Instagram: Facebook’s little sister is growing up

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Study provides valuable insights

The current “Trend Report I Q4 2019” from “Socialbakers data” provides valuable information on Facebook and Instagram usage. It is based on the evaluation of the 50 largest brand profiles on Instagram and Facebook (worldwide). The following were examined, among others the organic performance, the performance of advertisements, the development of CTR or CPC rates as well as industry-dependent user engagement.

Instagram is one step ahead

Both in terms of reach and engagement, Instagram clearly leads these 50 largest commercial accounts – a fact that has not been adequately reflected in companies and agencies in terms of the corresponding ad spending or the intensity of support. As before, more effort is put into Facebook. You should therefore consider the following key facts when planning your social media:

Instagram overtakes Facebook

Instagram reached a larger audience than Facebook for the first time among the brands examined (in absolute numbers, in the fourth quarter of 2019).

Instagram scores with higher organic user engagement

For the 50 accounts examined, the total number of interactions on Instagram in the fourth quarter of 2019 was around 20 times higher than on Facebook.

Instagram stories with video content dominate

Instagram Stories are an immensely important format for brand communication: In 2019 / Q4, more Instagram Stories than Instagram Feed Posts were published by the 50 top brands. Videos predominated in the stories – specifically, video content was shown in 52% of the brand stories, and image content in 48%.

Portrait videos perform better

The data from Socialbakers also show that vertical videos are viewed more frequently on Facebook than landscape format, specifically 29.9% to 22.2%.

Female audiences are on the rise on social media

On both platforms, Facebook and Instagram, female fans are in the majority – 58% of the users on Instagram and 56.7% of the users on Facebook were women. In terms of age, regardless of gender, users between 25-24 years predominate.


We have long been concerned with Instagram as a great channel for emotionalizing brand communication. We noticed: The further development from image or text-heavy display of individual social media channels to video-centric omnichannel orchestration of relevant touchpoints with microcontent is taking place rather slowly. That’s a shame, brands often leave potential idle. For the creation of gripping social media content 2020, from our experience, it is important

  • to create smart content formats that appeal to the target group emotionally,
  • to rely heavily on story formats with a clear video focus,
  • to communicate consistently strategy-based and to derive the ad spendings for Facebook and Instagram from your own strategy based on analysis – as well as, in case of doubt, to carry out tests to determine which creatives perform best for which target groups on which channels in order to gain well-founded insights (assuming appropriate budgets and structures) ,
  • to create exciting content (source: Trend Report I Q4 2019 “from” Socialbakers data “):

” (…) brands require a deeper understanding of which types of content their audiences find compelling, and an agile method to get that content in front of them.”

Yuval Ben-Itzhak, CEO, Socialbakers

We are of course familiar with exciting content and agile methods. Contact us if you have any questions or need customized content. We look forward to you.

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