Pinterest and Instagram are the two image-based social media networks you need to target in your marketing efforts. With the millions of images scattered all over the Internet, standing out from the crowd is no easy task.
Every social media network is different. Youre making a big mistake if you attempt to treat them in the same way. This is why companies broadcasting the same images on each dont always get the results they deserve.
In this article, were going to give you an idea of what users on each network demand of images posted by your brand.
Instagram – Raw and Ready
Instagram is the social media network that wants to focus on the raw and ready. They want you to capture moments. Of course, you want to retain that effect of looking like youve taken it on a smartphone, but you also want to subtly make it look like a professional has shot it.
One example of this is the Instagram feed of Michael Kor. Michael Kor has demonstrated his ability to market himself spectacularly through Instagram. His photos look like anyone could have taken them, and thats exactly the point. The difference between him and everyone else, though, is that whilst his images are contextually relevant theyre also produced using highly specialised production techniques.
This is a great balance to strike, albeit a difficult one.
GoPro is a brand that has also managed to strike this balance. They publish extreme photos taken by fans who celebrate the technology they own. Yes, Average Joe on the street has taken the photos, but theyre produced well and they also take advantage of the user-driven spirit people love.
What makes GoPro different is its also used photos published through other social media channels. Rather than actively promoting Instagram, they have passively marketed it by linking with other channels.
Pinterest – Telling a Story
Pinterest operates using a more direct link between actual revenue and social media marketing. On Pinterest youre free to push you products more readily. Studies have shown people do use Pinterest to decide what to buy. Brands have the chance to tell their stories through the creation of personal boards that can be filled with all sorts of images.
With Pinterest, you have to put a little more thought into things than simply posting any old story. You need to conduct research into what people respond to. Match the current trends and youll be able to encourage customers to buy from you.
One example of research and connecting with a consumer base is through the Summer Printspiration 2014 board from Lilly Pulitzer. She brings together current collections of beachwear matched together with things like thick sunsets. By being able to bring a desirable context into the mix, she has created a loyal fan base thats willing to spend money.
What Does All this Mean?
What weve learned from this description of Pinterest and Instagram is there are two entirely different strategies you have to come up with. Instagram is the easy one. You arent directly pushing your products, so you dont need to worry too much about trends and whats causing people to part with their money.
Pinterest, on the other hand, requires you to put effort into finding out what people respond to. Rather than simply posting something, youre going to have to invest in quality production of images. Youre going to have to craft a theme and make your own unique mark based on the principles of whats appealing to your target audience right now.
Just make sure youre measuring your results. Be willing to adapt and change when something new comes up.