Since Facebook is a lot older than Instagram, it’ll have some advantages in terms of user base and popularity. However, Instagram’s growth has been extremely strong and it’s headed in the right direction.
Let’s look at the numbers. Facebook Statistics
1.4 billion monthly active users
655 million monthly active users that are mobile only
47% of Instagram users access the app on their phone and 53% on their tablet
As you can see, Facebook might have larger vanity numbers but Instagram’s stats are very impressive, particularly in terms of engagement.
Instagram has built itself up as a platform that thrives on users being able to engage with the visual content brands share. Facebook's Audience vs. Instagram's
This is probably going to be one of the deciding factors for which social media site between Facebook and Instagram you choose to put your market focus toward.
The older generation really isn’t active on the Instagram's app.
One of the first differences that jumps out is Instagram’s younger user base.
A majority of Instagram users are under 30, and many are in their teens.
This is great for companies trying to reach a younger demographic.
Facebook on the other hand has been losing its share of teen users. Between Fall and Spring of 2014, the number of teens using Facebook fell from 72% to 45%. The same study also found that 38% of teens said that Instagram is a favorable marketing channel vs. 21% for Facebook.
An advantage of being a popular social network for older consumers is that the users have higher incomes. Depending on what products or services your company offers, this could be extremely advantageous. For instance, an investment firm might have much more success on Facebook than they would on Instagram.
Where is the Engagement?
Here’s another example. Coca-Cola has over 91 million Facebook Likes and 746,000 Instagram followers. That’s less than 1% of its Facebook followers. Naturally you’d think with that many fans on Facebook the company’s content would see much more engagement there han on Instagram right? Here’s an image Coca-Cola posted to both Facebook and Instagram.
3,751 Likes and 79 comments. Again, those are great numbers.
Now let’s see how the same exact post performed on Instagram.
Over 30,000 likes and over 270 comments
You won’t always get more engagement on Instagram posts than Facebook ones. There are a variety of factors that go into how users interact with you content on social media. For instance, images perform better on Instagram than Facebook since that’s what Instagram is primarily used for. Text, on the other hand, is better left to Facebook most of the time. You have to consider how your audience uses each social network. Which brings us to our next point.
Functionality
Facebook is largely informational. You can find out things about a company through its Facebook Page whether it’s business hours, an address or upcoming events. Facebook is focused more on text because it’s data driven. That’s why it takes longer to create a profile on Facebook than it does on Instagram. They serve different purposes.
Instagram is about capturing moments. People don’t open Instagram to find out your company’s business hours or to see if their friends have been to your store. They use Instagram to engage. There’s no other purpose for the app. That’s what makes it so effective for building your brand and gaining popularity. It naturally lends itself to getting content spread.
Which One Should You Publish Your Content On?
The type of content you publish on Facebook or Instagram is also important. A big mistake that companies make is treating Instagram like Facebook. Content that works on Facebook doesn’t always translate well to Instagram.
Curated Content
Facebook is a great platform to curate content. You’ve probably noticed that a majority of the content shared on Facebook isn’t original. It’s generally curated blog posts, news or content that’s just being shared from other accounts.
Instagram on the other hand is all about original photos and videos. Company News
Your first stop for publishing company news should be Facebook. Since Facebook is more text based, you’ll have a better chance of people reading the entire update. For instance, if you have to close down for reconstruction you’d want to make a Facebook post about it. Instagram is where you could post pictures of the reconstruction in progress. See the difference?
Company Events
Did your company host a charity event or go to a popular conference? That’s the perfect opportunity to get content for Instagram. You can post the images in real time to give your followers a feel for how things are going.
When you get back from the event, you can create a Facebook photo album with the best pictures.
Image Contests
Image contests are all about engagement, and we know that Instagram is the king of engagement on social media. Use Instagram as your platform to host the contest and make a hashtag to keep track of it all.
You can promote the contest on Facebook to help push traffic to your Instagram account. You might even consider running some Facebook Ads.
Any type of original photo that has to do with your company and brand should go on Instagram. If you’re publishing content that has a lot of text, then Facebook might be a better choice. Sometimes you might run into situations when a piece of content could work well on both like the Coca-Cola example from earlier.
Running Campaigns On Facebook vs. Instagram When it comes to creating, tracking and reporting campaigns, Facebook has the advantage. For one, Instagram doesn’t allow you to add clickable links in your posts. That alone makes tracking campaigns a bit trickier but still possible.
Also, Facebook has the best paid advertising platform of any social media site. Aside from its laser targeting, it’s extremely simple to track your ROIon every campaign.
To be fair, Instagram hasn’t opened up the doors to marketers and advertisers as much as Facebook yet. Just like every other social network, Instagram has been focused on building up its user base and making the experience as enjoyable for them as possible. There’s no doubt that the company will eventually start to roll out more options for advertisers, including better tracking.
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