Facebook Audience Vs. Instagram Audience

Cohesiveness among social media platforms is key for brand establishment and recognition. However, effective use of social media content can look very different from one platform to the next — which is why it’s critical to know the difference between your Facebook audience and your Instagram audience.

Understanding who is most likely to view and interact with your content will lead to the greatest marketing success using social media.  Who is viewing your content on Facebook vs. Instagram may actually be a bit more different than you think.

Keep reading to understand the differences between the Facebook and Instagram Audiences and how-to best tailor your content to each!

HOW TO KNOW WHO IS VIEWING YOUR CONTENT

Identifying your audience is a key first step when creating content. The base layer of that identification includes age, gender, and interests. These core factors however can differ from platform to platform. So, what really is the difference between the Facebook and Instagram audiences?

First, the age of users is different. Instagram users tend to be younger than the Facebook audience.  The percentage of people who use Instagram in younger age groups is significantly higher than for older groups. Instagram usage drops by 1/3 when comparing usage by people 18-29 years old and 30-49 years old. It drops an additional 50% when comparing groups aged 30-49 and 50-64.

Facebook usage however remains fairly steady until around age 65. So, if you are choosing between one platform or the other, and your audience falls into a specific age category this is very important to consider.

Looking at our second key point, gender, both Facebook and Instagram have more users who identify as female than male. So, when comparing the two platforms gender does not have a large impact on what will be more effective

Third, we consider interests specifically, the content the users are interested in viewing on the different platforms. We have found that Instagram users prefer eye catching blurbs or visuals as well as content that fits a visually pleasing aesthetic. Fun graphics and unique pictures will have the most clout for your Instagram audience. 

UTILIZING CONTENT DIFFERENTLY ACROSS PLATFORMS

On the other hand, Facebook content has the opportunity to be a bit more informational. We don’t recommend full length blog posts as captions, but accessible bulleted lists will help provide information to an audience who wants more than a photo. To learn more about what we do and don’t recommend for reaching your Facebook audience, check out our Dos and Don’ts of Facebook.

The final point that shows the difference between users is level of engagement. While this can vary from account to account, Instagram users tend to be more consistent likers making them more likely to engage with your content. 

An article from the journal Computers in Human Behavior reported that individuals who prefer Instagram are more likely to share personal information than users who chose Facebook as their preferred platform.

Are you looking for responses to a post? Or are you simply looking to get your message out? If you are looking for a response maybe try an Instagram poll. If you want to provide details on an upcoming event maybe try a longer form Facebook status.

Identifying your audience may seem like a daunting task, but it really comes down to key demographics about your current and prospective customers. Understanding your audience then allows you to take your social media game a step further by using each platform to best adapt content for the audience it will reach.  

Who Is Your Audience, Anyway?

When figuring out what content to post, there are three basic things that you need to know about your audience. They are: age, gender, and interest. Here’s why those demographics are important for creating content for your audience.

communications consultants providing social media management, content creation, public relations, and media pitching

Age

One of the most influential factors to consider when it comes to creating content for your audience is their age. From Baby Boomers to Gen Z, preferences and communication styles vary greatly and it’s important to be aware of what appeals most to your target age group. Like the saying goes, “one size does not fit all!” 

Just like there is a variety of age groups, there is also a large range of content types. From videos to blogs, and print material to mobile apps, the strategies for talking to each age group are endless. Different social media platforms have drastically different user bases.

So what type of content fits each age group? In general, marketers are able to turn to general generational preferences for content.

CASE IN POINT: That’s not how any of this works!

So what types of content does each age group relate to the most?

  • Baby Boomers
    • Print media
    • Radio
    • Video content (long)
  • Generation X
    • Newsletters (direct mail & email)
    • Blogs
  • Generation Y (Millennials)
    • Social Media
    • Mobile content
    • Blogs
  • Generation Z (iGeneration)
    • Social Media
    • Memes
    • Imagery
    • Videos (short)

Keep in mind that these generational preferences are broad — and not always totally accurate. Age, however, is a great place to start when segmenting audiences and narrowing down how to reach your audience where they are.

Gender

Today, gender-based marketing seems to be dwindling due to shifts in gender roles and traditional gender identification. But being aware of gender in your audience has a great impact on the effectiveness of your marketing efforts. There are very different ways to connect with different genders.

CASE IN POINT: Carl’s Jr. vs Kraft ads — and this wild Jekyll/Hyde situation going on with Hugh Jackman. 

communications consultants providing social media management, content creation, public relations, and media pitching

“Men are from Mars and Women are from Venus” is a saying for a reason: women and men oftentimes respond to content with different emotions. (We doubt any of our fellow ladies enjoyed that sexist Carl’s Jr. ad either.) For this reason, content should be created carefully, with an awareness of the potential for different responses in men and women.

What are some examples of general differences between men and women’s emotional responses?

  • Men
    • Less variety of emotions
    • More likely to view content based on positive emotions
    • More suggestible
  • Women
    • Greater variety of emotions
    • More sentimental
    • More emotionally complex

Keeping gender in mind, while remaining inclusive is ideal and positions your content to have the edge it needs for success.

Interest

At the end of the day, your audience needs to have an interest in what you’re saying! 

With the prominence of today’s digital and social media, we marketers are able to keep tabs on the interests of people and more specifically, our target audiences. People’s social interests can be interpreted and used to create content most relatable.

Case in point: Aerie’s #AerieReal campaign and inclusive modeling strategy

communications consultants providing social media management, content creation, public relations, and media pitching
Photo credit: Metro.UK

Did you know that Facebook can target you based on your income level, interests, job title, and even marital status? As a consumer, that can be pretty terrifying, but as a social media strategist, it’s a key part of the job! 

Interest-based targeting engages audiences through relatability and personalization. For this reason, relevant influencers and celebrity endorsements have revolutionized marketing, especially when appealing to Millennials and Gen Z consumers. 

Another example of interest-based targeting is highlighting brand transparency and using “real” people to market. When customers believe that they are represented in advertising, they’re more likely to buy whatever you’re selling, whether it’s literally or figuratively. 

There are so many ways that interest-based marketing can further narrow down content creation and successfully reach target audiences. Let us help you figure it out!