Majority of Brand Engagement on Pinterest Appears Community-Driven

May 2, 2013

This article is included in these additional categories:

Automotive | Digital | Retail & E-Commerce | Social Media

DigitasCuralate-Brand-Content-Engagement-on-Pinterest-May2013Content engagement on Pinterest is more often initiated organically by users than from brand-owned accounts, at least in the fashion/retail, auto, and electronics categories, per a new study from Digitas and Curalate. Fashion and retail-related images are most likely to be pinned by the community, with brands pinning only 18% of content. Auto content engagement is also largely driven by the community (to the tune of 70% of content), while for electronics it’s more of an even split (53% community vs. 47% brand).

Content engagement measures brand versus community-driven activity (pins, repins, comments, likes, and keywords), and was calculated by the amount of engagement coming from brand-owned Pinterest accounts versus engagement that was initiated by users organically from brands’ websites, outside of brand-owned Pinterest accounts.

The researchers conclude that the data means that on Pinterest, users are telling the brand story, revealing an “opportunity for brands to drive the conversation.”

Interestingly, while most activity was community-oriented, data concerning repins told a mixed story. For example, top brands in the fashion/retail category averaged 46 repins on every pin, compared to an average of 6 repins for each user-generated pin. The opposite was true for the other categories, though with community pins generating more repins on average than brand pins (10 and 3, respectively for auto; 14 and 5, respectively for electronics).

Separately, the study recommends the optimal times for pinning, based on engagement activity:

  • For fashion/retail, Friday is the best day, and 3PM ET the best time;
  • For auto, Fridays are also optimal, while 12PM ET is the best time; and
  • For electronics, Mondays are best, with 10PM emerging as the optimal time.

About the Data: To measure organic vs. brand engagement on Pinterest, Curalate collected and analyzed nearly 10 million pins, repins, comments, likes, and keywords from over 120 brands across the Auto, Electronics, and Fashion/Retail industries. The analysis took place during the time frame of March 15 to April 15, 2013. “Top images” for a given industry were determined by the sum of pins and repins for each photo.

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