As a brand, a SMM or business owner, you know that marketing is a key part to your success. In order to be as efficient as you can, you need the right audience.
How To Choose Between Facebook and Instagram To Find Your Target Audience
As a business owner, you probably already know that social media marketing should be a key part of any business marketing strategy. According to research, there were about 4.70 billion active social media users by mid-2022. With this kind of audience, social media is undeniably an excellent engagement avenue for your business.
But how do you leverage this audience and ensure that your business achieves maximum benefits from your social media marketing efforts? How do you ensure that your chosen platform is the best option for your brand? And which platform works best for your business - Facebook or Instagram?
This article will cover each platform’s demographics and features to help you make an informed decision.
Facebook is the third most visited website worldwide, trailing only behind Google and YouTube. Out of 4.48 billion active social media users, 2.91 billion are Facebook members. In fact, studies show that at least 81% of all adults in the US have a Facebook account.
Additionally, the largest Facebook user group is 25 to 34 years old, accounting for 31% of total users. If we compare all age groups, users over 35 makeup 41% of total Facebook accounts, which might be because Facebook has been around much longer than Instagram.
From these numbers, it’s easy to see that Facebook offers an excellent chance to increase your visibility and sell to a more mature audience.
As for features and functionality, Facebook and Instagram have many similarities. However, a few Facebook features stand out and give it an upper hand when it comes to social media advertising.
Here are some features you should pay close attention to that can help you gain an audience and improve your analytics on Facebook:
Facebook focuses mainly on text content. So if your business is better represented through text content than imagery, Facebook is the best social media platform for you. For better understanding, here are some of the key content types of Facebook:
Regarding paid advertising, Facebook has quite a few options:
The only way to know how your social media marketing campaigns are performing is to track all the metrics.
Fortunately, tracking stats on both Facebook and Instagram is pretty similar, but here are some Facebook-specific stats:
Similarly to Facebook, the majority of Instagram users are between the ages of 25-34, representing 31.7% of the platform’s total audience. But unlike Facebook, which has more older users, about 39% of all Instagram users are under 25.
This makes Instagram the perfect platform for reaching the younger generation. Additionally, studies show that at least 70% of Instagram users open the platform when looking for a product or service to purchase.
Instagram is one of these apps that seems to have a new feature added every so often. Here are some features that set it apart from Facebook:
Instagram focuses much more on photos than text, so it’s a great platform for businesses whose models can be well represented through images.
Here are some content types that give Instagram an upper hand over Facebook:
Looking at paid advertising is when you can tell that both platforms are managed by the same house. Advertising on Instagram is very similar to advertising on Facebook.
Instagram has the same ad features — image, video, carousel, dynamic, and collection ads — that Facebook does. The ad prices might vary between the platforms, but the ads work the same way.
Whether for Facebook or Instagram, it’s important to track the conversions of your ads. This way, you will know if you are getting any ROI. To calculate your ROI, you must have some accounting knowledge. Surprisingly, a recent study found that 60% of business owners who responded said they didn’t feel knowledgeable about basic accounting or finance concepts. You should take the time to educate yourself on these topics so you can measure the success of your campaigns.
Although most Instagram and Facebook stats are similar, here are some Instagram metrics that might be different:
You are probably wondering why not market on both platforms. Well, if your marketing budget allows it, you certainly can.
One way you can use both platforms for marketing is to start with a Facebook ad campaign and follow it with a promotion on Instagram, targeting the portion of your audience that did not convert on Facebook. Facebook will drive people to your website, while Instagram will help convert stragglers. The opposite can also work, but the final result of each marketing campaign will depend on your following and ad performance on each platform.
Both are great platforms that can quickly help you grow your audience. However, even as you maximize their use, it’s important not to become totally dependent on either platform for communication with customers and clients. You should also invest in other forms of communication software for interacting directly with customers once you have them brought into your business.
For example, a recent study of local dental businesses found that the overwhelming majority of patients paid within one day after those businesses switched to a text-to-pay system that interacted with customers and patients directly via SMS messaging. This goes to show how other forms of client and customer communication besides social media can be highly effective as well.
In short: both Facebook and Instagram can be highly useful for marketing your business directly to your target audience, but after you manage to bring customers in, other forms of direct customer communication may be more efficient at retaining them.
The platform best for your brand depends on your business model and marketing strategy.
In summary, here are the key differences between the two platforms:
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Every week, Emily interviews top brands, renowned influencers, and hidden agencies with one goal in mind: to understand what happens backstage of their social media strategies.Listen to esm2