Pinning Down the Origins of Brand Engagement on Pinterest
May 17, 2013
Brand engagement has typically stemmed from brands themselves. Pinterest is another platform for that typical path to be carved out by brands as they create boards and pin images. However, a recent study by Digitas and Curalate shows that users are carting the bulk of brand engagement. The article ”Pinterest Fail: 70% of Brand Engagement is Generated by Users” covers more on this study created using stats from over 10 million Pinterest pins, comments and likes. 120 brands were examined for the study.
Fashion retail and automotive industries are lacking in their emphasis on Pinterest. Only 18 percent of fashion brands pin items on Pinterest but the average retail pin receives about 46 repins.
We learned from the article that electronic and visionary brands are on top of their Pinterest game:
“‘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.”
Using Pinterest for marketing purposes has become easier in the last several years because of their analytics offerings for verified brands. Why are 100 percent of companies not utilizing it? Well, some industries may be more apt to pick up on brand engagement opportunities than others. Others may see users starting their brand engagement for them and not want to interfere with what is already working. Let’s remember that Pinterest was designed with the intention for content to spread organically.
Megan Feil, May 17, 2013
Sponsored by ArnoldIT.com, developer of Beyond Search
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Well big players like BMW and Rolex are now commiting to the medium. I think they were awaiting to see that it wasn’t just a fad…,