Two of the biggest social media platforms – Facebook and Instagram - dominate social media in both numbers and popularity. With an estimated 1.1 billion and 500 million monthly active users respectively, these tech giants provide the perfect platforms for brands to execute their social media marketing campaigns. Despite both being closely linked — Facebook owns Instagram — they are two different platforms that should be approached and utilised differently for different social media marketing strategies.
With 72% of the total Singapore population using Facebook, it holds the place as Singapore’s most popular social media platform. In 2015, within the month of January alone, 43% of Singaporeans were active users on the social media platform. With features that allow businesses to increase website traffic, creating brand awareness and improving communication and interaction with local audiences, Facebook proves to be an essential tool in executing the best social media campaigns.
Possible strategies to engage followers include:
Share industry-related articles such as thought leadership articles, videos and photos
Periodically start discussions and encourage the audience to share their thoughts
Collaborate with Influencers for Contest or Giveaways
By constantly engaging consumers, brands will be able to imprint lasting impressions on them. Consumers would then be more likely to purchase products from brands that they are exposed to the most.
Instagram is a widely popular photo-sharing social media platform used across the region. In Singapore, a TNS global study revealed that 85% of 16 to 24-year-old youths actively use the social media platform – good news for brands with their target audience in this age group. Additionally, Instagram’s features facilitate the increase in website traffic, excelling in creating brand awareness and helps brands communicate and interact with local audiences. With its recent update, Instagram is also becoming more business-friendly with the addition of accessible contact button and links to company website. Most social media marketing agencies in Singapore utilise Instagram in their campaigns.
Possible strategies to engage followers:
Collaborate with Influencers for Contest Giveaways
Get Influencers to do social postings in the form of Instagram stories, pictures or boomerang videos. Through the usage of attractive images of the products, it should entice the consumers.
Move away from advertising products. Engage followers and update them with events such as New Year’s Party, upcoming collaborations with influencers or even warehouse sales.
Ride on trends. Hot topics such as Pokemon Go will interest the consumers, create positive association and draw them towards the brand.
Comparative analysis for Singapore’s market
Whilst both Facebook and Instagram are popular in Singapore, Instagram has proven to be more effective as a platform for influencer marketing due to the higher engagement it receives – Instagram receives 4.2 billion likes daily as compared to 1.71 billion from Facebook. In fact, a study by Forrester shows that engagement with brands on Instagram is 10 times higher than on Facebook. This may be due to its simple interaction feature of liking the post by double tapping, that may drive the higher engagement and is especially crucial for brands to engage with their consumers. However, this does not mean that Facebook becomes obsolete. As it is largely informational, consumers can find more information about a company or a brand through its Facebook page. Articles and content can be put up in a brand’s Facebook page to interest and engage the target audience. Hence, depending on the purpose and nature of business, both platforms are viable tools to boost a brand’s social media marketing strategy as they serve different needs. Brands should then figure how they can leverage on both platforms to maximise their reach to the consumers and to increase their social media presence.