Are you looking to add a new marketing channel to your strategy and are unsure which one to use? This post will offer important insights into two of the most powerful social media channels. Find out if Instagram or Pinterest is a better fit for you!
Most brands more than just one social media channel they regularly share content on. Depending on your industry and target group, image-based platforms such as Instagram and Pinterest can be a valuable addition to your other marketing channels. Some believe that those two are interchangeable as they are both focused around images and highly depend on interaction from other users. While this is definitely true, Instagram and Pinterest still have their own very different sets of functionalities, benefits and disadvantages. To ensure you are aware of all these aspects, we have compared the two platforms for you and summarized the most important findings below.
The news feed
When Instagram users open the app, they are presented with the newest, most relevant image out of the images that other users have shared since the app was last opened. When users scroll down, other images are displayed according to the algorithm that is based on preferences and timely aspects. If nothing new is shared or changed, the news feed usually stays like this until ‘something new happens’.
What’s positive about this: users can focus on one picture only and give it their full attention
What’s negative about this: users usually scroll through the news feed pretty quickly and will therefore most likely not spend the same amount of time on all the displayed content
When Pinterest users open the app or the web-version of the platform, they are presented with a variety of different galleries. This means, their starting page is filled with content combining images, headlines and short descriptions. Focusing on one specific gallery is therefore harder but at the same time, users might spend more time looking at this page. But as the starting page is continuously updated, the chances of every user seeing every gallery when they use the platform is fairly low.
What’s positive about this: Users are presented with a variety of galleries that will result in more time spent on the first page
What’s negative about this: the constantly updated newsfeed can result in few interactions with content.
Possible kinds of content
Content published on Instagram is usually very personal. Users share moments of their own lives, sometimes this can be a snapshot or an edited and polished highlight. Due to the mobile nature of the app, content shared on Instagram is mostly very “in the moment” and offers insights into events or situations that are currently happening. Users use Instagram to promote their own lifestyle and get in touch with those who aspire or live in a similar way.
What’s positive about this: Users feel more connected and the shared insights are very personal and detailed.
What’s negative about this: Users expect their brands to share authentic and diverse content that personalizes their brand, too. This might be a hard task for brands in the long run.
Content on Pinterest is a mixture of high quality images shared by brands or businesses that private persons use an inspiration for themselves and their own images they want to share to serve as an additional, more individual source of inspiration. As Pinterest is not merely focused on sharing personal insights, the content is usually more curated and has a more polished and less personal feel to it. The pins users collect are usually motivated by their own interest while serving as a basis for the future. Brands are able to share content from websites or marketing campaigns, making it easier to keep the platform going on a regular basis.
What’s positive about this: Brands can easily share content they have previously used for other channels, making Pinterest Marketing a lot easier than Instagram marketing.
What’s negative about this: Pinterest is not a personal platform that longs for interaction and a new image for the brand.
Even though Instagram is often used to follow influencers, brands and famous personalities. Nevertheless, most people use Instagram to stay in touch with friends, family and acquaintances, making the connections on Instagram mostly personal. Following someone is therefore based on preferences (e.g. for brands) and actual personal connections in real life.
What’s positive about this: Instagram is a platform that enables people to stay in touch. Brands can profit from the fact that people get inspiration from their peers.
What’s negative about this: Brands have to make their accounts interesting and give them a personal touch to animate users to follow them.
Users follow other users based on similar interest, regardless of whether they know each other or not. They use Pinterest to get inspiration for aspects of their life they care about and therefore connect with those who are interested in the same aspects. Personal relations are mostly irrelevant, as Pinterest is a mostly self-centered network concerning one’s future.
What’s positive about this: Users who follow certain accounts have actual interest in them, increasing the influence and impact of the content they see.
What’s negative about this: Brands can share inspiration but usually will not be able to develop personal or close commitment.
Instagram Marketing vs. Pinterest Marketing
Instagram Marketing will allow brands to actively interact with fans and followers. Content they share will turn the brand into an experience, make it more personal and reinforce the brand’s influence. This will help brands and business to strengthen their followers’ brand loyalty while reinforcing their own desired image.
Pinterest Marketing on the other hand will mostly generate traffic for the website but only if used correctly. Due to the fact that Pinterest is often used at home instead of on mobile, the everlasting presence brands can generate for themselves is a lot less strong than on Instagram. Still, brands can get very valuable traffic for their website and webshop and inspire customers who are definitely interested in their products.