It can be difficult keeping up with all the changes in social media. Trying to get your hands around the best way to use social media effectively in your marketing campaign can be daunting. There are many platforms available to choose from. How do you know which one to use? We are going to go into some detail today regarding Facebook vs. Instagram.
It can be argued that these are the two most popular platforms available. Since Facebook acquired Instagram in 2012 the two platforms are linked. But that doesn’t mean that they are the same. Here are some of the major differences.
Number of Users
Facebook is second only to Google as the most visited website worldwide, thus making it the Big Man on Campus of social media sites. As of October 2020, Facebook had 2.7 billion active users versus Instagram which had a little over 1 billion active users. But that does not necessarily mean that brand engagement is better on Facebook. From a marketing standpoint, Instagram can be a better platform for creating brand awareness as it is a mobile-centric photo-sharing app.
Using the Platform
Facebook designates as a general social networking platform. The platform encourages networking and connecting with friends, family, and colleagues. It tends to generate close-knit communities of people who know each other in real life or specialized groups of people with shared interests. Their tag line, “Be connected” illustrates their purpose. There is a strong slant that Facebook is an enhancement to current relationships.
Instagram’s tagline of, “Capture and Share the World’s Moments” is more far-reaching in its intent. Instagram is more photo and video-oriented. The platform encourages sharing and building new communities with common interests.
Mobile vs. Desktop
Facebook is user friendly from both their mobile and web versions. Instagram, on the other hand, is more focused on mobile users and people on the go. Users on Facebook will take the time to sit down and view and interact. Instagram is much more of an instant gratification and visual medium.
Facebook and Instagram, although both social media platforms, use very different algorithms to determine what and who you see, as well as when you see it. Algorithms are based on your personal viewing and responding history.
Instagram’s algorithm focuses primarily on the following:
- User engagement – how many likes (hearts) and comments on each post.
- Relevancy – how relevant the posts are to the individual user.
- Relationships – the more you interact with another user, the more likely you will see their posts.
- Timeliness – recent posts are ranked higher.
- Profile searches – the more popular a profile, the higher it ranks.
- Direct shares – posts that are directly shared are ranked higher as well as giving the person receiving the post a rank boost.
- Time spent on post – the amount of time spent looking at the post as opposed to scrolling.
Facebook’s algorithm focuses primarily on the following:
- Friends and family – posts from people the user knows personally rank higher than posts from businesses, effectively demoting brands.
- Engagement – how many likes, comments, and shares the post receives causes the post to rank higher.
- Engagement – posts that are generating conversation rank higher.
- Images and videos – understandably, visual posts rank higher than text-only posts.
- Baiting posts – posts that aggressively bait for likes, shares, comments, votes, etc. rank lower.
- Promotional posts – posts trying to push people to buy or join are demoted.
Facebook vs. Instagram In a Nutshell
Instagram works better for direct marketing due it is friendliness in engaging with customers, spreading awareness, showcasing new products, comparison shopping, and influencer marketing. It is a better venue for the under 30 demographic, especially teens. Facebook is better suited for visibility with older age groups, especially if you are using paid advertisements.
Facebook also makes it easier to funnel users to third-party sites such as an online store. Instagram does not allow link sharing in posts and comments, and any outside links appear in your bio only. This makes it harder to generate traffic from the platform.
At the Social Expansion Project, we can help you develop a solid strategy for growing your audience on both Facebook and Instagram so you can start generating more leads and sales today! Learn more about our affordable marketing packages and blogging services or schedule a free no-pressure consultation today!