L'Oreal UK Video Pin: one of the brands leveraging the new tools
Pinterest is introducing new video feature for Creators and businesses to reach their audiences including an improved uploader, video tab, lifetime analytics, and Pin scheduling.
Increasingly, brands and creators such as John Lewis, L’Oréal UK, Culture Tripand AlphaFoodie are using video to spark inspiration and tell the story of their brands. In fact, searches for “inspirational videos” have increased 31% since last year, according to Pinterest.
With the new Pinterest video features, UK retail brand John Lewis & Partners have helped boost brand awareness by 20% and increased purchase intent by 33%, according to a Millward Brown Brand Uplift Study.
People come to Pinterest ready to try something new, which makes it an ideal platform for businesses to feature helpful products and services, how-to videos and tutorials, and to tell an interesting brand story. Pinners are 54% more likely to say they’re inspired to action by videos on Pinterest, compared to videos on other media platforms.
"The addition of Video Pins has allowed us to take our travel inspiration and visual storytelling to a whole new level on Pinterest,” says Mike Fox, CMO, Culture Trip. “Whether it’s revealing a cutting-edge Japanese art collective or the mouth-watering confections of a desert cafe that’s put its neighbourhood on the map, this new functionality has proven to be a goldmine of user engagement, delivering some of our highest impression numbers across all of Culture Trip’s social platforms."
Pinterest has also added an updated video uploader, enabling businesses and creators to seamlessly upload video directly to Pinterest to engage with new and existing audiences. It has also added a new video tab on business profiles makes it possible for brands to feature all their videos in one place for added discovery.
“On Pinterest, videos surface and resurface over time and don’t disappear with a feed, meaning the lifespan of a video is much longer,” says a statement from Pinterest. “We’re introducing new video analytics for businesses to view lifetime views, so they can get insights into the performance of their video over time.”
Image: Pinterest
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Paul Skeldon, Khareem Sudlow
