With the rise of social media and the ever-growing numbers of its users worldwide, expanding advertising effort to the social media platforms seems to be the only option. However, some marketers might find the strategy quite tricky, especially compared to more conventional advertisements.
Among some of the most popular platforms for social media marketing are Facebook and Instagram. Even though both platforms can help you achieve the same marketing goals, in terms of ad-placing, Facebook and Instagram ads are quite different. They differ in some aspects, and it will be beneficial for you to understand those in order to make your marketing efforts more successful.
Which of these two platforms guarantee more reach? For starters, Facebook reported 1.82 billion of daily active users in the third quarter of 2020, with 2.7 billion monthly active users. Meanwhile, Instagram has 500 million daily active users and almost 1 billion monthly active users. By this figures alone, Facebook is superior, not only over Instagram but also the rest of social media platforms.
However, dig deeper and you’ll find another major difference: their demographics. In terms of age, Instagram users are significantly younger, with people from age 18 to 29 mainly dominate the platform. Meanwhile, users from the 65+ age group remain significant as Facebook’s user base.
With that billions of users flocking the platforms, how do they actually engage with content and ads? This is where it gets interesting. Despite its towering amount, Facebook users are less likely to engage with brands with 32%, compared to Instagram’s 68%.
Or to illustrate it easier: Instagram gets 58 times more engagement per follower than Facebook.
Not only that, Instagram users also spend more time on site they land to from the social media platform. Facebook users typically spend 105.55 seconds per site visit with Instagram users spend 192.04 seconds per site visit on average.
Content and media
If you’re looking for a wide variety of advertising types, Facebook wins. It has more options for you to advertise and market your business than Instagram does. According to Smart Insights, Facebook has at least 11 ads types, including video, image, lead generation ads, etc. Meanwhile, Instagram is more limited with only video, photo, carousel, and stories available. With these differences, Facebook and Instagram ads have their own strengths that can suit your business goals. Know your costumers and their preference, and you can ensure your marketing effort can be optimized.