New York—April 30, 2013—A new study by Digitas, the top integrated global brand agency, and Curalate, the only marketing and analytics suite for Pinterest and Instagram, today sheds light on Pinterest engagement specific to the Fashion/Retail, Automotive and Electronics industries. For all three markets, 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 percent of brand engagement on Pinterest is generated by users versus brands.
“Brands need to go forth and pin,” says Jordan Bitterman, Senior Vice President, Social, Mobile and Content Lead, Digitas. “This study reveals the opportunity for brands to drive the conversation on visual platforms like Pinterest. By leveraging rich consumer insight, brands can take the guess-work out of their visual content strategy, and share the types of images their audience wants to see.”
If it’s Friday Afternoon, it’s Time For Fashion/Retail Therapy on Pinterest
While fashion/retail topics clearly have a strong following on Pinterest, fashion and retail brands are still just beginning to take advantage of this visual platform. The study reveals that a whopping 82 percent of the time fashion and retail-related images are being pinned by the community, with brands pinning only 18 percent of content. That being said, top brands in the Fashion/retail space average 46 repins on every pin proving that those who have a presence on Pinterest, are establishing an engaged following. User-generated fashion pins, on the other hand, only receive an average of six repins.
In the fashion category, women's fashion—particularly dresses—is most talked about. For optimum engagement, 3:00 p.m. ET is the best time to pin, and Friday the best day overall. During these times pins receive more repins than average, and the amount of similar content competing for attention is limited.
Automotive Brands are Missing the Boat
automotive industry needs to learn how to drive the conversation on Pinterest.
The study reveals that 75 percent of the conversation and engagement on
Pinterest is currently being driven by the community, with only 25 percent of
content originating from brands. Unlike the fashion/retail brands, top
automotive brands average three repins on every pin, while the community
receives 10 repins per pin. One reason the automotive industry might be seeing
lower engagement on Pinterest than other industries is because most current
automotive sites are structured to use Flash, which makes it difficult for
users to pin content.
“Aspirational products such as cars should do well on Pinterest. It's unfortunate to see the auto industry stuck in first gear. The industry needs to leverage the heritage of their brands to tell compelling visual stories that create emotional connections with consumers. Additionally, while automotive websites may not discard Flash anytime soon, some straightforward changes make these sites shareable, now,” says Apu Gupta, CEO of Curalate.
For the automotive industry, Fridays are also the optimal day to pin, but noon ET presented the best time to publish.
In Electronics, Digital Health Products Get Love
The study indicates less of a disparity between community vs. brand images in the electronics industry, with the community generating 53 percent of pins vs. 47 percent from brands. In this category, brands carried less clout than the pinners sharing their assets; electronics brands receive an average of five repins for every item they pin, while user-generated pins receive an average of 14 repins. Based on the findings, those looking for the best opportunity to post electronics content should consider Mondays and 10:00 p.m. ET.
The study uncovered that Pinterest users are following the digital health trend and are actively talking about activity/calorie tracking electronic devices. In addition to pictures of the hottest products, the top brand images being pinned by the community included non-product-based content, such as a guide on how to hang a group of digital picture frames and an infographic on social network activity, highlighting the opportunity for content marketing.
In order to measure organic vs. brand engagement on Pinterest, Curalate collected and analyzed nearly 10 million pins, repins, comments, likes, and keywords from over 120 brands across the Auto, Electronics, and Fashion/Retail industries. This analysis took place during the time frame of March 15 to April 15, 2013. “Top images” for a given industry were determined by the sum of pins and repins for each photo.
DigitasLBi, the leading, "most complete" global digital agency network partners with some of the foremost marketers and brands in the world. Also a top ten global agency, DigitasLBi comprises of 5,700 best-in-class digital and technology experts in 25 countries around the world.
In 2012, Digitas and LBi received a combined total of over 200 awards globally including two Cannes Lions Grand Prix's and SXSW People's Choice Award. Digitas was also recently named OMMA Agency of the Year 2012 and LBi UK Digital Agency of the Year 2012 by Marketing magazine. Digitas USA operates the brand content platform, The Third Act: producers of first and most well renowned event on digital content, The NewFront.
With sister agencies Starcom MediaVest Group, ZenithOptimedia, Denuo and Razorfish, DigitasLBi is a member of Publicis Groupe. Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and part of the CAC 40 index] is the world's third largest communications group. With activities spanning 104 countries on five continents, Publicis Groupe offers local and international clients a complete range of advertising services. Web site: www.publicisgroupe.com
Headquartered in Philadelphia, Curalate is leading the pack in developing a new breed of marketing tools for the visual web, starting with Pinterest. Curalate offers the most comprehensive solution available for brands and agencies looking to measure, monitor, and grow brand engagement on today's socially curated sites. Curalate is backed by top tier venture capitalists including NEA and First Round Capital, and is in use by hundreds of brands and agencies including Michael Kors, Kraft Foods, Real Simple, Edelman Digital, and GroupM Next. For more information please visit: www.curalate.com.