Facebook and Instagram are two out of the top 10 social media platforms. With an average of 1.15 billion daily active users, Facebook is the market leader for social networking sites. Within a six-month period in 2016, Instagram grew its daily user count by 100 million users. Now with more than 600 million active users on Instagram, it’s no wonder why the image and video social sharing app can’t stay out of the news.
These two platforms have similarities and differences. So building your fan base with Instagram or with Facebook might pan out differently.
Here’s a look at ways in which these two platforms can impact your music business, so you can make a more informed choice.
Facebook has been around much longer than Instagram and therefore has a larger user database than Instagram. Facebook is also more popular among the older generation while Instagram is more popular among the younger generation.
However, this is not to say Instagram isn’t on its way to having a larger database, as it is rapidly growing.
When it comes to developing your presence on social media, Instagram has become one of the best for marketing your music.
A couple years ago, people’s first stop was Facebook for the Like. Now it’s Instagram for the follow.
Last year’s Nielsen survey of 3,000 US music fans found that Instagram users spend more money on music and devote more time listening to music than non-Instagram users.
The average Instagram user spends $269 per year on music versus $152 per year for the general population. Instagram users also spend 30% more time listening to music in a week compared to the general population.
90% of Instagram users stream music and are twice as likely to pay for streaming than the general population. 39% regularly attend big concerts (as opposed to 23% of general population) and 26% attend small local shows (as opposed to 15% of general population).
Engage with your fans
Consumer targeting is necessary for every industry in order to avoid loss of information or wrong communication. You need to know where your target audience is based, their gender, interests, age, etc.
Facebook allows you to send the right message to a specific audience, as it has options to target by location, language, age, gender and other demographics.
However, these targeting options are also available on Instagram. This is probably because it is now owned by Mark Zuckerberg who also owns Facebook.
Studies have shown that engagement on Instagram is 10 times higher than Facebook. And the average engagement per post has grown by 416 percent, compared to two years ago.
Instagram audiences love to get an inside look into the lives of artists and labels.
Posting live shots, sound check sessions, recording, new merch, behind the scenes of a new video, and even photos with fans are all good ideas for posts.
Fans love to be acknowledged and liking a few of their photos or even thanking them for showing you love only takes a couple of seconds. Reposting a fan’s picture from your show is a good way to build credibility and attract new fans.
Pros & Cons
When comparing the two social media platforms, importance must be placed on the major features that make each distinctive.
Instagram is about sharing photos and videos. It helps with direct conversations and with building a solid fan base. This can be achieved through the sharing of daily routines which would create a personal feel, and engage fans.
Facebook, on the other hand, is multi-optional, with lots of variety. You can choose and use whatever feature (groups, events, shops, photos, videos, text, etc.) suits your needs each time you post content.
Instagram is pretty clean without much clutter. And it’s easy to navigate, unlike Facebook which has a lot of things going on, all at the same time. So your business may be accessible to a smaller audience than on Facebook, but it will be more visible to that audience, which invariably means greater engagement.
The top advantage that Instagram has over not only Facebook but every other social media channel is engagement. A study on social media engagement looked at over three million user interactions with over 2,500 brands on seven social networking sites.
Six out of the seven social media sites including Facebook and Twitter had less than a 0.1% engagement rate. The seventh social network was Instagram, which had an astounding 4.21% engagement rate. That’s 58 times the engagement rate of Facebook.
Facebook is largely informational. It is focused more on text because it’s data driven. That’s why it takes longer to create a profile on Facebook than it does on Instagram. They serve different purposes.
Instagram is about capturing moments. People use Instagram to engage. There’s no other purpose for the app. That’s what makes it so effective for building your brand and gaining popularity. It naturally lends itself to getting content spread.
As a musician in 2017 – Instagram should be your primary focus. Between July 2016 and December 2016, Instagram’s monthly active users grew by 100 million users, now surpassing 600 million – with 400 million daily active users. Twitter’s audience is on the decline, and Facebook’s organic reach will continue to drop, which leads to the next social media trend.
Instagram is a platform of few words. Here, art rules the day, so it should come as no surprise that users turn to Instagram to get their creative juices flowing.
Instagram is the perfect artist platform. It’s built around an aesthetic and is all about the vibe. No one really uses Instagram to just follow their friends, like Facebook. It’s for following interests, it’s for engaging with fans. But, moreover, it’s about curating a feeling.