Following a successful beta test, Pinterest is making its max. width promoted videos available to all advertisers.
"We're thrilled to announce that Promoted Video at max. width is available for all Pinterest advertisers," said Nancy J, Product Marketing Manager at Pinterest on her blog post.
Videos at standard width are the same size as all other Pins on Pinterest. But videos at maximum width are about 4 times larger. What this means, they can span an entire two-column grid.
Advertisers can see the option to choose max. width video ads on Pinterest’s Ads Manager.
Pinterest began testing these wide-format video ads back in June with a limited number of advertisers, including Kohl’s, American Express, Tropicana, Chevrolet, Paramount Pictures and John Lewis.
After proving success with those advertisers, Pinterest cited that engagement rates increased when using it, with more efficient at costs-per-view.
"We’ve seen increased engagement rates for this format as Pinners take notice of this high-impact video," said Pinterest. "During our early tests for the max. width format, advertisers saw efficient costs-per-view and lifts in brand awareness metrics."
Alongside the announcement, the company also provided some references from studies that show how different types of content work on its platform.
For maximum result, Pinterest suggests advertisers to test different approaches for their video ads. This include:
- Videos should have a logo and strong branding, and made visible in the first few seconds.
- Instructional videos tend to generate longer watch times and are also more frequently saved.
- Keeping videos short at 6-20 seconds, and make them simple and focused on a key idea or message.
And if brands that have been working with Pinterest sales representatives or Pinterest Marketing Partners, they can reach out to them, as well.