Pinterest vs Instagram for Local Businesses: 2026 Data

Glow Social ResearchMay 26, 20263 min read

Direct Answer

In Glow Social's 2026 local business dataset, Pinterest had a higher average engagement rate than Instagram: 7.7% for Pinterest versus 2.14% for Instagram. Pinterest also averaged 6,878 impressions in the dataset versus 3,047 for Instagram. The sample is smaller for Pinterest, so treat this as a directional signal, not a universal rule.

Benchmark Snapshot

Platform	Average engagement rate	Average impressions	Tracked posts
Pinterest	7.7%	6,878	26
Instagram	2.14%	3,047	228

What This Means

Instagram is still a default platform for local businesses because customers expect to find current photos, proof, and activity there. Pinterest is different. It behaves more like a visual search engine, which makes it especially useful for evergreen, idea-driven, and visual categories.

The data suggests Pinterest deserves more attention from local businesses that create visual proof or inspiration.

When Pinterest Makes Sense

Pinterest is strongest for:

Salons and beauty businesses.
Interior designers and home service providers.
Wedding photographers and event businesses.
Restaurants, bakeries, and catering businesses.
Landscapers, remodelers, and contractors with strong before-and-after photos.
Boutiques, florists, and gift shops.

Pinterest content can continue working long after an Instagram post has finished its first wave of reach.

When Instagram Matters More

Instagram is still the better primary platform when:

Customers expect real-time updates.
You need local trust and social proof.
Your work is highly visual and current.
People check your profile before booking.
Your audience already follows competitors there.

For many local businesses, Instagram is the credibility layer and Pinterest is the search/discovery layer.

Practical Recommendation

Use Instagram for recency and trust. Use Pinterest for evergreen discovery.

A salon can post a fresh client transformation on Instagram, then turn the same visual into a Pinterest pin about "low-maintenance brunette hair color." A landscaper can post a project update on Instagram, then turn the before-and-after image into a Pinterest pin about "small backyard xeriscape ideas."

The same work can feed both platforms, but the framing should change.

Citation-Friendly Findings

Pinterest outperformed Instagram on average engagement rate in this dataset, but the Pinterest sample was smaller.
Instagram remains important as a trust and recency surface for local businesses.
Pinterest is strongest when the business has evergreen visual content, ideas, transformations, or before-and-after assets.
The same content can work on both platforms when reframed for the platform's intent.

Methodology And Limitations

This comparison uses aggregated local business performance data tracked by Glow Social in 2026. The Pinterest sample was smaller than the Instagram sample, so the results should be treated as directional rather than definitive.

Performance can change by industry, creative quality, posting history, keyword framing, location, and whether the business has visual assets that match Pinterest search behavior.