Pinterest VS Instagram: Which is the better marketing platform?
Today, I’m comparing Pinterest VS Instagram to see which ranks as the better marketing platform. One marketing trend I’m noticing in 2024 is a lot of small business owners and content creators stating that they are ready to ditch Instagram and go ALL in on Pinterest marketing. Before you do, I wanted to talk about the differences between the two marketing platforms and discuss your overall content marketing strategy.
You can watch this YouTube video I recorded on the topic, or read below for the comparison.
Audience and Intention on Pinterest vs Instagram
When comparing Instagram and Pinterest, you need to understand the user behavior. On Instagram, someone is using the platform more casually to engage with friends and family, find entertainment, and engage with the brands they like. On the other hand, Pinterest users are actively searching for inspiration, ideas, and information.
The difference in audience intention really comes to actively searching on Pinterest vs. passively consuming on Instagram. Because Pinterest is a search engine, the users are choosing to go there in search of specific information. On the other hand, Instagram users are not consuming intentionally but as a source of entertainment.
Content Types and Formats
Pinterest content is all recommended to be in vertical format (minimum 1000 PX X 1500 PX) in either image or video format.
Instagram has multiple content types and formats. Here’s the list of different content types and formats on the Instagram platform:
Instagram Posts: Square or portrait photo
Instagram Carousel: Combination of square/portrait photo and video(s) in slide format
Instagram Reels: Vertical video
Instagram Stories: Vertical videos or photos
Instagram Live: Live vertical video
When comparing the two platforms, you can easily become overwhelmed with the Instagram formats and types of content. But, this can be a pro as there is more variety. Pinterest is well known for their vertical images, and now video, formats but Pinterest is working on more community features and formats too.
Search VS Discovery on pinterest vs instagram
On Pinterest, users are intentionally searching for content and information. They are typing in different words and phrases into the search bar because they want specific content.
On Instagram, the user experience discovery in a more passive way. The users are typically scrolling to stay up to date, be entertained, or to prevent boredom. When they discover a new account or brand, it’s usually not because they intentionally were searching for that brand/account.
Engagement and Interaction
When you’re comparing Pinterest vs Instagram, this is one of the fundamental differences. Because Pinterest is a search engine, the user engagement and interaction is much different that Instagram.
On Pinterest, users are less likely to comment and DM. Instead, their engagement will be saving pins and clicking through to the link you have on the pin. You don’t need to pin and then hang around on the platform for another 15-30 minutes. You can go on with your day and week.
On Instagram, one of your top goals IS engagement. You want comments, likes, DMs, saves, shares, etc. This also requires you to be much more active on a day to day basis.
Marketing and monetization
Both can be great tools for marketing. Instagram is a little bit more loud when it comes to marketing because businesses are competing with a lot going on with the platform. But brands have the ability to make strong connections to their audiences and build out more personal relationships.
With Pinterest, your marketing is going to be reached by a much more intentional audience. But, because they are top of funnel, you need to prioritize having a content funnel to nurture them and convert them. This may look like driving them to your Instagram or YouTube, and an email list.
With monetization, from a creator perspective, there’s more opportunity for brand deals on Instagram. Pinterest does have the ability to do brand deals, but I believe that they’re underutilized…that’s a topic for another day.
In conclusion, I really don’t think that the conversation should be less about Pinterest vs. Instagram, but how can we maximize the efforts with both platforms?
Linking some of your Pinterest pins to more evergreen Instagram posts can be a great strategy. In doing this, you’re taking someone from a cold lead and nurturing them with social media content.
And if you want your Instagram content to go further, it’s worth looking into to repurpose reels (just not the trends) onto your Pinterest so they can continue to be discovered for months and years after Instagram has stopped showing them.
Ultimately, both platforms have pros and cons, but they’re also completely different platforms. I think that there’s value in having both searchable and social content within your overall marketing strategy. Let me know what you think in the comments!
If you’re ready to learn Pinterest marketing strategy, I have my beginner’s e-book and 14 day challenge available! This is a great place to learn the basics of using Pinterest as a marketing platform.
