Pinterest can often be an overlooked platform for many when it comes to social media. There are options that are synonymous with this industry, with the likes of Facebook, X (formerly Twitter), Instagram, Snapchat, and TikTok being the undeniable main players.
However, it is important to remember that Pinterest can also be very influential in this space. According to data, around 450 million people log on to the site each month as they look for new ideas and discoveries that can potentially impact them in one way or another.
With 450 million visitors monthly, the platform should be considered one of the top options for businesses. A further delve into the statistics of the site shows that 97% of the searches made are unbranded, thus providing a huge opportunity for businesses that do advertise.
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Using video tactics for brand marketing
Most businesses that operate and market online using social media will have already used videos and other forms of content to try and promote their products and services. Knowing how popular many of the other platforms can be, Pinterest can be exactly the same in terms of its ability to market.
Videos need to be utilized by posters as much as possible if the data is anything to go by. According to research, views on organic videos have continued to rocket, as they are up 240% year-on-year, with views growing 6x in size between 2018 and 2020.
Use visuals and sounds that stand out
A video needs to be visually appealing and engaging to keep viewers interested and more likely to watch until the end. According to research, the attention span of a human has shrunk by a quarter between 2000 and 2015. With more content to consume today and busier lives being led, attention spans naturally become shorter.
Using video, imagery, and even royalty free audio sound effects can have a positive impact in engaging viewers and keeping them motivated to continue watching. If they are utilized correctly and fit the narrative of the content, then there is a good chance they will be watched and potentially shared with wider audiences.
Keep things short
Given the fact that we have shorter attention spans and busier lives, it is important to keep videos as short as possible. The shorter they are, the more likely someone is going to watch through to the end, regardless of the type of content that is being shown.
Pinterest users do not always have too much time to spend sitting on the site, thus placing greater emphasis on the need to create short videos. A great marketing technique is to create a series of small videos, as this can help to keep the audience coming back for more and get them to engage with the content.
Make the videos evergreen
Evergreen content is content that can last a long time and is not subjective to trends or behaviors that may be experienced. Pinterest’s algorithm can work rather well when it comes to this, as it is not influenced like others in terms of trends that are doing well on a daily basis.
Evergreen content can also mean less work may need to be done to stay relevant. Time and money can be saved by creating videos that can last and be relevant forever, thus making sound business sense.
Make videos as accessible as possible
In today’s age, accessibility is of extreme importance. Not every user of Pinterest may have the skills that most of us take for granted. For instance, there may be users who find it difficult to see or hear clearly.
The use of captions can be very handy for those who are hard of hearing, while the usage of certain colors can potentially make things easier for those who have trouble seeing some colors.
Make the videos compatible for mobile devices
It is said that more than 80% of the people who visit Pinterest are using a mobile device when they visit the site. This is hardly a surprise, as our smartphones have become an extension of our bodies due to the convenience they offer.
Optimizing the video pins that have been created for mobile use will enhance the possibility of successful brand marketing for the poster, as they will be more accessible to the end user. In addition, they could be used for other platforms, which can save time and other resources as additional benefits.
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