Goal
To build on the success of video in its first year and 2x its growth in 2018. The goal is to expand the format’s ability to help advertisers tell their stories, with an explicit sub-goal of capturing brand awareness budgets.
Problem
We believe video on Pinterest must transform significantly to achieve our goals. There are three axes on which video could improve significantly:
Surfaces - Due to insufficient and limited placement, it is difficult to elevate premium video content over other videos for brand concerned advertisers.
Pin rep - Our basic square format forces widescreen videos to be cropped and discourages the creation of vertical videos, currently the most popular format on mobile.
Behaviors - Video capabilities on the platform are limited to a “play, pause” modality, making it not very actionable for Pinners.
Process
- Pre project kick off explorations
- Early concepts to help guide xfn team on feature framework