I often get the question about Instagram versus Facebook. Instagram is one of the fastest growing platforms out there at the moment (at time of writing.) While you may think: “ah, its the same as the others” – it really isn’t. There are some key differences in how it works and how you use it. It may not be for everyone, but it is one you need to watch.

The Major Differences of Instagram

1. Algorithm / Newsfeed

The way the newsfeed algorithm works is different to how you experience Facebook, Twitter or even LinkedIn. If you look at Instagram versus Facebook, for example: Facebook’s content is, on the whole, ranked particularly based on it’s global popularity  which determines reach of the content (and therefore the amount of eyeballs).

With Instagram – the algorithm is based on personal use and taste (more so than other factors). In essence what this means is that you will see more of what you actually like (as in click to like) and engage with (comment). But – you will not necessarily see what is popular with other people (who you are following).

So, your focus, when putting content together is to make sure that it is the type of content your audience (i.e. the people who are actually following you on Instagram) reacts to and likes. 

2. Community comes first

Because of the above, one of your biggest drivers over time is to increase your followers on Instagram. You then have more of a chance to get eyeballs on your content. Yes, this is true for other platforms as well – but even more so for Instagram, because of how the newsfeed algorithm works.

There are, of course, strategies you can use to get fresh eyeballs on your content.

3. Visual collateral is EVERYTHING

For me, this is true for all platforms – in terms of layout, style and composition of images, video and text – but to be honest, its even more so for Instagram. Basically you need something that is going to make people stop their thumb-scroll and pay attention by liking or commenting.

This means that you need to make a big effort to create content that is educational, entertaining, quirky…anything that will stop the scroll. Once they stop however – you need to keep them long enough to get them to click like or comment.

4. Website Traffic from Instagram is gold

Link sharing is not great as an experience on Instagram (and really annoys me). But, what it does mean, is that the people that take the time to get to the link that you are driving them too – are hot leads. So, while your CTR may be low – it will be highly qualified (that’s you were looking at a direct collation of Instagram versus Facebook).

It is difficult to measure link clicks from Instagram in your normal Google Analytics (GA). When a mobile user clicks – they are driven to open a new tab to go to the landing page or web page. GA sees this as direct / organic traffic (so it doesn’t pick up that the user has originated from Instagram). You need to use a 3rd party link generator to really measure traffic as a whole (like bit.ly for example).

Is Instagram the platform for you?

Ultimately, the way you answer this question is by looking at three things:

(a) Your target audience

Hopefully have you have worked out “who are humans I am trying to attract?” You can read more about completing a more detailed target audience exercise by reading my ‘Customer Avatar Exercise’ blog post which gives you step by step advice for this. (Plus you can download my two part exercise to help you).

Note: I have deliberated not said that choosing Instagram as a platform for your business objectives is based on where YOU like to hang out. (If you are your target audience – then ok, but if not – that shouldn’t weigh-in on your decision.)

(b) The trends on social media at the point of making the decision

I think that its important to keep your eye on the platforms and the user behaviour and demographics behind them. Sometimes this can dictate where you either need to shift your future activity, or how you need to adjust your current activity.

When you are evaluating Instagram versus Facebook – I would say definitely look at the demographics. There is a whole generation that skipped Facebook and went straight to Instagram – but I reckon you will see that they actually will all ‘discover’ Facebook in a few years and there will be another shift.

(c) The product or service you are selling

While Instagram has been historically better for product based businesses seeking a consumer based audience, this is shifting. With smart personal branding and more human-story focussed brands – I’ve seen lots of these kinds of businesses/professionals who tend to seek a business based audience gain traction on Instagram. (Especially if they adhere to, and understand, the major differences of the platform explained above.)

Are you stuck on trying to decide on Instagram versus Facebook? Got an Instagram question? Feel free to pop it below – or message me on Facebook and I’d be glad to help.

Read more of our Instagram posts.

Looking for another social media topic?  Make sure you check our our full series of social media blog posts.