16 Aug How to Leverage Promoted Video at Max Width on Pinterest
Pinterest began testing video ads that take up the entire width of a user’s mobile device – Promoted Video at max width – in early June. This week, the ad unit debuted to all advertisers on the platform. In their release, Pinterest advised on best practices for Promoted Video at max width to help brands and businesses get the most out of their advertising dollars.
After sifting through this information, we’re breaking down what you need to know about Promoted Video at max width and what this update means for Pinterest marketers.
Stick To Mobile
First and foremost, it’s important to note that this ad format was developed with modern content consumption behavior in mind, and it will only run on mobile. Currently, 85% of all Pinterest searches happen on mobile. With Promoted Videos at max width spanning across Pinterest’s entire two-column feed, this new feature offers advertisers precious real estate at roughly 4x the size of standard width videos. Advertisers have the option to produce videos in either a 1:1 or 16:9 aspect ratio. Of the two options, the 1:1 ratio would occupy more space on a mobile device, like these examples below from Microsoft and YQ by Yoplait.
Keep It Concise
When producing video for social, ideal length is often a point of pain. In the case of Promoted Video at max width, Pinterest tips off advertisers to its ideal length, listing 6-20 seconds as the sweet spot. Although Pinterest will support videos up to 30 minutes in length in this new format, keeping video ads short and simple ensures that the content is focused on one key message.
Communicate Your Message
Another creative best practice that Pinterest hits home is the bold, clear use of text overlay to convey the main theme of your content. While other platforms like Facebook limit the amount of text advertisers can include in their creative, Pinterest emphasizes the importance of such elements. One example of a successful use case of text overlay that Pinterest lists is this promoted video from the movie Crazy Rich Asians.
The video’s text is edited in to complement the dialogue so that if a user is scrolling on their feed with the sound off, they still have some context around what is happening.
If you’re looking to finesse your paid approach on Pinterest, or on any social channel, we’re here to help.