The world of social media is stacked with players. In fact, there are over 100 unique social media platforms and social networks, each offering different things for different kinds of people. But when it comes to using social media for business, two social media platforms reign supreme – Facebook and Instagram.
Facebook and Instagram are two of the most commonly used platforms for business advertising, especially in the Western world. Their accessibility, ease of use and huge user bases make them an almost required part of any effective digital marketing strategy.
But with that being said, is one better than the other? Which of these two social media juggernauts should you be pouring more money into?
In this article, we take a look at both Facebook and Instagram and argue what each platform does better than the other. We also ultimately help you decide which one you should use for your business.
So let’s go and determine the winner of the ‘Facebook v Instagram for business’ match-up!
The argument for Facebook over Instagram
Facebook is the biggest social media platform in the world and there’s no denying it. It has the biggest user base with over 2.89 billion monthly active users. It also has a staggering 1.84 billion users actively using the platform on a daily basis. That’s right, almost 2 billion people use Facebook every single day.
It’s also the leading social media platform with 71% of the market share based on visits in 2021.
Leading social media sites in the US, 2021. Source: Statista
That reason alone is what makes Facebook marketing a goldmine for business advertising. The vast amount of users on the app means that you as a business are able to reach more people than you could with any other social media platform.
Investment companies typically do better on Facebook than Instagram. Source: @theinvestorsagency
The sheer visibility that you can gain on Facebook is one of the biggest reasons why over 200 million small businesses market themselves on the social media platform.
The huge number of people using Facebook also means that you can target people regardless of their age groups or geographic location. Speaking of demographics, Facebook is particularly effective if your business’s main target audience are older i.e. 49 years or older. The main reason is that Facebook has a very active older audience. Instagram on the other hand experiences a severe drop off of users that are aged over 50.
It’s a reason why businesses such as Investment firms experience more success than they do on other social media platforms.
Facebook also has a few functionality features which Instagram does not have. The biggest of these is the ability to include direct links in Facebook posts. This makes it easier to funnel and direct users to places you want such as your website or landing pages.
Because Facebook is largely text-driven, it also makes it more appropriate for informative content. Facebook users are able to go to business pages to see detailed information such as addresses, opening hours and company updates.
Facebook makes it easy to display company info. Source @dyesalonsydney
The argument for Instagram over Facebook
While Instagram may not be as big as Facebook, it trumps it in terms of engagement. A social media study conducted in 2019 showed that businesses experienced an average engagement rate of 0.6% on Facebook. This was less than double of the average engagement rate on Instagram which was 1.60%.
Why is this so important in the battle between Facebook v Instagram for business? Being able to engage directly with your target audience is a key part of successful marketing. It builds relationships, fosters customer loyalty and encourages repeat business. Engagement also provides businesses with the feedback and insights they need to improve their products and services, and resonate better with their customers.
When compared to Facebook, Instagram is able to achieve greater levels of engagement through its functionality. Instagram makes it easy for Instagram users to engage and interact with other users and brands. All it takes is a quick double-tap to ‘Like’ content and show approval. The use of hashtags also makes it easier for users to find content they want to see and want to engage with.
We previously mentioned that Facebook is better when it comes to targeting older audiences. However, Instagram is king when it comes to marketing towards younger audiences. In fact, 70% of the entire platform is under the age of 34. This makes it ideal for businesses whose core audience falls under this age.
Instagram age demographics, 2021. Source: Statista
As a brand, Instagram offers more flexibility in the type of content you can post. Both image sharing and video sharing are made easier in Instagram due to its highly visual nature. This makes it perfect for showcasing new products or introducing new staff members. Features such as Instagram Story are a great way to share quick updates or behind the scenes content.
Instagram is also the perfect platform for influencer marketing. There are over a million influencers on Instagram covering an almost infinite number of niches and interests. Connecting with influencers and working with them is not only easier on Instagram, but more effective. Instagram influencers have a much larger audience as opposed to other social media platforms.
Facebook v Instagram for business: why not both?
As you can see there is a great argument for picking one over the other. However, you’ll find it the most beneficial to use both for your digital marketing strategy. The benefits of each platform are too good to pass up and the strength of one usually covers up for the weaknesses for the other.
For example, Instagram might not be the best platform to target older audiences. Facebook though will happily market your business to over 50s.
When picking which platform to market on, it’s important to take a look in the mirror. What kind of business are you?
If your business has a strong visual aspect such as fashion, skincare, architecture or food, Instagram’s aesthetic function will serve you better as a marketing strategy. On the other hand, if your business requires lots of information or the need to share large amounts of news and updates, then marketing on Facebook will be more effective.
At the end of the day, it’s important to look at your business and evaluate your brand to determine the best platform for you. Still can’t decide the winner of Facebook v Instagram for business? Speak to our social media experts today and we’ll help you pick the right strategy for you! And if you want more social media marketing articles like this, head on over to the ZipZipe blog!