Us PR and marketing folks know visuals drive content and engagement. …We see, we process, we engage. It’s pretty simple and effective; however, are you using the appropriate channel(s)? More specifically, is Pinterest or Instagram the better photo-generated social media platform for your brand?
Buckle up as we analyze which outlet is right for you.
Pinterest, a.k.a. the idea generator
Question to self: How many times have you heard someone say they got their wedding, recipe, party, remodeling or craft ideas from Pinterest? Countless times, right? Though such mentions may sound repetitive like “The Song That Doesn’t End,” that’s Pinterest’s intention—it’s all about the domino effect of sharing ideas. (And yes, that was a Lamb Chop’s Play Along throwback reference.)
What also makes Pinterest such a popular and engaging outlet is its sharing (pin and repinning) capabilities and having the freedom to categorize your findings. This makes it easy for followers to find and share ideas and create boards of their own. Martha Stewart Living makes a slam dunk with its Pinterest account, creating and organizing boards based on specific topics like “Gift Wrap and Packaging” and “Summer Drink Ideas,” honing in on its followers’ interests and reinforcing its brand identity.
This also gives brands the opportunity to give consumer ideas and use eye-catching photography that can be shared with others.
And what about the average Pinterest user? According to the Pew Research Centre, women are five times as likely as men to use Pinterest, with the better part of its user base ranging from ages 18 to 49.
Take a look at this fabulous infographic for a more detailed look at the results.
Instagram, a.k.a. the photo diary
Point and click. That’s how easy it is to post and share a photo on Instagram, and that is why Instagram is so successful. I mean, there is the whole choosing the right filter for your photo crisis, but that’s a totally different discussion.
For brands, Instagram serves as the channel to share the experience and the personality of a brand. Often times, photos are shared from special events, sneak peeks of new products or announcements, and real-time happenings, reading much like a diary.
The Pro Football Hall of Fame and Glamour Magazine are both wonderful examples of this with their behind-the-scenes images, adding character and flavor to their brands.
Because of this, consumers receive a more personalized connection with the brand. Rather than searching for particular images, Instagram users usually stumble upon information as it appears in their feed.
And what about the average Instagram user? In the same Pew Research data referenced earlier in this post, results revealed the bulk of Instagram users fall within the younger demographic of ages 18 to 29. Research also showed females slightly use Instagram more than males.
So, is one platform hands-down better than the other? No. Is one better for your brand and messaging than the other? Most likely.
They both tell stories in different ways to different audiences. So before you latch on to Pinterest or Instagram, ask yourself: Who is my audience? What do I want to share? What is my goal? How am I going to tell my story?
Whatever the choice may be, it is our responsibility to guide our clients to tell their stories in the most effective way possible.