Though Facebook and Instagram have both reached hero status, they have very different superpowers. It’s important that brands appreciate these differences, play to their advantages, and rather than settling on a favorite defender, use both to contour a successful marketing strategy.
Here’s what you should know about these Social Superheroes.
Let’s talk vanity metrics. Facebook is the patriarch of the social media family and has therefore benefited by a generous head-start. In a report released by www.statista.com in January 2018, Facebook has reach 2.2 billion active monthly users, making it the largest worldwide social platform. Compare that to Instagram’s rear-view reach of a mere 800 million active monthly users. [BAM!]
And check this out: Facebook gets the upper-hand with mature audiences. 36% of its total users are over the age of 45. Comparatively, Instagram only draws 15% of its active users from this population. [POW!]
Instagram may be late to the game, but what it lacks in user reach, it makes up for in engagement. Instagram averages an engagement rate of 1.66% across all industries, whereas Facebook only averages a 0.17% engagement rate. [KABOOM!]
Most notable about Instagram is its appeal to younger users. Studies report 61% of its global users are between the ages of 18-34. In comparison, Facebook’s numbers are more evenly distributed, and only represent 42% of the 18-34 demographic. [BA-BAAM!] Instagram gets the kids. And the kids get Instagram.
While social media marketing budgets are certainly finite, the truth is most brands can’t afford to leave Team Facebook or Team Instagram out of the alliance. Both social platforms are critical to a well-articulated social presence, and play a part in a brand’s upward trending. It’s important to lean into the metrics, seek out the research, and leverage your budget to reach, engage, and convert your target audience.
And there’s the punch.
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