Facebook OR Instagram: Which One is Better?
In today’s world, social media marketing is the key aspect of any business. May it be a small business or a big one, the first timers or the established ones, social media marketing is at the core of every marketing strategy.
There are a number of social media platforms out there. Facebook, Twitter, YouTube, and Instagram are all popular destinations for advertising these days. Every platform brings in a different aspect to the advertising world. And the outcome achieved from each one of them is different too.
While it’s easy for big brands to advertise across all the platforms, the smaller ones with a tight marketing budget ain’t so lucky. They cannot afford to reap the fruits of every tree. That’s where the decision making comes into place. Should you advertise your brand on Facebook? Or run a sponsored post on Instagram? Should you post your videos on YouTube? Or use the micro-mode of Twitter? The decision’s never easy.
You’re probably wondering Facebook or Instagram, which is better? Don’t worry though. That’s what we are here for. Today, we’ll take you through a couple of these platforms – Facebook and Instagram.
Facebook or Instagram, Instagram or Facebook, which one is better?
Before we even begin this debate, there’s one thing you should know. Facebook owns Instagram. Yes, they are both run by the same administration and even use the same ad manager for their advertisements. Still, they are not the same by any means.
While Facebook has gained its popularity through decades, Instagram is the new young sensation. Though run by the same ad manager, their algorithms are different. Their advertising policies are different.
Let’s churn up some numbers as we go ahead.
The daily active users on Facebook is 1.32 Billion, compared to Instagram’s 500 Million. The monthly active users are higher on Facebook as well, sitting on 2.2 Billion compared to Instagram’s 800 Million. The engagement rate is where things start to get spicy. Instagram has an 84% engagement rate compared to Facebook’s 53%. Even though Instagram has fewer followers, the engagement rate is through the roof.
The demographics for age have been different especially in recent years with Facebook having an older age group compared to Instagram’s younger demographic with a heavy emphasis between the ages of 18-29. Businesses can take advantage of this with their best interests. Facebook has roughly 40 times the advertisers sitting roughly around 40+ Million while Instagram has roughly 1+ Million. This is good if you want to take advantage of less competition on Instagram.
When it comes to the number of users, Facebook is the outright leader. This is justified considering all the years that Facebook has been out there. Instagram, on the other hand, has emerged just this decade. It will take time to catch up with the giant.
If you go by the numbers, you will surely be tempted to advertise on Facebook. It promises you a much larger audience after all. But just making your brand visible is never the target, is it? To gain customers, you need to make it visible to the right kind of people. We get it, Facebook or Instagram for business, which do you recommend?
The number of advertisers on Facebook is huge and it’s always possible that your ad might get lost in the big pool of Facebook. It might never reach the right kind of people. On Instagram, the pool is small, the audience is limited, and their choices are limited too. Out of the two, your ad is much likely to find the right audience quicker on Instagram.
That’s not the end of the world for Facebook advertising though. With its powerful ad manager, it gives you complete control over the type of audience your ad is shown to. For example, you can tailor your Facebook ad for New York. You can select what age range, gender, radius, etc. Thus, it covers up its weakness. For this very reason, Facebook still remains the preferred choice of place for advertising.
Engagement rate is given by the number of likes and comments a post receives. It takes into consideration how many times a post gets shared and how many people are talking about it. And this is one aspect where Instagram has marched ahead of Facebook.
Studies have shown that the users of Instagram engage much more than the ones of Facebook. They are more likely to like and comment on your post than the Facebook users. The engagement rate of Instagram users is 0.84% while that of Facebook users is just 0.53%.
This study is backed up by the advertisement trends of many big brands. Whenever they have rolled out the same ad across both the platforms, their ad on Instagram has received much more likes and comments than the one on Facebook.
So if you want to build your brand and gain some loyal audience, Instagram is the place to channel your marketing efforts.
When it comes to the gender of a person accessing social media, there’s not much difference between Facebook and Instagram. There are almost similar percentages of males and females on both the platforms. So, this is not a stat we will dive into.
What we are concerned with is the other demographic. A stark difference can be seen in the age of the people accessing both the platforms. Over 70% of the Instagram users belong to the age group of 18-29. The same age group rules Facebook too. But out there, the percentage of older users is also quite high.
When you advertise on Facebook, your brand can garner attention across all the age groups. It gives you a complete package. On Instagram, your brand is most likely to attract a younger audience. So if only the younger generation is your target, Instagram is the place for your brand.
Type of Ad
There’s much more to this decision-making process than just the numbers. The type of advertisements you wish to run has a huge impact on the choice of platform.
Instagram isn’t too fond of words. It’s a place for the more visually appealing tools – photos and videos. The audience out there feels more comfortable with the visuals than the words. So if you cannot turn your ad into a visual masterpiece, Instagram cannot help you much.
Facebook, on the other hand, takes in all that is thrown to it. May it be photos, videos, a bundle of words, or a big chunk of blogs, Facebook loves it all. Marketing strategies change from time to time. And Facebook gives you that variety to cater to different kind of strategies.
Then, there is also the thing about sharing links. You can attach any number of links to your Facebook advertisements. The same is not true for Instagram. Over there, the links don’t work in posts or comments. You can only mention one external link on your website. Another option is to run sponsored posts on Instagram. Through that, you can guide your audience to a specific landing page. Nothing more than that. Often this extra step to reach your website drives the audience away.
So, there’s no outright winner when it comes to which of the Facebook or Instagram is better. The choice depends on a number of factors. What works for you is the one you need.
Before you decide where to funnel your budget, let’s go over their pros and cons one more time.
Advertising on Facebook
Reach: It is huge. Compared to Instagram, it influences a much larger audience. Facebook can quickly boost the visibility of your brand.
Variety: It is spread across a variety of users. Facebook helps your brand to reach the audience across all the age groups.
Versatility: There’s no limitation to the type of advertisements that can be successful on Facebook. Photos, videos, words, links, Facebook loves it all. It is perfect when you have a constantly changing marketing strategy.
Link sharing: With Facebook, it’s easy to divert your audience to the third-party websites. This comes in handy when you need to share information.
Powerful Ad manager: Facebook has one of the most powerful ad managers which gives you complete control over your advertisement. With all the different options and toggles, you can ensure that your ad reaches the right people.
Facebook owns Instagram: While this is not that big a factor, it is a factor. It’s because of this that you can roll your advertisements on Instagram even if you don’t have an Instagram account. Your Facebook ad manager will do all the work for you.
Effectiveness: The paid advertising on Facebook is much more effective than the Instagram sponsored pages. It is a great place to update brand news and post a curated content.
Paid: Advertising on Facebook is not free. You need to pay a price to get your brand in front of the world.
The number of Advertisers: Facebook is home to over 40 million advertisers. While it can be seen as a plus point as more businesses prefer the platform, it is actually a hidden con. If you are a small business or just starting out, you can find it really tough to stand apart in this big pool.
Engagement: Facebook is seen more as a platform to connect. The people out there like to stay in touch with their friends and family. They are more likely to just scroll through an advertisement rather than give a thought to it. The users of Facebook engage much less with a brand than those of Instagram.
Algorithm: Facebook’s algorithm is heavily weighted to promote posts of friends and family. It wants its users to connect. So it is more likely to demote the advertisements. This is emphasized from the stat that Facebook posts only reach 6% of its audience.
Advertising on Instagram
Trendy: Instagram is the young sensation. It is the new trend that’s slowly taking over social media. It is a perfect platform for businesses to blend in.
The young angle: Instagram is the powerhouse of the young generation. Over 70% of its users belong to the age group of 18-29. If your brand is for the young, this is the perfect place for you to be.
Unexplored territory: Advertising on Instagram is not much popular yet. Compared to Facebook, the number of advertisers is much less. That means that the competition is much less as well.
Suited for direct marketing: May it be spreading awareness, engaging with the customers, or branding your product, Instagram is the right place. It is more suited when you have products that can be instantly bought.
Engagement: Instagram users are much more engaging than Facebook users. Stats show that 68% of the Instagram users regularly interact with the brands as opposed to just 32% of the Facebook ones. A post is likely to receive much more likes and comments on Instagram than it will do on Facebook.
Algorithm: Unlike Facebook, Instagram’s algorithm doesn’t demote the ads. Instagram posts are seen to reach 100% of their audience, which is a big plus.
Free: Yes, it’s free. If you have the right content and the right strategy, you can reach a significant audience for free.
Aesthetics: This is of prime importance on Instagram. It’s the visuals that dictate the reach. If your content doesn’t look good, it is likely to end at the bottom of every feed. So, you need the additional skills to make your advertisements visually appealing. It is more preferred for businesses like fashion, art, and beauty where the visuals drive the brand.
Link sharing: On Instagram, it’s tough to divert your audience to a third party website. A link can only be posted in the bio and not in the daily posts. That adds an extra step for the users to reach to your website, which often doesn’t fare well.
Niche marketing: While advertising on Instagram, it’s crucial to find your niche quickly. Your advertising campaign will be much more effective if you follow a pattern and stick to it. If your strategy is prone to changes, Instagram doesn’t help you that much.
As we said earlier, each of the platforms has its own strengths and weaknesses. Whether you are a digital marketing agency in New York, a restaurant overseas or a dentist that has many specialties, Facebook and Instagram can both be beneficial, with each having their individual perks. It’s not about which one is better than the other, it is about which platform is better for you!