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Unlike Twitter and Facebook, where brands drive engagement with their content through official accounts and pages, 70% of brand engagement on Pinterest is generated by the community itself, according to a new report by Digitas and Curalate.

The study, which analyzed nearly 10 million pins specific to the fashion/retail, automotive and electronics industries, also found that the best day/time to pin for optimum community engagement varied by topic/industry:

  • Fashion/Retail - 3 PM ET on Fridays
  • Automotive  - 12 PM ET on Fridays
  • Electronics - 10 PM ET on Mondays

Below, more key findings from the report, Go Forth and Pin.

Fashion/Retail

  • 82% of all fashion and retail-related images are being pinned by the community, with brands pinning only 18% of content. 
  • Nevertheless, top brands in the fashion/retail space average 46 repins on every pin, compared with six repins, on average, for user-generated fashion pins.
  • In the fashion category, women's fashion—particularly dresses—is the topic most talked about.

Automotive

  • 75% of the conversation and engagement around autos on Pinterest is being driven by the community, with only 25% of content originating from brands.
  • Top automotive brands average three repins on every pin, whereas the community averages 10 repins per pin.

Electronics

  • The disparity between community and brand images in the electronics industry is much less: The community generates 53% of pins vs. brands' 47%.
  • Electronics brands receive an average of five repins for every item they pin, whereas user-generated pins receive an average of 14 repins.

About the research: 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 between 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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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji