Social networks have become the best marketing allies, so knowing the level of reach you can achieve on each of the platforms is ideal for creating the best strategy to reach potential customers.
Instagram is now one of the best platforms to reach consumers, as demonstrated by the study Social Media Trends Report Q3 2020, conducted by Socialbakers, where it is noted that the platform is much more popular than Facebook and even expanded its audience during the Covid-19 pandemic.
According to the report, the leadership of the platform that was born simply to share photos is already 34.7% larger than the social network created by Mark Zuckerberg; compared to 2019, during 2020 Instagram grew by 13.3% in the third quarter of the year, while Facebook fell by 17.6%.
This analysis was performed by comparing the total audience size of the 50 most important brand profiles within both platforms.
Instagram has higher interactions per user
However, even though Instagram has a larger audience and better engagement, 61.9% of all posts from brand profiles are still on Facebook, although this year on year is decreasing, as compared to the second quarter of 2020 the concentration of posts on the network represented 70.1%.
While Instagram could be a new bet for many brands, e-commerce still received the highest percentage of interactions on Facebook and the second-highest number of interactions on Instagram, only behind Fashion.
Given this, it is important to note that platforms should be selected according to the strategies you have to reach audiences in different ways, because while Facebook can be a way for users to be informed and interact with profiles, Instagram can highlight engagement in a creative way.
The number of time users spends on social networks has returned to pre-pandemic levels, however, consumer habits may have changed post-contingency, so marketers need to know their “new” audience.
In 2020, global interactions on Instagram within profile posts increased by 5.4%, while interactions on Facebook profile posts decreased by 0.08%.