersive canvas. They will be able to access 1:1 and 16:9 access ratios and then serve up videos to users in the wide format in their feeds and across search results on mobile.
A few high-profile brands are already on board, with the likes of John Lewis, American Express and Warner Bros all currently testing new ads. It will remain a limited feature for now, but max width ads are expected to roll out to everyone in Pinterest’s ads manager later this year.
According to Pinterest, users demonstrate greater interest in videos produced by brands on its platform compared to other competitors. 67% of its video audience stated that videos inspire them to take action, whereas just 32% of users said that that about other major platforms.
