When it comes to social media marketing, the most astute practitioners know how important it is to constantly tweak their Instagram approach. They spend all day every day working to increase the following, posting carefully selected content with carefully crafted captions, and scheduling photos and videos to be published at peak engagement times. This is in addition to the significant financial investment made by major brands in this endeavour. Flip everything you thought you knew about Instagram advertising on its head, and there you have it. Your organic approach to Pinterest is flawless.
Brands and marketers alike have been attempting to decipher Pinterest in an effort to learn how to take advantage of this elusive blank slate, as it has been called the “unicorn” of visual marketing platforms. It’s easy to see why: unlike the spontaneous, in-the-moment style of Instagram users, Pinterest members tend to think ahead when making purchases on the platform.
A lot of companies already know their way around Instagram, but they frequently find themselves asking how they might adapt their Instagram approach to be successful on Pinterest. Yes, you are correct; they are both forms of visual advertising. When you add in the nuances of catering to a certain demographic and their unique needs in terms of algorithms, goals, and the overall user experience, though, you’re competing on a whole other playing field. Brands are tapping into a self-operating engine, and while there are certain transferrable techniques, we have a few pointers to assist you perfect your Pinterest approach.
Comparison between Pinterest vs Instagram in Terms of Follower Growth
Gaining more followers is a primary benchmark of achievement on Instagram. In order to increase their brand’s visibility and maintain the attention of their target market, many companies spend significant resources on curating and sharing compelling stories on their feed. It’s hardly surprising, as your Instagram fans will see your posts right away. In order to attract new users to your Instagram account, your material must either be shared (through a social network, of course) or highlighted in the app’s discovery feed. On Instagram, the number of people who see your posts is limited by the number of people who follow you, while on Pinterest, the opposite is true.
Try to ponder that for a moment. Pinterest is not intended as a social networking platform but rather as a discovery tool. The Pinterest homepage, or “discover feed,” displays items chosen for the user by the platform’s algorithm based on their profile information and prior activity. Pinners are organised on Pinterest into subgroups based on their shared passions. Ultimately, this helps Pinterest find out how to provide relevant, engaging content to the appropriate audience at the right time by identifying areas of interest overlap and identifying themes that appeal to certain groups.
So, how should you strategically consider your Pinterest followers? Building a solid fan base is crucial for expanding your brand’s exposure and getting noticed. Quality, not quantity, of followers is what matters most. Brands need to tweak content for maximum reach since pinners view their discovery feed first. The best approach to achieve this is to provide your followers with material that is relevant to their interests, demographics, and, most crucially, intent.
Having a large number of followers is essential if you want your work to be seen and read by its intended audience. It’s crucial to monitor your growth and fluctuations in follower count to make sure you’re producing material that’s helping you get traction. Unique monthly visitors is another important measure to track since it reveals how well your material is doing on the Pinternet as a whole.
Cadence of Posting
Finding the sweet spot for your posting frequency is a widely sought after secret to Instagram fame. What we can gather from the algorithm suggests that the frequency with which you publish each day and each week affects both your feed position and the amount of engagement you receive for each individual post. Some companies see declining returns on post interaction if they publish more than once a day. Furthermore, social media managers have developed a scientific approach to determining when to publish on Instagram (so much so that the Dash Hudson Scheduler predicts the top-performing times for your brand to post).
But, the exact moment you post is less crucial on Pinterest because the overarching goal is discovery and pins generate interaction for years rather than days. Posting regularly to keep the Pinterest machine going is very crucial. Some of the most successful people on Pinterest publish as many as 300 times every week. Brands may simply arrange their content in bulk throughout the week at staggered times to establish their rhythm because scheduling isn’t as strategic or time-sensitive.
Brands need to adopt a more holistic approach to content strategy, since the time of day you publish on Pinterest may not matter as much as you think. Pinners are planners, therefore you need to consider current and seasonal material (such as Christmas ads or back to school) well in advance of the actual occasion. Instead of considering the optimal times to post in terms of minutes and hours, think in terms of weeks and months.
Continuity of Material
Obviously, the amount of material you are publishing and the frequency at which you are posting are related. Instagram is a social media platform that promotes the sharing of content and the following of both friends and inspirational accounts. No one wants to hear only one person’s opinion while they’re following a good discourse. Choose your material wisely if you want it to have the greatest possible effect. When you use Pinterest, you’re essentially providing a search engine the kind of material about your company that you want to be found via organic means. Plenty of material to increase exposure and facilitate frequent communication with your Pinterest followers.
Companies now have tens of thousands, if not hundreds of thousands, of one-of-a-kind products available. There is no shortage of graphics to upload to Pinterest, since you may utilise your own social media posts, website images, product photos, user-generated material, and sponsored content.