FB vs. IG and How To Best Leverage Each Platform

It’s no secret that Facebook and Instagram are two of the most popular social media platforms and should be incorporated in your marketing strategy. However, don’t make the mistake of treating them the same! Understanding their key differences can provide you with valuable insight on where to focus your marketing efforts and how to tailor your content to each platform.

Content Type

Facebook allows for a broad variety of media: photos & videos, links, and text-based updates. Use this platform to post updates about camp, link users to important web pages (don’t miss the opportunity to drive more traffic to your website!), or share parent testimonials. Post a variety of content to keep your audience engaged.

Since Instagram is a visual-based platform, it’s great for brand awareness and quickly capturing attention. Prioritize Instagram when you want to tell a visual story– behind the scenes posts and summer highlight videos work well here!

Audience Demographics & Messaging

While the majority of Instagram users are 35 and under, Facebook’s user base spans from Millennials to Boomers. Be sure to align your messaging to each demographic! 

For example, on Facebook you should prioritize content that emphasizes the long-lasting value of camp. Tell parents how your summer experience will benefit their child for life! On Instagram, to grab the attention of the younger crowd, it’s important to showcase how fun your camp is with exciting photos and action-packed video clips! You can also utilize current social media trends as another effective way to engage younger users on Instagram.

When it comes to overall messaging, younger users prefer casual, everyday language. While parents, being more concerned about the well-being and safety of their child, typically prefer a more professional and informative tone. You can reach and engage both audiences by adjusting your overall messaging & content to each platform!

It’s also worth noting that while Facebook is known as the best platform to target parents overall, Instagram is useful if you’re trying to target Millennial parents!

Platform Features

While Facebook and Instagram have many similar features, there are a couple stand-out differences that are helpful to know in order to best leverage each platform.

Take advantage of Facebook’s event pages & group pages! For example, create an event page for your upcoming Open House and send a digital invitation to parents. Additionally, search for Facebook groups that align with your target demographic and reach new families by posting there! 

While Facebook technically has the Stories feature, it isn’t as built-out or commonly used as Instagram Stories. You can use IG Stories as a way to learn more about your audience and engage with them in a meaningful way. Use the Polls feature to gauge campers’ interests, or use the Q+A feature to answer questions your community has about camp. Go the extra mile by creating Highlights for your IG profile! Curate Highlights from Stories that have already been posted and then organize them into themed collections. Themes such as FAQs, activities, camp traditions, testimonials, or staff spotlights are great for users to quickly learn more about your brand!

Key Takeaway:

While we recommend using both Facebook and Instagram to maximize your reach & generate conversions, it’s important to recognize their differences so you can tailor your strategy to each platform. A few tweaks in your messaging & content can have a profound impact on your overall digital marketing success!