Pinterest adds new video features including lifetime analytics

Anne Freier

In Mobile Advertising. July 12, 2019

Pinterest is introducing new video features for Creators and marketers which enables official accounts to upload their content faster, check out lifetime analytics and schedule Pins.

According to the popular blogging site, brands such as L’Oreal, Culture Trip and John Lewis & Partners have been using video successfully across the site to tell stories as searches for “inspirational videos” have shot up 31% since 2018.

John Lewis was able to increase brand awareness by 20% and boost purchase intent 33% using Pinterest video features.

Pinterest also noted a boost in Pinners looking for how-to videos. For example, the percentage for users searching for lasagne recipes went up 346%, whilst hair dye video searches shot up 276% and make-up tutorial searches had risen by a whopping 2063%.

“The addition of Video Pins has allowed us to take our travel inspiration and visual storytelling to a whole new level on Pinterest,” said Mike Fox, CMO at Culture Trip. “

Whether it’s revealing a cutting-edge Japanese art collective or the mouth-watering confections of a dessert 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.”