Long gone are the days when posts appeared on newsfeeds in the order they were published. Today, social media networks use special algorithms that determines what content is to be shown and in what order. Instagram and Facebook are no different. While algorithmic newsfeed has improved user experience, it has actually made it challenging for brands to market their content, promote their products and acquire more likes and follows on Instagram and Facebook. On a side note, you can also Buy Real Facebook Likes and Instagram followers at a cheaper price. Nonetheless, here is our guide how the posts are ranked and the marketing effectiveness of Facebook and Instagram.
Content Ranking: Instagram
According to Instagram’s algorithm, posts that are relevant and receive more engagement, determined by the number of hearts and comments on them, are ranked higher. Relevancy refers to post genres being relevant to the targeted users. Also, the posts from accounts that the user interacts with more frequently are given more significance. The concept of timeliness states that most recent posts are ranked higher. Post from accounts that the user regularly searches are given more priority, along with the posts from accounts that the user directly shares with. The last factor is the time spent on post, which indicates that the more time a user spends looking at a post, the more likely they are to see the posts like that.
Content Ranking: Facebook
The newsfeed ranking on Facebook depends on a number of factors, including posts from friends and family, that are ranked higher, whereas, posts from brands are demoted. Content that receives more engagement, that is likes, comments and shares, in lesser time are given more priority. Similarly, the posts that are likely to encourage engagement and start a conversation are ranked higher. Posts with visual medium are shown more than the text-only posts. To discourage spamming, content that aggressively baits for likes, shares or comments are ranked lower. Similar to this, posts that push users into buying a product or signing up for a service are also demoted. The goal of Facebook’s newsfeed algorithm is to prevent fraudulent news stories and encourage more personal conversations. While this sounds a like a good move, it has significantly affected social media marketers, as Facebook gives less exposure to brands and public content.
Marketing Effectiveness: Instagram
Comparing the two platforms gives us clear insights that Instagram is a better choice when it comes to promoting your brands. It is also great for direct marketing, spreading awareness, engaging with customers, showcasing new products/services, influencer marketing and comparison shopping. In fact, the platform is a powerhouse for the people aged less than 30, specifically teenagers. Instagram places a greater emphasis on observation and discovery and less emphasis on interactions. Particularly for Millennials, the social media network can be seen as a style resource, where they can learn about new trends, discover new artists and keep up with their favorite celebrities. Instagram dominates in these industries: celebrity news, photography, architecture, beauty, fashion and home décor. This makes it a better choice to gain free exposure and for influencer marketing. In addition to this, Instagram also has a higher engagement rate than Facebook. A study from 2014 showed Instagram’s engagement rate as 4.21%, whereas Facebook’s rate was only 0.7%. From a recent study, only 32% Facebook users regularly interact with brand as compared to 68% Instagram users. In fact, brands receive about 60 times more engagement per follower on Instagram than on Facebook.
Marketing Effectiveness: Facebook
The platform still remains the best in terms of visibility when it comes to older age groups. Since, Instagram does not allow sharing links in posts and comments, generating traffic for a website or landing page becomes difficult. However, Facebook makes it quite easier to funnel viewers to a third-party website. Furthermore, Facebook focuses more on personal interactions and sharing content with people you know. About 40% of Facebook users prefer more intimate connections rather than engaging with companies. While the organic reach on the platform is constantly declining since 2012, Facebook’s advertising tools and features are still extremely effective and probably, better than all other networks’. They allow for various ad placements, with different options to customize the ad, choose an extremely specific target audience and have an in-depth view of the ad performance.