It’s also worth noting Facebook makes it easier to funnel users to a third-party site like an online store. Furthermore, Instagram is a powerhouse for the under 30 demographic, especially teens.įacebook, on the other hand, remains the best for visibility with older age groups, as long as you’re using paid advertisements. To wrap a nice bow around it, Instagram is better for direct marketing: engaging with customers, spreading awareness, showcasing new products/services, comparison shopping, and influencer marketing. Now that we’ve looked behind the scenes, let’s look at what’s happening on the main stage. But social media marketers can still promote their brand on Instagram for free, and with even better results, as long as the content is sound. ![]() Minimizing third-party exposure on Facebook will return the channel to its more personal social roots with friends and family, while simultaneously drumming up business for its advertising (it’s not harder for brand posts to be seen for free). It seems like a coordinated strategy with Facebook compartmentalizing its two channels. The goal of the update was to prevent fraudulent news stories by encouraging more personal conversations, but the consequence is less exposure to brands and public content. Promoting a product like the Han Solo Star Wars movie is easy when your fans do all the work. Also, Facebook checks text against known advertisements and demotes unofficial ads. Posts trying to push people into buying a product/service or join a contest are demoted. Posts that aggressively bait for likes, shares, comments, votes or tags are ranked lower. Visual posts are ranked higher and text-only posts are ranked lower. Posts likely to start to a conversation are ranked higher. How many likes, comments and shares the post receives, factoring in time. ![]() This is important because it means posts from brands are demoted. Posts from people the user knows personally are ranked higher. The time spent actually looking at a post (not scrolling). Posts from accounts the user directly shares with others are ranked higher, and the person who receives the shared posts gets a rank boost on their own posts. Posts from accounts that users search for regularly are ranked higher. Posts from accounts that the user interacts with more frequently are ranked higher. Are the post’s genres relevant to the user? How many hearts and comments on each post. These are the factors that determine a single (non-advertisement) post’s rank. So what does Instagram’s algorithm do better for marketing? The actual algorithms are unknown trade secrets, but Alfred Lua of Buffer researched both the algorithms for Facebook and Instagram, and came up with some speculations that proved accurate when tested. Therein lies the difference between marketing on Facebook versus marketing on Instagram. But don’t pat these channels on the back for their altruism-the algorithm also gives them more control over their advertising ventures.Īs you can imagine, this isn’t an exact science, so each social media channel has to shoot in the dark a little when determining the right criteria on which to organize their feeds. So, social media channels use algorithms to give you a more fulfilling experience, where you see more posts you actually like, and less of the irrelevant ones from your weird aunt. The seeming randomness of your social media feed makes strange partnerships, like Garry Shandling and the Pope. Long gone are the days of chronological feeds where posts appear in the order they were published-and good riddance, frankly, considering this organization structure doesn’t scale well when you follow hundreds of accounts. Getting back to basics for a moment, the algorithm for a social media feed refers to the actual code that determines which posts are seen by which users, and in what order. Long story short, it’s not about your visibility per se, but more about your visibility with the right people. It’s all about their DNA, which for social media is another way to say, their algorithms. But first, let’s look at how a relatively smaller channel can make bigger waves. Later, we’ll explain how to shift your strategies to make the most out of marketing on both platforms. And for digital brands targeting younger (< 30 y.o.) groups, your marketing dollars might go further on Instagram, especially for visual industries like fashion, beauty, or even architecture. ![]() ![]() This site is protected by reCAPTCHA and the Google Privacy Policy and Google Terms of Service apply.īecause, as we explain below, it’s not about the quantity of impressions, it’s about the quality. By completing this form, you agree to our Terms of Service and Privacy Policy.
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