Today, do you get a better engagement rate on Instagram or on Pinterest?
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In 2025, the battle between Instagram and Pinterest has shifted dramatically from simple follower counts to actual business results.
While Instagram maintains its massive user base, Pinterest has quietly become the conversion powerhouse with significantly higher purchase intent and longer content lifespans. The data reveals that Pinterest users convert at 3-5% compared to Instagram's 1-2%, making platform choice critical for your revenue goals.
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Summary
Pinterest consistently outperforms Instagram in conversion rates and long-term traffic generation, while Instagram excels in real-time engagement and brand visibility. Pinterest's search-driven discovery model attracts users with higher buying intent, resulting in better ROI for businesses selling products or services.
| Metric | Instagram 2025 | Pinterest 2025 |
|---|---|---|
| Average Engagement Rate | 0.50-0.61% overall; nano accounts (1-10k) reach 3.45-8% | 6% per post; engagement measured differently (saves/clicks vs likes) |
| Conversion Rate | 1-3% for most revenue streams; stronger for impulse purchases | 3-7% across all revenue types; 60% of users have made purchases |
| Primary Audience | 52% female, 60%+ aged 18-34, trend-driven behavior | 70-76% female, 25-44 largest group, planning-oriented mindset |
| Content Lifespan | 24-48 hours for most posts; Stories disappear after 24h | Months to years; evergreen content continues generating traffic |
| Best Content Types | Carousels (0.55% ER), Reels, interactive Stories | Video Pins (3x higher CTR), Idea Pins, search-optimized content |
| Organic Growth Difficulty | Increasingly challenging; requires consistent video content | Easier for evergreen niches; search-driven discovery helps |
| Traffic Generation | Lower outbound clicks; users prefer staying in-app | 3x higher click-through rates to external websites |
What's the average engagement rate on Instagram versus Pinterest in 2025, broken down by niche and account size?
Instagram's engagement rates have dropped significantly in 2025, with the overall average sitting at 0.50-0.61%, while Pinterest maintains a robust 6% engagement rate per post.
| Platform/Category | Engagement Rate | Key Details |
|---|---|---|
| Instagram - Nano (1-10k) | 3.45-8% | Highest engagement tier; authentic audience connection drives performance |
| Instagram - Micro (10-100k) | 2-4% | Still strong engagement; sweet spot for brand partnerships |
| Instagram - Mid (100-500k) | 1.5-3% | Declining engagement as follower count increases |
| Instagram - Macro (500k+) | 1-2% | Lowest engagement rates; algorithm limitations affect reach |
| Instagram - Media/Entertainment | 2.0% | Top-performing niche for engagement on Instagram |
| Instagram - Consumer Goods | 1.8% | Strong performance for product-focused content |
| Pinterest - All Niches | 6% average | Measured as saves, clicks, and reactions; not follower-dependent |
Pinterest's engagement measurement differs fundamentally from Instagram's like-and-comment model, focusing instead on saves and outbound clicks that indicate purchase intent.
What are the average likes and comments per post on both platforms, and how does that differ by niche?
Instagram averages 395 likes and 24 comments per post, while Pinterest doesn't publicly display likes, focusing instead on 155 total engagements per Pin including saves and clicks.
Fashion, beauty, fitness, food, and travel niches consistently outperform other categories on Instagram, with nano and micro-influencers maintaining higher engagement rates per follower. The engagement drops significantly as account size grows, with carousel posts and Reels showing the strongest performance across all niches.
Pinterest's engagement centers around saves and outbound clicks rather than public social validation. Food, home decor, DIY, and fashion Pins generate the most saves and website visits, with users treating the platform as a search engine rather than a social network.
The key difference lies in user intent: Instagram users engage socially and emotionally, while Pinterest users engage with purpose and planning in mind. This translates to Pinterest having lower comment activity but significantly higher click-through rates to external websites.
How do Instagram and Pinterest compare in terms of average conversion rate when selling products, broken down by type of revenue stream?
Pinterest consistently outperforms Instagram across all revenue streams, with conversion rates 2-3x higher in most categories.
| Revenue Stream | Instagram Rate | Pinterest Rate | Key Advantage |
|---|---|---|---|
| Affiliate Marketing | 1-2% | 3-5% | Pinterest users have higher buying intent and research products actively |
| Digital Products | 1-3% | 4-7% | Pinterest excels for evergreen digital products in DIY, food, and home niches |
| Services | 0.5-2% | 2-4% | Search-driven discovery brings higher-intent traffic for service providers |
| Physical Products | 1-3% | 3-5%+ | Pinterest's average order value is higher ($50+); 60% of users have purchased |
| Course Sales | 0.8-2.5% | 3-6% | Educational content performs exceptionally well on Pinterest's search format |
| Subscription Services | 1-2.8% | 2.5-4.5% | Pinterest's planning-oriented users more likely to commit to subscriptions |
| High-Ticket Items | 0.3-1% | 1.5-3% | Pinterest users spend more time researching before purchasing expensive items |
The superior conversion rates on Pinterest stem from user behavior patterns: Pinterest users actively search for solutions and products, while Instagram users often discover content passively through their feed.
What are the main audience differences between Instagram and Pinterest, in terms of demographics, interests, and behaviors?
The demographic and behavioral differences between Instagram and Pinterest audiences are substantial, affecting how content performs and converts on each platform.
Instagram maintains a more balanced gender split at 52% female and 48% male, with 60% of users aged 18-34. The platform attracts users across various income levels but shows strong engagement among urban and affluent demographics. User behavior on Instagram is characterized by real-time interaction, trend consumption, FOMO-driven engagement, and social sharing as a form of identity expression.
Pinterest skews heavily female at 70-76%, with the 25-44 age group representing the largest segment, though Gen Z is the fastest-growing demographic at 42%. Notably, 40% of US Pinterest users earn over $100,000 annually, indicating higher disposable income. The platform attracts users with planning-oriented mindsets who use it for search, discovery, and future project planning rather than immediate social interaction.
Behaviorally, Instagram users seek entertainment, inspiration, and social connection, often engaging with content impulsively. Pinterest users approach the platform with specific goals: planning weddings, redecorating homes, organizing meals, or researching purchases. This fundamental difference in user intent explains why Pinterest consistently delivers higher conversion rates despite having fewer daily active users than Instagram.
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Which type of content gets the highest engagement on Instagram and which on Pinterest?
Instagram's top-performing content types center around carousels with a 0.55% engagement rate, Reels for maximum reach, and interactive Stories for direct audience connection.
Carousels dominate Instagram engagement because they allow multiple impressions per post as users swipe through slides, effectively increasing your content's exposure within the algorithm. Educational carousels particularly excel, with users saving them for future reference. Reels continue to receive algorithmic priority, especially short-form videos under 30 seconds that hook viewers immediately.
Pinterest has shifted toward video content, with Video Pins achieving 3x higher click-through rates than static images. Idea Pins and interactive content formats also outperform traditional static pins. The platform rewards content that encourages saves and outbound clicks, making tutorial-style videos and step-by-step visual guides extremely effective.
The content length preferences differ significantly: Instagram favors quick consumption with Reels under 30 seconds and carousel slides that can be quickly absorbed. Pinterest rewards comprehensive content that provides complete solutions, with longer-form Video Pins (up to 15 minutes) performing well when they deliver substantial value.
Interactive elements boost engagement on both platforms, but differently: Instagram Stories polls, questions, and quizzes create immediate interaction, while Pinterest's interactive pins drive planning behavior and website visits.
On which platform is it easier to grow organically today, and how does that change depending on content type or niche?
Pinterest offers easier organic growth for evergreen, search-optimized content, while Instagram requires more intensive effort but can deliver faster initial results for video content creators.
Instagram's organic growth has become increasingly challenging due to algorithm changes and market saturation. The platform now heavily favors Reels and carousels, requiring creators to produce video content consistently to maintain visibility. However, accounts that successfully leverage Reels in trending niches like fitness, beauty, and lifestyle can still achieve rapid growth, particularly in the nano and micro-influencer ranges.
Pinterest's search-driven algorithm allows content to gain traction months after posting, making it ideal for sustained organic growth. Niches like DIY, home decor, food, crafts, and personal finance thrive on Pinterest because users actively search for solutions in these areas. The platform's evergreen nature means a single well-optimized Pin can continue generating traffic and engagement for years.
Niche-specific growth patterns reveal clear winners: fashion, beauty, and fitness creators often find faster initial growth on Instagram through Reels, while home improvement, cooking, and educational content creators typically achieve better long-term results on Pinterest.
The time investment differs significantly: Instagram requires daily engagement and posting to maintain algorithm favor, while Pinterest rewards quality over quantity, allowing creators to batch content creation and maintain growth with fewer but well-optimized posts.
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Which platform has more fake traffic or bot activity, and how does that impact engagement and conversion?
Instagram faces a more significant fake account problem with approximately 10% of accounts estimated to be fake, while Pinterest deals with increasing bot and click farm activity particularly affecting advertising campaigns.
Instagram's fake account issue primarily manifests through inflated follower counts and artificial engagement, which dilutes overall engagement rates and reduces ad campaign effectiveness. The platform has intensified bot purges throughout 2025, leading to sudden follower drops for many accounts. This fake activity creates a misleading engagement environment where accounts with purchased followers show lower organic engagement rates.
Pinterest's bot activity focuses more on click fraud and artificial traffic generation, particularly impacting paid advertising campaigns. Some advertisers report inflated click-through rates that don't translate to real website engagement or conversions. This type of fake traffic is more insidious because it affects business metrics rather than just vanity numbers.
The impact on genuine creators and businesses varies: on Instagram, fake followers and engagement can actually harm account performance by signaling low-quality content to the algorithm. On Pinterest, fake traffic primarily affects advertising spend efficiency rather than organic reach.
Both platforms have implemented detection systems, but Instagram's fake account problem is more visible to users, while Pinterest's traffic quality issues require deeper analytics to identify. For businesses focused on genuine conversions, Pinterest's fake traffic problem is less concerning than Instagram's engagement inflation issues.
What are the average time-on-platform and click-through rates for Instagram versus Pinterest in 2025?
Instagram users spend significantly more daily time on the platform at 32 minutes per day with 2 minute 44 second average sessions, while Pinterest users engage for longer focused sessions averaging 2 minutes 11 seconds but totaling only 1 hour 49 minutes monthly.
| Engagement Metric | ||
|---|---|---|
| Daily Time Spent | 32 minutes average per user | Approximately 3.6 minutes daily (1h 49min monthly) |
| Session Duration | 2 minutes 44 seconds per session | 2 minutes 11 seconds per session |
| Content Lifespan | 24-48 hours for most posts | Months to years for evergreen content |
| Click-Through Behavior | Lower outbound CTR; users prefer in-app experience | 3x higher outbound click-through rates |
| Video Performance | Reels dominate reach and engagement | Video Pins achieve 3x higher CTR than static images |
| User Intent | Entertainment and social interaction focused | Research and planning oriented |
| Peak Usage Times | Evening hours, real-time engagement | Planning periods, weekend research sessions |
The fundamental difference lies in user behavior: Instagram users consume content for immediate entertainment and social connection, leading to frequent but shorter engagement periods throughout the day. Pinterest users approach the platform with specific goals, resulting in fewer but more focused sessions with higher intent to act on discovered content.
How do full funnel metrics compare: reach → clicks → saves → website visits → sales on each platform?
Pinterest consistently outperforms Instagram in lower-funnel metrics despite Instagram's superior reach, making it more effective for businesses prioritizing conversions over brand awareness.
Instagram excels in the awareness stage with higher overall reach potential, but users tend to stay within the app ecosystem. The platform achieves strong save rates for carousel content (3.4% save rate), but struggles with click-through to external websites as users prefer consuming content in-app. Stories and Reels generate significant reach but convert poorly to website traffic.
Pinterest's strength lies in its discovery-to-purchase pathway. While initial reach may be lower than Instagram, Pinterest users actively seek solutions, resulting in 3x higher click-through rates to retailer websites. The average Pin receives 23 saves, indicating strong user intent to revisit and potentially purchase.
The sales conversion stage heavily favors Pinterest across most product categories. Pinterest users demonstrate higher average order values ($50+) and are more likely to complete purchases after clicking through to websites. This stems from Pinterest's search-driven discovery model, where users find content while actively researching purchases rather than passively scrolling.
Instagram performs better for impulse purchases and brand-driven sales, particularly for lifestyle and fashion products where visual appeal drives immediate desire. However, for considered purchases, educational content, and evergreen products, Pinterest's funnel efficiency significantly exceeds Instagram's performance.
What major changes have affected engagement and visibility on Instagram and Pinterest in 2025?
Instagram has prioritized original content and video formats while engagement rates dropped 28% year-over-year, while Pinterest enhanced its video capabilities and shopping integrations to maintain stable engagement levels.
Instagram's algorithm underwent significant changes in 2025, heavily favoring original content over reshared material and giving substantial priority to Reels and educational carousels. The platform reduced organic reach for most content types except video, forcing creators to adapt their strategies or face declining visibility. These changes particularly impacted large accounts, with macro-influencers seeing the steepest engagement drops.
Pinterest introduced advanced video features and interactive Pin formats, while improving its search algorithm to better surface niche content and evergreen boards. The platform enhanced its shopping capabilities with better product tagging and integrated checkout features, making it easier for users to purchase directly from Pins.
Both platforms increased their focus on commerce integration, but with different approaches: Instagram emphasized in-app shopping to keep users within the platform, while Pinterest improved external website integration to facilitate seamless transitions from discovery to purchase on retailer sites.
The creator economy changes differed significantly: Instagram introduced more monetization options like subscriptions and enhanced affiliate tools, while Pinterest focused on improving analytics and shopping features for business accounts rather than creator-specific monetization programs.
If you feel like your content isn't getting enough engagement, we can help improve that.
What's the forecast for algorithm changes, engagement, and monetization potential on each platform for 2026?
Instagram will likely continue emphasizing video content and AI-driven recommendations while potentially stabilizing engagement rates, whereas Pinterest is expected to advance its AI search capabilities and strengthen e-commerce integrations.
Instagram's 2026 roadmap suggests further integration of AI for content recommendations, improved shoppable features across all content formats, and potential expansion of subscription-based creator monetization. The platform may introduce more sophisticated affiliate marketing tools and enhanced analytics for business accounts. Engagement rates could stabilize as the algorithm matures and users adapt to video-first content strategies.
Pinterest is positioning itself as the primary visual discovery engine with enhanced AI for search and recommendation algorithms. The platform plans to improve e-commerce integrations, making it easier for businesses to showcase and sell products directly through Pinterest. Interactive content formats and video capabilities will likely expand, with better tools for creating engaging Video Pins and Idea Pins.
Monetization opportunities will expand differently on each platform: Instagram will likely focus on creator economy features like enhanced live shopping, improved brand partnership tools, and more subscription options. Pinterest will strengthen its position as a commerce platform with better affiliate tracking, improved shopping ads, and enhanced analytics for businesses selling physical and digital products.
The competitive landscape suggests Instagram will face increased pressure from TikTok and emerging platforms, potentially leading to more aggressive creator retention strategies. Pinterest's unique position as a search-driven platform provides more stability, with growth expected in visual commerce and planning-related content categories.
Based on goals like traffic, sales, brand visibility or community building, how should one choose between Instagram and Pinterest?
Choose Instagram for brand building, real-time community engagement, and trend-driven visibility, while Pinterest excels for driving high-intent traffic, generating sales, and creating evergreen content discovery.
| Business Goal | Best Platform Choice | Strategic Rationale |
|---|---|---|
| Website Traffic | 3x higher outbound click-through rates; search-driven discovery leads to quality traffic with higher session duration | |
| Product Sales | Higher conversion rates (3-5% vs 1-2%); users have purchase intent; evergreen content continues selling long-term | |
| Brand Awareness | Larger active user base; viral potential through Reels; real-time trending capability reaches broader audiences | |
| Community Building | Direct messaging, comments, Stories interactions foster genuine connections; real-time engagement builds loyalty | |
| Lead Generation | Pinterest (B2C) / Instagram (B2B) | Pinterest for consumer leads via high-intent searches; Instagram for B2B through thought leadership content |
| Content Longevity | Evergreen content performs for months/years; search-based discovery doesn't require constant posting | |
| Influencer Partnerships | Established creator economy; better partnership tools; higher engagement rates for authentic influencer content |
For maximum effectiveness, many successful businesses use both platforms strategically: Instagram for brand building and community engagement, Pinterest for traffic generation and sales conversion. This dual approach leverages Instagram's social proof and trend amplification alongside Pinterest's search discovery and purchase intent.
Conclusion
The 2025 social media landscape clearly favors strategic platform selection based on specific business objectives rather than following popular trends.
Pinterest emerges as the superior choice for businesses prioritizing conversions, long-term traffic, and sustainable growth, while Instagram remains unmatched for brand building, community engagement, and viral reach potential.
Sources
- Buffer - Average Engagement Rate
- Sprout Social - Social Media Statistics
- Social Insider - Instagram Benchmarks
- PopularPays - Instagram Engagement Rate 2025
- Social Pilot - Pinterest Statistics
- Agency Analytics - Social Media Benchmarks
- Shopify - Pinterest Affiliate Marketing
- Sprout Social - Pinterest Statistics
- Pinterest Business - Audience Data
- Yans Media - Pinterest Video Stats
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