Yesterday was National Taco Day, and no one celebrated with more gusto than brands. From Sprint to Whole Foods, companies took advantage of the occasion to plaster social platforms with tortilla-heaped photos and cooking tips.

While such posts sometimes feel overly contrived, recipes can drive major social engagement, according to L2’s report on recipe content. In Q2 2016, recipes accounted for seven of the ten most popular Facebook posts by brands in L2’s Digital IQ Index:Food. And on Pinterest, recipes are more frequently viewed or saved than any other type of content. Nearly 67% of Pinterest users regularly interact with food and recipe content, a higher rate than other popular categories including Fashion and DIY.

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Three brands – Kraft, Betty Crocker, and Pillsbury – have been particularly successful sharing recipes on the platform. Not only do they boast the most Pinterest followers, they also account for 92% of outgoing traffic. According to the study, a large part of that success simply stems from frequent activity on the platform. However, they also make sure to drive conversions by consistently linking pin content back to product information on their brand sites.

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