Pinterest unveils new video capabilities for brands

Pinterest has rolled out new video capabilities for brands on the platform. Businesses now have an updated video uploader to ease the process of uploading video content, a new tab within business profiles dedicated to videos and new “lifetime view” video analytics (to see how a video performs over time). Business will also be able to schedule video content in advance with Pinterest’s new Pin Scheduler tool.

Why we should care

Pinterest, which went public in April, is shaping up its platform for marketers, recently building out new ecommerce features and, with this latest update, new tools to help boost organic video content from businesses.

“As early adopters to video on Pinterest, Tastemade has successfully driven over one billion video views and 200 million engagements year-to-date, while growing our following 100% year-over-year,” said Tastemade CEO and Founder Larry Fitzgibbon, “It’s clear that Pinterest users are hungry forvideoses that are both entertaining and actionable.”

Pinterest said videos on the platform have a longer lifespan, as video content tends to resurface overtime. The company reports a 31% increase in searches for “inspirational videos” since last year — with specific searches for things like “hair dye videos” up 276% and makeup tutorial videos up a whopping 2,063%.

More on the news

• The new video features are currently available to all English-speaking countries, France and Germany, and starting to roll-out globally as well.
• Pinterest coordinated Wednesday’s announcements with the start of this year’s VidCon event, a three-day conference designed for, “Fans, creators, executives, and brands that are passionate about online video.”
• In April, Pinterest gave advertisers a new conversion goals feature for Promoted Videos.