Facebook and Instagram are two of the most widely used platforms in social media marketing, but determining which will deliver stronger results depends on your specific goals and audience.
Instagram began as a photo-sharing application but has since evolved into a highly influential marketing platform. With nearly 70% of individuals aged 18–29 actively using the app, it is an essential component of any content strategy targeting this demographic.
Facebook ranks just behind YouTube as one of the most widely used online platforms among adults, according to Pew Research. Approximately 75% of users report visiting Facebook at least once per day, with over half engaging multiple times daily. Although usage among U.S. teens has declined compared to older generations, Facebook remains a reliable and effective channel for social media marketing.
Instagram’s Value
Instagram users are doing more than following friends and family; they’re also following businesses. Close to 60% of users say they use the platform to find new products, so there are plenty of opportunities to get yours in front of a hungry audience.
Beyond moving product, most marketers are focused on boosting their overall brand image, and Instagram is key here because it has the highest engagement rate of all social media platforms. When your posts are seen and interacted with, you begin to build connections. Once a follower develops a sense of trust in your brand, the platform’s shopping features offer them an easy way to segue into being a customer.
Facebook’s Value
If you’re looking for raw reach, Facebook offers that and more. Unlike Instagram’s audience, Facebook’s audience spans many generations. Whether your customers are in their 30s or 60s, your content will have an audience on Facebook.
The advertising tools on Facebook make it even more attractive. For example, advanced targeting options give you the ability to reach specific audiences so the content you’ve worked hard to develop has the best possible chance of being seen by those who matter to you.
Which Will Work For You?
What are you selling and who are you trying to reach? Aside from boosting sales, what other marketing goals do you have your eye on? Answering these questions up front will help you develop content for Facebook, Instagram or both that offers value to your target audience.
Knowing your audience can help drive your social media marketing strategy. When you partner with SJC Marketing, we will help identify all potential social media platforms that can benefit your brand. Contact us and let’s get started.