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www.FeliciaLin.com
In	This	Workshop	I	Will	Cover:	
(for	both	Instagram	and	Pinterest)	
•  A	comparison	the	2	platforms	
•  Best	practices	for	your	business	account	
•  Posting	strategy	and	content	creation	
•  Ways	to	organically	promote	your	business	
•  How	to	create	ads	
	
www.FeliciaLin.com
How	are	Instagram	and	
Pinterest	similar?	
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How	are	Instagram	and	
Pinterest	similar?	
•  More	women	than	men	are	on	Instagram	
and	Pinterest	
	
Instagram	 Pinterest	
Used	by	38%	of	
women	who	are	
online	in	the	U.S.	
and	26%	of	men	
	
Used	by	45%	of	
women	who	are	
online	in	the	U.S.	
and	17%	of	men	
	www.FeliciaLin.com
How	are	Instagram	and	
Pinterest	similar?	
•  Over	50%	of	users	on	Instagram	and	
Pinterest	are	outside	of	the	U.S.	
	
Instagram	 Pinterest	
80%	of	users	are	
from	countries	
outside	the	U.S.		
	
	
Over	50%	of	users	
are	from	outside	
the	U.S.	
	
	www.FeliciaLin.com
How	are	Instagram	and	
Pinterest	similar?	
•  30%	have	an	income	of	over	$75,000	
	 Instagram	 Pinterest	
31%	have	an	
income	over	
$75,000	
	
	
35%	have	an	
income	over	
$75,000	
	
www.FeliciaLin.com
How	are	Instagram	and	
Pinterest	similar?	
•  Users	are	accustomed	to	interacting	with	
businesses	represented	on	on	Instagram	
and	Pinterest	
Instagram	 Pinterest	
There	are	25	
million	business	
profiles	on	
Instagram	
Two-thirds	of	all	
pins	represent	
brands	or	
businesses	www.FeliciaLin.com
Instagram	and	Pinterest	Statistics	
	 	Instagram	
•  Over	800	million	monthly	
active	users	
	
•  59%	of	Instagrammers	in	
the	U.S.	are	under	30	
•  Instagrammers	share	95	
million	posts	per	day	
	 	Pinterest	
•  Over	200	million	monthly	
active	users	
	
•  1	out	of	2	U.S.	millennials	
use	Pinterest	every	month	
•  Every	day	2	million	people	
post	pins	
Source:	Hootsuite	www.FeliciaLin.com
7	Ways	That	Instagram	and	
Pinterest	Differ	
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1.	Desktop	vs.	Mobile	
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Desktop	vs.	Mobile	
	 	Instagram	
•  Fully	functional	on	mobile	app		
•  Not	fully	functional	in	desktop	
browser		
•  Can	view	content		and	
comment	
•  Uploading	photos	is	a	bit	
cumbersome.	NOTE:	you	
won’t	be	able	to	apply	any	of	
Instagram’s	filters	to	the	
photos.		
•  Can’t	see	ads	or	Instagram	
Stories	
	 	Pinterest	
•  Fully	function	on	mobile	
app	and	desktop	
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2.	How	Content	Is	Shared	
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How	Content	Is	Shared	
	 	Instagram	
•  Users	typically	share	their	
own	content	directly	onto	
the	Instagram	mobile	app*	
*This	is	not	a	hard	fast	rule	
though	because	there	are	
other	sources	of	content	that	
users	are	posting	to	Instagram	
	 	Pinterest	
•  Users	typically	curate	and	
save	the	content	of	other	
users*	
*This	is	not	a	hard	fast	rule	if	
you	are	establishing	a	
presence	for	your	business/
brand	on	Pinterest	
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3.	Photo	Editing	
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Photo	Editing	
	 	Instagram	
•  In	the	mobile	app,	you	can	
edit	by	applying	filters,	
zooming	in	and	adjusting	
things	like	brightness,	
contrast	or	sharpness	
	 	Pinterest	
•  Does	not	allow	any	photo	
editing	in	its	mobile	app	or	
desktop	browser	version	
•  Edits	to	photos	must	be	
done	directly	to	the	photo	
before	it	is	uploaded	to	
Pinterest	
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4.	Photo	vs.	Video	
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Photo	vs.	Video	
	 	Instagram	
•  In	the	mobile	app,	allows	
you	to	post	photos	and	
video	
•  Forms	of	video	you	can	
post:	from	phone,	captures	
in	Instagram	app,	
Boomerang	clips,	Live	video	
and	Instagram	Stories	
	 	Pinterest	
•  Only	allows	you	to	pin	a	link	
that	will	direct	you	to	a	
video	elsewhere	
•  Videos	can	only	be	added	as	
a	promoted	post	
•  You	can	post	gifs	
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5.	Links	
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Links	
	 	Instagram	
•  The	only	clickable	link	is	in	
the	Instagram	bio	
•  Links	can	be	added	to	
Instagram	ads	or	Story	ads	
	 	Pinterest	
•  Each	pin	is	a	link	to	the	
source	of	an	image,	which	is	
usually	an	external	site	
•  Pinterest	can	be	used	to	
drive	traffic	to	a	particular	
website	or	for	SEO	purposes	
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6.	Hashtags	vs.	Pins	
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Hashtags	and	Pins	
	 	Instagram	
•  Hashtags	are	what	gets	
content	on	Instagram	
discovered	
•  Hashtags	are	a	way	to	index	
or	categorize	words	or	
phrases	
	 	Pinterest	
•  A	pin	is	a	visual	bookmark	
that	is	placed	on	a	board	
•  A	pin	must	be	descriptive	in	
order	to	show	up	in	search	
results	
•  Hashtags	are	irrelevant	on	
Pinterest	
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7.	Types	of	Images	That	Do	Best	on	
Instagram	and	Pinterest	
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Types	of	Images	That	Do	Best	
	 	Instagram	
•  Mashable	study	found	that	
Instagram	posts	with	
smiling	human	faces	got	
38%	more	likes	
•  Take	a	look	at	the	most	
popular	Instagram	accounts	
@selenagomez	@beyonce	
•  Instagram	images	are	
square	
	 	Pinterest	
•  Brand	images	without	faces	
receive	23%	more	repins	
•  Take	a	look	at	what’s	
popular	on	Pinterest	at	
www.pinterest.com/
categories/popular/	
•  Images	on	Pinterest	are	
portrait	
Source:	Hootsuite	www.FeliciaLin.com
www.FeliciaLin.com
Why	should	you	be	on	Instagram?	
•  Instagram	has	the	highest	interaction	rate	at	2.2%	per-
follower,	Facebook’s	is	0.22%	per-follower		
•  75%	of	Instagram	users	take	action	after	visiting	a	post	
•  Instagram	users	are	70%	more	likely	to	make	mobile	
purchases	
•  Greater	global	exposure,	80%	of	users	are	from	
countries	outside	the	U.S.			
Source:	Hootsuite	www.FeliciaLin.com
Best	Practices	for	Instagram	
1)  Set	up	your	account	as	business	profile	not	a	
personal	profile.		
	
Having	a	business	profile	provides	you:	
	
•  insights	and	analytics	
•  content	reach,	impressions	and	profile	views-	
tells	you	what	content	resonates	most	with	
audience	
www.FeliciaLin.com
Having	a	business	profile	provides	you:	
	
•  Times	of	day	your	followers	are	most	active	
•  Demographic	information	about	your	followers	
e.g.	age	gender	location	
•  The	ability	to	create	and	post	ads	on	Instagram	
NOTE:	You	can	change	your	personal	account	into	a	
business	account	
(Best	Practices	for	Instagram	continued)	www.FeliciaLin.com
2)	Set	Up	Your	Instagram	Business	Profile	
Use	a	high	quality	photo	of	your	face	or	logo	that	
represents	your	business	
	
Name	Field	
•  Use	key	words	here,	this	is	a	searchable	field	
Username	
•  Use	a	name	that	represents	your	business/brand	
(Best	Practices	for	Instagram	continued)	
	 www.FeliciaLin.com
2)	Set	Up	Your	Instagram	Business	Profile	
Website	
•  This	is	the	only	clickable	link	so	choose	wisely	and	
make	sure	its	mobile	optimized	(landing	page,	
blog,	product/service	page)	
Bio	
•  150	character	limit	
•  Use	key	words,	emojis	
(Best	Practices	for	Instagram	continued)	
www.FeliciaLin.com
Optimize	Your	Instagram	Bio	
•  Use	key	words		
•  Targeted	your	ideal	customer/audience	
•  Explain	who	you	are	and	what	you	have	to	offer	
•  Mention	a	“Call	to	Action”	i.e.	a	reason	to	click	your	link	
•  Emojis		
•  Express	your	brand/business	personality	
•  Format	using	notepad	
•  Control	where	line	breaks	appear	in	your	bio	
	 		
(Best	Practices	for	Instagram	continued)	www.FeliciaLin.com
www.FeliciaLin.com
2)	Set	Up	Your	Instagram	Business	Profile	
Business	Information	
	
Page	
•  Facebook	page	
Category	
•  Type	of	business	
Contact	Option	
•  Email,	phone	number,	street	address	
(Choose	at	least	1)		
(Best	Practices	for	Instagram	continued)	 www.FeliciaLin.com
Types	of	Posts	on	Instagram	
PHOTOS	
•  Carousel	
• A	slide	show	or	mini	gallery	of	photos	and/or	
video	
	
•  Layout*	
• A	collage	of	photos	
*made	with	a	separate	Instagram	app	
www.FeliciaLin.com
Types	of	Posts	on	Instagram	(continued)	
VIDEO	
•  Hyperlapse*	
• A	way	to	speed	up	video,	here’s	an	example	
(only	available	on	iPhones)	
•  Boomerang*	
• A	short	video	clip	that	plays	forward,	then	
backwards,	and	loops	
*made	with	a	separate	Instagram	
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What	should	you	post?	
•  What’s	your	brand	identity,	story?	
•  Personal	branding	&	business	
•  Pick	2-5	themes	you	will	communicate	
•  Follow	the	80-20	rule	
•  Show	behind	the	scenes/personal	
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Sources	of	Content	to	be	Shared	on	Instagram	
Photos:	original,	stock	photos,	repost	photos	from	
other	Instagram	accounts,	curate	content	from	other	
sources,	screenshots	
	
Video:	recorded	or	uploaded	to	smartphone,	video	
recorded	within	Instagram,	gifs,	repost	videos	from	
other	Instagram	accounts	
www.FeliciaLin.com
Best	Practices	for	Your	Instagram	Posts	
•  Link	in	bio	(blog,	product	page,	landing	page,	
mailing	list	sign	up)	
•  Call	to	action	(tag,	share,	respond)	
•  Include	relevant	hashtags	
•  Post	daily	
•  Schedule	your	posts	through	a	third	party	app	
(e.g.	Hootsuite,	Buffer,	Later)	
•  Use	Instagram	Stories	to	draw	attention	to	your	
posts/profile	
www.FeliciaLin.com
Tips	for	Optimizing	Your	Posts	on	
Instagram	
1)  Content	
•  Make	sure	your	images	or	videos	are	high	
quality	and	sharp	
2)		Hashtags	
•  Use	hashtags	relevant	to	your	niche	or	
industry	(Instagram	allows	up	to	30	per	post)	
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Tips	for	Optimizing	Your	Posts	on	Instagram	
(continued)	
3)	Captions	
•  Write	something	attention	grabbing	
4)	Tag	
•  Tag	other	Instagram	accounts,	brands,	organizations,	
companies	(You	can	tag	up	to	20	accounts)	
•  Tag	the	location	of	your	photo	(photos	with	location	
tags	get	79%	more	engagement*)	
*according	to	A	Simply	Measured	Instagram	Study	
	
	 www.FeliciaLin.com
www.FeliciaLin.com
How	to	Grow	Your	Following	and	Get	
Discovered	on	Instagram	
www.FeliciaLin.com
How	to	Grow	Your	Following	and	Get	
Discovered	on	Instagram	
•  Engage	with	others	on	Instagram	
•  Respond	to	comments	
•  Comment	on	and	like	the	posts	of	others	
•  Use	Instagram	Stories	
•  Instagram	wants	you	to	use	all	of	its	features	and	will	reward	you	
for	doing	so	
•  Instagram	allows	you	to	share	to	other	social	media	
platforms	
•  Share	an	Instagram	button	on	your	website	
	
	 www.FeliciaLin.com
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Instagram	Stories	
•  A	slideshow	of	photos	and	video	that	
disappears	in	24	hours	
•  They	are	essential	for	you	to	get	exposure	on	
Instagram	
•  Use	them:	to	show	behind	the	scenes,	draw	
attention	to	your	profile/a	post	
•  They	can	be	saved	and	added	to	your	profile	
page	as	highlights		
•  They	can	be	turned	into	ads	
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Types	of	Instagram	Ads	
•  Photo	ad	
	
•  Video	ad*	(must	be	less	than	60	seconds)	
	
•  Carousel	ad	
	
•  Instagram	Stories	ad*	(15	seconds	or	less,	can	be	
created	in	Instagram	or	with	another	video	
editor,	9:16	aspect	ratio	i.e.	900	pixels	by	1600)	
*Note:	videos	must	be	shot	vertically	(in	portrait	mode)	
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How	to	Create	Ads	on	Instagram	
There	are	2	places	that	you	can	create	ads	
	
1)  Using	Facebook	Ads	Manager	
2)  Using	the	Instagram	App	
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1.	Using	the	Facebook	Ads	Manager	
	Go	to:	www.business.instagram.com	
1)  What	is	your	marketing	objective?	
• Awareness	
• Consideration	
• Conversion	
www.FeliciaLin.com
1.	Using	the	Facebook	Ads	Manager	(continued)	
	2)	Enter	your	Campaign	name	
	
	3)	Choose	the	Audience	
• Set	up	demographics	(location,	age,	gender,	
language,	other	detailed	targeting	
characteristics)		 	OR	
	 	Create	a	Custom	Audience	 	 	OR	
	 	Create	a	Lookalike	Audience	
	 www.FeliciaLin.com
What	is	a	Custom	Audience?	
An	Audience	created	from	one	of	these	sources:	
	
•  Customer	file	(e.g.	email	list)	
•  Website	Traffic	(involves	the	use	of	a	Facebook	
pixel)	
•  App	Activity	(specific	action	taken	in	app/game)	
•  Engagement	on	Facebook	(e.g.	people	who	have	
liked	your	page)	
1.	Using	the	Facebook	Ads	Manager	(continued)	www.FeliciaLin.com
What	is	Lookalike	Audience?		
•  A	second	audience	that	Facebook	can	create	
for	you	that	has	the	same	characteristics	as	
the	original	audience	(one	you	already	
created)	
•  Can	only	select	one	country	(Facebook	will	
build	an	audience	1-10%	the	total	country)	
1.	Using	the	Facebook	Ads	Manager	(continued)	
www.FeliciaLin.com
1.	Using	the	Facebook	Ads	Manager	(continued)	
4)	Traffic	
	
5)	OPTIONAL:	Offer	e.g.	Get	25%	off	your	first	
purchase	
	
6)	Select	placements	for	your	ad	(Instagram	only)	
	
7)	Select	devices	(Mobile	only)	
	
8)	Determine	your	budget	
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1.	Using	the	Facebook	Ads	Manager	(continued)	
9)	Optimization	for	ad		
(Link	clicks	vs.	Landing	page	views)	
•  Link	clicks:	some	clicked	on	ad	(but	maybe	
they	didn’t	get	to	the	landing	page/website)	
•  Landing	page	views:	someone	clicked	on	ad	
and	got	to	landing	page	
10)	Identity	
•  Make	sure	Instagram	account	is	connected	
	
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1.	Using	the	Facebook	Ads	Manager	(continued)	
11)	Select	Format	
•  Carousel	
•  Single	image	
•  Single	video	
•  Slideshow	
12)	Upload	photo	or	video	
	
	
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1.	Using	the	Facebook	Ads	Manager	(continued)	
13)	Type	the	text	that	will	appear	on	the	ad	
	
14)	Select	a	“Call	to	Action”	button:			
•  Book	Now	
•  Contact	Us	
•  Learn	More		
•  Download,	etc.	
	
	 www.FeliciaLin.com
2.	Using	the	Instagram	App	
1)	Select	a	post	from	your	Instagram	account	to	
turn	into	an	ad	
•  Click	promote	
	 	What’s	your	goal?	
•  More	Profile	Visits	
•  More	Website	Traffic	
•  More	Promotion	Views	
2)	Go	to	Instagram	Insights	
•  Click	on	“Content”	
•  Scroll	down	and	click	on	“Create	Promotion”	
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2.	Using	the	Instagram	App	(continued)	
•  Scroll	through	posts	and	pick	one	
•  Click	Next	
	What’s	Your	Goal?	
•  More	Profile	Visits	(Instagram	profile)	
•  More	Website	Traffic	(Website)	
•  More	Promotion	Views	(3	options:	Instagram	Profile,	
Business	Address,	Phone	Number)	
	
	 www.FeliciaLin.com
2.	Using	the	Instagram	App	(continued)	
After	selecting	your	goal,		
Instagram	will	give	you	some		
options	to	select	your	target		
audience	
	
	
	
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2.	Using	the	Instagram	App	(continued)	
•  Set	your	budget	and	duration	for	the	ad	
•  Enter	payment	information	
•  Click	“Create	Promotion”	
	
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www.FeliciaLin.com
Pinterest	Is	More	Like	a	
Search	Engine	Than	a	Social	
Media	Platform	
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Why	should	you	be	on	Pinterest?	
•  67%	of	Pinners	say	they’ve	discovered	a	new	
brand	or	product	on	Pinterest	
•  93%	of	Pinners	say	they	use	Pinterest	to	plan	
purchases	
•  1	of	2	people	have	made	a	purchase	after	
seeing	a	promoted	pin	
•  Pinterest	is	a	great	way	to	drive	traffic	to	your	
website	
www.FeliciaLin.com
Best	Practices	for	Setting	Up	Pinterest	
1)  Set	up	your	account	as	business		
NOTE:	You	can	also	convert	your	existing	account	to	a	business	one	
	
2)  Use	a	high	quality	photo	of	your	face	or	logo	
that	represents	your	business	
3)  Choose	a	username	that	represents	your	
personal	brand	or	business	name.	Try	to	keep	
it	consistent	with	your	other	social	media	
handles	
www.FeliciaLin.com
Best	Practices	for	Setting	Up	Pinterest	
4)	Include	your	website	URL	in	the	profile	
5)  Use	key	words	in	your	description	
6)  Create	10	boards	(5-20	pins	per	board)	
	
www.FeliciaLin.com
Top	Pinterest	Accounts	
•  https://www.pinterest.com/ohjoy/	
•  https://www.pinterest.com/salesforce/	
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Having	a	business	account	provides	you:	
•  Analytics	
•  Rich	Pins	
•  A	pin	is	an	image	that	you	add	to	a	board	that	links	to	
an	external	webpage	
•  Rich	Pins	include	extra	information	right	on	the	Pin	
itself	
•  There	are	4	types:	app,	product,	recipe	and	article	
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1.	Apps	
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2.	Product	
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3.	Recipe	
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4.	Article	
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Having	a	business	account	provides	you:	
•  Promoted	Posts	i.e.	Pinterest	ads	
•  Posting	video	as	a	promoted	post	i.e.	video	
Pinterest	ad	
	
www.FeliciaLin.com
Content	creation	for	Your		
Pinterest	Boards	
•  Specific	and	broad	category	boards	that	share	
your	own	content	
•  Boards	that	re-pin	other’s	content	(save	5-10	of	
their	pins)	
•  Pins	should	provide	value	i.e.	be	useful,	inspiring,	
informative	or	helpful	(use	text	overlay)	
•  Create	pins	related	to	seasonal	topics	(e.g.	
holidays,	festivals,	events)	
•  Create	pins	related	to	trending	topics	
www.FeliciaLin.com
Types	of	Content	That	Work	Best	on	
Pinterest	
•  Portrait	style	i.e.	vertical	images		
•  Infographics	
•  Content	that	is	useful,	inspiring,	informative	
or	helpful	
•  Images	with	text	overlay	
•  Words	that	resonated	most	on	Pinterest:	DIY,	
Recipe,	Cup	(according	to	a	Georgia	Tech	
University	Study)	
Source:	MaximizeSocialBusiness.com	
Sproutsocial.com	
www.FeliciaLin.com
Best	Practices	for	Pinning	on	Pinterest	
•  Find	power	Pinners	to	follow	and	re-pin	their	pins	
•  Make	sure	your	pins	drive	traffic	back	to	your	
website	(to	a	useful	blog	post,	a	freebie/email	
sign	up)	
•  Get	your	pins	found	in	the	Pinterest	SmartFeed	
with	high	quality	images,	good	description	with	
key	words,	offering	something	of	value	that	will	
make	others	want	to	re-pin	it	
•  Pin	pins	of	your	own	content	every	day	
www.FeliciaLin.com
Ways	to	Promote	Your	Business	on	Pinterest	
•  Create	Pins	that	will	attract	your	ideal	
customer	
•  Direct	the	prospective	customer	to	your	
website	or	landing	page	
•  Offer	them	useful	information	or	a	lead	
magnet	to	capture	their	email	
•  Add	them	to	your	email	list		
•  Put	them	in	your	sales	funnel	and	offer	them	
your	product	or	service	
www.FeliciaLin.com
Creating	Ads	on	Pinterest	
Make	sure	that	you’ve	signed	up	to	use	
Pinterest	Ads	at	ads.pinterest.com	
	
1)  This	opens	the	Pinterest	Ads	Manager	
2)  Go	to	Ads	a	the	top	of	the	menu	
•  Select	Create	Ad	
www.FeliciaLin.com
Creating	Ads	on	Pinterest	(continued)	
2)	Choose	Your	Campaign	Objective	
•  Build	Awareness	
•  Brand	awareness	
•  Video	views	
•  Drive	consideration	
•  Traffic	
•  App	Install	
www.FeliciaLin.com
Creating	Ads	on	Pinterest	(continued)	
3)	Enter	Campaign	Name	
	
4)	Enter	Spend	Limits	
Daily	spend	limit	
Lifetime	spend	limit	
	
5)	Campaign	Placement	
All	(recommended)	
Browse	
Search	
	
www.FeliciaLin.com
Creating	Ads	on	Pinterest	(continued)	
6)	Ad	group	name	
CREATE	A	NEW	TRAFFIC	CAMPAIGN	if	it	is	your	first	
ad.	Otherwise	you	can	choose	the	name	of	a	past	
campaign.	
	
7)	Schedule	
Start	&	end	date	
	
8)	Budget	
Daily	or	Lifetime	
www.FeliciaLin.com
Creating	Ads	on	Pinterest	(continued)	
9)	Create	Audience	
•  Visitors	who	went	to	your	site	
•  	A	list	of	customers	that	you	upload		
•  An	engagement	audience	that	engaged	with	Pins	from	your	
confirmed	domain		
•  An	actalike	audience	that	behaves	similarly	to	one	you	already	have	
10)	Add	Interests	
	
11)	Key	Words	
•  Do	your	research	to	come	up	with	a	list	of	key	words	
	 www.FeliciaLin.com
Creating	Ads	on	Pinterest	(continued)	
	
12)	Locations	
	
13)	Languages	
	
14)	Devices	
	
	
	
www.FeliciaLin.com
Creating	Ads	on	Pinterest	(continued)	
	
15)	Genders	
	
16)	Maximum	CPC	bid	
	
www.FeliciaLin.com
Creating	Ads	on	Pinterest	(continued)	
17)	Pick	a	Pin	
	
18)	Add	pin	details	
	
19)	Click	Promote	Pin	
	
20)	Enter	Business	location	details	
	
21)	Enter	billing	information	
	 www.FeliciaLin.com
www.FeliciaLin.com
Let’s	Keep	in	Touch!	
www.FeliciaLin.com

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