For a small business, choosing between social media platforms for marketing can be confusing. With 2.23 billion monthly users, Facebook seems like the obvious choice. But Instagram shouldn’t be overlooked. The platform’s monthly user-ship is growing, making it the third most used social media platform and a great site for marketing.

The Stats

Instagram’s algorithm emphasizes engagement and relevancy to the user. It also takes interactions with specific types of posts into consideration when creating the user’s timeline. Instagram posts reach 100% of their audience, while Facebook’s reach only 6% since they focus on creating a more intimate social experience.

Facebook’s algorithm demotes promotional posts, posts that bait for comments or likes, and text-only posts. Branded posts are demoted as well so it may be more effective to market on Instagram. According to a Selfstartr report, brands receive 58x more interactions per follower on Instagram than on Facebook.

Marketing Effectiveness

As a social media platform, Facebook has a more personal interface, highlighting intimate memories and connections with family and friends. 40% of Facebook users don’t like engaging with companies and brands at all. But Instagram users prefer to discover new and interesting things, creating an open space for companies to market their products. Product marketing is also more effective on Instagram utilizing the visual appeal of the user interface. And Instagram has less competition between brands than Facebook. 93% of marketers utilize Facebook and Facebook ads, Selfstartr reports. On the other hand, only 36% of marketers use Instagram which makes for visibility for a lot more brands.

Demographics

When comparing platforms, it’s also important to keep demographics in mind. For a younger, millennial-centric target market, Instagram is the best choice. The different effects such as Boomerang, Superzoom, and Rewind are also used more in Instagram stories and newsfeed posts. Stories are a feature on Facebook but the newsfeed is a more prominent feature of the platform and something younger people are less likely to utilize. Today, Facebook caters to an older audience – a market that emphasizes the importance of intimate conversations with businesses and people. Facebook users tend to respond positively to companies that emphasize community – a trait seen through photos and interactive posts. Instagram audiences want aesthetically pleasing content that sparks curiosity. So if you’re in a visual industry like fashion, food, travel, or lifestyle, Instagram is the platform for you.

demographicsSo, Instagram or Facebook?

Both Facebook and Instagram are popular social media platforms that companies need to take advantage of. Whether its paid ads on Facebook, or creating aesthetically pleasing posts on Instagram with hashtags to boost reach, every company should think about adding these social media platforms to their marketing strategy. But creating a strategy that plays to the strengths of both platforms can boost your company’s total reach.

If you need help creating a marketing strategy, you can call or email us.

 

Last Updated on April 9, 2024