As the new saying goes, the way to a Pinner’s heart is through his (or her) stomach. Savvy CPG brands already know the value of Pinterest as a social channel to engage with their customers, but Pinterest has recently upped its game to expand rich data to billions of Pins. Recipes are the most popular category on Pinterest, with foods like cake, chicken, and apples topping out as some of the highest food recipe searches. With the rich data implementation, the recipe Pins in the system will double to 4 billion, expanding in both depth and quantity. The effect of this is twofold: not only is the expansion of rich data going to change the style and duration with which Pinners interact with the social network, but the incorporation of autoplay and cinematic video pins will inspire a more robust ad push for the food industry on Pinterest.
It’s no secret that Pinterest favors CPG and lifestyle brands, and knowing what your consumers are talking about is the first step in optimizing your marketing strategy around influential Pinners. So what do Pinners find most appetizing?
Mavrck analyzed 1M Pinterest Pins and indexed the frequency counts of all words mentioned to determine which foods and drinks have Pinners coming back for seconds. Our infographic below breaks down what flavors, ingredients and drinks that Pinners are craving the most:
As it becomes increasingly important for brands to understand and harness the social capital of their customers, Pinterest is helping marketers by driving new opportunities for CPG brands to tap into the value of their most influential customers. To learn more about how you can use your existing customers with influence to power your 2016 marketing strategy, check out our Ultimate Guide to Influencer Marketing Ebook.