Over the years, Pinterest has evolved from being the go-to resource for wedding ideas and cupcake recipes to being a real social media powerhouse. The platform is now the fourth largest source of website traffic in the world, and it has the ability to turn users into customers more than any other social network. In fact, a massive 87% of Pinners have purchased a product because of Pinterest.
While images form the bulk of the content being shared by Pinterest users, videos are becoming increasingly important to both the site and its users. Now is the time to start including Pinterest in your video marketing strategy.
Here are a few tips to help get the very best out of every video you pin:
Keep it short and to the point
Holding the attention of a Pinterest user can be tricky, especially when there are so many other pins vying for their attention. Ensure your video content is short and to the point. Cut any lengthy introductions and put your key point towards the beginning of your video to grab the interest of your audience before they scroll on to the next pin.
Choose an eye-catching thumbnail
Before you even think about pinning your latest video, add a custom thumbnail to your video on YouTube, Vimeo or whichever video hosting site you’re planning to pin from. Using an eye-catching image with a snappy title as your thumbnail instead of a random frame from the middle of your video will ensure your pin stands out from the crowd.
Optimise your board names and descriptions
Pinterest is, in many ways, more of a search engine than a social network. This means some key search engine optimisation principles can be put in place to ensure that your pins are easily discovered by users. Adding relevant, descriptive keywords to your board names and descriptions is incredibly important for all types of pins and, when sharing video content, be sure to include “video” in your description to aid users who are searching specifically for video content.
Add a link and call-to-action to your description
Pinterest users purchase more than users of any other network. Making it as easy as possible for users to take the next step will further increase your chances of making a sale. Clicking your pinned video will take users to Youtube or Vimeo rather than your website or online store, so include a clear call-to-action and a direct link to the relevant product in the description of your pin.
Curate and share other content
If you want to build a significant audience on Pinterest, sharing only your own content isn’t going to cut it. As with most social media platforms, users who actively contribute to the community — by regularly liking, sharing and commenting — earn the largest audiences. This doesn’t mean you have to share your competitors’ content. Curate boards filled with informative posts related to your industry and your audience will view you as a valuable source of information.
Pay money, get more views
Analysts predict a 26.3% increase in social media ad spending in 2017 and for good reason: they deliver impressive results. Pinterest, in particular, is becoming a great place for video marketing. As of last month, promoted videos appear in Pinterest search results and play automatically in a user’s home feed. These new features could seriously increase the visibility of your video on the platform, so a paid video ad could be worth considering!
If you want to find out using social media and video marketing to boost your business, check out our video marketing service.