Where Is the Engagement?
Part of the shift has to do with the younger consumers’ desire to be onto the next trend pretty quickly. We’ re starting to see new social networks pop up a lot quicker these days and the shiny object syndrome is just too tempting. It might not be so much of a case of people being tired of Facebook as it is they just want to use the newer apps available.
Let’ s not discount the older generation though. An advantage of being a popular social network for older consumers is that the users have higher incomes. Depending on what products or services your company offers, this could be extremely advantageous. For instance, an investment firm might have much more success on Facebook than they would on Instagram.
Where Is the Engagement?
The top advantage that Instagram has over not only Facebook, but every other social media channel, is engagement. looked at over three million user interactions with over 2,500 brands on seven social networking sites. Six out of the seven social media sites including Facebook and Twitter had less than a 0.1 % engagement rate. The seventh social network was Instagram, which had an astounding 4.21 % engagement rate. That’ s 58 times the engagement rate of Facebook.
Let’ s look at a real life example of the engagement on Facebook vs. Instagram. Here’ s a post from Quest Nutrition that was put on both its Facebook Page and Instagram account. Keep in mind that Quest has 1.1 million Facebook Likes and 491,000 Instagram followers.
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