The Coexistence of Facebook and Instagram: How Advertisers Can Best Use Both Platforms
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Adaptly has recently seen a divide between traditional digital platforms and autonomous platforms’ advertising campaigns.
Ruth Arber, Director of Solutions at Adaptly, explains that what’s unique about autonomous platforms is that they can support multiple advertising formats, including native and search, making your campaign dynamic to reach a larger audience. The largest autonomous platforms are unsurprisingly Facebook and Instagram.
According to Jessica Sherrets, Brand Development Lead at Instagram, “images are truly universal.” It’s a place for discovery, as a platform for social, photographers, and artist. The Instagram community is global and has engaged users: with 400 million users spending an average of 21 minutes per day.
Most people sign up for Instagram because of their friends and family, followed by interests and celebrities. Millennials are also downloading apps to support their Instagram, like Boomerang and Layout.
“Nearly half of users follow a business on Instagram,” and are likely to click on a business’ link for more information. When Instagram launched their advertising capabilities, for the first time you could click on an image and be taken out of Instagram to the advertiser’s website.
The relationship between Instagram and Facebook is inspiration and personal discovery, and people spend a significant amount of mobile minutes on both. Targeting these audiences strategy relies on creativity and knowing your audiences across both.
Facebook has huge scale, and Instagram has a heavy millennial audience. The data of how audiences are responding to creative on each platform differs. Ruth suggests that advertisers should test different creative campaigns and look at the data as you advertise on each platform. One size does not fit all.
Josh Machiz, Director of Integrated Marketing, Nasdaq, sees video ads as the most successful advertising format on Facebook and Instagram. As video viewing is becoming more advanced, such as 360 and motion videos, Josh sees that the more new and exciting the viewing experience, the more successful the campaign.
Kristin Rolla Mirek, VP of Multi-Platform Development & Marketing at TV Land at Viacom, said that when advertising for Younger, the first season they advertised heavily on Facebook. For season 2, they leaned more on Instagram because she has built the audience organically on that platform.
Also, as the platforms change the advertising has to change. Kristen saw video ads being extremely successful last year on Facebook, but now that more advertisers are using pictures and videos on Facebook, she’s using text heavy ads to break through the clutter.
Facebook does have a more robust audience, and has been around longer than Instagram, so the audience data is more nuanced on Facebook.
As we’ve seen, Instagram has continued to grow their platform to develop helpful features. Canvas ads on Instagram are what the panel is most excited about, which will start to roll out in the near future.
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