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Why Instagram is the new social media “home base” for brands


For as long as “social media marketing” has been around, Facebook has held the title of most brands’ social media home base.

That is, Facebook is the place where they spend the most time, resources and money.

But, that tide is definitely turning.

First, just look at Instagram’s recent numbers.

  • Instagram just surpassed 1 billion users. The only other platform not named Facebook to do it.
  • 71% of U.S. business now use Instagram
  • Instagram is THE platform for influencers–80% prefer the platform for brand collaborations
  • 59% of 18-29 year-olds use Instagram

Meanwhile, over on Facebook…

  • Facebook saw a 5.6 percent decline in users between 12 and 17 years old.
  • They also saw a 5.8 percent decline in users between 18 and 24 years old. This is the first time Facebook has seen a decrease in users since its inception.
  • Facebook usage dropped–for the first time ever–from 67% to 62% among Americans 12+ years of age.

Obviously, Facebook still has a ton of people using their site and app. It’s not going anywhere anytime soon. But, it is showing chinks in the proverbial armor for the first time. And, at the same time, Insta is gaining traction rapidly.

That’s the story the numbers tell.

But, as we all know, the numbers don’t tell the whole story.

What the numbers DON’T tell us is this:

  • Facebook is an increasingly toxic place for many users. #DeleteFacebook is real. Anecdotally, I’m hearing more and more of it each day. People just don’t want to spend as much time there as they once did, for a variety of reasons.
  • Facebook has taken a beating in the media over the last year. Mostly, for privacy issues. And each time Facebook is mentioned in a negative news story, that’s impacting how people feel about the social network.
  • Facebook has lost it’s “cool” factor. Remember that movie “The Social Network?” The whole reason Zuck got the facebook off the ground was because it had that “it” factor–specifically with young people. It no longer has that. A certain other network does–and it’s starting to show.

So, the numbers aren’t painting a rosy picture.

The anecdotal evidence isn’t much better.

What are marketers and communicators saying?

That Instagram is a more fun and happy place for customers.

That they’re seeing higher engagement rates on Instagram.

That they’re actually driving traffic and selling on Instagram.

Yep, Instagram is slowly, but surely, eating Facebook’s lunch.

And, it is driving toward becoming brands’ number one social media platform.

In fact, for many brands, it already is.

Let’s look at a few:


Facebook: 105 engagements per post

Instagram: 10,713 engagements per post

Note: Averages reflect last 10 posts

Maersk Shipping

Facebook: 445 engagement per post

Instagram: 4,866 engagements per post

Note: Averages reflect last 10 posts


Facebook: 707 engagements per post

Instagram: 23,255 engagements per post

Note: Averages reflect last 10 posts

That’s as much as a 300 PERCENT increase in engagements from Instagram to Facebook. And, those brands above are hardly alone. It’s a trend. And it’s hard to ignore.

The numbers tell the story.

The anecdotal evidence tells the story.

Marketers are telling the story.

And, results sure as heck tell the story.

Instagram is becoming brands’ social media home base.

Pete Pedroza



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