Pinterest is a visual discovery engine. Inners can upload images and photos to find ideas and inspiration on fashion, home, lifestyle, recipes, etc. A digital marketing speaker Hong Kong notes that Pinterest is the 4th most popular social media platform in the United States. With 442 million pinners worldwide, 2 billion searches are performed on the platform every month.
For a social media agency Hong Kong, Pinterest should never be left out in every social media marketing strategy. Around 80% of pinners are more likely to go to retail. The platform’s video views also increased by 200% as a video marketing agency Hong Kong highlights.
Recently, Creatopy, an ad design automation platform, ran a test to get a comparison of Pinterest static ads versus video ads. It aims to prove these two hypotheses:
- Static ads bring more qualitative traffic
- Video ads bring more reach than static ads
Creatopy ran 2 ad campaigns over a course of 30 days – from 10 January 2022 to 08 February 2022. One featured a static ad and the other featured a video ad. Each ad ran with a budget of $2,000 on Pinterest. The ads were shown to pinners in Australia, Canada, Denmark, New Zealand, Netherlands, Norway, Sweden, the U, and the US. Below are the key results of the said test.
The static ad received total impressions of 444,694 over 345,121 impressions received by video ad. The static ad also received an outbound click of 498. While the video ad received only 179 outbound clicks.
But when it comes to conversion, the video ad conversion rate is 1.98%. It is much higher than the static ad conversion rate of .88%. The click-through rate (CTR) of a video ad is 0.20%, which is slightly higher than the CTR of the static ad at .18%.
When it comes to cost, the video ad has a slightly higher investment at a cost per click (CPC) of $1.46 and cost per impression (CPM) of $2.91. The CPC of the static ad is $1.21 and its CPM is $2.26.
Static ads are simple but effective. They may require less effort in creation. But they can definitely boost brand awareness. It is because they need less attention and focus than video ads.
Statics ads performed better than video ads on Pinterest. It may be because pinners are highly likely to click idea pins that contain images. Although, we cannot ignore that video ads have better conversion rates on Pinterest.
People over the age of 50 are on Pinterest. Ad reach for both static and video campaigns showed that a large audience on Pinterest is between the 50-54 age group.
Pinners should be the focus of any Pinterest ad. It means making the ad less about how great a brand is. Instead, make it more about your target audiences. In fact, around 97% of Pinterest searches are unbranded.
Video ads are highly effective when shown at the bottom or middle sales panel. Pinners are more likely to watch a video ad from brands or businesses that they already followed or have known about.