The report was based on an analysis of third-quarter 2015 data (pins, repins, comments, and likes) from the Pinterest accounts of 220 brands.
More than one-third (35%) of all repins examined by the researchers in 3Q15 were recipes, even though recipes made up only 9% of total pins.
Some 19% of the repins examined were products; 16%, articles; 16%, regular (i.e., other); 7%, places; 6%, movies; and 2%, apps.
Recipes received 62 repins on average in 3Q15, compared with 33 repins for products on average and 29 for articles, according to the analysis.
Some 93% of interactions on Pinterest in 3Q15 were repins, the analysis found; the rest of the user engagement was made up of likes and comments.
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