Instagram vs Facebook: Which platform is better for promoting my merchandise? (Part II)
by Merle Van Wieringen
May 08, 2020
In our last post we talked about how Instagram algorithms work. Now let’s jump into how Facebook does it!
Facebook's algorithm is all about relevance. The messages and advertisements you see are selected because they think you think it is relevant. There are several factors that Facebook takes into account in deciding exactly what a person finds relevant.
As with Instagram, Facebook will always post messages from family and friends over posts from companies and brands. This is because people feel more attracted and connected to people than to organizations. Facebook also strives to limit these types of messages to ensure that companies and brands 'boost' their messages, for which they have to pay money. This ensures that if you like a company page you will not see all the messages in your timeline.
Facebook's algorithm is also related to the number of likes and comments a message receives. A popular and frequently viewed post will be at the top of your timeline rather than a low-engagement post. To further elaborate on the engagement, posts on Facebook where responses are given are often popular. For example, viral messages are often also born.
People often don't feel like reading long pieces of text these days; because of this, videos and photos are often a lot more popular on Facebook. As mentioned before, Facebook does everything to make your company page not visible until you pay. So if you want to sell your products or merchandise via Facebook, this will not work without you paying for it. This is a very important point to consider.
Now that we have discussed the algorithm of both platforms, it is time to see which is best to use for promoting your merchandise. There are a few points to consider when looking at which platform is best for you.
The first thing you can look at is the size of your audience: the platform on which you have the most followers or friends is the most obvious answer, of course. If this is significant for both platforms, it is useful to read the following points.
Determine the age of your target group. What is the average age of the people who will buy your merchandise? If these are mainly people around 40, Facebook is a more suitable platform. But if your campaign is aimed at teenagers in their 20s and 30s, Instagram is very important to you because this target group can mainly be found there.
It is also important to see on which platform your engagement is the highest. Do more people respond to your messages via Facebook, or do you get more likes on Instagram? Based on this information, you can also determine which platform is best for your merchandise.
After deciding where exactly you are after going through these points, hopefully you will have a better understanding of which platform is best for you. However, keep in mind that none of these may perform best for you. For now: good luck with promoting and hopefully this blog will help make your sales a lot more successful!