So your brand has conquered Facebook and Twitter and you find yourself trying to answer the following question: Where to next? Two of the logical choices are Pinterest and Instagram. Over the course of the last few years, each of these social networks have grown by leaps and bounds, and each potentially possesses unique value for marketers. When choosing one or the other, it is important to look at the Pros and Cons of each.
Pros:
- Pinterest has more users overall (28% of all online adults vs. 26% for Instagram)
- Pinterest users skew towards middle age, and also skews female. If these are your target demos, then Pinterest is the place to be.
- Content that focuses on inspiration and DIY tends to do very well on Pinterest. If your brand has lots of content like this, then you should very seriously consider Pinterest.
- Unlike other social networks where posts get buried under other content, a really good piece of content on Pinterest can continue to be seen by users long-term, continuing to provide value even years after it was first posted.
- Pinterest is a conversion powerhouse. Most social networks work best engaging and building relationships with brand fans. Pinterest can actually be used to drive traffic to your website, and even better- sales.
Cons:
- Promoted pins are relatively new and are so far unproven. This con may actually end up being a pro, but only time will tell.
- Pinterest has been around for awhile now, and there is A LOT of content on it. A lot. So there is a very good chance that the content you make for Pinterest may get lost in the shuffle.
- If your target demo is men, this probably isn’t the place to be.
- Building a good Pinterest page, which involves creating multiple boards, and requires lots of original or curated content optimized for the network, can take a lot of work.
Instagram:
Pros:
- Instagram is one of the fastest growing social networks. This means there is a lot of opportunity for a brand with a good strategy.
- Instagram users are young- think teens and twenty-somethings. This is a highly-desired demographic for many brands.
- Instagram is a great platform for visual content- especially original visual content.
- Instagram is a perfect platform for photo contests which drive engagement and help build customer relationships.
- Setting up a brand account requires very little upfront work on the part of a brand.
Cons:
- Content in Instagram can be driven down in consumers feeds very quickly making organic success difficult.
- Younger fans are not ideal for all brands.
- If you don’t have compelling visual content, Instagram is probably not for your brand.
Now that you have the facts, hopefully your decision of where to go next in social marketing will be easier.
