Pinterest advertising success depends heavily on creative format and specifications. Unlike platforms where varied formats work equally well, Pinterest's visual discovery nature rewards specific approaches—particularly vertical imagery optimized for mobile browsing. Understanding each format's specifications and best practices helps you create Pins that capture attention, drive engagement, and convert interest into action.
This guide covers every Pinterest ad format with exact specifications, recommended sizes, and practical examples. Whether you're launching your first Pinterest campaign or optimizing existing creative, you'll find the technical details and strategic guidance needed for success.
Standard Pins (Static Image Ads)
Standard Pins are the foundation of Pinterest advertising—single images that appear in home feeds, search results, and related Pins. They look identical to organic content except for a small "Promoted" label, making them feel native to the Pinterest experience.
Standard Pin specifications
| Specification | Requirement | Recommendation |
|---|---|---|
| Aspect Ratio | 2:3 to 1:2.1 (vertical), 1:1 (square) | 2:3 vertical |
| Recommended Size | Minimum 600x900px | 1000x1500px |
| Maximum File Size | 32MB | Under 20MB |
| File Format | JPG, PNG | PNG for text, JPG for photos |
| Title Length | 100 characters max | 40 characters (visible in feed) |
| Description Length | 500 characters max | 150-200 characters |
Why vertical format matters
Pinterest displays content in a columned masonry layout where vertical images dominate. A 2:3 Pin takes up approximately 50% more screen real estate than a 1:1 square, dramatically increasing visibility and engagement opportunity. On mobile (85%+ of Pinterest usage), this difference is even more pronounced.
Format impact on performance:
- 2:3 vertical: Highest engagement and click rates
- 1:1 square: Acceptable but less prominent
- Horizontal: Significantly underperforms (avoid for ads)
Standard Pin creative best practices
- Lifestyle context: Show products in real-world settings, not isolated on white
- Text overlay: Include headline or value proposition directly on image
- Rich colors: Bold, saturated colors stand out in feeds
- Clear focal point: Single main subject, not cluttered compositions
- Subtle branding: Logo present but not dominant
- Aspirational imagery: Content users want to save and emulate
Standard Pin examples by category
| Category | Winning Approach |
|---|---|
| Home Decor | Styled room shots with shoppable items highlighted |
| Fashion | Outfit flat-lays or styled looks with text naming pieces |
| Food | Finished dish photography with recipe title overlay |
| Beauty | Before/after or tutorial preview with benefit callout |
| DIY | Finished project with "How to" text overlay |
Video Pins
Video Pins auto-play silently in feeds, capturing attention through movement. They're particularly effective for tutorials, demonstrations, and storytelling where static images can't fully convey your message.
Video Pin specifications
| Specification | Requirement | Recommendation |
|---|---|---|
| Aspect Ratios | 1:1, 2:3, 4:5, 9:16 | 9:16 or 2:3 (vertical) |
| Resolution | Minimum 240p | 1080p (1080x1920 for 9:16) |
| Duration | 4 seconds - 15 minutes | 6-15 seconds for ads |
| File Size | Up to 2GB | Under 100MB for faster loading |
| File Format | MP4, MOV, M4V | MP4 (H.264 encoding) |
| Frame Rate | Up to 60fps | 24-30fps |
| Audio | Optional (auto-play muted) | Include but design for silent viewing |
Video Pin best practices
- Hook in 2-3 seconds: Auto-play starts immediately—capture attention fast
- Design for sound-off: Add captions or text overlay for silent viewing
- Vertical orientation: 9:16 or 2:3 maximizes mobile screen coverage
- Clear ending CTA: Tell viewers what to do next
- Branded frames: Include logo in first and last frames
- Tutorial format: How-to content performs exceptionally well
Video duration guidelines
| Video Type | Recommended Length | Use Case |
|---|---|---|
| Awareness ads | 6-10 seconds | Brand introduction, product showcase |
| Product demos | 10-15 seconds | Feature highlights, unboxing |
| Tutorials | 15-30 seconds | How-to, transformation |
| Story content | 30-60 seconds | Brand storytelling, testimonials |
Carousel Pins
Carousel Pins feature 2-5 swipeable images, allowing you to tell multi-part stories or showcase product variations. Each card can have its own title, description, and destination URL.
Carousel Pin specifications
| Specification | Requirement | Recommendation |
|---|---|---|
| Number of Cards | 2-5 images | 3-5 cards for storytelling |
| Image Ratio | 1:1 or 2:3 | 2:3 for consistency with feed |
| Image Size | Minimum 600x900px (2:3) | 1000x1500px per card |
| File Format | JPG, PNG | Consistent format across cards |
| Title per Card | 100 characters | Keep consistent style |
| Links | One URL per card | Can differ per card |
Carousel use cases
- Product variations: Different colors, sizes, or styles of same product
- Step-by-step guides: Tutorial progression across cards
- Before/after: Transformation sequences
- Collection showcase: Multiple products in a category
- Story sequence: Narrative across cards building to CTA
Carousel best practices
- First card matters most: Hook users to swipe
- Visual continuity: Maintain consistent style across cards
- Numbered indicators: "1 of 5" helps users understand format
- Compelling last card: End with clear CTA
- Don't repeat content: Each card should add value
Shopping Pins
Shopping Pins are dynamic ads created automatically from your product catalog. They display real-time pricing, availability, and product information—essential for ecommerce advertisers. For detailed setup, see our Pinterest Shopping Ads Guide.
Shopping Pin specifications
| Specification | Requirement | Recommendation |
|---|---|---|
| Image Source | Product catalog feed | image_link field |
| Image Ratio | 1:1 to 2:3 accepted | 2:3 vertical preferred |
| Minimum Size | 600x900px | 1000x1500px |
| Product Title | 150 characters max | Under 100 characters |
| Price Display | Automatic from feed | Ensure accuracy |
| Availability | Automatic from feed | Keep synced |
Shopping Pin image best practices
Product catalog images significantly impact Shopping Pin performance:
- Lifestyle over white background: Products in context outperform isolated shots
- Multiple images: Use additional_image_link for variety
- Vertical format: 2:3 even for catalog images when possible
- High resolution: Zoom-ready detail shots
- Consistent branding: Recognizable style across catalog
Collections Ads
Collections ads combine a large hero image with a grid of product Pins below. When users tap, they enter an immersive full-screen experience with shoppable products. This format excels for showcasing products in aspirational contexts.
Collections specifications
| Specification | Requirement | Recommendation |
|---|---|---|
| Hero Image Ratio | 1:1 or 16:9 | 1:1 for mobile prominence |
| Hero Image Size | Minimum 600x600px | 1000x1000px or larger |
| Product Pins | 3-24 products | 6-12 products |
| Product Source | Product catalog | Curated selection |
| File Format | JPG, PNG for hero | High-quality lifestyle image |
Collections creative strategy
- Hero shows lifestyle context: Room scene, outfit, styled setup
- Products visible in hero: Items from product grid appear in hero image
- Cohesive aesthetic: Products should logically go together
- Aspirational setting: Make users want the complete look
- Clear product photography: Individual items easily identifiable
Collections examples
| Category | Hero Image | Products |
|---|---|---|
| Home Decor | Styled living room | Sofa, rug, lamps, pillows, art |
| Fashion | Complete outfit on model | Top, pants, shoes, bag, jewelry |
| Beauty | Finished makeup look | Foundation, lipstick, eyeshadow, brushes |
| Food | Table setting/spread | Dishes, serving ware, ingredients |
Idea Pins (Idea Ads)
Idea Pins are multi-page, story-like content optimized for engagement on Pinterest. Originally for creators, Idea Ads bring this format to advertising. Note that Idea Pins don't include external links—they keep users on Pinterest.
Idea Pin specifications
| Specification | Requirement | Recommendation |
|---|---|---|
| Pages | 1-20 pages | 5-10 pages for ads |
| Aspect Ratio | 9:16 (full-screen) | 9:16 required |
| Resolution | 1080x1920 minimum | 1080x1920px per page |
| Content Type | Image or video per page | Mix for variety |
| Video Length | Up to 60 seconds per page | 5-15 seconds per page |
| External Links | Not supported | Use for awareness, not traffic |
Idea Pin best practices
- Tutorial format: Step-by-step instructions work extremely well
- Story progression: Each page builds on previous
- Text overlay essential: Guide users through content
- Music/audio: Add trending sounds when appropriate
- Product tagging: Tag products from your catalog within pages
- End with value: Final page should summarize or inspire action
When to use Idea Pins vs Standard Pins
| Objective | Best Format | Reason |
|---|---|---|
| Drive website traffic | Standard Pins | Idea Pins have no external links |
| Direct conversions | Standard/Shopping Pins | Clear path to purchase |
| Brand awareness | Idea Pins | High engagement, saves |
| Tutorial content | Idea Pins | Multi-page format ideal |
| Product discovery | Shopping Pins | Pricing and availability shown |
Text Overlay and Copy Guidelines
Text on Pinterest Pins serves different purposes than other platforms. Since Pins auto-play silently and appear in visual-first feeds, text overlay communicates what images alone cannot.
Text overlay best practices
- Less than 20% coverage: Pinterest recommends minimal text
- Key value proposition: What makes this worth saving?
- Readable font size: Large enough for mobile viewing
- High contrast: Text visible against image background
- Placement matters: Avoid bottom where title/price appears
- Consistent style: Match brand typography
Copy length recommendations
| Element | Max Length | Recommended | Notes |
|---|---|---|---|
| Pin Title | 100 characters | 40 characters | First 30-40 visible in feed |
| Pin Description | 500 characters | 150-200 characters | Include keywords for search |
| Image Text Overlay | No hard limit | 5-10 words | Less than 20% image area |
| Product Title | 150 characters | Under 100 characters | Front-load important info |
Format Selection by Objective
Choose your Pinterest ad format based on campaign objectives:
| Objective | Primary Format | Secondary Format | Why |
|---|---|---|---|
| Brand Awareness | Video Pins | Idea Pins | Movement captures attention |
| Website Traffic | Standard Pins | Carousel Pins | Direct links to site |
| Engagement | Idea Pins | Standard Pins | Multi-page format drives saves |
| Conversions | Shopping Pins | Collections | Product info + easy purchase |
| Catalog Sales | Shopping Pins | Collections | Dynamic product showcase |
| Video Views | Video Pins | Idea Pins (with video) | Video-optimized delivery |
Creative Production Tips
Producing Pinterest-optimized creative efficiently:
Batch production approach
- Plan shoots with vertical Pinterest format in mind
- Capture lifestyle contexts, not just product isolation
- Create templates for consistent text overlay
- Export in multiple formats (2:3, 1:1, 9:16) from same source
- Maintain brand asset library for quick variation creation
Repurposing content for Pinterest
- From Instagram Stories: Reframe 9:16 content with Pinterest-style text
- From Facebook/Instagram feed: Crop or extend square to 2:3 vertical
- From product shoots: Add lifestyle context and text overlay
- From blog content: Create visual summaries as Pins
- From video content: Cut to 6-15 second highlights
Testing creative variations
- Test different text overlays on same image
- Test lifestyle vs product-focused imagery
- Test color treatments and filters
- Test different video hooks and lengths
- Test carousel vs single image for same products
Common Specification Mistakes
Avoid these frequent Pinterest creative errors:
- Wrong aspect ratio: Horizontal images dramatically underperform
- Too much text: Exceeding 20% text coverage hurts delivery
- Low resolution: Blurry images on zoom lose engagement
- Product-only shots: Missing lifestyle context reduces appeal
- Generic stock photos: Obvious stock feels inauthentic
- Ignoring mobile preview: Always check how Pins appear on phone
- Video without captions: Sound-off viewing means text is essential
- Inconsistent branding: Makes your content unrecognizable
Pinterest's visual discovery nature means creative quality and format compliance directly impact campaign performance. Vertical images, lifestyle context, and strategic text overlay differentiate high-performing Pins from those that get scrolled past. Use the specifications and best practices in this guide as your creative checklist, and continuously test new approaches to find what resonates with your specific audience.
Ready to discover what Pinterest creative works in your category? Benly helps you analyze competitor Pins, identify trending visual approaches, and understand what formats drive engagement for similar brands. Stop guessing at creative direction—build your Pinterest strategy on competitive insights.
