If you’re in digital marketing, then you’re probably pretty comfortable using various forms of social media by now, particularly Facebook. Of course, the platforms are constantly changing so there is often new information to learn. For example, video posts have all but taken over Facebook. So, even if you have the basics of social down, it’s important to pay attention to industry news and take note of any important trends.
A question that’s often asked, even by some seasoned social media pros, is what type of content should be posted to which platform? Not all content is suitable for every platform, so don’t feel like you need to share everything everywhere. Choosing which social media site to use when trying to market efficiently can be difficult, especially when you’re trying to decide between Facebook and Instagram. It doesn’t help that Facebook acquired Instagram in 2012, just two years after Instagram was launched. The platforms have only grown more and more alike over time.
This is true of social media in general, however. When one feature becomes popular, it tends to spread across platforms like wildfire. For example, after Snapchat saw successful with their “Stories” feature, both Instagram and Facebook implemented their own versions. Various ways of sharing video are basically the “it” form of posting across the board right now. Even though Instagram is the photo sharing social media platform, video is becoming prominent on their platform as well. So how do you make that choice then: Facebook or Instagram? Hopefully the insights below will help you make an informed decision.
If you aren’t already aware, around a billion people use Facebook every day, which is part of what makes it such a great marketing tool. You can target and reach almost anybody, especially considering that their demographics are pretty widespread: young people, older people, male, female, it doesn’t matter! There’s a good chance they’re on Facebook, no matter their background.
If you’re using Facebook to promote your business, which you should be, then your page is a great place to provide your followers with your basic info. It’s also a great place to network, entice new potential customers, and put up ads.
Because there are so many different ways to post and interact on Facebook, it can be hard to choose. Well here’s a little cheat sheet for you on the most popular formats on the site at the moment…
We suggest using links to drive traffic back to your professional website. Video and photo posts, if well made and entertaining, can really encourage the overall engagement on your page. People are often scrolling through Facebook when they’re bored in a public place or trying to unwind at the end of the day, so your posts should be fun and consumer-friendly if you want to attract attention. If you post a video, it’s a good idea to include captions so people don’t have to put the sound on to get the overall message.
Instagram has about half as many active daily users as Facebook, but still, 500 million isn’t too shabby! This platform can be an amazing marketing tool as well, perhaps not for all businesses, though. Everything posted on Instagram is visual, be it photo or video. This content can never rely on written text alone, and links can only be shared in a profile’s bio instead of in posts. Instagram users work hard to have an aesthetically pleasing profile. Popular users often have themes to what they post, using recurring filters and color schemes in an attempt to have harmony amongst their images. So, if your products or services don’t yield great photos, it might not be worth it for you to market with Instagram. Don’t worry, there are plenty of other social media options out there for you, like Facebook and Twitter!
The demographics of Instagram users are pretty similar to those of Facebook users, although the Instagram audience is still a bit younger. Despite this, Instagram users are looking for something a little different. This platform thrives on emotional posts and a sense of community. In this case, it is more important that your content is high quality, beautiful, interesting, and meaningful than it is informative. Instagram is a fun place to engage leads and customers, so make sure you monitor your account so that you can respond to any comments or messages and “heart” other posts relevant to your business.
So, when you’re considering Instagram and/or Facebook for marketing your business, come up with a target persona profile. This exercise is actually helpful in any form of marketing. If you have a better idea of who your target audience is, then you’ll have a better idea of what kind of social post they’re more likely to engage with. It’s important to think about this because you’re investing your time and money. If your ideal consumer is a little older and looking for basic information about your business or a fast way to get in contact with you, then Facebook is the platform to focus on. If they're mostly millennials who want to scroll through carefully curated pictures of your products and occasionally let you know what they like in the comments, give Instagram a try. Of course, there are many businesses that benefit from using both platforms, so hopefully we’ve shed some light on when you might want to use which.