ADOTAS — Digitas and Curalate, the marketing and analytics suite for Pinterest and Instagram, have just released a study shedding light on Pinterest engagement specific to the Fashion/Retail, Automotive, and Electronics industries.
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The study reveals that unlike Twitter and Facebook, where brands drive their content through official accounts and pages, Pinterest is all about users telling the brand story. In fact, 70% of brand engagement on Pinterest is generated by users versus brands. The research also pinpoints the optimal pinning day and time for three industries: fashion/retail (3 p.m., Fridays), automotive (12 p.m., Fridays), and electronics (10 p.m., Mondays) industries.
Some additional findings:
In Fashion/Retail
- 18% of content engagement is driven by brands, 82% by community.
- Repins/Pins: Brand 46, Community 6.
In Automotive
- 25% of content engagement is driven by brands, 75% by community.
- Repins/Pins: Brand 3, Community 10.
In Electronics
- 47% of content engagement is driven by brands, 53% by community
- Repins/Pins: Brand 5, Community 14
You can find more details, along with an accompanying infographic, here.
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