Find out in our in-depth analysis 'Pinterest vs Instagram: which is best for visual marketing in 2025?' the strengths and weaknesses of each platform. Compare their features, audiences and marketing performance to choose the one that will propel your visual strategy forward. Dive into the trends of 2025 and optimize your online presence today.
For several years now, visual marketing has been a mainstay of digital strategies. Faced with the saturation of information and the volatility of attention, companies now seek to capture the eye even before soliciting reading. The year 2025, Pinterest and Instagram dominate the world of image-based social networks. Their rise is revolutionizing the way brands work, forcing them to rethink the creation of visual content, engagement management and advertising approaches. For many players, the choice between these two platforms is a decisive strategic factor in reaching their audience, inspiring trust and converting effectively. But behind their apparent similarity lie profound differences in functionality, usage and commercial potential. This detailed cross-section will help you align your marketing strategy with the new industry codes, while identifying the best platform to maximize results and anticipate tomorrow's trends.
Understanding the DNA of Pinterest and Instagram in modern visual marketing
To succeed with your marketing strategy in 2025, it's essential to understand the core identity of Pinterest and Instagram. Although they are often placed in the same category of visual social networks, they don't meet the same needs or objectives for brands.
Instagram, with its 17 million active users in France, is positioned as the showcase for everyday life, lifestyle and instant. The platform values authenticity, creativity and direct connection with the community. Stories and reels play on ephemerality and emotional engagement, while the classic feed favors continuous inspiration. For brands, managing their image and building audience loyalty depends above all on establishing a strong dialogue with users.
By contrast, Pinterest - with nearly 8 million active French users by 2025 - is more like a visual, inspirational search engine. The concept of thematic boards, pins and catalogs guides browsing towards the discovery and organization of desires. On this platform, visual marketing relies on the ability to motivate action (shopping, planningaspiration), providing companies with a fertile breeding ground for influence upstream of the purchasing process.
- Instagram Immediate community involvement, focus on storytelling and emotional identification.
- Pinterest Inspiration, thematic organization and delayed conversion potential.
- Sharing versus discovery: Instagram promotes the showcasing of one's own life, Pinterest that of projects and ideas to collect.
- Differences in formats: Stories, Reels, Classic Posts on Instagram; Boards, Pins, Video Pins on Pinterest.
To illustrate this dichotomy, let's take the example of a fictitious brand, Atelier Purespecializing in high-end minimalist decor. On Instagram, it relies on stories revealing artisanal manufacturing and reels featuring its products in zen interiors. On Pinterest, each new collection is carefully pinned in themed boards (living room, bedroom, office), enabling users to plan their decorating project and save each idea suited to their personal space.
| Platform | Main use | Flagship format | Engagement speed | Example of exploitation by a brand |
|---|---|---|---|---|
| Share, inspire, unite | Stories / Reels | Immediate, conversational | Behind-the-scenes, quick tutorials, instant contests | |
| Discover, organize, plan | Pins, thematic boards | Progressive, project-oriented | Buying guides, moodboards, inspiration by trend |
Understanding the profound nature of each platform enables us to develop a specific strategy, centered on users' real expectations. This differentiation is the first step in effective marketing thinking.
Brand positioning through choice of platform
The choice between Pinterest and Instagram goes far beyond simple preference: it corresponds to a question of strategic positioning. Pinterest allows us to position ourselves as a reference for ideas, propelling the brand into the world of planning and projection. Instagram, on the other hand, encourages emotional identification, envy and serendipity, creating an emotional bond with the community.
- Brand enhancement through aesthetics (Instagram) or functionality (Pinterest).
- Deploy differentiated strategies to engage audiences according to their native expectations.
- Influence on product perception: inspiring fantasy versus organizational or planning model.
The key is to align the brand's DNA with the intrinsic nature of the selected social network, in order to maximize ROI and boost brand awareness.
Audience and usage analysis: target and activate effectively on each network
Audience knowledge is the foundation of efficient visual marketing. By studying the profiles present on Pinterest and Instagram, it becomes easier to determine where to focus efforts to optimize engagement and effectively target the core audience.
The figures observed in 2025 remain stable: Instagram mainly attracts young adults (53 % of 18-29 year-olds use it), followed by thirtysomethings (25 % among 30-49 year-olds). Pinterest appeals more to women (over 70 % of its audience), with notable penetration among 30-49 year-olds (28 %) and even a strong presence among 50-64 year-olds (27 %), contrasting with Instagram's youthfulness.
Determining the right social network therefore means assessing the demographic, behavioral and psychological fit of potential customers with the selected network. Brands focused on fashion, home decoration, DIY or feminine beauty will find Pinterest a breeding ground for future customers. Lifestyle brands targeting Generation Z or millennials will prefer Instagram, for its trendy and viral aspect.
- B2C / lifestyle brands: Instagram for community spirit
- Feminine, inspirational, future-oriented products: Pinterest to generate qualified leads
- Expert-oriented activities or tutorials: strong potential on Pinterest, particularly around the influencer marketing
| Age group | Instagram (%) | Pinterest (%) | Dominant gender |
|---|---|---|---|
| 18-29 years | 53 | 34 | Mixed, but slightly feminine |
| 30-49 years | 25 | 28 | Féminin (Pinterest) |
| 50-64 years | 11 | 27 | Feminine, accentuated on Pinterest |
Using the example of the fictitious brand Sensoriaspecializing in natural cosmetics, has chosen Pinterest to capture the imagination of a female audience looking for beauty routine ideas and advice, while its presence on Instagram is based on partnerships with influencers and interactive story campaigns.
Behavioral expectations of each audience
Activating campaigns effectively requires adapting to the way each audience interacts with the platform. On Instagram, the search for immediacy and exclusivity means :
- Frequent publications and engaging stories.
- One-off contests to generate fast traffic.
- The use of specific hashtags to maximize visibility.
On Pinterest, continuity and relevance are key:
- Create evergreen content that's easy to pin.
- Step-by-step guides and inspiration cards.
- Optimization SEO on pin titles and descriptions.
Usage, often underestimated, determines the performance of visual marketing strategies and conditions the success of branding or lead generation campaigns.
Highlights and new features: taking advantage of innovations in visual marketing
The functionalities offered by Instagram and Pinterest directly shape the quality and impact of visual marketing. In 2025, the constant evolution of these platforms requires rigorous monitoring and the ability to adapt quickly. The choice between Instagram and Pinterest depends on mastering their tools and taking advantage of new features, which are vital for maximizing return on advertising investment and the virality of visual content.
Instagram continues to strengthen its native options: one-click purchase integration in posts, augmented reality in stories, analytics boosted by artificial intelligence. Brands have a varied palette to capture attention: classic posts, Reels (short videos), interactive Stories, carousels, personalized filters. The ability to add product links, tag collaborators or create mini-boutiques within the app facilitates instant conversion, while effectively measuring engagement and ROI.
Pinterest has established itself as the ultra-targeted visual search engine. Its "enriched pins" functionalities, catalogs synchronized with the e-commerce site, and the implementation of AI tools for trend suggestion, offer fertile ground for brands. With pins saved, the public can discover, compare, plan and then buy. The platform emphasizes visual SEO, augmented reality for testing products or settings, and collaborative boards for sharing ideas in groups.
- Instagram Immediate conversion, immersive experience, customizable interactions.
- Pinterest Progressive discovery, inspirational research, a longer but more targeted purchasing path.
- Advanced personalization thanks to AI on both platforms, but with a more intent-driven usage on Pinterest.
| Functionality | ||
|---|---|---|
| Stories/Reactivity | Excellent, instant content | Spotlight on "pinned ideas". |
| SEO | Weak (hashtags, captions) | Very strong (titles, descriptions, enriched pins) |
| Search engine | Basically visual | Sophisticated, embedded AI |
| Integrated shopping | Strong (stores, direct links) | Ramp-up, catalog integration |
| Collaboration | Brand/influencer partnerships | Collaborative boards, idea sharing |
For a brand like Newsense FashionThe simultaneous exploitation of new products means, for example, that you can launch a collection on Instagram using augmented reality, while creating an inspiring visual guide to a capsule wardrobe on Pinterest, SEO optimized to appear at the top of search results.
Harnessing artificial intelligence and automation
The rise of AI is transforming the way social networks are used. On Instagram, automatic editing tools, predictive engagement analysis and trend suggestion save considerable time and enable near-instantaneous adaptation to audience expectations (see concrete applications of AI in marketing).
- Automated publication planning.
- Optimization of visual content based on real-time behavioral analysis.
- Enhanced personalization of the user experience.
At Pinterest, AI boosts idea recommendation, optimizes the relevance of inspirational searches and smoothes the sales tunnel based on clicks on pins.
For any brand fully invested in visual marketing, it's crucial to devote part of the budget to training and rapid adaptation to these technologies, which will soon become the norm for digital competitiveness.
Successful engagement and advertising strategies on Pinterest and Instagram in 2025
The potential of today's visual marketing strategies lies in their ability to generate genuine commitment and advertising efficiency. On this front, Instagram and Pinterest offer distinct mechanics that need to be mastered to achieve their objectives, whether in terms of branding or pure conversion.
Instagram seduces with its virality and conversational dimension. Brands need to prioritize sustained interaction via comments, private messages, interactive stickers and co-creation with influencers. Reels and stories promote proximity, authenticity and immediacy. Sponsored formats (advertising posts and stories, collabs with creators) enable audiences to be finely targeted, thanks to a sophisticated algorithm that capitalizes on behavioral data.
Pinterest, for its part, values "silent" engagement: the saving, private sharing, planning and personalized recommendation of ideas. Advertising takes the form of sponsored pins, Shopping ads or guided videos, inserted natively into the inspiration feed. The success of campaigns depends on the ability to enter the "vortex" of idea searches, often upstream of the purchasing process.
- Instagram: interactive contests, influencer collaborations, product lives, event teasing.
- Pinterest: spread infographics, tutorials, visual guides, sustainable content tailored to specific searches.
- On both platforms: capitalize on trends codified by AI, proactively adapt formats.
| Strategy | Key benefit | ||
|---|---|---|---|
| Contests/games | Stories, posts | Highlights in collaborative tables | Rapid mobilization (Instagram), internal virality (Pinterest) |
| Native advertising | Sponsored posts, integrated stores | Sponsored pins, Shopping | Personalized targeting |
| Influence | Viral creative partnerships | Inspirational ambassadors | Credibility enhanced by authenticity |
| Trend setting | Real-time identification and relay of trends | Showcasing trendy looks & boards | Pioneering a style or idea |
Let's illustrate with the Bijou Véritablejewelry brand. On Instagram: weekly story contests, video collaborations with the "fashionistas" of the moment, and follow-ups via private messaging. On Pinterest: creation of seasonal boards, gift guides for Valentine's Day and Christmas, insertion of direct links to the online store, sponsored content targeting users searching for "women's gift ideas".
Optimize advertising performance: tracking, retargeting, data analysis
In 2025, advertising performance is becoming increasingly refined thanks to the growing integration of analysis tools and the synergy between social networks and e-commerce. Instagram enables real-time tracking of KPIs linked to each campaign (reach, engagement rate, clicks, ROI). Retargeting tools personalize offers according to browsing behavior or interaction with past content.
- Fine segmentation of audiences according to their stage in the buying tunnel.
- Automatic campaign optimization using AI.
- Rapid adjustment of budgets according to actual profitability.
Pinterest relies on qualitative analysis: precise tracking of saves, recurring visits and conversions over several weeks. The long-tail effect of sponsored pins, coupled with a re-pinning strategy, guarantees a continuous and lasting presence in user inspiration (explore key influencer marketing metrics).
Trends and perspectives for maximizing your visual marketing on Pinterest and Instagram
This forward-looking trend analysis reveals best practices for 2025 and anticipates future developments on visual social networks.
The rise of theUGC (user-generated content) is transforming the nature of engagement and redefining the notion of virality, whether it's challenges on Instagram or collaborative boards on Pinterest. Increasingly sophisticated algorithms value creativity, originality and authenticity, which have become the new fuels of brand awareness. At the same time, collaborations with micro-influencers are becoming more widespread, offering a touch of proximity and expertise that appeals to audiences less sensitive to traditional campaigns (cf. the impact of UGC on Gen Z).
Instagram continues its transformation with more integration of augmented reality, interactive features (advanced polls, live direct purchases), and virtual events bringing together international audiences. Pinterest, meanwhile, relies on the rise of AI-based visual shopping, deeper catalogs, and the enhancement of long or seasonal searches (wedding preparations, parties, decorating projects over several months).
- Maximum emphasis on authenticity and transparency.
- Investment in short videos, immersive formats and interactive content.
- Development of "pin shoppable" and instant direct purchase.
- Increased synergies between Instagram, Pinterest, TikTok and YouTube to reach a multi-channel audience (TikTok/Instagram comparative study).
| Tendency | Marketing impact | ||
|---|---|---|---|
| Ultra-short video | Reels, animated stories | Video pin, short tutorials | Rapid awareness, virality |
| Augmented reality | Filters, virtual product testing | Deco fittings, AR product in real deco | Immersion, purchase intention |
| Native shopping | Integrated store, live shopping | Shoppable pins, synchronized catalog | Immediate conversion, fluidity |
| Collaboration/UGC | Challenges, content co-creation | Collaborative boards, UGC inspiration guides | Deep commitment, brand advocacy |
There's also a growing synergy between e-commerce and social networks. Brands that know how to build bridges between Instagram, Pinterest, TikTok and YouTube are rallying more segments, adapting their message more quickly, and dominating the visual marketing landscape.
Boost your strategy with omnichannel visual content
Diversifying content, personalizing campaigns, using automation and predictive analysis are the key levers for staying ahead of the competition. Ensuring visual consistency between Pinterest and Instagram, while playing on the specificities of each channel, offers a major competitive advantage. The future of visual marketing is written in this ability to orchestrate immersive experiences, provoke conversation on Instagram and inspire planning on Pinterest.
- Integrate UGC to reinforce credibility.
- Leverage AI tools to target, segment and personalize.
- Preview new native formats.
- Establish a clear visual charter and a unified graphic identity.
This overview, in the light of the latest developments, confirms the strategic importance of platform choice, but also the need for a complementary, agile and innovation-oriented approach, for a lasting influence on the visual marketing market.