Social media has become a dominating platform with 3.2 billion users worldwide. Facebook and Instagram making up a large portion of that use, especially when it comes to business and social media marketing.
While the excitement of using social media to gain more business is intriguing more than ever, you may not need to utilize both social media platforms to see immense success.
The decision and comparison can be overwhelming. We have taken the top attributes of each and broken them down for you to decide which is Better 4 Your Business.
Facebook 4 Business
Facebook, being the matriarch of social media, has many attributes that it brings to the business table.
Industries like alcohol, Food & Beverage, sports teams, hotels, and non-profits being the breadwinner of engagement. So, businesses do well.
For starters, a wider audience. Facebook has 1.6 Billion users, while Instagram has about 112.5 million. This audience is heavily diverse but has an older audience. What those numbers tell us is that Facebook has more opportunity for more people to see your content, paid or organic.
What those numbers also tell us is that while there is a high potential for more people to see your content, they most likely will not see or engage with it. Facebook has a significantly low engagement rate of only 0.09%.
This is why targeting ads is so important. And Facebook does this factor in a great way.
The implementation of an interactive carousel ad. This ad format has shown great success for a B2B audience. This leads to retargeting.
Retargeting tracks when prospects visit your site and then display a relevant ad to that user when they are on the platform.
Using a look-a-like audience to target the ideal audience is also a feature that Facebook does well. You can specifically target individuals with a specific demographic, interest, etc. This helps to strategically pinpoint an audience rather than hoping your ad reaches who you want it to reach.
In addition, retargeting via Facebook not only gains a more specified audience but plays well in SEO tactics.
“Facebook retargeting, in cohesion with SEO tactics, places an undisputed level of efficiency. Rather than targeting a new demographic of customers, using the pixel you are targeting users who have shown the initial interest based on SEO.” Seo Marketer
Another point worth mentioning is that Facebook’s online shopping presence is top-notch. Facebook Marketplace is a mogul in social media shopping.
Outside of shopping, Facebook’s business pages are highly reputable. In fact, having a Facebook Business Page unlocks several benefits for your business in the long run.
Instagram 4 Business
Instagram has captured social media like its iconic logo. So much so, that other social media platforms actually use its design as a model, Facebook included.
Instagram is the trendier of the comparative duo. The demographics reflect this. Instagram tends to attract the younger audience, millennials more specifically.
What is most intriguing about the fact that a young audience drives Instagram stats, is that users report that they follow at least one business religiously.
Another thing to note? One-third of Instagram users have made an online purchase within the Instagram app. Sixty-percent of users uses Instagram to seek out new products, or have discovered new products using the app. This is why the influencer industry is booming!
Perhaps the best part of advertising with Instagram is that about 72% of marketers are currently making use of it.
Instagram also shines in social media for the median 1.22 percent engagement rate it carries. The lowest engagement industry is retail which is .67 percent.
That’s nearly 7 times higher than Facebook’s median engagement rate. In fact, this is 5 times higher than the highest engaged industry on Facebook.
Now, to be fair, again – Instagram does have a significantly lower amount of users than Facebook.
One thing Instagram undoubtedly does well at is the Instagram shop capability. Similar to Facebook’s carousel feature of showcasing products or a list of services in a way that does not feel like you are being sold to, this does exactly that.
Instagram also uses the same targeting, retargeting, and look-a-like audience models as Facebook. Actually, Facebook acquired Instagram in 2012. So, while they are two different companies, the puls side is that they both use Facebook Business Manager to post ads.
Then, the most obvious difference between Facebook and Instagram is that Instagram is more visibly pleasing. For most ads that you are served within the app, you do not even realize that you are viewing an ad. The flawless advertising makes Instagram a successful platform in this sense.
Best 4 Business
So, who reigns champ? Let’s review.
Facebook has 1.6 billion users compared to Instagram’s 11.2 million users. However, Instagram’s median engagement rate is nearly 7 times higher than Facebook’s. While this may attribute to more users causing the engagement rate to water down, breaking down the engagement rate per industry returns the same results.
Instagram is also geared towards a younger audience, but an audience that yearns to shop. Facebook also has a great Facebook shopping capability, the site shows great plays in carousel advertisements.
Additionally, having a Facebook Business page may hold a greater weight than not having one. Facebook Business is a noteworthy complement to your website and business.
Also mentioned above the fact that Facebook owns Instagram. So, regardless of which you prefer, both have the same advertising tools out of Facebook Business Manager. You won’t be jipped of that aspect if you choose exclusively Instagram.
Honestly, the two things the decision boils down to are what you want your content to be and who your audience is. Are you looking for more pictures or videos? Younger or older audience? Broad or specific audience? Breaking those down will help you to decide which is better 4 your business.
Having one over another will not hurt your business. Having both definitely will not hurt your business. What will hurt your business is not accurately strategizing your content and advertising on these platforms.
What could be Better 4 Business is partnering with The Post and Courier.