Chances are you’ve heard both Instagram and Facebook hailed as the most important social media platforms for businesses. This kind of message tends to cast the spotlight on one platform and leaves the other in the shadows.
The reality is that Instagram and Facebook should share the spotlight on your business stage. With an active presence on both social networks, you’ll have more opportunities to connect with your target audience in a natural space and make meaningful conversation.
So rather than it being a question of Instagram vs. Facebook in social media marketing, the more important question is how do you make both work for your business?
Consider the case where a landscape provider transforms an unused backyard into a staycation oasis — with “before” and “after” photos available. In a visually driven business like landscape design, a visually driven platform like Instagram is a natural fit to showcase projects and communicate to homeowners what’s possible with their services. This visual story can be told through traditional photos or Instagram stories that provide an interactive tour of the space.
For companies that sell products (versus services) directly to consumers, Instagram serves as a valuable e-commerce tool. Let’s use the example of a floral brand. While sharing inspirational photos on how to spruce up home or office decor with their flowers, companies can also tag featured products.
Loyal customers can turn into your biggest advocates — especially when given a platform to step forward and share their story. The beauty of Instagram is that it puts an interactive twist on traditional testimonials. For instance, a pipe fitting manufacturer could add a call-to-action in their bio encouraging businesses to document their use of #fittingsinthefield. As user-generated content is shared under this hashtag, the company can use relevant photos and videos to populate their own feed. The Instagram stories that are shared can be compiled into Instagram Highlights, so these testimonials permanently live on your business profile.
But what if there are no visible products to show on Instagram? This is often a question that stumps software companies, among other digitally focused industries. In these scenarios, the focus can be on humanizing the business. A great example of this comes from the software company Workday. Designed to highlight positive company culture and attract new talent, their Instagram is filled with photos of employees at volunteer events, holiday parties and other team-building activities.
From a community engagement standpoint, Facebook is considered one of the staples of a B2C marketing strategy. Success isn’t achieved through a single tactic, but rather a mixture: videos, blog posts, questions, contests, etc. That’s the approach Airbnb has taken. The company uses Facebook to promote testimonial videos from hosts (and invite others to share their stories), getaway giveaways (with the encouragement to tag a friend) and articles about individuals who have traveled the world and are sure to inspire others.
Another valuable way for B2C companies to engage consumers is through Facebook Messenger. Instead of calling customer support, consumers can conveniently ask and get answers to their questions online — a simple process sure to delight potential and current customers alike. These positive conversations can ultimately turn into conversions.
While a well-maintained Facebook profile will enhance the reputation of any B2B brand, the platform also provides you with an opportunity to be seen as a thought leader in your field. Consider a remote security guard provider who helps building owners save operational costs. Writing a blog post about rent control laws and promoting it on Facebook would illustrate their knowledge of pain points, and provide a viable solution to overcome these challenges.
With this same intent to build credibility and thought leadership, General Electric has taken an innovative approach. On a regular basis, employees from different departments take over the company’s Facebook account to provide an exclusive look at their day-to-day responsibilities — whether it’s the production, engineering or test piloting of jet engines. While humanizing the business, this content also speaks to the expertise and knowledge of the bright minds at GE.
In the battle between Instagram and Facebook, it’s clear that there’s value in both platforms, regardless of whether you’re a B2B or B2C business. All it takes is a winning strategy to make the most of your marketing efforts on each network — a strategy that the team at Kuno Creative can help you establish. Get a feel for what it’s like to work with our marketing agency.