When I first started blogging I was advised to have a related account on every social media platform, including Pinterest and Instagram. One and a half years later, I completely disagree with that advice now. Here’s why.
SOCIAL MEDIA PLATFORMS – AREN’T CREATED EQUAL
As my statement above suggests, some bloggers and online businesses are under the impression that you need to be active on all social media platforms. This simply isn’t true. This strategy can quickly become extremely time consuming, and if you hire help, expensive.
Every social media platform is used by a different demographic and for different reasons. If you’re putting resources into marketing on a platform your audience isn’t hanging out on you won’t get results. Similarly, if you are reaching your target audience but don’t share the right content for the platform you won’t get results. See where I’m going here?
It’s important to establish who your audience is and choose accordingly.
In addition, you need to consider what your marketing goals are and focus on social media platforms best for achieving that.
In this post, I’m going to focus specifically on Pinterest and Instagram marketing, their advantages and disadvantages, and hopefully, by the end, you can decide which one is right for your business.
ENDING THE CONFUSION – PINTEREST AND INSTAGRAM
INSTAGRAM MARKETING – BEST FOR AWARENESS
Instagram is a visual platform and one of the most popular platforms among influencers and marketers. It works best for accounts that have beautiful photography and regular content. It’s amazing for building brand awareness but nothing else.
It’s extremely difficult to get people to take action on your posts because that’s not why people go on Instagram. They use the platform to scroll and like beautiful photographs and even possibly comment. Referring users from Instagram to your website or landing pages is hard because you can’t add links in your posts (unless you have 10k+ followers then it’s a different story). Users have to navigate to your profile page to find your link, and most people aren’t doing that.
If your target demographic is millennials aged 18-35 and your marketing goals are to increase brand awareness then Instagram is your platform to focus on.
But what if your marketing goal is to drive traffic, gain leads, and make more sales? Forget about Instagram.
PINTEREST MARKETING – BEST FOR ACTION
Pinterest is unique. It’s not really a social media channel because the focus isn’t to connect but to discover. Users access the platform in search of inspiration, specific ideas or products. As a result, Pinterest operates as a keyword search tool similar to search engines like Google.
What I love about Pinterest is that its users are there to take action. They are creating mood and inspiration boards and clicking through to the webpages beyond the pin itself. Compared to Instagram, Pinterest users act more on the content they see. That’s why they are there so it’s a lot easier to refer web traffic.
RELATED: Here’s How People Shop on Pinterest
If your target demographic is women aged 18-50 and your marketing goals are to increase web traffic, gain leads and increase sales then Pinterest is your platform to focus on.
PINTEREST AND INSTAGRAM – WHICH ONE IS RIGHT FOR YOU?
Before choosing where to focus your online marketing energy you need to ask two questions:
- What is my target demographic?
- What are my marketing goals?
After you’ve answered these questions you will have a better idea where you need to get started.
So who do you choose between Pinterest and Instagram?
- Instagram is ideal if you are targeting millennials and your marketing goals are to raise brand awareness.
- Pinterest is ideal if you are targeting women aged 18-50 and your marketing goals are to increase traffic, gain leads, and make sales.
I personally focus 90% of my social media marketing effort on Pinterest and have seen great results. Now you need to decide…awareness…or traffic?
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