Instagram Vs Pinterest : Which Is Better For Your Business?

Wednesday 30th, March 2016


It’s well known that Instagram and Pinterest are on fire with users and brands alike. The human brain can process images 60000 times faster than text and almost 90% of the information transmitted to the brain is visual.

If your brand wants to get into photo sharing action, but does not have the resources to get into both, how do you decide between the two? Let’s find out!

Difference between Instagram and Pinterest

In Pinterest, the user’s intent is primarily focused on the discovery and curation of other people’s content (mostly from 3rd party sites). Like a search engine, users can use Pinterest to search for products and content.

On the other hand, Instagram offers a much more personal experience with the brands and people they follow and engage with. The content that is shared on Instagram is designed to give you a sneak peek into lives of people, cultural diversity of your business and the like.

Now that we have an idea about each application, let’s see the different aspects on which they differ.

  1. Target Audience

Pinterest users are primarily female. In fact, women account for about 70% of the users and five times more likely to use the virtual scrapbooking tool than men – the largest gender difference of any social medium. Pinterest users tend to skew towards an older demographic, although 56% of the audience falls in the 18-34 age bracket.

In Instagram, men and women are almost evenly represented. This network is more popular with the younger audience – two thirds of the audience is between 18 and 34.

Older crowd is comparatively less interested in here.

  1. Photos

Instagram can be used to feature stunning photographs that will make your business look professional and captivating. Instagram can be used to apply digital filters to the pics where Pinterest doesn’t allow  such editing. In Pinterest, users can pin existing photos or alter their own before publishing. On the whole, Instagram content is personal and exclusive while Pinterest is curated.

  1. Links

On Pinterest, every pin that is posted is a link to the source of the image, which is usually an external site. Hence one of the common goals for businesses is to generate traffic and SEO purposes. On the other hand, Instagram has only one place to direct people which is your bio. Hence not much scope for building traffic and SEO.

  1. Engagement

Instagram, by its very design is much more conversational than Pinterest. It encourages comments for each post and you can track replies immediately. In Pinterest there is no such option. The only form of engagement is through followers and re-pins.

  1. Storytelling

Storytelling can be achieved in Pinterest through themed boards wherein promotions and contests can be effectively integrated – a great way to build a loyal audience. The kind of storytelling decides the kind of brand engagement you’ll have. Also, Pinterest provides a ‘Buyable pins’ program wherein you can use these pins to make purchases directly on Pinterest. Today, more than 60 million buyable pins are being used by brands for E-commerce purposes.

On Instagram, users expect a personal experience with your brand through messages, photos and short videos. Your content should provide unique ways of communication between you and your followers.


If your business needs to choose between, or balance both, the factors that will determine are your organizational goals, your target audience and content strategy.

Goals: If you intend to increase your website traffic and sales, Pinterest is your best bet. But if you want to increase engagement and brand awareness by sharing ‘moments’ and behind-the-scenes of your business, Instagram will be a better option.

Audience: Instagram will help you reach an international audience both men and women equally. Given the female majority, Pinterest will be best if your business is women oriented. You still can target men but the majority of them will be on Instagram. So choose wisely!

Content strategy: The main difference between both platforms is on the content side. People looking for informative, useful content are mostly active on Pinterest. If you’re creating content for your blog using content curation, Pinterest is the right option.

On the flipside, if you share a lot about your business and do not have much ‘useful’ content to share, you should go with Instagram.

Having said that, creating and sharing content on both platforms is ideal to build a brand image. More often than not, you need to choose a particular platform and stick with it.

Pinterest and Instagram are powerful visual platforms in their own right. If you strategize properly and pay attention to the unique attributes of each medium, you’ll see increased growth in traffic and brand engagement.


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