A recent social media revealed that Instagram is more popular than the parent “blue app” and it is a watershed for the business. From the top 50 most significant brands profiles worldwide, there was one notable difference in Q4 2019. Like never before, the overall people on Instagram exceeded the total audience size on Facebook. Additionally, these total interactions on Instagram were almost 20 times larger than those on Facebook. Indeed, even though the top 50 brands printed more posts on Facebook. This participation in those posts did not get the figures that Instagram was capable of reaching.
Despite efforts to draw consumers during this holiday season, these relative job interactions for both Instagram and Facebook were lower at Q4 2019 than one year ago. That was true yet among the most productive manufacturers on social media, the best business on Instagram, decrease by 19.4. Meanwhile, the high activity on Facebook and E-commerce decreased by 9.6% versus Q3 2019. It suggests that brand need to get smarter about the message they send. They should concentrate on higher-level content in smaller volumes to increase participation.
According to Social bakers, Instagram overtakes Facebook’s social network among the top 50 brand profiles. Instagram has 3.57 billion impressions, while Facebook has 3.47 billion impressions in the last three months of 2019. In the previous quarter, Facebook had 3.46 billion, while Instagram had 3.42 billion. These figures clearly show that the game has changed for both social media platforms.
Core outcomes of Q4 2019 related to Facebook:
A sudden drop in engagement:
Despite using all the ways and means to attract users during the holiday period, the relative post interactions of both platforms were lower in Q4 2019. Engagement on Fashion which is the top industry of Instagram falls by 19.4%. Similarly, E-commerce showed a decline in participation by 9.6% on Facebook. On the other hand, things are getting better for different categories.
Services had a jump of 66.7% on Instagram as compared to Q3. On Facebook services, category finished fourth with 7.6% interactions which were not even in the top 8 in the previous quarter. Services include accountants, lawyers, hairdressers, makeup artists, car repairs, IT services, weight loss management and event organizers.
Vertical video format:
Vertical video trend is blooming because of its simple smartphone viewing. This video format is doing better than horizontal videos on Facebook. Now, most of the Facebook videos are horizontal, while vertical videos are more popular as they are shorter than 30 seconds. Vertical videos are watched by 29.9% users completely, while horizontal videos completed by 22.2% of the time.
Female dominance on social media:
Most fans and brand faces on both platforms are females. Women made up to 58% and 56.7% on Instagram and Facebook, respectively. At this prime selling demographic of 25-36 year, female gave up the most significant set of people who interacted with brand pages, as per Stock bakers. This finding suggests that importance of social media in connecting with women, who impact 85% of all purchase decisions in the USA, per the information mentioned by Chain Store Age.
Facebook leads ad spent:
As in the previous quarter, advertising spend on the Instagram story continues its rapid increase. Although Facebook feed remains the leader with 58.3% of the total ad spends. Like never before, the Instagram story hit 10% of advertising money spent on the second half of 2019.
Overall, the advertising spends on Instagram story increased by 40% over the last year, also by 91% in the previous two years. Other advertising trends include the growth of Instagram Explore and the Facebook market as the destination for ad spends. In its initial five months, the proportions of ad spend on Instagram explorer rose to 1.32%, and the Facebook market place grew from 0.72% to 1.31% at the end of 2019.
The rise in Influencer Market:
Influencer market shows no sign of slowing down in 2020. It is getting developed into the content marketing strategy that is practiced by 93% of marketers. Anticipated to be the $10 billion industry at the end of 2020, the role of influencers would continue to improve the brand with customers in many competent ways. Celebrities and micro-influencers have millions of followers that influence the purchase decision when an influencer is related to brand or place.