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.
- 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.
- 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.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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