Pinterest Video is Exploding – Should You Be Considering This for Your App?

Any business, regardless of the industry, should be paying attention to some of Pinterest’s recent statistics around video consumption on its platform. The motivational search platform is the home to millions of curated and collected images and has seen increasing use by businesses as a marketing tool since its creation in 2010.

Pinterest is a unique discovery platform powered by search and recommendations and as such the environment is perfectly suited for brands and businesses to offer up their unique content for a naturally discover by users. It’s this method that makes Pinterest a powerful advertising tool and something that perhaps more app developers and marketers should consider as a genuine option. If you are going to start making more use of Pinterest, you may want to focus on video.

Video content consumption saw a significant sixfold growth between 2018 to 2019. And all that content was discovered and consumed in the same way the platform does best. If you are going to look at making the most of video marketing through Pinterest to promote your app, here are some things to consider:

Create Evergreen Content

Content on Pinterest lives forever. What is different to other social media style platforms is that you don’t have the issue of feeds as such. The issue with feeds and timelines is that when you release content, it is buried by time and often not viewed again a few days past its initial release without some element of virility. On Pinterest however, feeds don’t provide the majority of the exposure, searches do. As such the right piece of content, if created to be timeless, can truly act be evergreen within this platform. The trick here is to create content which is year-round relevant so that you can benefit from it over a long period of time.

Grow Your Following

Part of the secret to success on Pinterest comes from gaining a direct following for your content. In order to grow a following you need to be able to demonstrate to your audience that it’s worthwhile to keep checking in. One of the keys to this is regularly and consistently posting new content for them to enjoy. Regular content publishers gain the largest followings. The audience always wants new inspiration and Pinterest wants returning users to their site and platform to be fed with a steady stream of new ideas and products.

Watch Your Timing

Some of the most successful videos are kept brief. The platform itself recommends keeping video content between 45 seconds and 3 minutes, though we’d advocate for conveying your message and content in less than 2 minutes where possible. The rate of full consumption will increase. This also allows your messaging to be focused, which is especially important when you consider that you’re more likely to make an impact with something which is powerful from the start.