Facebook and Instagram are major players in the modern social media marketing game. Any business worth their salt invest time and even money into excellently curated feeds, so that they can have that unique connection with customers that just didn’t exist before the age of social media. But what are the benefits of these sites, and is one better than the other?
Let’s look at Facebook first.
Facebook has a massive impact on how the public interact with each other and has been around far longer than Instagram. It’s a great place for businesses to update their consumers on upcoming events and happenings, as well as sharing articles they are interested in. Facebook’s algorithm supports video content beyond all else, so video ads or updates are a great way to get a bigger reach.
Most Facebook users primarily use it for social purposes. That is, they connect with friends and family while businesses are less of a priority. Even the name itself doesn’t promote “faceless corporations”. It also has an overall older audience than Instagram, which can be bad depending on your target market.
What about Instagram?
Instagram is a highly visual form of media, allowing businesses to showcase some design and aesthetic skill, and reinforce their visual identity. The more a company’s brand identity is seen, the more associations a customer builds with the brand, making it more memorable and more likely to be used. Instagram also has a more current feel to it, not just because it is a younger site, but because of the “instant” share element of stories. Companies can show themselves as more relatable by sharing day-to-day happenings through stories. While Facebook has this option too, it is used much less.
Instagram has a lot of content restrictions, for example you cannot share hyperlinks in posts. This means that businesses cannot make use of article and blog sharing as easily, something that is beneficial to the tech and finance industries. Another issue is that many companies use bots to increase their following, and Instagram is catching on. The anti-bot algorithms make it difficult to keep up with what is acceptable and what isn’t. Optimising hashtags is a constant job, discovering what is relevant but also unique enough that you won’t get buried. Having a social media team to keep on top of all the changes is the best way to get the best of both worlds.
There are plenty of positives and negatives to both sites, and which site you should focus on also depends on your intentions. If you have a younger audience, Instagram is the way, whereas if you’re more business focused, the lack of link sharing on Instagram might be detrimental. The best approach to social media is to make use of all the available platforms, and a combination of both Facebook and Instagram used in the correct way can be a powerful strategy.
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