Instagram is owned by Facebook so it’s no surprise that there are a lot of similarities between the two platforms. However, there are some crucial differences to consider when deciding to advertise on both or either of these social networks.
Whereas Facebook boasts unrivaled reach since it’s the world’s largest social media network with over 2.4 billion users, engagement on Instagram, a community with over 1 billion users worldwide, is much higher, on average, seven times. In some industries like fashion, the difference in engagement is even bigger.
The twin raisons d’etre of Instagram are imagery and beautification. That being the case, products susceptible of being captured in beautiful photography are natural subjects for promotion on Instagram. Examples include fashion, design, travel, art and jewelry.
As a corollary to this phenomenon, Instagram, with its striving for beauty and aestheticism, is a platform which encourages aspiration and comparison. Specifically, it stokes our desire to wear, buy and visit the same places as the people we follow and admire on the platform.
Photos shared on Facebook tend to be casual and spontaneous, while Instagram posts are frequently the product of painstaking and deliberate curation. That being the case, Instagram works well for brandbuilding because it rewards the kind of manicured imagery typically associated with ad campaigns or magazine editorials.
In short, if your products are fashionable, trendy or appeal to a younger audience, Instagram could be a very suitable platform for your brand or product marketing. Advertising on Instagram makes even more sense if you already maintain a regular presence there because paid traffic which doesn’t convert immediately is likely to follow your account, giving you the opportunity to cultivate an ongoing relationship with would-be customers.
In terms of campaign set-up and optimization, Instagram offers fewer formats and locations for ad placement but the basic principles are the same as for Facebook advertising. Note, however, that, for Instagram, images are paramount. Therefore,your photography and image styling should be professional and stylish if you really want to get the most out of this platform.