Equal parts visual search engine and social network, Pinterest is more about the discovery of ideas than it is about connecting people. Members are more likely to follow like-minded Pinners based on similar interests than the social media star of the moment - a quick search reveals that you can only follow the Kardashians by topic, they're more likely to be pinned than be pinning.
This means that when it comes to influencer marketing, Pinterest is a bit of an anomaly. If Pinterest's latest TV ad and Smart Feed algorithm are any indication, the network's prioritizing search over social. Its Smart Feed algorithm prioritizes high quality pins, relevant pins, and interests pinners follow (not who) above all. Amplification to the masses depends more on optimizing for pinners' relevant interests and the community at large than who's pinning in this moment.
And what people are interested in, is food.
At four billion Pins strong, and with 90% of Pinterest's 100M+ monthly active users turning to the network for recipes, 'Food & Drink' is by far the largest and most active category on Pinterest for women and men. Mavrck recently conducted an analysis of more than a million Pins and indexed the frequency counts of all words mentioned to determine which food and beverage content is most appetizing across eight categories.
As they say, the way to a Pinner's heart is through her (or his) stomach. Check out the infographic below to see which food & drinks have Pinners coming back for seconds.