• About
        • Paid Social

          Highly targeted performance marketing

          Social Media

          Increase your engagement across social

          Web Design

          Building a high converting e-commerce store

          Paid Search

          Exceptional growth across the Google network

          Creative Production

          Producing unique video creatives

          Email Marketing

          Creating automated email funnels

          Chatbots

          Creating bots to deliver great customer service

          Branding

          Creating a lasting impression

  • Case studies
        • Branded Content

          Create brand-first impact through video

          Social Media content

          Dominate socials through quality content

          Product Adverts

          Drive conversions through video

          Web Design Portfolio

          Top spec web design projects to improve your brand

  • Blog
  • Contact

6 Pinterest Ad Formats (+ Which is Right for Your Business)

If you’re looking to broaden your paid social horizons, Pinterest ads can be a fantastic addition to your marketing strategy. 

Whether you’re aiming to boost brand awareness, increase video views, or drive conversions among your target audience, Pinterest advertising can help.

But to launch wildly effective Pinterest ads, you need to select the right tools for the job – and that means picking tactical ad formats that align with your business goals. 

(That’s where we come in.)

We’ve gathered all the information you need on Pinterest ad formats, including the benefits of different placements and detailed Pinterest ad specs. Let’s get started, shall we? 

What are the different Pinterest ad types? 

There are several different types of Promoted Pins available on the Pinterest platform, each with its own unique strengths and features. 

Selecting the right ad types is crucial if you want to run successful Pinterest ads. 

Not only will your choice of ad types impact campaign performance, but you’ll also need to adjust your creative approach to suit different formats. Pinterest marketing is all about high-quality visuals, so it’s important to maximise the creative impact of your Pinterest ads.

There are six primary Pinterest ad types available for marketers:

  • Standard Image Ads
  • Standard Video Ads
  • Shopping Ads
  • Collections Ads
  • Carousel Ads
  • Idea Ads 

If you want to unlock the full potential of these Pinterest ad formats, you need to understand 

how they can contribute to your ad campaigns and help you to engage Pinterest users.

The different Pinterest Ad types

6 Pinterest Ads Formats (+ how to use them) 

Let’s take a closer look at each of the 6 Pinterest ad formats, explore their ad specs, and outline how each Pinterest ad type can help you to achieve your key campaign objectives. 

Pinterest Ad Format #1 – Pinterest Static Pins 

Static Pins are a hugely popular ad format on Pinterest. These Promoted Pins are almost identical to organic content on the platform, aside from a subtle ‘promoted’ label that identifies them as paid advertising. 

These placements feature only one image, so it’s critical to produce a creative asset that can cut through the clutter of the Pinterest feed. 

Static Pins can be targeted towards specific Pinterest users who can expand them, save them to Pinterest boards, and click them to visit landing pages. They can also be shared organically (like other Pins) which can be great for incremental reach and visibility. 

(Source: pinterest.com)

Static Ad – Pros and cons 

One of the biggest strengths of the Static Pin is its simplicity. 

This placement blends seamlessly into the Pinterest feed, and since these ads feel less intrusive, they can be more likely to drive engagement. 

If you have a straightforward creative message or a single product to promote, then Static Pins can provide you with the ideal canvas. 

However, this can also be a potential drawback for advertisers depending on their campaign objectives. If you need to communicate a complex brand message or showcase multiple products effectively, then Static Pins can be a little bit restrictive. 

Static Ad – Pinterest Ad specs

Images

File type: PNG or JPEG

Max file size: Desktop 20 MB, In-app 32 MB

Image Aspect ratio: Pinterest recommends using a 2:3 aspect ratio, or 1000 x 1500 pixels. Pins with an aspect ratio greater than 2:3 might get cut off in-feed.

Character counts

Title: Enter up to 100 characters. Depending on the device, the first 40 characters may show in people’s feeds. 

Description: Enter up to 500 characters. Descriptions do not appear when viewing the Pin in the home feed or search feed. 

Pinterest Ad Format #2 – Pinterest Video Ads

Pinterest Video ads function in a very similar way to Static Pins but provide brands with the opportunity to run video assets rather than static images.

Video ads offer a range of benefits to Pinterest marketers – they can help brands to deliver more in-depth messages, and motion is a great way to capture attention in-feed. 

A Pinterest video ad can run for up to 15 minutes, but best practice dictates that video ads should only run for 6-15 seconds for optimal results. Video length is a huge factor in ad performance, so think carefully about your creative strategy.

There are also two different types of Pinterest video ads – Standard Width Video ads, and Max Width Video ads. As you might expect, the key difference is the size of the formats. 

(Source: pinterest.com)

Video Pin Ads – Pros and cons 

Paid social video advertising is immensely popular with brands around the globe – and with good reason. 

Pinterest video ads can help brands to instantly stand out in-feed. Colour and motion are naturally eye-catching, and the right assets can be hugely impactful. 

Video ads can be particularly valuable if you have multiple messages to communicate or a slightly more complex brand narrative. Although short and punchy assets tend to perform best, video still provides you with a little more room for creative storytelling.

However, creating high-quality videos can require a little more production investment, and you need to ensure that your message is suitable for a video ad. 

Video Pin Ads – Pinterest Ad specs

Standard Width Video

File type: .mp4, .mov or .m4v

Encoding: H.264 or H.265

Max file size: Up to 2GB

Video length: Minimum 4 seconds, maximum 15 minutes

Aspect ratio: Shorter than 1:2 (width:height), taller than 1.91:1. Pinterest recommends making your videos square (1:1) or vertical (2:3 or 9:16).

Max Width Video 

File type: .mp4, .mov or .m4v

Encoding: H.264 or H.265

Max file size: Up to 2GB

Video length: Minimum 4 seconds, maximum 15 minutes

Aspect ratio: Square (1:1) or widescreen (16:9). Note that Max Width videos can’t exceed the height of a 1:1 aspect ratio.

Character counts

Title: Enter up to 100 characters. Depending on the device, the first 40 characters may show in people’s feeds. 

Description: Enter up to 500 characters. Descriptions do not appear when viewing the Pin in the home feed or search feed. 

Pinterest Ad Format #3 – Pinterest Shopping Ads 

Shopping ads are ideal for driving online sales through Pinterest, as they allow your target audience to complete purchases without leaving the Pinterest platform. 

Within a couple of taps, Pinterest users can explore your products, visit your online checkout, and make a new purchase. 

You can run one product image at a time with your Shopping ads, so it’s crucial that you launch high-quality product visuals that showcase any special features or benefits.  

(Source: pinterest.com

Shopping Ads –  Pros and cons 

Convenience is hugely important for e-commerce. The easier and more accessible the customer journey is, the more likely Pinterest users are to convert. 

Shopping pins create an extremely smooth user experience, which can help you to rack up sky-high volumes of valuable conversions. 

In saying that, it’s worth noting that Shopping ads require a little bit of preparation

You’ll need to organise and upload your product catalog to the Pinterest platform, as well as ensure that your product images are up-to-scratch. 

Shopping Ads – Pinterest Ad specs

Pinterest Shopping ads follow the same specs as Static Pins. 

(That was easy, eh?) 

Pinterest Ad Format #4 – Pinterest Collection Ads 

If you need to promote multiple products, services, or messages in your Pinterest ads, then Collection ads are the format for you.

Collection ads are served in the Pinterest mobile feed, and place a large ‘hero’ asset above three smaller secondary assets. You can choose to run a static image hero creative, or a video hero creative. 

When a user taps on your Collection ad, they’ll open up a full-screen experience that contains up to 24 secondary creative assets. 

This is a brilliant opportunity to showcase a full product range or collection, particularly if you can lead with an attention-grabbing hero asset. 

(Source: pinterest.com) 

Collections Ads – Pros and cons 

If you’re keen to show off your product range in an efficient and creative way, you can’t go far wrong with Collections ads. 

These versatile placements can effectively promote multiple brand messages, while also encouraging high levels of user engagement. 

However, you’ll need to upload your product catalog to launch Collections ads, and this can take some time and organisation. You’ll also require consistency across your product visuals so that your Collections look seamless and professional. 

Collections Ads – Pinterest Ad specs

Static Image Hero Creative/Secondary Creatives

File type: PNG or JPEG

Max file size: 10MB

Creative Quantity: Must have 1 hero creative. Minimum of 3 secondary creatives is recommended. Maximum of 24 secondary creatives.

Aspect ratio: The hero creative must have either a 1:1 or 2:3 aspect ratio and can differ from the aspect ratios of the secondary creatives. All secondary creatives must have the same aspect ratio – either 1:1 (square) or 2:3 (vertical). 

Video Hero Creative

File type: .mp4, .mov or .m4v

Encoding: H.264 or H.265

Max file size: Up to 2GB

Video length: Minimum 4 seconds, maximum 15 minutes.

Aspect ratio: Shorter than 1:2 (width:height), taller than 1.91:1. Pinterest recommends making your videos square (1:1) or vertical (2:3 or 9:16).

Character counts

Title: Enter up to 100 characters. Depending on the device, the first 40 characters may show in people’s feeds. 

Description: Enter up to 500 characters. Descriptions do not appear when viewing the Pin in the home feed or search feed. 

Pinterest Ad Format #5 – Pinterest Carousel Ads 

Pinterest Carousel ads can house multiple images (up to five individual image assets within a single placement), allowing audiences to easily explore multiple products or services.

Each Carousel asset can also include a specific headline, ad description, and landing page URL – meaning you can set up intuitive customer journeys that drive consistent sales. 

Carousel ads are designed to encourage exceptional levels of engagement, so with the right creative strategy, you can rapidly generate masses of clicks and conversions. 

(Source: pinterest.com)

Carousel Ads – Pros and cons 

Pinterest Carousel ads are a fantastic way to deliver multiple messages in a highly engaging, highly visual way.

With a smart creative strategy, you can produce impactful Carousel ads that generate jaw-dropping levels of engagement.

Carousel ads aren’t suitable for every campaign, however. If you don’t have enough interesting brand messages or quality creative assets to make the Carousel ad work, then it can feel disjointed and ineffective. 

Carousel Ad specs

Carousel Images

File type: PNG or JPEG

Max file size: 20 MB per image

Creative Quantity: 2-5 images per carousel

Aspect ratio: 1:1 or 2:3

Character counts

Title: Enter up to 100 characters. Depending on the device, the first 40 characters may show in people’s feeds. 

Description: Enter up to 500 characters. Descriptions do not appear when viewing the Pin in the home feed or search feed. 

Pinterest Ad Format #6 – Pinterest Idea Pins 

Idea Pins provide advertisers with a suite of creative tools that they can use to record multiple videos and publish them on the Pinterest platform.

Idea ads function in a very similar way to the popular ‘Stories’ format found on other social media platforms. These Promoted Pins can appear in a sequence as images, videos, lists or custom text.  

Idea Pins are often created in partnership with Pinterest influencers, as the format lends itself to organic and authentic content. Creators will produce influencer-style videos that brands then promote and target at scale through Idea ads.

(Source: pinterest.com

Idea Pins – Pros and cons 

The biggest benefit of Idea ads is their versatility. 

Advertisers can use Idea Pins to share various types of content, including ‘how to’ tutorial videos, visual ‘listicle’ style images, and recipe suggestions. 

Since Idea Pins can effortlessly combine video assets, static images, and text, the creative possibilities are almost endless. 

However, Idea Pins won’t necessarily work for every brand on Pinterest. 

You’ll need a diverse range of content to really maximise the potential of Idea Pins. If your campaign messaging is more straightforward, you may not get much value from this format. 

Idea Pins – Pinterest Ad specs

Images and Videos

File type

Image: .BMP, .JPEG, .PNG, .TIFF, .WEBP

Video: .MP4, .M4V. .MOV files are available on iOS and Android only

File size: 1 GB recommended

Video encoding: H.264 or H.265

Max file size: Android and iOS: 16mb recommended

Web: 20mb maximum for images and 100mb for videos

Video length: Videos should be between 3-60 seconds

Resolution: For full-bleed images and videos, or images and videos that extend to take up the entire screen, Pinterest recommends using 1080×1920 pixel size (9:16 ratio).

Aspect ratio: Aspect ratio is 9:16, but there are no restrictions for image or video.

Character length

Title: 100 characters max

On page: One text box per page on Desktop and Android and multiple text boxes per page on iOS, 250 characters max

Safe zones: Put text and other elements within the light blue lines or the dimensions below so users can easily see on any device when viewing your Idea Pin.

Top: 270 px

Left: 65 px

Right: 195 px

Bottom: 440 px

Brands often achieve optimal results with Pinterest ads by partnering with an experienced Pinterest advertising agency. Pinterest specialists can help marketers to accelerate their business growth and crush their campaign objectives with a data-fuelled strategy.  

Useful resources for Pinterest ad campaigns 

If you need a refresher on Pinterest ad specs or expert guidance on creative best practices, look no further.

Below are some valuable Pinterest resources that will provide you with all the marketing insights that you need. 

Pinterest ad specs

Pinterest campaign setup guide

Pinterest creative best practices 

The right combination of Pinterest ad formats can lead to mind-blowing results on the platform.

When you’re pulling together a Pinterest advertising strategy, just think carefully about your target audience, creative assets, and campaign messaging. 

If you can align your Pinterest ad formats with your most important business goals, then you’ll be guaranteed to deliver outstanding performance.

SHARE THIS ARTICLE

Download our E-commerce ROI calculator

Use our simple but effective tool to give you a deeper understanding of your current marketing and where to improve.

Book Your Free Consultation Now

Speak to an E-Commerce Marketing Expert: