I deliver a one on one ‘Getting Started Online’ workshop to female business owners and one of the most frequently asked questions is “Should I be using both Facebook and Instagram?”. 

The easy answer to this question is “It depends where your audience is hanging out”.  It’s all very well using Instagram because you love it, but if your audience is only on Facebook then you won’t be reaching your target market.

For some female business owners, trying to get to grips with one social platform is hard enough when they are not familiar with social media.  My advice would always be to learn one platform well before moving on to another and only use a second if it is suitable for the audience.

Personally, I love Instagram and prefer to hang out there.  However, I know that my target audience of mums new to business are more than likely hanging out on Facebook so I use both platforms. 

If like me, you are using both or you are unsure where you should be posting your amazing content; then here is a run-down of the two social platforms.

Let’s Start with Facebook

There are over 2.41 billion monthly users on Facebook worldwide.  This means that due to the size of Facebook (huge!!), you cannot ignore it as part of your digital marketing strategy.

Facebook is thought of as the social platform for the older demographic however, according to research the most common demographic is women between 25-34.  If this is your target market then you should definitely be using Facebook.

96% of Facebook users access it via their mobile devices so when you create content and design ads, always think about how it looks on mobile.

Video is important to Facebook.  Remember to add captions to your videos as 85% of people watch video without sound.  Stats show that people spend 3 x as much time watching a Live video than watching a pre-recorded one.  If you are not familiar with creating video then I always advise to start with pre-recorded until you get your skills refined.

Facebook allows you to do so much more than Instagram in terms of content production.  As part of your content strategy, you should include video but also the sharing of news articles and information from experts or industry bodies in your field; you can ask questions via a poll, you can create events and much more.

New to marketing?

You might like to read my post about creating your ideal customer avatar.

Now to Instagram.

Facebook owns Instagram but they are still very different platforms.

Instagram is much more about being visually appealing.  The content on your feed is led by beautiful photos that should represent your brand and appeal to your target audience.  Instagram does now allow video in the feed too but it’s limited to 60 seconds.

Instagram Stories however allows you to be more creative and show a behind the scenes look at you and your business.  Think imaginative content creation designed to build trust and give followers a chance to get to know the person or people behind the brand.

1.1 billion people use Instagram every month and 71% of users are under the age of 35 with an even spread between women and men.  If your audience is younger and more aware of aesthetics, then you should be using Instagram.

Instagram users are very active logging in at least once a day.  Instagram is a mobile only platform so it is very easy for users to access via their mobile devices.  This also means your content needs to come from your phone, take photos and videos you want to upload with your phone only.

Hashtags are probably the main difference between Facebook and Instagram.  Using relevant hashtags to your brand and industry means you are discoverable.  But it also works the other way around.  You can discover your audience by following hashtags that are being used by them.

Unlike Facebook, Instagram does allow you to hold competitions.  Use this to grow your audience and build brand awareness.

Finally, the other question I get asked a lot is “Should I share my Instagram content straight to Facebook?”

My answer is “Sometimes”.  The two platforms are quite different with audiences that won’t necessarily like the same content.  It’s a good idea to keep an eye on your Insights to see what type of content works well on each platform.

Also, if someone follows you on both platforms, they are not going to want to see the same content twice.  When creating content for either Facebook or Instagram, always think about what will serve your audience best.

The infographic below summarises this article for you.  Hopefully this post helps you understand the question “Should I be using Facebook and Instagram?” a little better.

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