Instagram — key information

The name is a combination of the words „instant camera” and „telegram.” The creators of Instagram offered users a simple tool that not only allowed them to share photos and short videos with friends but also to create a social network with people from around the world. The interest was so significant that within two years of its launch, Instagram had over 100 million active users, and by December 2014, nearly 300 million. Instagram is available in 33 language versions, and since 2012, it has been owned by Facebook.

Instagram is primarily used for sharing photos and short video clips. It requires a smartphone, and users can follow friends (private profiles), bloggers, and brands (business profiles), as well as hashtags that users attach to their photos. Built-in filters and editing tools allow users to modify content before posting.

Interaction on Instagram occurs through comments on posts, private messages, and likes. A unique feature is the use of hashtags, which define elements such as location, time, atmosphere, or emotions associated with the published content.

In response to user needs and the growing importance of video content in social media, Instagram introduced Stories in 2016. Unlike most social media content, users have fun with the format and are not afraid of „imperfect” shots. This makes Stories content more interesting, natural, and eagerly consumed by followers.

A new feature set to launch on the platform is Instagram Shop, which will be directly linked to Facebook Shops — a new service currently being rolled out in the U.S. only. You can read more about it here: Facebook Shops — What We Know So Far.

Pinterest — what you should know

Pinterest is a unique combination of a social network, a catalog, and a content search engine. It was launched in 2010 and gained 10 million users within nine months, earning the title of the fastest-growing website in internet history.

Pinterest is like a virtual corkboard where users „pin” various materials (usually images). Users can copy selected items to their profiles or mark them with a special „pin.” The platform is primarily focused on publishing visual content (e.g., photos, videos, GIFs) and organizing it by themes. Users can post these items, „like” them, comment on them, or re-pin them to their boards.

The most popular categories include fashion, beauty, travel, cooking, home decor, and all topics that have high visual appeal. Users typically collect images that inspire them, reflect their aesthetic sense or values, or simply represent their interests.

According to research, 85% of women aged 25-54 use Pinterest as a source of inspiration for significant life events — such as decorating a new home (43%), planning a vacation (50%), or organizing events like weddings or birthdays.

The tip of the iceberg — what’s underneath?

The features described above are just a glimpse of the most important functionalities of these two popular social media platforms focused on visual content. Both Instagram and Pinterest offer much more. Many of their features are aimed not only at users as consumers of content but also at businesses. You can learn about the full potential of these social media platforms in the Social Media Guide in Poland 2019-2020 (Przewodnik Po Social Media w Polsce), co-authored by our colleague Paulina Roszkowska, whose work forms the basis of this article.