In 2012, Facebook spent 1 billion dollars to purchase Instagram. At the time, it seemed like an outrageous amount of money to pay since the network had only 30 million users. Facebook, at the time, was weak on mobile before their public days on the stock market. Buying Instagram allowed them to increase their performance in that area immediately.
Facebook founder Mark Zuckerberg committed to keeping Instagram and independent app rather than mashing the technology into the Facebook app. Here we are six years later, and we have great reason to it’s that very independence that is allowing Instagram to overtake Facebook.
Instagram Looks to Have a Better Future
Edison research has found that Facebook usage has declined for the first time. That study also revealed that while Facebook activity is diminishing, Instagram activity is growing. Many believe it isn’t an accident and it isn’t going to change anytime soon. Many are predicting that by twenty-twenty, Instagram usage will take over Facebook and total usage in the United States. Why? Let’s take a closer look at the reasons.
Instagram is Better Among Younger Audiences
That same study showed an increase in Instagram and Snapchat usage in Americans between the ages of 12 and 34. There was a sharp decline in Facebook usage between 2017 and 2018 in the same age group.
After this data was released, Snapchat underwent a redesign that caused a $1.3 billion drop in valuation, all thanks to a tweet from Kylie Jenner.
Instagram is Far More Mobile-Friendly
Instagram was a mobile-only platform for many years, and there are fewer types of content to share and view. It’s no real surprise its user experience continues to beat Facebook, even though Facebook has made great strides in this area over time. Instagram was made for the phone, and Facebook was adapted to it. Statistics show an average of 80% of social content is consumed on a mobile device, so Instagram’s structural advantage keeps it ahead on this one.
Instagram is Better for Brands
Facebook is continually changing their algorithms to improve what people see in their News Feeds. This means brands are having to fight harder for organic reach, or pay to play so they can get eyes on their posts – whether or not they’re advertising their product. As the game becomes more difficult for those without a budget to plan, Instagram becomes an even more attractive platform to connect with followers and build relationships. While it’s true Instagram has also made changes to their display algorithm, it’s much less detrimental for brands, leading to a happy co-existence between brands and users. Many brands have genuinely pleasurable content to interact with on Instagram, which is not the case when it comes to brand posts on Facebook.
Instagram is Opening to Developers
The Cambridge Analytica scandal made Facebook more cautious about its developer engagement. The massive data breach triggered changes there, including a brief memorandum on Messenger Bots. Though logic would indicate the same caution about developers over at Instagram, that’s not the case. The brand is embracing increased developer engagement at Instagram, further solidifying the commitment to keep Instagram a stand-alone community, despite being owned by Facebook.
What Do You Think?
How is Facebook working for your business? Is it generating leads as you’d expect? Are you on Instagram? Why or why not? If Facebook continues to decline, how will your business embrace the increased popularity of Instagram?
Here at SEO, Inc., we do more than keyword research and website optimization. We can also help you optimize and manage your social media platforms to build a more targeted and engaged audience. Get in touch today to find out more about how we can help your business grow.