Which Is Better For Business: Pinterest Or Instagram?
Last Updated: January 9, 2026
Have you ever wondered which is better for business, Pinterest or Instagram?
The short answer is that they both have their place as marketing tools.
Once you understand their differences, you’ll be equipped to design a marketing plan that uses both platforms to accomplish the business goals you’ve set.
Where Pinterest and Instagram are similar is that they are visual platforms.
They rely on strong imagery to communicate what the content is about, but that’s where it ends—the platforms help you accomplish marketing goals in unique ways, so let’s dive in and take a look at those now.
Pinterest vs. Instagram For Business
Above, I included a visual so that you can start to learn some of the differences between Pinterest and Instagram.
(Disclaimer: These differences do not mean one platform is better than the other).
The goal is to discover what makes the platforms different and then consider how to use each to market your business.
If you’re wondering where to focus your marketing efforts this year, it will depend on the goals you set for your business.
Instead of saying which is better, Pinterest or Instagram – think about which platform will move me closer to achieving my goals.
Why are you going to use Pinterest?
Why are you going to use Instagram?
Answer those questions and then decide which will help move your business forward.
Something I don’t think enough online marketing experts discuss is that no matter how you choose to market your business, it will be a long-term strategy.
Marketing your business takes time!
Some marketing platforms take longer than others, but I’m a firm believer that most require a time investment to start seeing results.
Pinterest As A Marketing Tool
Pinterest is a visual search and discovery platform that helps its users explore new ideas.
New ideas could be a moment they’re planning for such as a baby shower, it can also mean connecting the user to content that helps solve a problem.
No matter why users are on Pinterest, the traffic is cold and needs to be warmed up.
And that warm-up starts right at discovery.
Since Pinterest users are looking to accomplish or solve something, the pin image needs to attract them and offer enough value to get the click.
Once the user has left Pinterest and landed on the destination website, the content needs to deliver on the intent behind the search.
The pinner needs to see they’re in the right place, and your content needs to guide them to the next phase of the customer/sales journey.
That’s why it’s so important to have a strong content marketing plan for your website.
The goal should be creating content for every customer journey phase with calls to action to attract visitors to your ecosystem.
Before you discount the top-of-funnel traffic, remember that it means you can nurture your new visitors and lead them to the action you want them to take.
It’ll also help ensure you have the content pieces to make more conversions once you receive the traffic.
That’s a win-win in my books.
Related Read: Pinterest Marketing for Beginners
Instagram As A Marketing Tool
Instagram is also a visual platform that uses pictures and video to communicate its content.
However, instead of clicking away from the platform, Instagram users engage by reading the caption, liking, commenting, and sharing.
Users follow others they’re interested in learning more about, going along on the daily journey or getting a sneak peek “behind the scenes.”
Instagram is powerful at making your business “human” and showing the more personal side.
People head to Instagram to research businesses and brands they’re interested in.
They’re there to see how the business or brand can enrich their lives.
They’re there to see if they align with their values and beliefs.
Instagram users are also discovering new businesses on the platform, but that process is very different from discovery on Pinterest.
On Instagram, discovery can be seeing that a friend follows a business or brand and that they recommend them or talk about an experience they had, which sparks curiosity.
The user then checks out their feed or stories; if they align, they’ll follow along.
Instagram is very powerful at building a community which then starts growing the know, like, and trust factor that’s so important to business growth.
As a business owner, you use Instagram to draw the curtains back and show your expertise through sharing educational, promotional, and community-building posts about your business.
The difference between Pinterest and Instagram is that Instagram users do all of these actions right on the platform instead of leaving.
When do Instagram users leave the platform to visit your website?
After they’ve checked you out for long enough and have become interested in your offers.
When they leave, they’re more primed to purchase what you’ve been telling them about.
Think of it this way: Pinterest users visit your website because your pin answers the intent behind their search. They’re on your website to see what’s in it for them, not necessarily because of you.
Instagram users are warmer, and they’ve chosen to follow you.
When your marketing content aligns with what they need, they purchase or take action right there on the platform or on a single page you built to receive the traffic interested in the offer.
Pinterest vs. Instagram Users
The biggest differentiator is that Pinterest users want to discover and get inspired, and Instagram users want to follow along, be influenced, and connect.
Instagram users are open to discovering new brands; it’s a different discovery process. (see above)
Here’s a closer look at the differences between Pinterest and Instagram users.
Pinterest Users
- There are 522 million active users on Pinterest – much smaller than Instagram.
- 96% of searches are unbranded, meaning users are open to discovering new brands and businesses.
- 60% of users are women.
- 85% of users use Pinterest to plan new projects.
- Pinterest users are planners.
- Pinterest users come to the platform at the beginning stages of the purchase process.
- Pinterest seasonal trends start early.
- 8 out of 10 users say the platform makes them feel positive.
Instagram Users
- 2.4 billion users are on Instagram.
- 18-24-year-olds are the most significant user age demographic.
- Instagram has an almost 50/50 split between women and men users.
- Users are on the app for 30 minutes a day on average.
- 58% of users say they are more interested in a brand after seeing it appear somewhere in stories.
- 1 in 2 users has used Instagram to discover a new brand.
(Pinterest statistics are pulled from the HootSuite blog here, and Instagram statistics are pulled from the HootSuite blog here).
Is Pinterest or Instagram Better For Business?
So, which marketing tool is better to use: Instagram or Pinterest?
In short, one is not better than the other.
Both Pinterest and Instagram are powerful for marketing your business.
It’s not a question of which is better but more about understanding each platform and its user base.
It’s also about understanding how your audience uses the platforms.
I think business owners miss the mark by creating too much content for platforms and not doing the same for their websites.
(By the way, Pinterest would help you with that issue, but I’m biased, and this post isn’t about that!).
Your website is your online real estate.
No algorithm changes will affect the creation of the best content on your website.
After executing a solid content marketing strategy, turn to these powerful marketing tools with a strategic plan to grow your audience.
To recap, Instagram and Pinterest are powerful marketing tools for business owners.
Instagram users are typically warmer than Pinterest users.
Pinterest forces you to have a content marketing strategy to convert website visitors.
Your content marketing strategy on Instagram looks a lot different.
You break up those customer journey pieces into educational, promotional, and community-building pieces that are consumed right on Instagram.
Pinterest is where people go to be inspired to do something in their offline lives.
Instagram is where people hang out and learn more about you, the business owner.
What are YOUR thoughts?
Do you think Instagram is better than Pinterest or vice versa? Let me know in the comments!
Happy pinning! 📌
Related Posts You Should Read:
- How To Get Started With Pinterest Marketing as a Beginner
- Common Pinterest Marketing Questions Answered
- How To Create a Pinterest Marketing Strategy
- The Ultimate Guide to Using Pinterest as a Blogger
