Which is better for digital marketing: Instagram or Pinterest?
Instagram and Pinterest are two of the most visual-centric social media platforms used by numerous brands today. This is because the human brain processes visual data 60,000 times faster compared to texts, and about 90 percent of information transmitted to the brain is visual.
“A picture is worth a thousand words.” – Fred R. Barnard, Printers’ Ink.
This serves true because people are visual creatures by nature and the rise of visual displays in digital marketing helps to meet this requirement through social networking platforms like Instagram and Pinterest.
Digital marketers have started using both platforms to reach new audiences and to directly provide engaging content to their devices.
Here’s a Closer Look at Both Instagram and Pinterest
These two platforms differ greatly from one another. Instagram is a social media network, while Pinterest is more like a search engine.
Keep in mind that Instagram users are mostly looking to connect with family, friends, and brands. Pinterest users, on the other hand, are looking for products to purchase, a new DIY project to try, an inspiration for a craft, or a new recipe to cook.
To get a better understanding of Instagram and Pinterest, here’s an in-depth look at both platforms.
Instagram: Helps increase business or brand awareness.
Instagram was first launched in 2010, and from there the apps have revolutionized and innovated the way people share photos. The majority of Instagram’s content is user-generated, allowing around 1 billion users to share images with others around the globe. This platform allows its users to connect to a huge number of people or targeted audiences.
Instagram’s use of hashtags makes images more discoverable and accessible to users searching for relevant hashtags. This makes it easier to find new images, new brands, new businesses, and potential customers. It is also focused on social interaction, therefore, if the brand’s objective is to build its relationship with audiences, this is the platform to choose.
This platform is an excellent tool for effective social media branding and users want a personal and close interaction with brands.
Instagram stories make it easier for marketers to engage with users, create leads, add a human touch to their brand, and generate customers on the platform. It’s also a fun way of showing potential customers or clients why a brand is interesting and relatable.
In terms of demographics, almost half of Instagram users are male and the other half are female. This means no matter what demographic a brand targets, it is sure to find them on the platform.
However, businesses can only share links from their bio page which makes it a daunting task for brands trying to promote various unrelated products to their posts, and due to lack of advertising opportunities, this platform is not ideal in generating traffic to their website.
Pinterest: Helps lead potential customers to a website or store.
Just like Instagram, Pinterest first came aboard in 2010. The platform lets its users save images on their profile and place them in a category using different boards. Users can also “pin” images, it’s like pinning notes on cork board planner or fridge, making it easier to find important information.
It works as a visual search engine for its users by directing them to external websites helping them find new content, products, tips, or inspiration.
Pinterest is best for businesses or brands in terms of creating link backs to their websites. Pinning, liking, and following help gather more followers.
Creating great content for a board gives brands the leverage to have audiences visit their website, resulting in increased traffic and more potential customers discovering their products and services which leads to more sales.
It has been proven that this platform helps brands convert more browsers into buyers and leads compared to other social sources because it is easier to use, reducing the number of steps needed from discovering a product to conversion.
Marketers usually rely on repins in increasing their followers and influence on the platform. Repins are the exact copy of the original pin and about 80 percent of pins are repins, according to Robert J. Moore of RJMetrics.
Pinterest also launched “Product Pins” which directs potential customers or clients to the checkout page and purchase products in just a few clicks.
Pinterest’s advantage can also become a disadvantage for brands if they don’t have high-quality images of their products because users will tend to ignore their pin.
In terms of demographics, about 81 percent of its users are female. If businesses or brands are focused on women, this platform is suited for them.
Which Is Suitable to Use For an Efficient Digital Marketing Strategy – Instagram or Pinterest?
Before making a decision on which platform to choose for a digital marketing plan, there are four important factors to consider:
1. Know the target audience.
2. What is the marketing strategy?
3. What are the business goals?
4. Availability of time and resources.
The main idea here is to focus on the target audience and take the next actions from there. A business or brand can benefit from the combination of both these platforms, although this would add more plates on the table.
Keep in mind that if a brand’s goal is to build its business or brand awareness, then Instagram is the right platform for to choose, but if it’s aiming to get high converting traffic to its website, then Pinterest is the platform it needs.