In this lesson you'll learn:
To understand Pinterest's unique position in the social media world, let's dive deep into how it compares with popular social media platforms you're probably already familiar with.
Facebook functions as a digital town square where users primarily connect with friends and family, share life updates, and engage with communities. When users log onto Facebook, they're often in a "catching up" mindset, scrolling through a feed of personal updates, news articles, and occasional advertisements.
Facebook is a vast, multi-functional site. Users might be logging on to play a game, find an item for sale locally, get updates from their daughter's Girl Scout Troop, etc.
User Behavior:
Marketing Context:
Contrast with Pinterest:
Unlike Facebook's social focus, Pinterest users come with intent to discover and plan. Your content on Pinterest isn't interrupting social interactions but meeting users' active search for ideas and products. While Facebook marketing often feels like shouting in a crowded room, Pinterest allows you to whisper to an interested audience.
Another key difference between Facebook and Pinterest is that, generally, user's on Facebook are not searching for content. Rather, it is displayed to them in a feed based on Facebook's algorithm. When you create a post and it appears in their feed, it might be completely unrelated to what they're thinking about or interested in at that moment. Your content "interrupts" whatever headspace they're in. Meanwhile, on Pinterest, users are actively searching for content so when your content appears in Pinterest's search results, it is welcome, they appreciate it, and they're more likely to engage with it.
Instagram is all about visual appeal and lifestyle aspiration. Users visit the platform to view aesthetically pleasing photos and videos, follow influencers and brands for inspiration, and share their own visual content.
User behavior:
Marketing context:
Contrast with Pinterest:
While both are visual-driven social platforms, Pinterest users are more actively seeking ideas to act on, not just to admire, be entertained, or stay-up-date on their social circle. Your content on Pinterest can directly link to purchasable products, aligning with users' intent to learn, plan, discover, and buy. Instagram is about showcasing a lifestyle; Pinterest is about planning one.
TikTok thrives on fast-paced, viral entertainment. Users come to the platform to be entertained by short-form videos, participate in trending challenges, and discover new music and dance trends.
User behavior:
Marketing context:
Contrast with Pinterest:
Your Pinterest marketing offers a much longer content lifespan compared to TikTok's fleeting microtrends and constant content turnover. In fact, our own research on millions of Pins from thousands of businesses has found that Pins can continue to generate free, organic traffic for years!
While TikTok users seek quick entertainment, Pinterest users are often in a planning mode, allowing for more in-depth engagement with your content. TikTok is about what's happening now; Pinterest is about what could happen in the future.
X (formerly Twitter) is where users go to feel the pulse of the world in real-time. It's a platform for quick updates, breaking news, and public conversations.
User behavior:
Marketing context:
Contrast with Pinterest:
Unlike Twitter's focus on immediacy, Pinterest content has a much longer lifespan. Pinterest users are often planning future actions, allowing your content to remain relevant and discoverable for extended periods. Twitter is about what's happening now; Pinterest is about what users want to happen in their lives.
Pinterest stands apart from these other social platforms in crucial ways that make it especially useful for users and particularly effective for small business owners who want to promote their business:
User behavior:
Marketing context:
Key differentiators:
While our comparison has focused on social media platforms, it's also crucial to understand how Pinterest relates to traditional search engines like Google because this comparison further highlights Pinterest's unique position as a hybrid platform – part social media, part search engine.
As you know, Google is the go-to resource for information on virtually any topic. Users come to Google with questions, seeking answers, products, or services. The search intent is clear and direct, often with a specific goal in mind. Whether it's researching a topic, finding a local business, or looking to make a purchase, Google users are actively seeking information to fulfill a need.
Pinterest, in many ways, functions similarly. Like Google, Pinterest is fundamentally a search engine, but with a distinct visual focus. Users come to Pinterest with search intent, often looking for ideas, inspiration, or solutions to problems. They might search for "small bedroom design ideas" or "healthy dinner recipes," much as they would on Google.
The key difference lies in the nature of the content and how it's presented. While Google primarily returns text-based results with some images, Pinterest's results are predominantly visual. This visual-first approach makes Pinterest particularly powerful for searches related to design, fashion, food, DIY projects, and other visually-driven topics.
Another critical similarity between Pinterest and Google is the importance of SEO (Search Engine Optimization). Just as businesses optimize their websites and content for Google search rankings, savvy marketers optimize their Pins and boards for Pinterest's search algorithm. This involves using relevant keywords in Pin titles and descriptions, creating high-quality, engaging visuals, and ensuring that Pins link to valuable content.
As you can see, Pinterest occupies a unique space in the digital landscape, blending elements of social media with the functionality of a visual search engine. By understanding this distinction and focusing on providing valuable, visually engaging content that answers user searches, your small business can tap into a powerful source of traffic, leads, and ultimately, sales.
The key to success is to approach Pinterest, not as "just another social media platform," but as a unique visual discovery engine where your content can directly meet user intent. This perspective shift can unlock Pinterest's full potential as a marketing tool, allowing your business to connect with motivated, intent-driven audiences in a way that other platforms simply can't match.
By leveraging Pinterest's unique position, you can create a marketing strategy that not only engages users but also drives long-term value for your business. Remember, on Pinterest, your content isn't just competing for attention – it's fulfilling a user's active search for ideas, inspiration, and solutions.
Key takeaways:
