How to Use Pinterest and Instagram Reels for E-commerce Success

When it comes to thriving in today’s e-commerce landscape, social media is no longer optional—it’s foundational. But with so many platforms vying for your attention and marketing budget, which one deserves your focus? For visual-driven brands, Pinterest and Instagram stand out as powerhouses for connecting with audiences, building brand equity, and driving sales. Here's how you can tap into the potential of these platforms, particularly Pinterest and Instagram Reels, to unlock e-commerce success.

Understand the Playing Field

Pinterest and Instagram cater to distinct yet overlapping audiences. Pinterest is especially effective for reaching users with high purchase intent—75% of weekly users turn to the platform to plan purchases. Its "aspirational" environment fosters a discovery-to-purchase mindset. On the flip side, Instagram offers broader appeal, with tools like Reels and Instagram Shopping helping brands connect with a diverse audience while injecting personality into their storytelling.

Key takeaway: The choice isn’t always either-or. Both platforms excel in different ways, so it's crucial to understand your audience and what each space has to offer.

Make Content Your MVP

Content is the lifeblood of organic social media strategies. On Pinterest, visually striking and aspirational posts reign supreme. Create content that your audience will want to save for future reference—think home decor ideas, unique fashion looks, or recipes featuring your products. Remember, Pinterest thrives on evergreen content.

For Instagram Reels, focus on relatability and trend-driven content. Create fast-paced, engaging videos that highlight your brand’s personality or provide value. Whether it’s a how-to reel, a behind-the-scenes moment, or a quick demo of your product, Reels are an incredible way to connect with audiences in less time than it takes to brew a coffee.

Pro tip: On Instagram, emphasize trends and storytelling. On Pinterest, lean into aesthetics and utility.

Leverage the Power of Shoppable Features

One of the most exciting evolutions in social media is shoppable features, which make it easier than ever for users to go from scroll to purchase.

• Pinterest: Incorporate Shoppable Pins, which link directly to your eCommerce store, shortening the customer journey. Plus, Promoted Pins are a subtle but effective way to extend your reach within Pinterest’s discovery-first ecosystem.

• Instagram: With Instagram Shopping, the whole platform functions as a virtual mall. Users can browse collections, view tagged products in posts, or swipe up on stories to shop seamlessly. Pair Reels with in-app product tags to push conversions straight from the feature.

Actionable tip: Add context to your product tags. For instance, don’t just tag your new winter boots; show how they can transition effortlessly from brunch outings to snowy hikes.

Boost Credibility with User-Generated Content

Trust remains at the core of any e-commerce journey. User-generated content (UGC) can serve as powerful social proof on both platforms.

• On Pinterest, this might mean pins created by your followers that showcase your products in action. Every repin, save, or comment makes your product look trusted and desirable.

• On Instagram, inspire UGC by launching a Reels challenge featuring your product. Encourage customers to get creative, post their experiences, and tag your brand. A simple incentive—like featuring the best clips on your account—can motivate participation.

Key benefit: UGC acts as word-of-mouth marketing at scale—authentic, engaging, and free.

Findability: The Hidden Key to Growth

Discoverability can make or break your content’s organic success.

• Hashtags on Instagram should not be underestimated. Use them strategically to align with trending conversations or niche communities. Think broad ones (#fitnessgear) paired with hyper-targeted tags (#hikingwithdogs).

• Keywords on Pinterest matter more than hashtags. Optimize your pins with descriptive copy that matches search behaviors. It’s all about getting into the mind of your consumer—what would they type if they were searching for your product?

Pro tip: Treat Pinterest like a visual search engine, not just another social media platform.

Balance Organic and Paid Strategies

Organic content builds your brand’s credibility and keeps current followers engaged, but for scale, paid strategies are invaluable.

• On Pinterest, invest in promoting your top-performing pins. These already resonate with your audience, making them worth amplifying to broader groups.

• On Instagram, use Reels ads strategically to target potential customers at the top of the funnel. Since Reels are inherently engaging, they allow you to catch attention without feeling overly promotional.

Best practice: Let data dictate where you spend. Platforms offer robust analytics to measure impressions, saves, shares, click-throughs, and more. Start small, track performance, and refine.

Add a Human Touch Through Influencers

Both Pinterest and Instagram are driven by inspiration, and partnering with influencers can provide the authenticity your audience craves. On Instagram, work with influencers to create Reels showcasing your products in real-life scenarios. Pinterest collaborations might involve influencers curating boards centered around their favorite picks from your brand.

Reminder: Don’t aim solely for massive influencer accounts. Micro-influencers often have more engaged audiences that trust their recommendations.

Shortform Content Is the Future—Lean In

If there’s one universal truth emerging across social media, it’s that short-form video continues to dominate. Both Pinterest and Instagram allow you to create bite-sized content that’s shareable and impactful. From quick product demos to engaging customer stories, these formats resonate regardless of platform.

Final Thoughts: Platform Selection Isn’t Zero-Sum

Choosing between Pinterest and Instagram isn’t about picking sides; it’s about alignment. If your audience skews toward planners and early adopters with high purchase intent, Pinterest might be your go-to. For everyone else—especially if you’re selling charisma as much as products—Instagram is an excellent choice.

Each platform offers a unique value proposition. By focusing on great content, building trust with UGC, optimizing for discoverability, and tapping into shoppable features, you’ll create meaningful connections that grow your e-commerce business sustainably.

Sources

[1] Instagram vs Pinterest for Business
[2] How to Use Social Media Ecommerce Effectively in 2024
[3] History of Social Media
[4] Is Pinterest Marketing Still Worth It?
[5] Driving Organic Social Media Traffic to E-commerce Stores