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Pinterest or Instagram: Which One Is Best For My Wedding Business?

by: Kathy DalPra

It seems like every time we turn around there is a new social network everyone's raving about. Back in 2011, I was already teaching a course about Pinterest before most wedding professionals had even heard of it. But is it really realistic to keep up with every new marketing fad? I mean, let's face it. We only have so many hours in a day and not every tactic is probably the best fit for us. With that in mind, I've been getting a lot of questions from clients about the pros and cons of Pinterest vs. Instagram and how to determine which one is best for marketing your wedding business.

Who Is Your Audience?

You probably get sick of me saying it, but before you make any decision...with your website, traffic-building, or marketing...you need to know WHO you are trying to reach with your message. Pinterest is big with late 20 and 30-somethings, attracting about 70% females. Whereas Instagram seems to have a slightly younger draw with heavy teen and early 20s usage, attracting both males and females alike.

Knowing that will give you a better idea of where you're likely to find your ideal follower.

What's Your Brand Culture?

Understanding the tone and atmosphere of a social network is critical because it's hard to fit into a crowd that's not quite a match for your brand personality. In general, Pinterest seems to have a very feminine and inspirational feel to it, with tons of art, diy projects, fashion pieces and event ideas being passed around. Instagram, on the other hand, is way more personal with the majority of pictures capturing specific moments in real people's lives. It's more about storytelling than inspiration and idea curation.

How Do You Like to Socialize?

Some people like to collaborate and brainstorm. Others like to share moments and tell stories. The way you engage with your peers and followers says a lot about who you are and which social network is going to feel right to you. If you like to give your fans a sneak peak into the behind-the-scenes world of your business and share in real time, then Instagram will feel right at home. If, instead, you'd rather play Curator and swap ideas and inspiration with others, then Pinterest is your playground.

Let the Numbers Be Your Guide

As always, let the numbers speak for themselves. If you're not sure, try testing both with some serious consistent effort (no half-baked trial runs here) and see which one gives you the biggest return on investment.

Which is Your Favorite?

Do you use Instagram and/or Pinterest to market your wedding business? Which one has produced the greatest measurable results for you? Share your real numbers in the comments below and let's all learn from each other...