Find out which platform your ideal users prefer and how to tell if it’s right for growing your business
Visual aggregation platforms for social media marketing really boil down to the two main ones: Instagram and Facebook-owned Pinterest.
Both have their own way of presenting images and allowing users to compile the images they like, but they also have limitations that can push your ideal users towards the other option.
Growing your business with Instagram is a great idea, but don’t discount Pinterest.
The main appeal of Instagram is that the images are supposed to be unique and even candid. Posts that are too corporate rarely do well, and users don’t want to see traditional advertising methods used.
Pinterest allows users to select images from anywhere online and on the platform.
The images are usually very polished and professional. Traditional advertising methods are also seen much more on this platform, such as tutorials and DIY posts.
Demographics will play a big role in your decision. Is your product or service more appropriate for women?
If so, Pinterest is for you. The most recent statistics show within the demographics of Pinterest users that women make up over 70% of Pinterest users.
Pinterest also appeals to a slightly older home demographic.
What about services that are best promoted through a discussion? Are you a speaker who wants to show off a recent speaking engagement and create a dialogue around your experience?
This makes you an ideal candidate for using Instagram to promote your small business.
Remember that this hearing is a fair division between men and women and Western vs. International users. They like to see photos and videos of what you make or sell in action and they like to involve the poster if possible through the comments section.
The best business Instagram accounts showcase your core brand identity.
Are you hoping to sell items through a post that links to the page on your site with that product or service?
Instagram only allows one place that a user can click from. With IG you get a link in your profile bio. Whereas with Pinterest, you can link from the actual post just like a traditional ad.
The big difference is how you plan to start your customer journey.
If they start with you at the brand level and you intend to use the entire account to create the first step in your conversion, Instagram is great. For anything where the user starts at the actual post level, Pinterest will be better for you.
It’s something you can plan for if you haven’t already.
Look at your ideal customer as you’ve defined it, and evaluate demographic information in your analytics. If you deal locally or even nationally with women and are selling a product, then Pinterest is obviously the best option.
If your online marketing is about building a brand around your experience and location isn’t as important and gender isn’t as important, Instagram would serve you better.
If you can’t pin down which would serve you best, you can always try both!
Having the ability to create content suitable for both platforms and manage both profiles is great.
If you choose to use both, a good rule of thumb is: Pinterest for images of what you’re offering, and Instagram for images of you creating those images.
If you make a top 10 list with a polished image, you can also use it on Instagram, but get lots of videos and images of you creating the image to go with that list and post them on Instagram!
Once you see better traction on one, you can focus your efforts on it.
Pinterest is a fantastic tool for many businesses, but if your business is your brand and you’re building your reputation online, Instagram will be a better option.
Vary your content, but remember that when users follow you, they’re doing it for a reason, so don’t deviate from your core brand identity.