Last week I gave you a short impression on both Pinterest and Tumblr and we checked some general differences.
Today let’s have a closer look on their differences and in what way they are more or less suitable for various purposes, determining the types of users and businesses practiced on these platforms.
To remind you of the basic difference, Pinterest and Tumblr have different focuses. On differencebetween.net they explain that Pinterest is primarily a link sharing site where people post things that they found interesting on the internet whereas Tumblr is more of a microblogging site where you upload things that interest you and say your thoughts about certain issues.
So it is not unusual that this main difference has some influence on the usability of both platforms. Let’s see what impacts there are.
The business perspective
From a business’ perspective, it is essential that platform such as Pinterest or Tumblr have potential for marketing strategies. Therefore target group, brand appearance and functionality play an important role.
Concerning the target group, Anindya mentions that Pinterest has a majority of female users, where as Tumblr’s target audience is mostly youngsters. The same phenomenon is witnessed by buyfanpagefans.com:
If yours is a lifestyle brand or a brand targeted to women between the ages of 25 and 44, Pinterest is a great place for your brand to establish a presence and connect with that audience. If your brand is targeted to people between the ages of 18 and 25, then Tumblr is a great place to put down roots.
Also, the numbers talk for themselves; Pinterest has grown over 400% from September to December 2011 (Mashable.com) with 58% of users being women. The graphics support this statement as well.
But with this high number of female users, Pinterest has an image of a recipe share and wedding planning platform, which is not always good for marketing purposes. On top of that,several online communities talk about “the Pinterest gender gap” indicating the lack of male users on Pinterest. Male users seem to be scared of Pinterest, there is even a list of 125 reasons dedicated to it.
Mary Elizabeth Williams argues with the following statement:
In its mission statement, Pinterest says its raison d’être is “to connect everyone in the world through the ‘things’ they find interesting.” But when you’re enticing “people all over the world” to “Redecorate your home!,” “Plan a wedding!,” “Find your style!” and “Save your recipes!,” you might as well announce, “Guys, it’s like when she takes you towel shopping at Bed Bath and Beyond.”
In some way reasonable that women in their mid 20s are more attracted to Pinterest.
On the other hand Tumblr does not have this kind of problem. Blogging is suitable for both male and female users, for this reason the target group seems much broader.
Depending on what product you want to market and which target group you want to reach, Pinterest or Tumblr offer different possibilities to do so.
When thinking about brand appearance, it is observable that Pinterest is mainly visual. So perfect for large ad campaign pictures or product pictures, people will then re-pin and spread your product for free. Also, a lot of people use Pinterest as a to-buy- list, which is good because almost all pins are linked to the original website (maybe your own website where people will directly buy your products!).
John P. shares his thoughts:
I have been seeing more people using Pinterest as a way of showing off products that they want to buy. Some are more like visual daydreams, showing the house they would love if they only had the money for it. But the boards are also being used to create wardrobes, design ideas and shopping wish lists.
This fact of collecting nice things on Pinterest is often ridiculed because it is very often displaying daydreams and desires of people:
Moreover, it is counted negative for Pinterest that the actual pin often shadows the person or producer behind it.
Tumblr on the other hand also allows audio or text content, which is more cases better for promotion than just pictures; and is directly connected to you, the publisher. Indusnet.co.in believes that Pinterest discourages self-promotion, whereas Tumblr doesn’t frown upon it. It is easier to promote oneself explicitly on Tumblr than on Pinterest. They also suggest that it might be a good idea to drive traffic from Pinterest to your Tumblr blog, where you actively promote your products.
Here again, which way of promotion you choose is depending on your target group. Like buyfanpagefans.com phases it, offering content in a variety of ways so a broad audience can pick and choose how they want to consume your content and interact with your brand is important. Not everyone likes Tumblr, and not everyone likes Pinterest.
TO BE CONTINUED…