Instagram Advertising Outperforms Facebook in Engagement and Reach

I’ve been paying more attention to Instagram recently.

The latest Social Media Minute video underlines the fact that it’s simply the most engaging platform out there, especially now with Instagram Stories. Here’s the lowdown from Jan Rezhab:

Instagram Advertising Outperforms Facebook in Engagement and Reach

Hi, I’m Jan Rezab, this is Social Media Minute on Instagram. When we pull data, data rarely surprises me. But when we pulled data for a recent conference Engage Bali, I was quite shocked.

We pulled data on the top 500 brands on Facebook and top 500 on Instagram. We organized them by engagement and looked at which performed better, and we were, like, wait a minute! These Instagram numbers look better than the Facebook numbers. This is shocking, this is top pages on Instagram and Facebook. This is apples to apples according to those communities.

We know Instagram is on the more engaging side on per reach basis. But still it shocked us that looking at those top 500, Instagram outperformed Facebook, which is owned by the same company, by two times. It started a year ago when it was about the same, and Instagram engagement has doubled since then. That would imply reach has, as well, of these branded pages.

That’s massive. For marketers that means clearly focus a lot more on Instagram. Especially with its feed algorithm not being chronological anymore, with them being selective, you need to keep focusing on quality storytelling. This also shows that the top marketers do focus on quality storytelling.

And really Instagram is a brand platform for amazing pictures. And you know for the future, this shows us clearly that Facebook owns a very dominant part of the social media world.

With both owning Facebook, Instagram, Messenger and WhatsApp Experiences. I mean they’re set up for good here.

Thank you very much. Keep watching next week. Monday again.

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