Pinterest wants your video


ANAHEIM, Calif. — Pinterest, the popular app for “pinning” recipes, home designs and travel plans, wants your videos, too. 

Andrea Mallard, the chief marketing officer for Pinterest, came to the VidCon online video convention to hammer the point, telling attendees in a staged interview that people who post on Pinterest will see lots of views because so few are doing it now. 

“You have a disproportionate chance to have success because it’s such a growing category,” she told USA TODAY for a Talking Tech podcast interview. 

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But there are some rules. The video has to be shot vertically, and Mallard recommends that the videos be no longer than two minutes long. Additionally, Mallard says most people watch video on Pinterest with the sound off, so videos need to address that with graphics. 

“You can talk in the video,” she says. “Just to be sure to also have subtitles.”

Another rule. You’ll need a business account to upload a video, even if you don’t have a business. Users can sign up or switch to the free business account at www.business.pinterest.com. 

Mallard says users should also “claim” their website and other social accounts (Instagram, Etsy and YouTube) to give you attribution for any Pins created by other people from those sites, along with insights and stats on how those Pins are performing.

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New tools just introduced from Pinterest:

—A new video uploader lets folks schedule when they want the videos to post.

—A new video tab on business profiles makes it possible for brands to feature all their videos in one place for added discovery.

—For creators who live and die by the numbers, Pinterest has a new analytics tools to analyze views, performance and other data.

Pinterest sees some 250 million monthly active users. They have in turn created 200 billion pins. 

“People come to Pinterest to get inspired, so video is a perfect format for that,” says Mallard. 

In her talk at VidCon, Mallard gave a personal example of the power of video on Pinterest. She made a short video about easter eggs with her kids, posted it, and got nearly 10,000 views. That’s how strong the hunger is for video on the platform, she said. 

“It’s a real opportunity to find an audience organically,” she says. “There’s such a thirst from our audience for this stuff.”

Listen to the complete Talking Tech interview below. 

Follow USA TODAY’s Jefferson Graham (@jeffersongraham) on Twitter, Instagram and YouTube. 



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