Pinterest launches promoted videos

Brands can now make use of promoted video advertising that will appear in the feeds of Pinterest users.

The social media site will allow companies to share video - in the form of GIF-style content without sound - that will be seen by the site's 100 million users.

Pinterest says videos will be matched to users' interests - such as interior design, food or fashion -  and displayed alongside their Pins. In the US, users will also be able to purchase the goods advertised on promoted videos without leaving Pinterest.

The service is currently being trialled in the US and UK using the site's native video player, although participating companies in the UK are yet to be announced. In the US, Kate Spade and General Mills are among the first brands to make use of the feature, the Drum reports.

Pinterest, an image-focused social network that lets users create a digital scrapbook of 'pinned' content, says around 75 per cent of all the content consumed on the site comes from businesses and brands.