Pinterest tests wide-format promoted videos & increases efforts to court Entertainment brands

According to Pinterest, the platform has seen a 180% uplift in video views in the last year. That figure tallies with what the other social media giants are saying about video, which cements the idea that brands, and social offerings, have to be on the front foot when it comes to this medium.

Additionally, Pinterest also states that, of the 180%, 67% are likely to take an action and that audiences as a whole are 2.6 times more likely to make a purchase after viewing a video in the app.

With these figures in mind, the platform has made an astute move in testing a wider-framed promoted video ad. The new format is currently being trialled by the likes of Adidas, American Express, Chevrolet, Kohl’s and Tropicana, and will be rolled out later in the year when the format is available in Ads Manager.

This may also be the perfect way to reach their Entertainment categories, which is one of the fastest growing on the site. There are reportedly 11 million boards dedicated to films on the site. They also engage 37% of people who have rented or purchased a film in the last six months, as well as 56% of followers who use streaming services.

When combining the new ad format with those levels of engaged users, the platform may have found it’s unique selling point. One to watch.

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