Both Facebook and Instagram rank in the top 10 social media platforms, with Facebook estimated to have over one billion monthly visitors and Instagram coming in at about 500 million. Despite being owned by the same company, the two social networking apps have very different uses, and therefore act as two very different marketing platforms for businesses.
Due to its age and time in operation, Facebook (2004) is undoubtedly more popular with the older generation with 59% of visitors being aged 35+ when compared to millennial preferred Instagram (2010) according to Customer Acquisition Platform Fluent. This is the first point to note when opting which platform to market to – who is your target demographic? If it is millennials (formerly Generation Y) or younger, Instagram is your better option. However, if your product is targeted at Generation X or Baby Boomers, Facebook has a higher number of visitors in this age bracket.
Facebook allows you to specifically target the audience you want it to reach based on demographic identifiers such as location, age, gender and interests (likes). Due to the higher age of visitors using Facebook, this social network is better for businesses targeting consumers with higher incomes and spending power. However, it is almost impossible to gain organic reach on the social platform due to recent updates. Businesses will need to allocate part of their marketing budget to not only producing original, engaging content, but also towards paid promotion to increase the post’s traction.
As for Instagram, if the product or service is more popular amongst the younger generations, businesses with products targeted at this age group should adjust their marketing strategy to reflect this. Instagram has recognised the success of brand advertising by allowing for accounts to be switched to “business accounts”. This follows a similar suit to Facebook Analytics as businesses are able to see how successful posts are performing, and what time their followers are online.
It has been reported the engagement on Instagram accounts for businesses is 10 times greater than is on Facebook. Instagram is a picture based medium ideally suited for brands or business where the purpose is straightforward and doesn’t require a lengthy explanation.
Facebook on the other hand allows for more detail, and is more suitable than Instagram for businesses with products that require additional information. However, the social platform is often oversaturated with videos, memes and various other opinion stories making it difficult for businesses to make their products stand out. This is why it is imperative to market posts towards the correct demographic, publishing content that not only encourages engagement, but also prompts the audience to respond correctly or take action (buy).
Instagram introduced advertising for select brands in 2012; it wasn’t until 2013 that the app allowed all to advertise. Brandwatch found 48.8% of brands are on Instagram, with a growth rate of 70.7% in 2017. To put it into perspective, 90% of the top 100 brands have an Instagram account, as users are over a third more likely to make an online purchase on their mobile. Facebook does allow for advertising, and without a budget allocated to social media marketing, business will be unlikely to see any significant audience traction or results on their posts.
If are unsure which social media channel would best suit your business needs, get in touch with the experienced team at Undergrnd Marketing. We can highlight what best works for you and can assist you in growing your online presence by capitalising on what method works best for your brand.
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