When it comes to running digital ad campaigns, marketers today have a daunting array of platforms to choose from. Among them, Facebook and Pinterest stand out for unique reasons, each offering powerful tools to connect with potential customers. But how do you decide which platform is more effective for your business?
Below, we break down the differences between Facebook Ads and Pinterest Ads, covering everything from audience demographics to ad formats, targeting options, and cost considerations. By the end, you’ll have clear insights into which platform aligns best with your marketing goals.
Understanding the Core Users of Facebook and Pinterest
Facebook: The Global Community
Facebook is an undeniable titan with approximately 3 billion monthly active users. Its audience is broad and spans virtually all demographics:
- Age Groups: While usage skews slightly younger, Facebook attracts users from ages 18 to 65+.
- Gender Balance: Facebook maintains a relatively even split between male and female users.
- Geographies: With users worldwide, it’s especially strong in markets like the US, India, and Indonesia.
The takeaway? Facebook provides access to a large, general audience, making it an excellent choice for mainstream consumer brands or businesses seeking maximum reach.
Pinterest: A Hub of Inspiration
Pinterest, on the other hand, caters to a niche — but deeply engaged — audience of 465 million monthly active users:
- Age Groups: Pinterest is especially popular among Millennials and Gen Z users, often aged 18–49.
- Gender Skew: 76% of Pinterest users are women. Men are increasingly active on the platform, but it continues to attract a predominantly female audience.
- User Intent: Many Pinterest users come to plan purchases or find inspiration. Categories like fashion, home décor, DIY, and beauty do particularly well here.
If your brand thrives on high visual appeal and targeted inspiration, Pinterest offers a solid audience that’s often further into the buying funnel.
Comparing Ad Formats
Facebook Ads
Facebook’s ads are versatile and user-focused. Popular formats include:
- Image or Video Ads: Great for storytelling or showcasing a product visually.
- Carousel Ads: Perfect for displaying multiple products or offering step-by-step guides.
- Lead Generation Ads: Capture emails directly within the app for easy conversion.
- Event Promotion: Ideal for driving RSVPs or foot traffic to in-person events.
With Facebook’s flexibility in ad creative, businesses from direct-to-consumer (DTC) brands to service providers can experiment with presentations and messaging.
Pinterest Ads
While Pinterest may offer fewer ad formats, its options effectively cater to the platform’s purpose of discovery. Ad options include:
- Promoted Pins: Blend seamlessly into a user’s Pinterest feed, giving a natural feel to the ad.
- Carousel Pins: Tell a broader story or showcase multiple facets of a single product.
- Shopping Ads: Automatically promote products from your catalog, perfect for e-commerce brands.
- Idea Pins (formerly Story Pins): Highly visual and interactive, these are designed for storytelling.
Pinterest ads are inherently visual—brands behind home goods, crafts, recipes, and fashion see great success here thanks to the platform’s scroll-stopping aesthetic appeal.
Targeting Options
Facebook’s Advanced Algorithm
Facebook’s targeting is data-driven and sophisticated, using its massive user base and data collection as its advantage. Advertisers can target users based on:
- Demographics: Age, gender, location, relationship status.
- Interests: Hobbies, media consumption, interests.
- Custom Audiences: Retargeting your website visitors or syncing your own contact lists for incredibly personalized ad delivery.
- AI-Driven Lookalikes: Scale campaigns by targeting users who “look like” your existing customers.
If you need pinpoint accuracy, Facebook’s breadth of user data and targeting tools makes it tough to beat.
Pinterest’s Intent-Based Targeting
While less comprehensive than Facebook’s tools, Pinterest’s targeting focuses heavily on user intent and interests. Options include:
- Demographics and Interests: Like Facebook, but heavier on curating suggestions based on user searches and pins.
- Keyword Targeting: Leverage keywords to target users actively searching for solutions your business offers.
- Actalike Audiences: Similar to Facebook’s Lookalike Audiences, these allow you to scale campaigns based on current customer profiles.
Pinterest shines when users are intentionally searching or open to discovering new ideas—a key differentiator from Facebook’s generalized targeting.
Cost-Effectiveness and ROI
Facebook’s Competitive Environment
The broad targeting capacity on Facebook comes with competition—and a higher price tag. The Cost per Click (CPC) and Cost per Mille (CPM) range considerably based on your industry but can average around:
- CPC: $0.97
- CPM: $12.07
While costs are higher, Facebook’s precise targeting and large audience size often lead to an excellent return on investment (ROI) for businesses focused on audience engagement and conversions.
Pinterest’s Affordable Entry
Pinterest ads generally cost less than Facebook ads, especially for businesses targeting niche markets:
- CPC for Promoted Pins: $0.10 to $1.50
- CPM for Shopping Ads: $2 to $5
Though Pinterest doesn’t offer Facebook’s detailed analytics, its users often come motivated to purchase, leading to strong ROI in visually-driven industries.
Who Wins Where?
Deciding between Facebook Ads and Pinterest Ads often comes down to your business type and goals. Here’s a breakdown of what each platform is best for:
Facebook Wins If
- Your objective is broad audience awareness or global reach.
- You need advanced targeting (e.g., by job title, interests, or relationship status).
- Your campaigns focus on community engagement through likes, shares, and comments.
- You’re running a direct conversion campaign for lead generation or app downloads.
Pinterest Wins If
- You’re in a visual industry (e.g., home, cooking, beauty, crafts).
- Your target audience includes women aged 18–49 planning purchases.
- Your marketing relies on visuals to inspire user discovery.
- You specialize in e-commerce and want to take advantage of Shopping Ads.
Tips for Choosing the Right Platform
- Understand Your Audience: Research which platform aligns with your demographic. Are they browsing Facebook casually, or actively searching Pinterest for inspiration?
- Define Your Goals: For lead generation and engagement, Facebook wins. For product discovery and “shoppable” moments, Pinterest excels.
- Experiment: Test small-budget campaigns on both platforms to compare performance metrics like CPC, click-through rate (CTR), and ROI.
- Leverage Both: If your budget allows, consider cross-platform advertising to capitalize on Facebook’s reach and Pinterest’s inspirational vibe.
Final Thoughts
Both Facebook Ads and Pinterest Ads offer amazing opportunities to promote your brand. Facebook delivers unmatched reach and precise targeting, while Pinterest excels at providing visually-driven inspiration to eager buyers. The right choice depends on your customer demographics, marketing goals, and creative strategy. Take the time to evaluate your priorities, and you’ll unlock the full potential of your ad campaigns.