Ideally, you should be promoting your brand and running ad campaigns on both networks, Facebook and Instagram. However, if you have a fixed or tight marketing budget, which network are you going to choose? While Facebook is older and has more features, Instagram is gaining popularity very steadily, with its growth rate sharply increasing every year. Here is comparison of both the platforms to help you choose one.
With nearly a billion active monthly users, Instagram is used by a huge number of individuals from all over the world, which makes it a great platform for promoting businesses and brands. The network has a stronger organic reach due to the visual nature of its content and the uncluttered format of the newsfeed. Instagram focuses constantly focuses on bringing out newer features, like recently, they introduced the Suggestions for You section and ability to follow hashtags. It is much easier to reach your prospects on Instagram and turn them into followers. Also, if you are struggling to get follows, you can Buy Real Instagram Followers.
On the other hand, Facebook is one of the oldest social media networks that has a much broader active user base with more than 2.07 billion monthly active users. This makes it the number one platform in terms of reach. Hence, Facebook could be the right choice for marketers who want to increase brand visibility to a general audience and without targeting a specific age group. In addition to this, Facebook offers a number of options for choosing target audience for ads. One of the options allows advertisers to create a new audience and target audience based on:
Besides these basic categories, there is also an option for detailed targeting where you can include or exclude users from an audience based on their interests, behaviors and demographics. Another option is Connections targeting that enables including or excluding users based on their connections to your apps, events or pages. Custom Audiences are target audiences that include people you already know. The users are chosen based on the information you provide. A Custom Audience can be created from the Facebook Pixel, Engagement on Facebook, Facebook SDK and Customer Files. A subset of Custom Audience is the Lookalike Audience that chooses the target audience from a ‘source’. It looks for users on Facebook who have the most similar characteristics as the people in the source.
Also Read: Instagram Vs. Facebook: Best For Marketing
In 2017, about 70% of the businesses in the US were using Instagram, whereas, in 2016, only 49% of these were using the platform. So, what is bringing all these business to the platform? Engagement! According to Instagram, 80% of the people follow at least one business on the network. Moreover, as of March 2017, more than 120 million Instagram users called a business, visited their website, got directions to their outlet or direct messaged or emailed a business.
As far as Facebook engagement is concerned, organic posts generate much less engagement after the change in newsfeed algorithm. However, the platform still has a lot of opportunities for running engagement campaigns. With Facebook ads, marketers can get very specific about the kind of engagement they want to generate.
Pew Research conducted a study on social media demographics, which revealed that there are more female users on Instagram as compared to male users. Statistically, 31% of the women and 24% of the men use the network on daily basis. Moreover, the study also reported that Instagram is very popular among young adults, aged between 18 and 29; and about 55% of the total internet users in the age group use Instagram. The study concluded that the platform appeals to a more younger audience, especially if they are females.
The results of the same study by Pew Research also revealed that Facebook attract the adult users of all age groups. Just like Instagram, the network has a higher number of female users than male users. 66% of the male and 77% of the female internet users use Facebook regularly. Furthermore, the largest social media platform is most popular among young adults aged between 18 and 29, whereas, 79% of the internet users in the age group 30 – 49 use Facebook. These statistics show that Facebook is used by people of all age groups, unlike Instagram.