The Most Popular Branded Boards on Pinterest
Although the vast majority of brand
engagement on Pinterest is user-generated, many branded accounts have
achieved an impressive reach of their own.
Social media-benchmarking company Unmetric
took a look at 5,000 branded Pinterest boards in mid-March to assess which
boards generated the most engagement in terms of followers, comments, likes and
repins. Unsurprisingly, the most popular branded boards tend to fall in
categories that are already popular among Pinterest's predominantly
female userbase — namely food, fashion, home and weddings.
The standout brand in the study is Better
Homes and Gardens, whose "Blogger Faves From BHG.com" — a group
board managed by 10 guest pinners — merited the second most repins, the third
most likes and the fourth greatest number of comments among branded boards. Its
"Blogger Recipes We Love," another group
board with 15 contributors, ranked in the top three for repins and likes. Those
collaborators are no doubt partly responsible for the boards' popularity, as
new pins are shared not only with Better Homes and Gardens' followers,
but also guest pinners' followers.
Giveaway contests are one way to get
a lot of comments on a branded board. Three of the top five boards in the
category — Purex's "Purex Promotions,"
HTC Mobile's "HTC One by Cushnie et Ochs
Giveaway" and Sephora's "Holiday: 40 Days of Wishes" — asked
followers for comments in exchange for free prizes. This strategy doesn't
necessarily produce high-quality comments, however; the majority of comments on
HTC's giveaway board contain only links to users' repins, for example.
Here's a breakdown of the most
popular branded boards:
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 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
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 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
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