Paid Media on Facebook and Instagram: Why You Shouldn’t View Them as One

Audiences are becoming more and more fragmented every day. Though 78% of Americans have a social media profile, users exhibit significantly different behavior on each of the major platforms – Facebook, Instagram, Snapchat, Pinterest, LinkedIn, and Twitter.

Advertisers risk missing the opportunity to reach audiences at scale if they don’t have a smart social media strategy that integrates multiple platforms and native ad formats. Given consumers’ high expectations, the onus is on brands to customize their cross-channel marketing to appeal to the right audience at the right time.

Plus, it seems like there are new updates and algorithms on these platforms everyday, espeically with Facebook. From the Stories format to new ways of buying ads, marketers need to stay on top of these changes.

At #SMWNYC, Adaptly hosted a session exploring major social platforms, and how brands and marketers should keep up. Nicole Colaco (Social Media Manager, Chico’s) explained that even though marketers can buy the same media across Facebook and Instagram, she recommends approaching each platform differently.

Further analysis and commentary from this #SMWNYC talk

What do FB, Twitter, Insta, Pin & Snap share? Walled gardens, 1st p data, tech at the core, massive scale & native ads #SMWNYC #SMWAdaptly

— Liza Dorison (@lizadorison) February 28, 2017

Representing nearly half of #digital time spent (41%) is on #socialmedia platforms #SMWNYC #SMWAdaptly @Chicos @Etsy #innovation

— Liza Dorison (@lizadorison) February 28, 2017

.@Chicos' Nicole Colaco on developing impactful social strategies – they can't be one size fits all anymore #SMWAdaptly #SMWNYC

— Global Gateway (@GG_Advisors) February 28, 2017

"Twitter's biggest capability is their TV targeting." @JoinChicosFAS #SMWNYC #SMWAdaptly

— SMW New York (@smwnyc) February 28, 2017

Facebook is ultimate full-funnel platform. Foundational. Insta for awareness. Twitter? No… need a voice/enough content#SMWNYC #SMWAdaptly

— Jennifer MacGregor (@jmacgregor205) February 28, 2017

Ad formats depend on the objective. Video ad = upper funnel initiatives. Carousel and link ads = product specific. @Etsy #SMWNYC #SMWAdaptly

— SMW New York (@smwnyc) February 28, 2017

Another new #SMWNYC phrase: "thumb-stopping" ad content (via @Etsy) at #SMWAdaptly session. #MillenialSlang

— Mariya Owens (@MariyaHo248) February 28, 2017

Money will be moving from Google to Pinterest in the future. #SMWAdaptly #SMWNYC

— Jonathan Pinkerton (@mrpinkerton) February 28, 2017

Paid social & digital budgets aren't being planned together but there's a want to make them more cohesive in the future. #smwadaptly #smwnyc

— Jonathan Pinkerton (@mrpinkerton) February 28, 2017

"Think of each platform independently & how to leverage those unique behaviors!"100% agree 👍🏼 @adaptly #SMWAdaptly #SMWNYC #socialmedia #NYC pic.twitter.com/ugcLmIo2ma

— Andre H. (@AndreJulian_) February 28, 2017

9/10 users use twitter for news. 88% millennials say they get news from Facebook. #smwadaptly #SMWNYC

— Jonathan Pinkerton (@mrpinkerton) February 28, 2017

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