A Pinterest follower is more difficult to earn than a Facebook fan, but Pinterest users tend to follow a higher percentage of brands, according to a Piqora white paper citing data from comScore.

Facebook users cast a wider net by following an average of 130 entities, the research revealed, while Pinterest users are more selective, following only 20-50 others on Pinterest.

“We believe the reason Pinners follow a select group is because their feed can quickly become unmanageable,” wrote the Piqora team. “Unlike Facebook’s EdgeRank algorithm, Pinterest is a feed of all recent activity, so as a user, following 50+ brands can get out of control quickly and feel very overwhelming.”

Piqora, which sells a marketing suite for Pinterest, concluded that establishing a presence on the platform is worth the effort, as brands and retailers make up 50% of the profiles that Pinners follow, compared to less than 5% on Facebook.

Readers, do you think a follow on Pinterest is a better indicator of brand loyalty or interest than a Facebook Like?

Image by Mike Laptev.