Content engagement on Pinterest is more often initiated organically by users than from brand-owned accounts, at least in the fashion/retail, auto, and electronics categories, per a new study from Digitas and Curalate. Fashion and retail-related images are most likely to be pinned by the community, with brands pinning only 18% of content. Auto content engagement is also largely driven by the community (to the tune of 70% of content), while for electronics it’s more of an even split (53% community vs. 47% brand).
Content engagement measures brand versus community-driven activity (pins, repins, comments, likes, and keywords), and was calculated by the amount of engagement coming from brand-owned Pinterest accounts versus engagement that was initiated by users organically from brands’ websites, outside of brand-owned Pinterest accounts. Read the rest at MarketingCharts.
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