Pinterest is planning to introduce a video ad unit to its platform, following the footsteps of rival social media sites. Although the format of the video in unclear, the ad unit is believed to be native, so brands can easily promote video pins that will fit user's experience. However, for promoted videos to become successful on Pinterest there needs to be more organic video viewing on the platform, similar to Facebook's video strategy. The company has also been working with YouTube and other content providers to create original content.
Pinterest is planning to introduce a video ad unit to its platform, following the footsteps of rival social media sites. Although the format of the video in unclear, the ad unit is believed to be native, so brands can easily promote video pins that will fit user's experience. However, for promoted videos to become successful on Pinterest there needs to be more organic video viewing on the platform, similar to Facebook's video strategy. As a visual platform, Pinterest adding video to its platforms would provide a growth opportunity, as industry-wise, retail spends the most digital video ads in the US; $1.6bn last year, according to eMarketer.