Social Media – Which Platform is Best for Your Brand? 
 
Nicole Feldman – our VP Marketing looked at Social Media Platforms and what’s best for your brand. Let us know your thoughts and where you prefer to be! 
 
Social media advertising allows marketers the opportunity to increase their brand’s visibility. You can also drive sales if you target messages to specific audiences based on different factors. These factors can range from where people live, to their purchase habits, as well as preferences in style, activities and more. 
 
Facebook and Instagram both offer resources to refine paid social marketing through multiple content options. There are also analytics that give insight into which messages work and which ones don’t. Because of the global popularity of both platforms, it’s likely the audience you want to reach is on either or both of them. But, the big question is which one is best for your product or service? It depends on reach, demographics, and engagement. So at Four Corners Hospitality Group – we wanted to give both a go and use the data and analytics behind both platforms to determine which direction we should follow – it could be both or just one. 
Reach 
It is important to assess how many people each platform may reach. A brand’s goal may depend on the campaign’s desired visibility. Instagram is one of the most popular social media platforms in the world. The app allows users to share photos and videos. From the latest data the network reached 1 billion monthly active users and 500m daily users. 
 
Facebook is much larger, serving two billion people worldwide every month. Reach like that can help level the playing field for an independent business that wants to compete with companies with much larger budgets. 
 
Engagement 
The kind of resources Facebook and Instagram offer helps to determine which one suits the planned campaign. 
The most basic form of Instagram advertising is lead ads. Lead ads collect valuable contact information from potential customers without pushing them off the platform. To create these ads requires three easy steps: 
1. Promoting a post within Instagram 
2. Creating Instagram ads for Facebook news feeds 
3. Creating Instagram Stories ads in Facebook Ads Manager 
Instagram Stories ads appear above the user’s Instagram feed and are available for viewing for only 24 hours. These represent the best form of advertising on Instagram and are perfect if you seek to drive brand and product awareness, call for user-generated content, or sales. 
Facebook Ads is the primary way to market on Facebook. The ads need to provide value because Facebook wants to create a positive user experience with meaningful interactions 
Dynamic product ads give the ability to retarget website visitors with ads for products they viewed but didn’t purchase. 
 
Demographics 
The platform choice also depends on the primary users of each. One-third of women are on Instagram, compared to just a quarter of men. Also, more than half of Instagram users (55%) are aged 18-29. For brands invested exclusively in reaching young people, particularly females, Instagram would be a good and safe choice. 
The highest number of users on Facebook (82%) are also aged 18-29, however a close second (79%) are 30-49. Sixty-four percent are 50-64. While the platform is predominantly female (77%), nearly the same proportion of users (66%) are male. This suggests that Facebook might serve as a good resource to reach a broader spectrum of users, not just those confined to a specific gender or age bracket. Social media advertising strategies will be most effective if you study and learn from the data. There are still ways to leverage organic reach on Facebook but, if you have the budget, paid social ads are the way to go. 
 
We will see what’s right for us here at Four Corners Hospitality Group as we continue to grow. 
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