Pinterest Ads Showdown Static Images vs. Video Assets

Pinterest is more than just a source of inspiration; it’s a powerful platform for advertisers to connect with a highly engaged audience. When crafting ad campaigns for Pinterest, one of the most frequent questions marketers face is whether to lean into static image ads or video assets. Both formats have their pros and cons, but understanding their performance metrics and how they resonate with Pinterest’s unique audience is crucial for maximizing ad ROI.

This post dives into an analysis of high-performing Pinterest ad formats, explores creative elements that convert, and breaks down engagement metrics. By the end, you’ll know which format works best for your goals and how to optimize your campaigns for success.

Understanding Pinterest’s Ad Landscape

Before analyzing performance, it’s important to understand what sets the Pinterest ads library apart. With over 465 million monthly active users, Pinterest is a visually driven platform where users proactively search for ideas, often with clear purchase intent. According to Pinterest data, 83% of users make a purchase based on content they’ve seen on Pinterest.

When running ads on Pinterest, two primary creative formats dominate:

1. Static Image Ads – Consisting of one high-quality image paired with a title, description, and call-to-action.
2. Video Ads – Animated or live-action clips ranging from a few seconds to several minutes.

Both formats fit seamlessly within Pinterest’s visual feed, but their performance can vary depending on factors like audience preferences, campaign goals, and creative execution.

Static Image Ads: The Time-Tested Classic

Why Static Images Work

Static image ads are Pinterest’s bread and butter. These ads tend to perform well because they align with the platform’s traditional pin format, blending in naturally with organic content.

Key advantages:

• Simplicity: Quick to produce and cost-effective.
• Visual Consistency: Matches what users already expect in their feed.
• Evergreen Appeal: Ideal for campaigns that don’t need trend-based or time-sensitive creatives.

Best Practices for Static Image Ads

To maximize engagement with static image ads, keep these tips in mind:

• Use High-Resolution Images: Blurry or low-quality visuals will likely go unnoticed.
• Prioritize Vertical Layouts: Pinterest recommends a 2:3 aspect ratio, such as 1000 x 1500 px, for optimal display.
• Include Clear Text Overlays: Convey key information (like discounts or product benefits) directly in the image.
• Highlight Lifestyle or Aspirational Content: Images that tell a story or evoke emotion are more likely to resonate.

Performance Metrics

Pinterest’s internal benchmarks indicate that static image ads typically boast:

• High Click-Through Rates (CTR) for awareness campaigns.
• Lower Cost-Per-Click (CPC) compared to video ads.
• Strong organic reach due to user engagement and content saves.

However, static images may underperform when it comes to grabbing attention quickly, particularly in a feed dominated by motion-heavy content.

Video Ads: Engaging, Dynamic, and Memorable

Why Video Ads Work

Video content is dominating the digital advertising landscape, and Pinterest is no exception. According to Pinterest, users are 2.6x more likely to make a purchase after engaging with video pins, making this format a compelling option for advertisers.

Key advantages:

• Higher Engagement: Video assets can tell richer, more dynamic stories.
• Better for Complex Products: Demonstrating how a product works is easier with video.
• Attention-Grabbing: Motion naturally stands out in a visually static environment.

Best Practices for Video Ads

To make the most of video assets, consider these strategies:

• Keep It Short and Sweet: Pinterest recommends keeping videos under 15 seconds for maximum impact.
• Front-Load Key Messages: Capture attention within the first 3 seconds. Viewers often scroll past lengthy intros.
• Add Subtitles or Text Overlays: Many users watch videos without sound.
• Use Branding Wisely: Incorporate logos or branding in subtle but strategic ways.
• Focus on Emotional Resonance: Storytelling through video can leave a lasting impression.

Performance Metrics

Pinterest data reveals some standout results for video ads:

• Higher View Rates compared to static images.
• Better performance in driving conversions, particularly for product showcases and tutorials.
• Video ads deliver 3x higher brand awareness than their static counterparts.

While video ads excel at engagement, their production requires more time and budget. Hence, evaluating ROI becomes crucial.

Comparing Static vs. Video Ads for Pinterest Campaigns

To decide between static or video ads, it’s essential to evaluate their performance against your campaign goals. Below is a quick breakdown comparing the strengths of each format:

Key Takeaway: Static image ads work well for campaigns focused on cost efficiency and evergreen messaging. Video ads, on the other hand, shine when storytelling, engagement, or product demonstrations are crucial.

Optimizing Pinterest Ad Performance

Regardless of the format you choose, optimizing your ads is critical to driving engagement and meeting your business goals. Here are some general tips for success:

1. Use Data-Driven Targeting

Leverage Pinterest’s targeting options to reach the right audience. You can target based on interests (e.g., fitness, home décor), demographics, and even past search activity.

2. Test Different Formats

A/B test static vs. video ads to see what resonates most with your audience. Start with small budgets for each format and analyze the results.

3. Be Visually Authentic

Pinterest users value authenticity. Use natural, relatable imagery or storytelling that aligns with your brand’s tone and values.

4. Time Your Campaigns

Align campaign timing with seasons or events. For example, video ads might excel during holidays or product launches, while static images could carry longer campaigns year-round.

Benchmarks for Pinterest Ad Success

Based on recent industry data, here are some performance benchmarks to guide your Pinterest ad campaigns:

• Click-Through Rate (CTR): 0.5–1.5% for static ads, 1.5–2.5% for video ads.
• Cost-Per-Click (CPC): $0.10–$1.50 for most verticals.
• Conversion Rates: Video ads typically see a 2–4% conversion rate when optimized properly.

These benchmarks can vary based on factors like ad quality, targeting strategy, and industry vertical.

Which Pinterest Ad Format Should You Choose?

The choice between static image ads and video ads boils down to your goals:

• If you want to maximize ROI with simple, cost-effective visuals, static image ads are the way to go.
• If you’re looking to boost brand awareness with immersive storytelling, video ads will deliver better results.

The key is to test both formats and refine your strategy based on performance data.

Set Your Pinterest Ads Up for Success

Pinterest is a goldmine for advertisers, offering unmatched access to an intent-driven audience. Whether you choose static image ads or video ads—or both—remember that constant experimentation and optimization are essential.