Methodology
This report is based on GenSumo's analysis of 173,000+ pin analytics records collected through the GenSumo platform between 2025 and early 2026. For each pin, we recorded the format type (static image, video, or carousel), then tracked impressions, saves, outbound clicks, and close-ups over a 90-day window to measure sustained performance differences across formats.
Performance comparisons are normalised per 1,000 impressions to control for differences in account size and posting frequency. External benchmarks on video engagement growth are sourced from Pinterest's annual creator reports and independent studies by Tailwind and Sprout Social.
- Dataset: 173,000+ pins tracked via GenSumo analytics, 2025–2026
- Pin formats analysed: Static image (single), Video (standard), Carousel (multi-image)
- Metrics: 90-day impressions, saves, outbound clicks, close-ups per pin
- Normalisation: All engagement metrics expressed per 1,000 impressions for fair comparison
- Minimum sample: 12,000 pins per format category to ensure statistical reliability
- External benchmarks: Platform-level video engagement data from Pinterest Creator Reports, Tailwind Benchmark Study
Static Pins Still Drive 3× More Outbound Clicks Than Video Pins
Pinterest supports three primary organic pin formats: static image pins, video pins, and carousel (multi-image) pins. Each format occupies a distinct role in the platform's ecosystem — and in Pinterest's distribution algorithm.
Across our dataset, static pins remain the dominant format by volume (accounting for ~68% of all pins posted), followed by video (~24%) and carousel (~8%). Despite lower volume, video pins receive disproportionately high impression share due to Pinterest's continued push to surface video content in home feeds and search results.
The data reveals a clear trade-off: video pins dominate on saves and impressions — both top-of-funnel metrics — while static pins and carousel pins deliver stronger bottom-of-funnel performance in outbound clicks. Carousel pins are the balanced format: they outperform static on saves and close-ups while retaining near-static levels of click-through.
Video Pins Generate 2.6× More Saves But Static Pins Win on Traffic
The performance gap between video and static pins is not a weakness of either format — it is a signal of different algorithmic roles. Pinterest's distribution system treats high save rates as a quality signal for broad discovery, and treats outbound clicks as a conversion signal for intent-matching. These serve different stages of the marketing funnel.
Video pins excel at the awareness and inspiration stage. When a user saves a video pin, Pinterest interprets this as strong interest and broadens distribution to similar users. Static pins, being more directly actionable (one tap to the URL), better serve users who are further along in intent — searching for a specific recipe, product, or tutorial.
Video and static pins are not in competition on Pinterest. Video enters new audiences. Static converts them into website traffic. Use both, strategically.
Video length has a significant impact on performance. Across our dataset, videos of 7–15 seconds have the highest completion rate (62% average) and the strongest save rate. Videos shorter than 6 seconds see a 28% lower save rate — users don't engage before the video ends. Videos longer than 30 seconds see a 40% drop in completion rate and correspondingly lower save signals.
Accounts Posting 20–30% Video See 31% More Monthly Views Than All-Static Accounts
The strongest-performing accounts in our dataset are not those that post the most video or the most static — they are those that maintain a deliberate mix. An all-static strategy underperforms on impressions and audience growth. An all-video strategy gains reach but sacrifices traffic and conversion.
The curve peaks at 20–30% video and flattens from 30–40%. Beyond 50% video, monthly views return near all-static baseline levels — suggesting that extremely video-heavy accounts lose the search-driven, long-tail traffic that static evergreen pins generate over weeks and months.
Fresh pin designs also matter significantly in this analysis. Accounts that continuously publish new image variations on the same URLs outperform those who repin the same designs by a factor of 4:1 on impressions. Pinterest's algorithm favours new creative assets over recycled ones, regardless of format.
Accounts posting 20-30% video content see 31% more monthly views than all-static accounts. Practical starting mix: 6-7 static, 2-3 video, 1 carousel per 10 pins.
Home Decor Rewards Static; Fashion and Food Respond Strongly to Video
The optimal content mix varies significantly by niche. Pinterest's user intent differs across categories — someone searching for home decor ideas is in discovery mode (saves-first behaviour), while someone searching for a recipe is in action mode (click-first behaviour). This intent difference directly shapes which format performs best in each niche.
| Category | Best format for traffic | Best format for reach | Recommended mix | Notes |
|---|---|---|---|---|
| Food / Recipes | Static | Video (process) | 55% static, 35% video | Short cooking videos drive saves; static pins drive recipe clicks |
| Home Decor | Static | Static | 70% static, 20% carousel | Room inspiration pins perform best as still images; boards are save-heavy |
| Fashion / Outfits | Static | Video (try-on) | 50% static, 30% video | Try-on videos boost saves; static outfit flat-lays drive shop clicks |
| DIY / Crafts | Carousel | Video (tutorial) | 40% static, 35% video, 25% carousel | Step-by-step carousels and tutorial videos both outperform static |
| Fitness / Wellness | Static | Video (workout) | 50% static, 40% video | Workout demo videos get strong saves; static quote/tip pins drive blog traffic |
| Travel | Static | Static | 75% static, 15% video | Destination photography dominates; video adds some reach but static drives itinerary clicks |
| Beauty / Skincare | Carousel | Video (tutorial) | 35% static, 40% video, 25% carousel | Tutorial and transformation videos are the top-performing format in this niche |
Based on GenSumo analysis of 173,000+ pins, 2025–2026. Recommended mix is for traffic-focused accounts; awareness-focused accounts should increase video share by ~10%.
Home decor and travel skew heavily static because users are saving individual images to inspiration boards — the visual still image is the product itself. Beauty and DIY skew toward video because the transformation or technique is what users want to learn and save as a reference.
If your Pinterest audience saves pins to revisit later (high board-save rate), static and carousel will compound better over time. Audit your niche intent before defaulting to more video.
Frequently Asked Questions
Which type of Pinterest pin gets the most impressions?
Video pins receive the most impressions per post, averaging 2.6× more impressions than static pins across our dataset. Pinterest actively promotes video content in home feeds and search results, giving it a distribution advantage. However, high impressions do not always translate to website traffic — static pins generate approximately 3× more outbound clicks per 1,000 impressions.
Are video pins better than static pins on Pinterest?
It depends on your goal. Video pins outperform static on saves and impressions — making them better for brand awareness and audience growth. Static pins outperform video on outbound clicks and direct traffic — making them better for driving readers to a blog, product page, or landing page. The most effective accounts use both formats strategically.
What percentage of my Pinterest content should be video?
Based on our analysis of 173,000+ pins, the optimal range is 20–30% video for accounts focused on a balance of traffic and reach. At this ratio, accounts see 31% more monthly views than all-static accounts without losing the click-through performance that static pins provide. Going above 50% video is associated with traffic decline.
Do carousel pins perform better than standard static pins on Pinterest?
Carousel pins outperform single static pins on saves (1.8× more saves per 1,000 impressions) and close-ups, and they also drive 22% more outbound clicks than standard static pins for product-focused content. The trade-off is production time — carousels require multiple images. For DIY, step-by-step, and product comparison content, carousel is the highest-performing format.
Cite This Research
This research is based on GenSumo's analysis of 173,000+ pin analytics records and is free to cite, share, and reference. We only ask that you link back to the original report.
