Pinterest is constantly evolving with time and catching up with its competitors like Facebook, Instagram, Twitter and Snapchat. It released click to play video ads few months back and now testing video ads which will play automatically without clicking.

While the feature is in trial period, brands will have to pay a fixed amount of price for every thousand time it is displayed on the viewer’s screen. No matter the video is actually watched by the people or not, advertisers have to pay the same amount.

If the video ad will be watched till the end by the users then the other videos from that brand will be automatically looped up.

The autoplay video ads will appear within the Pinterest’s new Explore Section for the time being. This new explore section seems to be Pinterest’s take on Instagram’s Explore Section. These video ads are specifically designed for the Explore Tab.

All what’s trending across the platform will be featured on the explore tab. The content (pins and topics) will also be featured like non-ad autoplay videos from publishers like BuzzFeed, National Geographic, Brit+Co, Refinery29 and Tastemade. Users can also search by topic within these and can opt to “see all pins”.

Jenny Chiu, works on partnerships at Pinterest stated that, Each time you drop by Explore, you get a snapshot of what’s trending on Pinterest, from emerging cultural trends (like “Hygge,” Danish for a simple life lived well) to surprising new flavors (like toasted sweet potato by the slice).

You’ll also find picks from top tastemakers, industry experts and even our own Pinterest employees, who crowdsource the best ideas using a combination of what Pinners are loving today and what’s happening in the world around us. And when we come across ideas we think you’d especially want to see, your Explore also includes a collection of your own personalized recommendations.

Videos play right where you are so you can instantly see how to bring each idea to life—whether it’s learning the trick to stuffing cheese inside onion rings or how to fold a shirt in four seconds.

Come explore Explore today, tomorrow and every day after that on your phone (tap the magnifying-glass icon at the bottom of your screen) or on the web (click new Compass button next to the search bar, right where the old category button used to be).

Pinterest announced the release of this new feature on November  15, 2016. The first brands to test the video ads were American Express, The Home Depot, Macy’s and Sony Pictures.

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