Home  › Stats › Audience/Traffic
pinterest-redesign

70 Percent of Brand Engagement on Pinterest Is Generated by Users

  |  May 1, 2013   |  Comments

Approximately 70 percent of brand engagement on Pinterest is generated by users, according to a recent study by Digitas and Curalate.

Approximately 70 percent of brand engagement on Pinterest is generated by users, according to a recent study by Digitas and Curalate.

The study found that Pinterest use in the fashion retail and automotive industries is lacking. According to Digitas, the lack of brands using Pinterest leaves a gap in overall marketing strategies.

"Brands need to go forth and pin," said senior vice president of social, mobile, and content lead at Digitas Jordan Bitterman.

"This study reveals the opportunity for brands to drive the conversation on visual platforms like Pinterest. By leveraging rich consumer insight, brands can take the guesswork out of their visual content strategy, and share the types of images their audience wants to see."

Digitas and Curalate found that only 18 percent of fashion retail brands pin items on Pinterest. The study found that the average retail fashion pin by a brand receives about 46 repins.

The automotive industry was also reported to be lacking in Pinterest engagement. According to the study, over 75 percent of Pinterest engagement for the industry is driven by users.

For automotive brands, more repins were made on community posting than brand postings. The study found that brands received only three repins on average. That is compared to about the 10 repins that users received for posting automotive products.

"Aspirational products such as cars should do well on Pinterest. It's unfortunate to see the auto industry stuck in first gear," said chief executive of Curalate Apu Gupta.

"The industry needs to leverage the heritage of their brands to tell compelling visual stories that create emotional connections with consumers."

One industry that was found to be very active in the Pinterest community was electronic brands. Digitas and Curalate found that 47 percent of electronic industry pins were made by brands. The study found that pictures of e-health devices proved to be very popular on the site.

The study was created using statistics from over 10 million Pinterest pins, comments, and likes. Digitas and Curalate examined Pinterest data from over 120 brands for the study.

Pinterest use for marketing purposes has been gaining momentum in the past few years. Last month, Pinterest introduced analytics for verified brands in a bid to improve marketers' experience with the social network.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...