Facebook vs. Instagram: which is best for your marketing strategy?
"Should I use Instagram to sell my products or should I just advertise on Facebook?" It's a question that entrepreneurs and business owners often ask themselves. You'll find the answer in this article.
There are many variables that can affect the choice of channel to use to promote your company's products or services. Costs, your desired audience, the format you can publish content in, and others.
We'll see the major characteristics of each channel so you can decide which is best suited to your business's needs.
Why use Facebook for marketing?
By the numbers, Facebook is one of the social networks with the most global active users, with more than 2 billion. Of these, 96% usually access the site from their mobile devices.
Key features of Facebook
- Can be used for segmenting and A/B testing.
- Better advertising performance.
- Good fit for new businesses.
- Images and videos are less important on this platform.
In this sense, Facebook is an ideal platform to start learning what type of audience is interested in your product. The social networking platform itself provides tools for segmentation and A/B testing, which can be very valuable for businesses that are just starting out.
If what you sell isn't extremely visual, publishing valuable content on Facebook would be the best option. You can take advantage of the text format to give more information about what you're offering.
Even so, if you want to advertise on Instagram, you'll need to have a business page on Facebook and have an active Facebook Business account. So at some point you will need to have some sort of Facebook presence.
Why use Instagram for marketing?
For their part, Instagram has at least half as many active users as Facebook does. Of these billions of users, 68% use the platform every day.
Key features of Instagram:
- The majority of users are millennials and Gen-Z.
- More engagement than content published on Facebook.
- Allows you to create a community that is brand-loyal.
- Perfect for deploying branding strategies.
- Images and videos are key on this platform.
What does that mean?
Unlike Facebook, the audience on Instagram is composed mainly of millennials and Gen-Z, or in other words, the population who use it tend to be younger. This determines the products you can or cannot advertise on the platform to a certain extent.
On average, the content generated on Instagram has a higher engagement rate than content on Facebook. This means that Instagram provides a better opportunity to generate a base of loyal consumers and therefore is a platform that allows you to deploy branding strategies for your business.
On the other hand, video is becoming more and more important. Instagram allows you to use two forms of video (IGTV is for uploading longer videos and Reels allow you to post short, fun, content) according to your marketing strategy.
Facebook vs. Instagram: which should you choose?
Because of the particular qualities of each network, Instagram is a better channel for marketing that encourages users to interact directly with the account. At the same time, it also allows you to do marketing via influencers to reach young audiences that are seeking to stand out or build their identity via their consumption.
Facebook, for its part, is much more effective with older audiences, and where paid advertising is still quite effective. It also allows you to share content from other accounts and allows better access to external sites (since you can insert links in posts).
Independent of the particular characteristics of each social network, today it is important to maintain an active presence on the channels where your users are. Although it may seem difficult to maintain communications on multiple platforms at once, there are tools that allow you to centralize information and contacts and interact with them in one place.
Why should you incorporate Sirena in your marketing strategy?
Sirena allows you to interact with your clients' preferred channels from a single platform in an organized, efficient, and dynamic way. Your customer service agents can receive messages from Instagram, Facebook, and WhatsApp, among others.
This is the way all the customer service and sales agents can receive messages from different social networks in one place. It's an efficient way for everyone to know how many messages have come in and how many are still waiting for responses, as well as who has responded to questions and who they have been routed to.
Customer service agents can't always respond to all the incoming messages, but that doesn't mean they have to stay unanswered. An unanswered message is a lost opportunity for your business.
Sirena bots will be ready to tackle all the messages that come in and will also lighten the load for customer service teams, responding to basic or repetitive questions. This makes your business's communication processes much quicker and more efficient, allow your teams to concentrate on responding to more complex questions.
Previous interactions with the bots or support agents will allow you to qualify potential leads, whether they are ready to close a contract or need specialized attention to resolve their needs.
Client qualification allows you to handle certain clients in a closed inbox (meaning the only person who can see the conversation is the person talking to the client). That way, an agent can monitor their specific clients separately from the messages that come in to the shared inbox, where any agent can pick up and respond to the conversation.
You can't improve what you can't measure. That's why Sirena provides instant reports on your general dashboard to allow you to monitor your teams' performance. How long it takes them to respond, average conversation duration, and the level of resolution the interactions lead to.
Start improving your marketing strategy with Sirena! Try our demo now!