The trick in achieving success with your paid advertising strategies this 2022 is to constantly be on the lookout for new opportunities. This would include considering using advertising platforms that you’re never tried in the past.

With over 431 million active users, Pinterest is a platform that innately has a huge advertising potential. Given its relatively high engagement rates and visual focus, there’s a strong chance for Pinterest to drive better results for those persistent enough to learn and maximize the use of its various ad options.

A Classic Face-off

A team from Creatopy recently ran a test to get more insights into which type of ads generally enjoy higher interaction. The experiment focused mainly on two hypotheses:

  • Video ads bring more reach than static ads

  • Static ads bring more qualitative traffic

Creatopy’s researchers ran two ad campaigns to test out these hypotheses, each using a relatively limited budget of $2k spread throughout 30 days. You can view the full report here, but as far as outlining is concerned, will be going over a brief overview of some of the key findings.

  • The experiment pits Static Images and Video ads against each other to see which among them ends with better results, given the same campaign duration and budget.

  • Static images tend to produce more numbers, but video ads end up enjoying more engagement, albeit being more costly.

  • Static ads outperformed video ads, at least in this controlled experiment, but that doesn’t mean that video ads don’t have their merits.

  • Successful ad campaigns were those that centered around empowering their audience. Your audience should be the focus of your message, not your brand.

  • Static ads may be simple, but they’re effective. Static ads can run on less focus and attention, capable of delivering the message in mere seconds as opposed to having to watch a short segment of a video ad.

  • Video ads come in later. Video ads tend to perform better when users know more about your brand and your offers. Images first, then videos later are a good layout to help ensure optimal performance.

  • There is a large percentage of adults (aged over 50) that are on the app. The presence of an older, more mature audience can help direct your efforts to provide them with more relevant offers.

The Wrap

Pinterest serves as a good environment for both young and older audiences, especially with adults making up the larger portion of its audience base. Contrary to current observations, it would seem that static ads, despite decreasing attention spans, can still outperform video ads, at least in certain areas. It’s unlikely that you’ve chosen Pinterest to be among your primary focus platforms, making now the perfect time for you to try it out and test out the hypotheses yourselves!

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Sources 

https://bit.ly/3CmQ5fB