Pinterest adds video tools for businesses

Dean Blake

11th Jul 2019

Social scrapbooking site Pinterest is further expanding the suite of services it offers to businesses and brands, with the addition of a ‘new video’ tab on business profiles.

The new tab, alongside an updated video uploader, aims to make it easier for brands to feature video content on the site, and to make it easier for audiences to find them.

“People come to Pinterest ready to try something new, which makes it an ideal place for businesses to feature actionable and inspirational how-to videos and tutorials,” a Pinterest spokesperson said. 

“In fact, we’ve seen a 31 per cent increase in searches for ‘inspirational videos’ since last year.”

The updated suite of video tools includes: an improved uploader, video tab, lifetime analytics, and Pin scheduling. 

According to a study by Millward Brown Brand Uplift Study, UK retailer John Lewis & Partners has seen Pinterest videos help boost brand awareness by 20 per cent, and increased purchase intent by 33 per cent. 

Improved commerce options

These video options are just the latest in a string of improved options for brands on the scrapbooking tool – with Pinterest having announced several partnerships in June to make it easier for brands to sell on the platform.

Partnerships with platforms such as WooCommerce and SquareOnline, feed management providers such as Feedonomics and shoppable experience platforms like Shoppable, MikMak, and Jebbit have enabled online retailers to integrate their offerings into the social media site.

“As Pinterest grows we’re always looking for ways to give businesses even more opportunities to bring their products and services onto the platform, reach their business objectives, connect with their audience, and measure the effectiveness of their campaigns,” Pinterest said.

“In recent years, we’ve introduced new shopping features on Pinterest like product Pins, catalogues to bring in product feeds, personalised shopping recommendations and Shop the Look.

“We want people to be able to shop for any item they see on Pinterest.”