Promoted Video on Pinterest

     Just like Facebook and Snapchat, Pinterest has adapted the use of video in order to attract consumers to the website. Even though Pinterest has not launched video as quickly, the trend is growing and becoming more attractive for marketers on Pinterest. And, Pinterest might even be more relevant for video content than other social media platforms, with 75% of people on Pinterest saying that they would rather watch a video about a topic, compared to 55% of people who choose video on other sites.
     In order to strengthen their social media strategy, Pinterest conducted a survey to determine the most important elements to enhance the presence on the platform. First, the two most efficient types of video for Pinterest are "how-to" videos (i.e. recipes) and "storytelling" videos. Second, brands should focus on creating quality content for their videos as opposed to creating lengthy videos, quality over quantity. Third, the content should lead to action (pinned posts), not necessarily just focus on getting views. The content should relate to the subsequent pins in order to drive action. Lastly, Pinterest should continue to connect with the pinners throughout their entire journey on the site in order to increase the likelihood of not only viewing the content, but also increase the likelihood that the content resonates with pinners enough that they pin the posts or visit the brand's website. If Pinterest fits with your brand, marketers should use the platform to increase engagement through video content, just like other social media platforms. Promoted video on Pinterest is a valuable way to connect with consumers and directly increase brand awareness.