You may have already known that Facebook owns Instagram. While some marketers have viewed them as one and the same, that isn’t necessarily the case. As anybody who uses them both can tell you, they’re quite different. They do share certain features in common, but also have unique strengths and weaknesses from a marketing perspective. Strategies that work wonders on one platform might fall flat on another. Both platforms are great at connecting users, but it’s necessary to formulate separate yet complementary marketing strategies for each. Here are some ideas, based off an article that I found on adweek:
No doubt that Facebook has mass appeal, with nearly 1.3 billion active users (compare that to the relatively small 300 million people who use Instagram). According to studies, people turn to the social media behemoth both for news and as a way to connect with friends and family. Facebook posts often have a pretty opinionated bent, whether they’re about politics or the weather. Facebook users say that the platform offers more exposure to bold new ideas and unexpected ways of thinking; Twitter tends to be pretty opinionated as well, but you can only do so much with the character limit.
While you can upload images onto Facebook, Instagram’s focus is primarily on images. While there might be captions or locations shared with pictures, Instagram is a platform of few words. Art and good photography are important here, so users often turn to Instagram to get their creative juices flowing. Instagram also makes it easier to showcase a product or service in a visual context that makes sense and doesn’t feel forced. Although Instagram users like the platform for its capacity to connect them with friends and celebrities, they also use it for fashion cues, interior design inspiration and DIY project ideas (like Pinterest, but hipper and more accessible). Instagram is all about arresting images and following your muse, so it’s no surprise that it’s so popular among younger creatives.
As to which one is best for your brand, that depends on the nature of your offerings, as well as the purpose driving your push for engagement. For example, let’s say that your product is a high-design object you want to show off to a younger audience. Instagram will be a better fit for that. Yet if your brand requires more than just a pretty picture to convey its value, you might be better off sharing deeper content via Facebook. Yet there’s also no reason you can’t do both; the best strategy is to maintain a presence on both platforms, and use each when the time or project is appropriate.