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Is Instagram marketing or Facebook marketing more effective?

February 19, 2021

If you’re a busy bee that doesn’t have time to flutter between two social media platforms, then it could be a good idea to read this article to find out where your energy is best utilised. Although we recommend marketing on both social media platforms, this article may explain a bit more about what Instagram and Facebook’s strengths are as we put them in a head to head battle!

Which platform has more active users?

It’s no surprise that Facebook has more active monthly users with a whopping 2.7 billion monthly active users to Instagram’s measly (in comparison) 1 billion monthly active users. According to Sprout Social, 74% of Facebook users login at least once daily, compared to only 63% of Instagram users. However, active users are not the most important thing to measure a social media platform by.

Which platform gets more engagement?

According to AdExpresso, “Instagram images get an average of 23% more engagement than their Facebook counterparts.” This is because Instagram’s algorithm prioritises engagement and relevance of posts to viewers over their relationships with accounts and profile searches.

Whereas, Facebook’s algorithm focuses on posts from friends and family first, and engagement second. This means that Instagram’s audience is much more engaged, and brand posts get better reach than on Facebook. Instagram is also far more effective in terms of stories. 

Instagram is also a better platform to build your brand. This is because you can easily visualise your brand and write captions that fit your tone of voice.

Who uses these platforms?

It is no surprise that Instagram appeals to a younger demographic and is a more popular marketing tool to target young adults, whereas Facebook appeals to an older audience. According to Sprout Social, 43% of females use Instagram compared to 31% of males, and the most common users are individuals aged 13-17 (72%), followed by adults between 18-29 years (67%).

On the other hand, 75% of females use Facebook compared to 63% of males. And individuals between 18-29 and 30-49 were the most common age groups (79%), and 50-64-year-olds came second, at 68%.

Is advertising more effective on Facebook or Instagram?

It depends on what advertising you are using. Instagram’s strength lies in direct marketing. This includes engaging with customers, influencer marketing and free exposure, public awareness, announcing new products/services, and comparison shopping. 

However, Facebook is more popular for paid advertisements. This platform makes it simpler to push users into another site, such as an online store, so it can be really useful to generate online traffic!

Depending on your audience and marketing strategies, one of these platforms may appeal to your target audience/ marketing strategy more. However, we would definitely recommend using both of these platforms to market your brands. And remember, now that Facebook and Instagram are linked, it’s easier than ever to use post on both simultaneously. If you don’t already know how to link your social accounts, you can check out our article on how to do this.

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