Dive summary:
- A study released from Digitas and Curalate revealed that 70% of brand interaction on Pinterest comes from user-generated pins, meaning only 30% is a result of the brand's presence on the social scrapbooking site.
- The study nearly analyzed nearly 10 million pins, repins, comment, likes and keywords across more than 120 automotive, electronics and fashion/retail brands.
- Curalate CEO Apu Gupta speculated that the findings were a result of the positioning of the platform as a content discovery model; "The whole model is centered around the idea of content coming into Pinterest from different places other than a brand," he said.
From the article:
"Brands that want to join those conversations should create images that users will want to share. 'A lot of images in auto are professional images that were created and distributed by brands,' Bitterman said. Gupta pointed to fashion brands as doing particularly well on Pinterest because 'fashion brands have always understood storytelling in a way other brands haven't. That might explain why the fashion/retail brands examined averaged 46 repins for their every pin, whereas user-generated fashion/retail pins usually only notch 6 repins. On the other hand, auto brands’ typically see only three repins versus 10 repins for users’ auto-related pins, and electronics brands average five repins compared to their users’ 14 repins."
