Facebook and Instagram have become inevitable tools for the modern marketer. These platforms have especially gained immense importance for startups and small businesses. As most companies can’t be everywhere at once, especially the cash-strapped startups, that’s why it’s crucial for businesses to be strategic in gauging which social media platforms will be beneficial for them to build a presence on.
With over 2.5 Bn monthly active users, Facebook still is a giant on the social media scene. It has redefined the way social networks are perceived and has effectively widened the possibilities that social media has for businesses. Facebook enjoys over 2.26 Bn active mobile users, accounts for 45% of monthly social media visits, and is available in over 100 languages. On average, a user spends 38 minutes on Facebook.
Instagram is a relatively new arrival on the block. In a short span of time, Instagram has achieved impressive statistics. It has scaled a base of whopping 1 billion monthly active users and 500 million daily active users, positioning itself as one of the fastest growing social media channels globally. It has over 100 million photos uploaded daily with an average user spending 28 minutes per day.
But that’s not all. Instagram has emerged as the 6th most popular social network in the world and is home to over 500 thousand active influencers ranging from technology, food, humour, fashion, lifestyle and many more industries.
The Covid-19 pandemic has brought major changes in consumer behaviour with online shopping and purchases gaining ground. In the grand scheme of things, these two social networking sites will particularly prove to be powerful as they will present more opportunities for brands to engage with their consumers. However, its not just big brands who stand to gain from this development. Even startups can leverage the power of these social media sites to increase their visibility and connect with their target audience.
Here’s a roundup of the reasons why Facebook and Instagram have become popular advertising platforms for new and upcoming start-ups.
On Facebook, content appears in the users’ feed based on algorithms. Hence, multiple strategies such as paid ads can be used to effectively get more views on a brand’s posts. Facebook has the most diverse audience and thus, it is counted as one of the best social media platforms for small businesses to reach their target market – whoever that audience might be.
Along with providing the ability to connect with a large number of people from diverse walks of life, there are some unique features that Facebook offers to a startup. Its targeted digital advertising platform is amongst the best tools for marketing. Facebook ads are apt for niche targeting as well as broad targeting. These ads help identify those people who are most likely willing and ready to buy the company’s products or services. This feature ensures that a startup can get their ad content in front of the right audience at the right moment of time.
Another reason that makes Facebook an attractive option for start-ups is its e-commerce integrations. Users can purchase through the social media platform itself. Making a purchase is just about clicking one button. Now Facebook has even allowed brands to communicate with their customers through Facebook messenger. Through this feature, startups can easily provide shipping updates and other order related details via the Facebook channel as well.
Instagram’s one-of-a-kind interface has some powerful benefits for a start-up business. One of the most striking features is that it enables companies to tell their brand’s story with unique, versatile and engaging visual content. Unlike other social media networking sites, Instagram works through visuals and is focused on both images and videos. No matter which industry, Instagram caters to every niche area and can be utilised to showcase all kinds of products. Even its targeted sponsored ads are immensely helpful in increasing a brand’s visibility.
The Instagram stories make marketing even more catchy and take the advertising game a notch higher. With Instagram stories, start-ups can live-stream videos and share them with their followers. These stories are the best way to provide behind-the-scenes footage and share important news and updates with the followers. Even Instagram allows companies to message their users directly, which can be a great tool for customer service.
A commonality among both the social media platforms is their analytics, which provides insights into how the campaigns and ads are performing so that if required, improvements can be made in the future for better results. The ads, ranging from video ads and single image ads to carousel ads and lead forms (only on Facebook), help brands generate loyal following among different audiences.
Summing It Up
Facebook and Instagram have both equally garnered immense popularity since the time of their inception. And both are equally beneficial for business. It’s up to the companies to decide which platform will prove to be the best for them looking at their target audience and the kind of content that they are looking to publish to build their social media presence.