Marketers Face Unique Challenges with Pinterest
One of the biggest changes marketers have adjusted to as social media use rises is the loss of control. Instead of broadcasting messages from the top down, brands are working with consumers through social media to build their image and reputation. For one particular social media platform, Pinterest, this trend is particularly noticeable.
New research from Curalate and Digitas shows that up to 70% of brand engagement on Pinterest is driven by the users. This is especially true for the fashion/retail industry where 82% of engagement begins with users. For the electronics category, the number is lower, with only 53% of content engagement originating with users. This trend might come as no surprise to longtime users of Pinterest who were drawn to the site because of visual images and exciting ideas.
Brand marketers in the fashion industry score 46 repins for every pin they place. But marketers in the automotive and electronics categories experience markedly lower repin rates. Part of this may have to do with the subject matter that the Pinterest user base is most interested in.
The study also revealed the best pin days and times by industry:
- Fashion/retail: Friday 3:00 p.m.
- Automotive: Friday noon
- Electronics: Monday 10:00 p.m.
There’s little question that consumers want to engage with brand offerings on Pinterest. But many are accustomed to doing so on their own terms. Marketers that can find a way to pin content that interests users will increase audience interest. But they should also understand that "the whole model is centered around the idea of content coming into Pinterest from different places other than a brand," according to Curalate co-founder and CEO Apu Gupta.
To learn more about Pinterest Users, check out the Audience Interests & Intent Report available on the Research Store at ad-ology.com.[Sources: On Pinterest 70% of Brand Engagement is Community Driven. Blog.curalate.com. 1 May 2013. Web. 15 May 2013; Peterson, Tim. Only 30% of Brand Interest. Adweek.com. 30 Apr. 2013. Web. 15 May 2013]