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The State of Social Media Marketing: Facebook Vs. Instagram in 2020 About the Report Introduction Socialbakers Report The State of Social Media Marketing: Facebook vs. Instagram in 2020 About the Report Introduction Facebook and Instagram serve as the de-facto leaders in social media What does it mean to have a “current” understanding of Facebook and advertising when it comes to usage and volume - more than 6 million Instagram? As both platforms evolve their feature set, consumer behaviors marketers leverage Facebook and Instagram in their marketing campaigns and demographics shift, and marketers adjust their strategies in response, and no other social network comes remotely close to matching the paid the landscape of both paid and organic social on either platform is constantly spend on these two platforms. When it comes to organic content and the changing. volume/reach of non-promoted posts, the story doesn’t change much - Facebook and Instagram still reign supreme and have yet to be seriously This report will reference Socialbakers’ Facebook and Instagram data challenged by another platform. from Q1 2019 - Q1 2020 to uncover the latest trends and insights that are crucial for marketers to understand if they want to find success Key Point: The sheer dominance of Facebook and Instagram when it leveraging social media in 2020. comes to both paid and organic social means that it is crucial for successful marketers to have a comprehensive and current understanding of both This report will also review the current (Q1 2020) distinctions between platforms and how they differ. Facebook and Instagram that are important to consider in order for marketers and brands to: Effectively allocate paid advertising budgets between the two platforms create content strategies that align with both platforms Facebook vs. Instagram in 2020 1 Table of Contents Facebook and Instagram at a Glance 3 Facebook or Instagram in 2020? 17-22 Key Trends and Developments 4-12 Key AUdience and Demographic FigUres 18 Engagement on Instagram ContinUes to PUll Away From 6-7 Ad Formats and Placements 20 Facebook Ad and Campaign Objectives 21 Reach on Instagram SUrpasses Facebook for Top Brands 8 The Takeaway 22 Shift in Paid Spend Towards Instagram 9 Rapid Growth of Instagram Stories 10 BlackoUt TUesday Boycott 11 Stop Hate for Profit Boycott 12 New Feature Adoption and Development 13-16 Instagram TV 14 Instagram Shops and CheckoUt 15 Algorithm Changes 16 Facebook vs. Instagram in 2020 2 Facebook and Instagram at a Glance Facebook and Instagram at a Glance User Location - Top 3 Countries Facebook and Instagram are the two biggest platforms used by brands and agencies for social media marketing. Before diving into recent trends and insights regarding the India 241 M U.S. 88 M two platforms, let’s look at a quick snapshot of both platforms and examine how their use for businesses and brands have evolved over time. U.S. 240 M Russia 28 M Number of active users on each platform Monthly Active Users Brazil 139 M Brazil 27 M Facebook 2.5 B Instagram 1 B Source: venturebeat.com, techcrunch.com, thenextweb.com, www.statista.com Facebook vs. Instagram in 2020 3 Key Trends & Developments Facebook vs. Instagram in 2020 4 Key Trends and Developments Facebook and Instagram - Instagram’s Contribution to Facebook’s Revenue in 2019 Key Trends & Developments In 2016, Instagram brought in In 2019, Instagram brought in $3.64 Billion out of $27.638 Billion (15.4%) $20 billion, out of $70 billion for Facebook as a whole (28.6%) One of the biggest trends covered by almost every marketing publication over the past 2 years has been the shift in total ad spend from Facebook to Instagram, a trend that continued at a far more blistering pace in Q4 of 2019 compared to previous years. We can look at Socialbakers’ data from the past year (with metrics compiled 2016 2019 from the top 100,000 branded accounts across all social media channels), and see that this trend is tied to positive shifts in engagement and reach metrics for Instagram over the past two years. Despite the impact of COVID-19 in Q1 of 2020, the existing trends in overall engagement and reach established in 2019 continued into 2020. Instagram Facebook Total Facebook vs. Instagram in 2020 5 Key Trends and Developments Engagement on Instagram Total Interaction Rates Continues to Pull Away from Facebook Over the course of the past 3 years, Instagram has cemented itself as the dominant platform over Facebook when it comes to engagement - in Q1 of 2020 this trend continued and the gap between the two platforms continued to rise with total interactionS on InStagram more than 16 timeS higher than Facebook, deSpite brandS poSting more on the latter. To see how drastic the difference in engagement is across both platforms, we can simply look at any number of brands and analyze cross-posted content. To the right, we can see an example of Disney cross-posting the same post onto both Instagram and Facebook. In addition, this was Disney’s top performing post in terms of engagement on both platforms. For two identical posts published at the same time, the number of interactionS waS dramatically higher on Instagram compared to Facebook. Facebook vs. Instagram in 2020 6 Key Trends and Developments Engagement on Instagram Ecommerce 17.0% Continues to Pull Away Retail 13.8% Services 8.8% from Facebook (cont) Fashion 8.1% Auto 5.9% Electronics 5.6% Almost 30% of Facebook’s interactions fall under the category FMCG Food 5.3% “other”, while Instagram’s engagement is more concentrated among a Finance 5.1% select number of industries. Others 30.4% While Instagram dominates when it comes to overall audience engagement, the chart to the left shows us that there is still a clear distinction between Fashion 25.9% the content users value based on the platform they are on. Ecommerce 18.0% Beauty 11.7% Auto 10.4% The fact that there are industries that see top 8 levels of engagement on Retail 9.6% Facebook but almost none on Instagram gives a clear sign that certain Electronics 4.5% spaces have not found success on Instagram and are not leveraging the Sporting Goods 4.1% platform. Services 3.7% Others 12.0% Regardless, Instagram’s continued dominance over Facebook when it comes to engagement has led many to shift their spend to the newer platform, especially in E-Commerce where Facebook is losing ground. Chart Time Range: January 01, 2020 - March 31, 2020; Sample: Facebook Brands Pages & Instagram Brand Profiles Worldwide; Source: Socialbakers data Facebook vs. Instagram in 2020 7 Key Trends and Developments Audience Size on Instagram Surpasses Facebook for Top Brands Total Audience Total Posts Total Interactions Similar to engagement, brand audiences on Instagram have been trending up while the same metrics for Facebook remain stagnant. In Q4 2019, the total audience size on Instagram (for the top 50 brands) surpassed that on Facebook for the first time. In Q1 2020, the trend continued and the gap grew - for top 50 brands, audience sizes on Instagram were 28% larger. While Instagram leads in engagement and audience size, brands still post more on Facebook. The platforms differ in how users interact with them, with Facebook often being the choice for more informative content - in addition, there are industries that likely don’t leverage Instagram at all. Instagram is now a platform that is highly effective at driving engagement and reaching large audiences, but most brands still find value in Facebook, and some don’t find success on Instagram in any capacity. This serves as Q1 2019 Q1 2020 a testament to the fact that the platforms aren’t substitutes for one another and must be approached as entirely separate channels. Chart Time Range: January 01, 2019 - March 31, 2020; Sample: 50 Biggest Facebook & Instagram Brands Profiles Worldwide; Source: Socialbakers data Facebook vs. Instagram in 2020 8 Key Trends and Developments Shift in Paid Spend Relative Spend by Platform Position Top 5 Placements by Spend Towards Instagram 70 60 Despite Instagram’s dominance in engagement and reach, the Facebook News Feed has historically captured the majority of relative ad spend and 50 still does as of Q1 2020. However, in the past two quarters there has been a 40 slight decline in Facebook’s share of ad spend, with more budget being allocated towards Instagram’s offerings. The chart to the left illustrates the 30 relative spend for different ad placements on both Facebook and Instagram Relative Spend (in %) Relative 20 in Q1 2020. 10 The Facebook News Feed still saw the largest percentage of relative spend 0 by a sizable margin at 58%, however this figure is down from the previous Feed Feed Stories Video Feeds Instream Video two quarters (60% and 62.3% respectively). Both the Instagram Feed and Facebook Instagram Instagram Facebook Facebook Instagram Story ad placements are beginning to take a larger share of the pie, combining to make up 28.7% of relative ad spend. Relative Spend Chart Time Range: February 1, 2020 - March 31, 2020; Sample: All Ad Accounts Benchmark; Source: Socialbakers data Facebook vs. Instagram in 2020 9 Key Trends and Developments Rapid Growth of Instagram Stories Although Facebook remains dominant in terms of relative ad spend, these figures don’t put into context the rapid groWth of Instagram Stories. Overall, the spend On Instagram StOries increased by 40% cOmpared tO the previOus year, and by 91% over the previous tWo years. A key longer term takeaWay from Instagram’s success With IG Stories - although a functionality directly copied from Snapchat, Instagram has shoWn that they can implement features from other platforms and launch them With high rates of adoption amongst their users (many of Whom utilize the original platforms).
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