Marketing 101: Instagram vs Facebook

So, which is really better — Facebook or Instagram?

Both platforms are beneficial for any business. But if you have to focus on only one, what should it be? Find out the answer by going through this post.

We will go into detail and figure out which tickle not only your fancy but your business needs as well. Here are some interesting facts to help you identify which social media channel is best for your upcoming advertising campaign.

Instagram has better engagement than Facebook

Influencers frequent Instagram more than Facebook. With their wide fanbase, it stands to reason that the platform titleholder when it comes to engagement performance. A study performed by Information Whip contrasted the number of likes posts generated on both platforms. The results are evidently in favor of Instagram when comparing likes garnered by the same brand on different platforms. 

Facebook provides greater exposure than Instagram.

While Instagram guarantees better engagement, Facebook has a wider reach. Thanks to the more extensive fan base of the social media network (over 2.6 billion monthly users) that comprises different age groups. As they say, variety is the spice of life. Facebook offers a lot in this department in terms of gender, age, and race. It is more useful if you are looking into broadening your reach.

Instagram is frequented more by younger users, making it a more challenging platform to utilize for brands that cater to older folks or various age groups. Unless, of course, expansion is in the works (more on this later). 

Instagram is the millennials’ platform of choice.

As mentioned earlier, IG’s photo-sharing feature is more appealing to the younger generation. Should you want to tap into this market, Instagram should be your first choice in building a fanbase comprising millennials and gen Zs. Take a page out of Harley Davidson’s book. While older individuals are familiar with the luxurious motorbikes they produce, the same can’t be said for the youngsters. Signing up on Instagram to launch an advertising campaign targeting males between 18 and 35 years old put them on the map of this new generation.

They started a campaign featuring slide carousel ads with creative depictions of motorbikes that biking aficionados recognize. Every image sheds light on their bikes’ background story. In just three weeks, the campaign was able to rake about 1.4 million men belonging to their target group. Moreover, the campaign generated 8, 365 clicks to their website. Guess it is safe to say that the company did a great job expanding their business and spreading brand awareness to younger audiences through Instagram.

This is a perfect example of how important it is to target the right platform to execute your marketing plan.

Facebook is better at sharing information and utilizing links.

On Instagram, you have a few options to share information and redirect people to your website or other related links. You can’t paste links in your captions, and sharing is limited to private messaging. You can either put a link on your bio for users to click on or make use of the swipe up feature available in Instagram stories. The latter might be more effective because the former needs to be done with the intent. Another option is to create a sponsored post, which will require a budget.

As a marketer, you should take advantage of a consumer’s spur of the moment and supercharged decisions to get them clicking on your links. Facebook grants users the ability to share links to product pages or blogs, which can result in an increase in sales and traffic. If your goal is to spread your brand’s message and promote your blog posts and roster of products, Facebook is a much better choice than Instagram.

To Sum Up

Depending on the angle you are working on, you should be able to determine the most suitable platform for your business. Consider your objectives and your campaign goals. Facebook and Instagram both have advantages. When used concurrently (and effectively, of course!), you are bound to see growth and positive results for your business. Their differences in terms of population and features make them unique and more suitable for particular campaigns. 

In a nutshell, Instagram allows you to promote your business and increase brand awareness, and Facebook, on the other hand, can help turn those leads into actual sales.

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