Both Facebook and Instagram’s feeds are based on an algorithm that delivers posts that are most relevant to you at the top of the feed. Instagram bases the order of posts off of the content you interact with the most.
The similarities in Facebook and Instagram’s advertising works well for users because it draws interest. We like to stay up to date with the latest events and activities with other people creating mutual interest and community. Because of this behavior, both Instagram and Facebook strive to show us content we are most likely to engage with.
Mark Zuckerberg has even come out and stated that he wanted Facebook to make a shift towards showing people more posts from family and friends rather than posts from brands.
On the surface, it sounds like it’s going to be extremely difficult to market your business on both platforms especially from an organic standpoint.
It’s also clear that the platforms have almost entirely shifted to a ‘pay to play’ model.
However, there are ways that you can win big on both platforms.
Facebook’s content is generally informational, providing us with trending news & articles as well as updates from friends & family. Instagram is all about original photos and videos. We aren’t able to find weekend events nearby or the store hours of a company on Instagram as easily, but we do find the latest video stories and perfectly lit photography.