August 18, 2020

marketing

Erica Perry

photo

More than ever, people, especially younger populations, are looking for places like Pinterest for inspiration. They want to be represented and find inspiration that is directly related to their passions and main interests. This was only exacerbated by the global pandemic, on top of the massive shift in the industry towards video consumption and creation.

Here are some ways Pinterest is doubling those trends and using the spaces presented by COVID-19 to better connect with audiences and deliver meaningful experiences.

Embrace inclusivity and diversity

At the start of the pandemic, Pinterest reported an almost half (44%) increase in shopping activity on the platform. Shortly after Pinterest introduced new features, including curated shopping lists from pinned boards, a shop-similar algorithm, and shoppable style guides. To build on the most popular category, the platform decided to upgrade its skin tone feature, originally introduced in 2018, and open it up to more countries like the UK, Canada, Australia and New Zealand.

“Nobody should have to work particularly hard to uncover personalized ideas, and everyone should feel welcome. A more diverse Pinterest is more useful, positive, and powerful. “Said the company's Annie Ta in an official statement. Ta also announced that the app had launched skin tone ranges, as nearly 60 percent of searches that included "skin" included a specific tone; B. dark, olive or pale.

Ultimately, with this step, Pinterest shows that it understands that its users cannot be inspired if they do not feel represented. The feature is based on image processing and aims to make it easier to find relevant content by offering search queries such as "gray hair in women with dark skin", "ideas for blonde hair colors for light skin, blue eyes" and "soft natural make-up for black" Women ”to achieve unique and sophisticated results for each person.

Optimizing the creation of Video Pins

According to Pinterest data, video views on the platform in 2020 were more than three times higher than the same period in 2019, while Pinners were 2.6 times more likely to make a purchase after viewing branded video content on the platform.

In response to the surge in video creation, Pinterest is working with Vimeo to give Pinners access to the newly launched Vimeo Create platform. By working together, users can upload their videos directly to Pinterest, making it easier to streamline their efforts. With Vimeo Create, launched in February, brands and marketers can choose from pre-built, professionally curated video templates that can be customized to their specific needs, or start a new video from scratch and incorporate their own video footage. After completing the video, you can automatically adjust the content for each of your social channels in different versions, depending on the format and aspect ratio: square, vertical or horizontal.

“Vimeo Create is designed for video novices and seasoned editors alike, and is designed to help small businesses and seedy developers create video ads and social media content that will drive engagement and drive brand buy-in, themselves if you've never made a video before. And now you can seamlessly publish videos you create directly on Pinterest with no download or middlemen, ”explained Vimeo's Aubrey Page.

Maximize your Pinterest videos

To kickstart your Pinterest video efforts, pocket these five key tips from Vimeo:

  • Make sure your information is up to date and include the details on your copy. Get to grips with DIY to make it as engaging and interactive as possible.
  • Brevity is key to maximizing impact and improving divisibility – the ideal Pinterest video length is between 6-15 seconds.
  • Make sure your clips are explained with captions and other graphics. Most turn on with the sound off.
  • Look at your thumbnail carefully. This is the first piece that people will see. It has to be attention grabbing, highlight your brand and represent your aesthetic point of view.
  • Don't overlook the power of celebrity branding. Place your brand name as early as possible and use titles and descriptions to get that across and let people know where to find more exciting video content.

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