Better Homes and Gardens and L.L. Bean Pin It to Win It According to Unmetric Pindustry Report
New report from social media benchmarking company reveals recipe and home boards stir up the most conversation on Pinterest
NEW YORK – Today Unmetric, the company that tells global brands how they stack up against competition on social media, announces its first-ever Pindustry Report, a comprehensive analysis of the leading branded boards on Pinterest that reveals the pinning and losing strategies on the social media darling.
With reports from companies like Sephora stating that per capita, its Pinterest followers spend 15x more than their Facebook fans, brands across all industries are racing to the site, eager to build the most Pinteresting boards of all. Now more than ever, brands need to know what strategies are working, what content is resonating and which of their competitors are succeeding.
Unmetric sourced its database of over 1,500 branded Pinterest pages, gathering all time data up until March 14, 2013 to determine which brand boards are Pinning, Repinning and earning the most Followers and Likes of all. The report found that only 58 percent of the top 100 brands maintain an active presence on the site. Of the 1,500 plus brands monitored by Unmetric, only 150 have posted at least one Pin per week since the beginning of 2013, showing that for over 90 percent of brands, Pinterest still isn’t a focus.
Overall, L.L. Bean’s “Woodland Creatures” takes the cake as Pinterest’s most popular board. The company is striking a chord with animals lovers everywhere by collecting pictures from across the web of baby bears, deer, birds, squirrels and other adorable critters. L.L. Bean also Pins for a wider audience, evidenced by its Pin to honor Veterans Day. At the time of collection, the “Woodland Creatures” board had 4.7 followers. Relative to Pinterest’s 48.7 million global users, that’s nearly 10 percent of total users. Only two other boards have crossed the four million follower threshold—Jetsetter’s “Daily Moment of Zen” at 4.3 million and Nordstrom’s “Garden Wedding Ideas” at 4.1 million.
Swarovski’s “Wedded Bliss” tops Unmetric’s Pindustry Report in most Likes overall. Over 150,000 people Liked the content pinned by the jewel company to its board that celebrates the “most sparkling day of your life.” Nordstrom also keyed into the wedding theme and earned a fourth-place showing of nearly 85,000 Likes on its board celebrating weddings in gardens, another follower favorite. Better Homes and Gardens comes in second with its “Blogger Recipes We Love” board with over 130,000 Likes. The magazine’s “Blogger Faves From BHG.com” board takes third with just fewer than 85,000 Likes.
On Pinterest, metrics like Repins and Comments speak most to a brand’s ability to engage with its followers. Better Homes and Gardens has two boards scoring in the top three for most Repins. “Blogger Recipes We Love” trounced the competition with over 1,000,000 Repins, and “Blogger Faves From BHG.com” came in second with over 444,000. Overall, home and recipe boards see the most Repins. This suggests that followers are eager to share pins in these verticals and circulate the conversation on their own boards, ultimately expanding a brand’s reach.
In terms of the boards that are getting the most people talking, Purex’s “Purex Promotions” board garnered the most comments. The laundry product company leveraged Pinterest to host its sweepstakes, contests and giveaways with great success. The board encouraged over 5,000 people to leave a comment, over 1,000 more than second-place HTC Mobile’s “HTC One by Cushnie et Ochs Giveaway.” Surprisingly, Mashable’s “Tech and Gadgets” board came in third with just over 2,000 comments, illustrating that even male-dominated industries like technology can find a home on Pinterest.
To understand the amount of content that brands post directly on their boards, Unmetric looked at total number of Pins. Heels.com’s board “Our Products” hosts the most Pins with over 11,000. The fashion brand utilizes Pinterest’s image-friendly format to serve as a virtual catalog, neatly displaying professional images of its products alongside their prices.
Visit Norway’s “Instagram” board comes in second place in sheer number of Pins with over 10,000, illustrating the value of the site for travel promotion. The company aggregates images shared by Instagram users with the hashtag #visitnorway, creatively using two social networks renowned for their imagery to create a compelling experience. In third place is Campbell’s Soup board “The Most Colossal Casserole.” It is exactly that, 10,000 images making up what is sure to be the most colossal casserole on the Internet.
Overall, when looking broadly at the top 100 brand boards surveyed, Unmetric found that for every 100 Repins there are 24 Likes and 1 Comment. With Pinterest’s 93 percent female user base, it’s no surprise brands with boards about fashion, recipes, home and weddings place highly across all metrics. In terms of the content being Pinned most frequently to the top 50 brand boards, 22 brand boards (and nearly 40 percent of Pins) focus on fashion. Second in this category are boards focusing on food, which make up 12 percent of Pins across six boards. Interestingly, boards focusing on home garner the most Repins—over 30 percent. These boards also score highest in total number of Likes, earning over 28 percent.
Here’s a breakdown of the all time top boards across Pinterest, as of March 14, 2013.
Most Popular Boards by Followers
1. L.L. Bean – Woodland Creatures: 4,689,706
2. Jetsetter – Daily Moment of Zen: 4,353,320
3. Nordstrom – Garden Wedding Ideas: 4,199,549
4. Everyday Health – Joy Bauer: 3,761,427
5. Lowes – Build It!: 3,549,154
Boards With the Most Comments
1. Purex – Purex Promotions: 5,115
2. HTC Mobile – HTC One by Cushnie et Ochs Giveaway: 3,700
3. Mashable – Tech and Gadgets: 2,069
4. Better Homes and Gardens - Blogger Faves From BHG.com: 1,791
5. Sephora – Holiday: 40 Days of Wishes: 1,519
Boards With the Most Likes
1. Swarovski – Wedded Bliss: 160,120
2. Better Homes and Gardens – Blogger Recipes We Love: 131,326
3. Better Homes and Gardens – Blogger Faves From BHG.com: 84,767
4. Nordstrom – Garden Wedding Ideas: 84,565
5. L.L. Bean – Woodland Creatures: 64,273
Boards With the Most Pins
1. Heels.com – Our Products: 11,915
2. Visit Norway – Instagram: 10,052
3. Campbell’s Soup – The Most Colossal Casserole: 10,000
4. Jegs.com – Car/Truck/Motorcycle Show: 8,725
5. Nasty Gal – The Best of What’s New: 6,930
Boards With the Most Repins
1. Better Homes and Gardens – Blogger Recipes We Love: 1,021,643
2. Better Homes and Gardens – Blogger Faves From BHG.com: 444,215
3. Real Simple – Real Simple Finds: Recipes to Try: 289,908
4. Swarovski – Wedded Bliss: 253,296
5. Etsy – Yum! Recipes to Share: 249,195
Content Categories With the Most Pins [Based on the top 50 boards with the most Pins, representing over 118,000 Pins]
1. Fashion: 22 boards; 47,055 Pins (39.9% of total)
2. Food: 6 boards; 17,896 Pins (15.2% of total)
3. Travel: 5 boards; 17,108 Pins (14.5% of total)
4. Home: 4 boards; 9,585 Pins (8.3% of total)
5. Auto: 1 board; 8.725 Pins (7.4% of total)
Content Categories With the Most Repins [Based on the top 50 boards with the most Repins, representing over 6,740,000 Repins]
1. Home: 16 boards; 2,072,664 Repins (30.8% of total)
2. Recipes: 7 boards; 1,711,170 Repins (25.4% of total)
3. Food: 5 boards; 695,509 Repins (10.3% of total)
4. Weddings: 4 boards; 458,792 Repins (6.8% of total)
5. Fashion: 4 boards; 392,873 Repins (5.8% of total)
Content Categories With the Most Likes [Based on the top 50 boards with the most Likes, representing over 1,720,000 Likes]
1. Home: 17 boards; 489,324 Likes (28.4% of total)
2. Wedding: 3 boards; 273,573 Likes (15.9% of total)
3. Recipes: 4 boards; 230,678 Likes (13.4% of total)
4. Fashion: 5 boards; 120,226 Likes (7.0% of total)
5. Animals: 2 boards; 92,949 Likes (5.4% of total)
“A picture is, supposedly, worth a thousand words,” said Unmetric CEO and co-founder, Lux Narayan. “Pinterest is the first social network that is truly helping brands start a valuable conversation with their followers around images. Unmetric’s Pindustry Report reveals how consumers are participating in defining a brand’s image, bringing both sides closer together in the form of lasting engagement. “
Unmetric provides definitive competitive intelligence on social media brand activity, through category benchmarks and cross-category analogues. Metrics, analyses and reports are delivered to brands and their agencies, online and on the fly, making sure that brands don’t fly blind on social media. Unmetric combines machine learning and human intelligence to deliver insights that leading global brands depend upon. Brands are now able to answer the basic business question of “Is my brand social enough" on Facebook, Twitter, YouTube, Pinterest and more.
Unmetric compiled its Pindustry Report by sourcing data from its social media benchmarking platform. Insights on brand activity were generated using all-time performance data as of March 14, 2013.
Unmetric is headquartered in New York City and works with category leading brands and innovative agencies across the world. Unmetric provides not-so-obvious competitive intelligence on over 10,000 global brands across 30 industry sectors, helping brands and their agencies to comprehend and calibrate their social media efforts, and compete with intelligence and efficiency. The client list includes iconic brands like Subway, Campbell’s, Toyota, and Lowe’s Home Improvement, and agencies like GroupM, MRY, M Booth, Golin Harris, and the Zocalo Group. For more information, visit www.unmetric.com
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