Food rising fast on Pinterest

According to an overseas study by business intelligence firm RJ Metrics, food is the fastest-growing category on Pinterest. Currently the fourth most popular pinboard category, it is also the category that gets the most repins, generating on average more than 50% repins than Style & Fashion which is the second most re-pinned category.

Here are the top ten categories on Pinterest (globally):

1. Home (17.2%)
2. Arts and Crafts (12.4%)
3. Style/Fashion (11.7%)
4. Food (10.5%)
5. Inspiration/Education (9.0%)
6. Holidays/Seasonal (3.9%)
7. Humor (2.1%)
8. Products (2.1%)
9. Travel (1.9%)
10. Kids (1.8%)

Interestingly, 80% of all pins on Pinterest are re-pins.

The most popular source for pins is online marketplace etsy.com which accounts for just over 3% of pins, followed by google.com, flickr.com, tumblr.com and weheartit.com.

The Opportunity: While Aussie interest in Pinterest took off at a skyrocketing rate, it has slowed its metoric rise in the last month or so and is levelling out. Pinterest is a great source of ideas and inspiration for audience and the highly visual nature of Pinterest is well suited to beautifully shot images. This social media platform is tailor made to our mainstream, working mums. There is little evidence of direct ROI from Pinterest at this stage. To play a credible role here we need to participate in the community, providing and curating content, without a direct drive to sales push.