Pinterest and Instagram
As leaders in visual social media, both Pinterest and Instagram provide users with a fast, easy, and relaxed atmosphere to share photos and videos.
Pinterest, known for its large female demographic, consists of three specific types of users: young families, families with a passion for an active lifestyle, and empty nesters. Additionally, Pinterest users tend to range from 25-60 years old and generally live in suburban areas. The most popular topics range from wedding and fashion/beauty to recipes and cooking to home improvement to DIY and crafting. You can share both photos/images and videos on Pinterest. Brands such as Whole Foods, Nordstrom, Martha Stewart, and Better Homes and Gardens magazine are some of the most popular with Pinterest users.
An added benefit of Pinterest is its tie to Google. Google indexes Pinterest user boards as well as individual pins. This translates to greater visibility in Google for businesses that utilize Pinterest for marketing purposes.
Instagram, while similar to Pinterest, tends to attract a significantly younger audience. Teens and 20-somethings from upper-income homes typically are power users of Instagram. When using Instagram, it is important to note that while the users may be from affluent homes, the average user does not have much disposable income. Additionally, Instagram is a mobile-based platform requiring manual submission of content. This can be a challenge for brands because one cannot schedule or push posts through third-party tools without violating Instagram’s terms of service.
While there may be some technical challenges to using Instagram for businesses, it is important to note that Instagram is part of Facebook’s network. Photos can be shared directly from Instagram into Facebook, which offers many businesses a unique opportunity to reach two markets at one time.