Social media is the ultimate popularity contest. Each day, new platforms emerge and attract early adopters, eager to become the best big thing for brands and consumers alike.
From mobile apps to desktop sites, the game of numbers rages on across social mediums, placing a monumental amount of pressure on ?the like,? a feature predominantly linked to Facebook. However, a recent survey suggests Facebook?s golden reign may be beginning to falter.
According to a new report, brands are now posting more to Instagram than Facebook, suggesting that marketers are beginning to value quality of content over quantity of followers. Brands now post an average of 9.3 times a week to Instagram, up from 7.5 posts a year ago and topping Facebook?s decreased 8.8 rate. Meanwhile, an estimated 3 million U.S. teens abandoned Facebook between 2011 and 2014 and cite Instagram as “the most important” social network.
So why has Instagram risen through the ranks and what can we expect from the network as it continues to grow"
Such a shift ties to brands? distrust of Facebook. When it boils down to it, brands know everything they post on Instagram will appear in followers? feeds, whereas much of their Facebook content can remain unseen, even though many use paid media to engage with their followers.
To increase Facebook visibility, brands now need to promote posts, which is detrimental to the organic reach of content. According to Facebook?s algorithm, consumers who have previously engaged with brand content have a higher chance of seeing posts in their News Feed, but even that?s not certain.
While Facebook?s algorithm complicates engagement, Instagram offers a wave of transparency and a platform for organic content sharing. Back in December, the photo-sharing app made the news for purging bogus accounts, shearing the number of followers for brands and celebrities alike.
But such tactics speak to Instagram?s authenticity. Ultimately, consumers follow brands becau...