Are you looking to take your Pinterest marketing to the next level?
Video Pins might be exactly what you need. These dynamic content pieces may receive 2x higher engagement rates compared to static Pins, making them a powerful tool for increasing visibility and reaching new customers. Unlike traditional static Pins, Video Pins automatically play as users scroll through their feed, creating more opportunities to catch attention and drive meaningful engagement.
In this guide we’ll explore everything you need to know about creating, optimizing, and leveraging Pinterest Video Pins to grow your business and connect with your target audience.
What Are Pinterest Video Pins?
Pinterest Video Pins are short-form video content that plays automatically as users scroll through their Pinterest feed. These dynamic posts allow you to demonstrate products in action, share quick tutorials, or tell compelling brand stories in just a few seconds.
Technical Specifications for Pinterest Video Pins
Here are the specs you need to follow for Pinterest Videos
- Length: Keep videos between 6-15 seconds for optimal engagement
- Format: Videos can be square (1:1) or vertical (9:16)
- Sound: Design for silent viewing since most users watch without sound
- Text overlay: Include clear, readable text to convey your message
How Video Pins Differ from Static Pins
Unlike static Pins that rely solely on a single image to convey information, Video Pins create movement that naturally draws the eye and stops users from scrolling. This format allows you to showcase multiple angles of products, demonstrate processes, and tell more comprehensive stories in a compact, engaging way.
Why Video Pins Matter for Business Growth
The visual nature of Pinterest already makes it an ideal platform for businesses, but Video Pins take this advantage to the next level.
With 2x higher engagement rates compared to static Pins, Video Pins offer a significant opportunity to stand out in increasingly crowded feeds.
Engagement Statistics for Pinterest Video Pins
The data is clear: Video Pins outperform static Pins in nearly every engagement metric. Users are more likely to save, click, and share Video Pins, leading to greater reach and potential conversion opportunities.
Benefits for Small Business Marketing
For small businesses with limited marketing resources, Video Pins offer several key advantages:
- Increased visibility in a competitive digital landscape
- Greater opportunity to showcase product features and benefits
- Enhanced brand storytelling capabilities
- Improved connection with potential customers
- Higher conversion potential through more engaging content
Key Elements of Successful Video Pins
Creating effective Video Pins isn’t just about recording any video and uploading it to Pinterest. The most successful Video Pins share several key characteristics that help them stop the scroll and drive engagement.
Length and Format Requirements
While Pinterest supports videos of various lengths, the sweet spot for engagement falls between 6-15 seconds. This duration is long enough to convey meaningful information but short enough to maintain viewer attention.
Format options include:
- Square (1:1): Works well for most content types
- Vertical (9:16): Takes up more screen space, potentially increasing visibility
Sound and Text Overlay Best Practices
Since approximately 85% of Pinterest videos are watched without sound, designing for silent viewing is essential:
- Add clear text overlays to convey your key message
- Use captions when necessary
- Ensure any text is readable, even on mobile devices
- Keep text concise and focused on your main point
The Critical First 3 Seconds
The beginning of your Video Pin is crucial for success. Front-load your Video Pin with attention-grabbing content in the first 2-3 seconds. This initial impression determines whether users will stop scrolling to watch your content or continue past it.
Effective opening strategies include:
- Starting with movement or action
- Using bold colors or contrast
- Posing an intriguing question via text overlay
- Showing an interesting “before” shot if doing a transformation
Should You Add a Cover Image to Your Pinterest Video Pin?
A well-chosen cover image acts like a thumbnail, giving people a quick preview of what your video is about before they even hit play. It can grab attention in the feed, make your Pin look more polished, and even improve your click-through rate.
While Pinterest will auto-select a frame from your video if you don’t upload a cover, it’s usually better to create a custom image that’s clear, on-brand, and visually appealing. Think of it as your video’s first impression — and on Pinterest, first impressions matter.
5 Strategic Uses for Video Pins
Video Pins can be more time-consuming to produce than static Pins, so you’ll want to leverage them strategically. Here are five highly-effective uses for Video Pins that maximize their impact:
Product Demonstrations That Convert
Show your products in action to help potential customers understand exactly how they work. This approach is particularly effective for:
- Clothing (showing movement and fit)
- Beauty products (showing application)
- Home goods (showing functionality)
- Tech products (showing features)
Creating Effective How-To Video Pins
Brief tutorials that demonstrate a quick process or technique can provide immediate value to viewers while positioning your brand as helpful and knowledgeable:
- Quick cooking techniques
- Simple craft projects
- Basic software features
- Quick styling tips
Behind-the-Scenes Content That Engages
People love seeing the human side of businesses. Consider sharing:
- Product creation processes
- Team members at work
- Workshop or studio tours
- Packaging and shipping processes
Before and After Transformation Videos
Few content types are as compelling as transformation videos. These work especially well for:
- Home renovations
- Furniture refinishing
- Makeovers (fashion or beauty)
- Organization projects
- Weight loss or fitness transformations
Brand Storytelling Through Video Pins
Use Video Pins to convey your brand’s values, mission, or origin story in a condensed, visually engaging format:
- Founder stories
- Customer testimonials
- Company milestones
- Social impact initiatives
Creating Video Pins That Convert
To create Video Pins that drive real results for your business, focus on these conversion-oriented best practices:
Crafting an Attention-Grabbing Hook
Every successful Video Pin starts with a compelling hook:
- Open with your most eye-catching visual
- Use movement to catch attention
- Include an intriguing text overlay
- Start with the “wow” moment or end result
Focusing Your Video Pin Message
Keep your video focused on a single clear message or concept:
- Stick to one product or idea per Video Pin
- Use simple, direct language
- Avoid cluttering with too many details
- Make sure every frame contributes to your main message
Effective Calls-to-Action for Video Pins
End your Video Pin with a clear call-to-action that guides viewers on what to do next:
- “Shop now”
- “Learn more”
- “Try this recipe”
- “Visit our website”
- “Save for later”
Include your CTA both as text overlay and in your Pin description for maximum impact.
Optimizing Video Pins for Discovery
Creating great Video Pins is only half the battle—you also need to ensure they’re discoverable by your target audience.
Keyword Strategies for Pinterest Videos
Pinterest functions like a visual search engine, so keyword optimization is crucial.
- Research relevant keywords for your niche
- Include these keywords naturally in your Pin title
- Add keywords to your Pin description
- Consider user intent when selecting keywords
Using Hashtags Effectively
While less important than keywords, hashtags can still improve discoverability.
- Use 2-5 relevant hashtags per Video Pin
- Mix broad and niche hashtags
- Keep hashtags relevant to your content
- Consider trending seasonal hashtags when appropriate
Scheduling Video Pins with Tailwind
Timing matters for Pinterest engagement. Tailwind’s scheduling features let you schedule your Video Pins at optimal times when your audience is most active, maximizing your reach and engagement.
- Schedule Pins when your specific audience is most active
- Maintain consistent posting schedules
- Plan seasonal content in advance
- Analyze performance data to refine timing strategies
When to Use Video Pins for Maximum Impact
While Video Pins generally outperform static Pins, certain situations make them particularly valuable for your marketing strategy.
Seasonal Content Strategy for Video Pins
Seasonal events and holidays present perfect opportunities for Video Pins:
- Holiday decorating ideas
- Seasonal recipes
- Gift guides with products in action
- Holiday outfit inspiration
Product Launch Videos on Pinterest
When introducing new products, Video Pins can generate excitement and demonstrate key features:
- Unboxing experiences
- Quick product demonstrations
- Feature highlights
- Usage tutorials
Building Brand Awareness Through Video
For newer businesses or those expanding to new markets, Video Pins can help establish brand identity:
- Share your origin story
- Highlight your unique selling proposition
- Showcase your company values
- Feature customer testimonials and success stories
Conclusion
Pinterest Video Pins offer an engaging way to stand out in the Pinterest feed and connect with your target audience. By focusing on creating short, visually compelling content that provides value to your viewers, you can leverage this dynamic format to drive meaningful engagement and grow your business on Pinterest.
Remember that Video Pins receive 2x higher engagement rates compared to static Pins, making them worth the additional effort to create.
By implementing the strategies outlined in this guide—from optimizing your first few seconds to scheduling Pins strategically with Tailwind—you’ll be well-positioned to maximize the impact of your Pinterest video marketing.
Start experimenting with Video Pins today, and watch your Pinterest engagement transform!
