In 2010, right after its inception, it was only a short time before two of the most popular photography social networks conquered the US market. In Spain, the number of users is also increasing , which makes them increasingly interesting for the implementation of marketing and promotion strategies, especially thanks to the possibilities that these platforms offer in terms of storytelling and the increase in the audience through the use of high-quality images of the product or brand. Thus, over time, Instagram and Pinterest have become very attractive alternatives for digital marketing outside of Facebook or Twitter..
The approach of these social networks is, mainly, the same: users share their images so that, depending on the privacy settings, other users can comment and share them. Thanks to this interaction, publications can achieve, as in other social networks, great visibility. The more users and interactions a publication reaches, the greater its perception and dissemination.
Both Pinterest and Instagram offer a wide variety of influencers , that is, users with a strong online presence and a great reputation on social media. Influencers can be athletes or artists, but also journalists or bloggers, and they are known to strongly influence other users with their posts and opinions. When an influencer shares and reviews products or comments on photos, the recognition and popularity of these increases significantly, which improves, to some extent, the conversion..
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Although at first glance these two social networks are very similar, there are major fundamental differences between Pinterest and Instagram, starting with the number of registered users. Instagram has approximately 400 million, almost four times more than the number of Pinterest users. However, it would be wrong to say that as a consequence of the large number of users, Instagram is the right platform to implement marketing strategies. There are fundamental aspects that are fundamental when deciding on a marketing strategy applied to any of the photography social networks. The following table presents the main differences:
The table above shows the benefits of Instagram: By posting a photo, you automatically connect with a large number of people and different groups of recipients. You can upload your own videos (maximum 15 seconds), edit the photos using a variety of filters and publish their descriptions (including hashtags or tags). The chronological organization of the images may not be optimal for all purposes, however, it does have a positive effect on the rankings in Instagram search results when filtered using the respective hashtags. As a result of its acquisition by Facebook, it is now possible to connect both social networks without any problem, as well as with other platforms.
Unlike Pinterest, Instagram is much more focused on social interaction . If you have an account on Instagram, you will surely receive a large number of instant photos and you will be able to keep in touch with a greater number of users. On Instagram, direct product advertising is rare and does not usually have a great reception from the community. Thus, in the event that you do not have the necessary capital to use expensive advertisements on Instagram, it is not guaranteed that the links published there will generate high traffic to the website itself. The greatest benefit of a company having an account on Instagram will be, in most cases, the opportunity to position and strengthen the brand in the minds of users..
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Although Pinterest does not have the same number of users as Instagram, this social network has other characteristics that make it more attractive from a commercial point of view. Pinterest boards, for whose creation there is no limitation and that can be adorned with "pins", are classified by subject and serve for the inspiration of themselves or other users. For this, it is essential to pay special attention to the audience: unlike Instagram, the majority of followers are unknown people.
Another big difference is the quality of the images: although photos of a private nature are not necessarily considered annoying, the main focus of Pinterest is high-quality professional images. This is mainly reflected in the fact that the platform does not offer tools for editing the photos, but rather assumes that users have taken care of this process before publishing them. Uploading images is possible from the application and from any web browser.
On Pinterest it is not possible to upload videos, although these can be linked in the messages. In this way, in the same way that you can link funny videos or tutorials, it is possible to link your website or your online store , thus generating direct traffic to the web. Unlike Instagram, connecting Pinterest with other social networks is not that simple. To achieve this, it is necessary to get an embed code or? Embedded code? using the Widget Builder. Pinterest also offers paid advertising. The so-called? Promoted pins? They allow to promote certain pins so that they are shown to a group of certain users at a high price.
Once the main aspects of these two social networks have been analyzed, it is possible to conclude that it is possible to use them together , especially taking into account their differences. From an online marketing point of view, both offer services that can be easily complemented and focus on different aspects. However, opting for both will imply a greater investment of time and work.
There are also situations in which its use should not be considered: it is not advisable to create an account on Pinterest if you do not have access to high quality images, as the competition on this platform is too great. On the other hand, success on Instagram depends a lot on generating influential and lasting contacts. In conclusion, if you are thinking of developing marketing strategies in any of the photography social networks that exist today, the only essential condition is that you have products or services that can be advertised through images.