How to use Facebook or Instagram in Early 2019
In early 2019 building your brand is easier than it has ever been. Finding your audience and talking directly to them is not only easy but cost effective. The two powerhouse platforms right now are Facebook and Instagram but they are both very different in how you use them. Our goal with this article is to show you the differences and help you to determine how to use them to grow your business.
The differences in the audiences
Ever business has a different type of customer that they sell to. There are all sorts of demographics that you can categorize your client in. The first one most people use is age. This is the biggest divide between these two platforms. We are going to use Hootsuite’s great list of stats for both Facebook and Instagram for you to review.
Facebook has aged up as it has grown through the years. While 68% of Americans use Facebook, a little under half of the teens in the US have an account. Also only 8% of kids from 13-17 have an account. One surprising stat is that from 2012 – 2017 65+ year old users have doubled in usage. If your product typically sell to an audience 35 or older this is a platform you want to use. I still wouldn’t completely avoid Instagram, but when we talk more about advertising you will want to look closer at Facebook than the other.
Instagram is definitely more of the younger audience. 71% of Instagram’s users are under 35 years old. A very interesting stat about the users for eCommerce people is this:
- Less than $30K: 44% use Instagram
- $30K–$60K: 45%
- $60K–$70K: 36%
- $70K–$80K: 55%
- $80K–$100K: 46%
- $100K+: 60%
This shows that there is a good spread of income through the platform which is great for eCommerce sites looking to sell products. You definitely want to build your brand around this younger audience by building brand loyalty. Even if you audience is typically older, start grooming these younger audiences to know who you are for the years to come.
What types of posts go on Instagram and Facebook
So this is the thing that most people are not sure of when they get started. They want to post the same thing on both which is possible but not always advised. We will start with Facebook.
Facebook is a platform that works well with all types of posts. You can do Short and Long form writing, a photo, a video, even a live stream or just colorful text. Every version has a different reaction and you will want to play with each to see what your audience reacts to. You can also add links to your site easily which is great when you have a call to action for purchasing. You or your audience can also tag or share with other people or businesses in order to show it to their audience as well.
Instagram is a much more visual platform where you can only post photos and videos. You can add text to the bottom of the photo or video but the main thing people see is the visual media. You have two ways to post things, either a feed post or in your story which only shows up for a 24 hour period. Your standard posts are normally much more polished medias while your story is normally more candid and in the moment. Perfection is not required in your stories. You can not add a link out in your feed type posts at all. The only place you can have a link to an external page is on your profile bio. Once you get 10,000+ followers you are given the ability to share links in your story. You can tag other instagram accounts if you want but, you can not easily share or repost things on your feed.
Differences in Organic Reach vs Paid Reach
This question seems to be pretty big for most because not all companies, when they start, have a large budget to spend on ads. They want to start and get organic followers and shares without having to throw a lot of money at it in the beginning. Each of these platforms do a good job at this in different ways.
Facebook’s organic reach for business pages have plummeted in the last 6 months to a year now. The things you post are only being seen by roughly 1-2% of your audience compared to 20% not too long ago. For posts you make on the page, they almost always have to be backed up with some type of ad dollars to get any real viewership. Some times this just isn’t an option for a small businesses for example. That doesn’t mean Facebook organic views is dead. Facebook Groups do still see a pretty good organic reach and is a great way to share your content. You can use already existing groups that are around your niche or you can create your own and build it from scratch. Either way, paid reach is a necessity for page posts but Facebook Groups can get you good organic actions with little to no cost.
Instagram, for the moment is almost exactly the opposite. Getting interactions on this platform is all about tags and consistency for organic growth. There is still a great ad platform for amplification but it is not as much of a necessity like in Facebook. The game here is that you want to find trending hashtags(#) that are in your niche and being searched for by your audience. Then you will post content around it and people can find you when they search on the platform. All that is necessary is a little bit of time and research. Once you find your niche and you have built up your audience you can amplify your results by buying ads but make sure you have a good feeling on what people are reading and which people are not.
How to build your Audience on each Platform
As you start posting things for your business you will want to make sure you are always focusing on building a loyal following based on the people that are on that platform. Each one is a little different and normally follows the organic model first then can expand into paid and you increase sales in your business.
On Facebook as you want to start building your own group right away as you grow. This will give you the place to always have a good organic method talk to your customers and have meaningful interactions. Your style of posts also want to follow the idea of Jabs and Hooks as best described in Gary Vaynerchuk’s book “Jab, Jab, Jab, Right Hook”. To summarize what he is talking about, you want to make sure most of your posts, or “Jabs”, that are not salesy and provide value to your customers. You want to provide enough value so that when you do throw the “Right Hook”, asking for the sale, they are completely ok with it. One sales call right after another will make your potential clients ignore you and make it almost imposible to make sales. You typically want to spread these out over 3-5 posts a week so that it isn’t too much but so you are consistent.
With Instagram the Jab and Right Hook philosophy is the same, but its even more subtle. Your posts are much more visual and need to feel natural to the audience. Daily consistency is key. You want to post on your regular feed daily if possible and on your Story 3-5 times a day if you can. The content you put on those channels are different. Like I mentioned before you want to post polished content on your feed and more in the moment and unscripted posts in your story. Have fun with your customers and make sure you are always creating conversation starters. Commenting, responding, and thanking everyone that engages with you is key as well. You do not want to miss that at all.
How to Start Advertise on these Platforms?
Once you start building your organic following online for your business and sales are coming in, normally the next step is to spend some money on ads. This is something that most people are sure of how or where to get started.
With Facebook you will want to create an account on Facebook Business Manager to get access to their robust Ads Manager. You can use the same login you use for your personal Facebook but this will just give you the ability to do all of the business options from one screen. Once there you can click the three bars next to Business Manager and get access to the Ads Manager. There are a lot of steps to creating your first ad so if you have questions feel free to message us below in the comments.
With instagram it is very similar on how they function for advertising as well. You would log into the Instagram Business Manager and set up your ads there. You can also do the same account on your Facebook Business Manager if you already have that set up. You just need to connect your instagram to your business page and you can then modify both in one place. Either way will work very similar. I personally recommend using the Facebook business manager because Instagram’s version will take you to Facebook eventually anyway and its nice to be able to advertise on both platforms at the same time to see which is more effective.
Time to get started
With these steps you will have a good start to building your brand. This is something that takes some time but is well worth it when you are talking about selling your products today. Obviously if you have any questions please let us know in the comments below or email us by going to the Contact Page Here. Thanks so much for reading this and good luck with your business!