With a 31 per cent increase in searches for 'inspirational videos' since last year, Pinterest has listened to the wants and needs of its users, and is now introducing new video features.
The functionalities aim to further reach audiences, with an updated video uploader, enabling businesses and creators to seamlessly upload video directly to Pinterest to engage with new and existing users.
A new video tab on business profiles makes it possible for brands to feature all its videos in one place for added discovery.
On Pinterest, videos surface and resurface over time and don’t disappear with a feed, meaning the lifespan of a video is evergreen, so the site is introducing video analytics for businesses to view lifetime views and insights into performance.
The update also means businesses and creators can now schedule video content in advance through the Pin Scheduler tool.
L'Oréal Paris U.K., Culture Trip and AlphaFoodie have started using the tools to spark inspiration. And U.K. retail brand, John Lewis & Partners, has also taken advantage of the video features, which have helped boost brand awareness by 20 per cent and increased purchase intent by 33 per cent, according to a Millward Brown Brand Uplift Study.
Other trending searched videos on Pinterest include hair dye videos which are up 276 per cent, curling hair with flat iron videos up 129 per cent and makeup tutorial videos up a massive 2063 per cent, according to the site's calculations using normalised searches from April 2018 to April 2019.
The new video updates are available now for business accounts in all English-speaking countries, and are starting to roll out to select creators all over the world.