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The report is in! Pinners have a huge appetite for video: 75% say they’re likely to watch videos about topics that interest them, compared to 55% of people on other platforms. Since launching Promoted Videos last year, Pinterest has seen brands try a range of content strategies. So which videos work best? Pinterest ran a study on 29 campaigns that ran during the same 4 month period to find out. They looked at completion rates and engagement patterns.

The results

Storytelling and how-to’s work best! Storytelling videos bring brands or products to life, while how-to videos provide guidance and instruction. Both kinds of content performed well regardless of a brand’s category. This shows that brands should develop their content strategy based on specific marketing goals, rather than assuming a specific type of video is right for their line of business.

Here’s how to decide:

Storytelling Promoted Videos are best for highlighting brand attributes, sharing news or launching products. Assets like brand vignettes and repurposed TV commercials work well to tell an immersive, emotional story. For these types of videos, consider measuring success via reach, dwell time and increases in branded search.

How-to Promoted Videos help people learn more about how a product works or how to incorporate an idea into their own lives. They’re best for tutorials, educational moments and process overviews. These videos can be measured with metrics like engagement rates, time spent and completion rates.

The Pinterest study also revealed 3 best practices regardless of content type:

  1. Prioritize quality over length

Surprisingly, the study showed that video completion rates on Pinterest do not correlate to video length. Content quality is what matters, so make sure to choose relevant topics and produce high-quality videos with compelling visuals and strong cinematography.

  1. Optimize for actions, not views  

Promoted Video provides more than views: it also includes an in-feed preview and a cluster of featured Pins. The best Promoted Videos tell a cohesive story across all three units. In-feed previews should pique interest so people want to click. Featured Pins should tie back to the main video so people can save topics that interest them, or click to learn more. The featured Pin carousel can include additional videos or gifs to keep the motion going.

  1. Reach people at different points in the decision journey

67% of Pinners say video inspires them to take action, compared to 32% of users on other platforms.  Brands can leverage that behavior by running sequential Promoted Pins during video campaigns. For example, brands can retarget people who saw a Promoted Video with Promoted Pins that continue the story or offer additional detail. The initial video drives awareness, and successive Pins keep people engaged and drive them closer to action.

For more Pinterest Promoted Video tips or to get started with a Promoted Video campaign for your company – contact Webhead Interactive today!