Last week, articles across the Internet read: “For Your Next Social Media Campaign, Look to Instagram“; “Instagram Is a Marketer’s Best Friend – For Now“; and “Instagram’s Sweet Spot: Better for Brands than Facebook and Twitter?” Social media marketers have noticed a decline in reach on Facebook and heightened engagement on Instagram.
Instagram is quickly becoming the best platform for “marketers to interact with consumers” and research shows the app is boasting roughly 60 times higher engagement than papa Facebook. I have seen the difference for myself. While photos of Chapman University’s campus are widely popular across all social media channels, our engagement numbers on Instagram are sky high. Out of curiosity, I did an A/B test to examine the differences in interaction levels for the same photos on Facebook and Instagram.