Majority of Brand Engagement on Pinterest Appears Community-Driven

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). (more…)