America
Top brands choosing Instagram over Facebook
New York, March 30
An increasing number of
popular brands are posting more on Instagram than on Facebook, a study
conducted by New York-based research firm L2 suggests.
Both brand and social media users are slowly preferring easier-to-use and "less boring" Instagram.
L2
said that around three million US teenagers stopped using Facebook
between 2011 and 2014, while "the same cohort now cites Instagram as
their most important social network", according to a Benzinga.com
report.
Ranging from sportswear to beauty and consumer
electronics, brands of all sorts are instantly captivated by Instagram's
organic reach.
L2 pointed out that, when it comes to beauty
brands, some cult colour brands like MAC, Nyx and Urban Decay rely on
their ardent fan bases for Instagram love, while others, like Proactiv
and Estee Lauder, push celebrity influencers to boost growth and
engagement.
Top brands' Instagram posts generate a per-follower
engagement rate 58 times higher than their Facebook posts -- and 120
times higher than their Twitter posts, according to a research and
advisory firm Forrester.
Facebook had decided to change its
advertising policies last year and announced in a blog post that
beginning in January 2015, "people will see less of promotional page
posts" and stated that brands that marketed promotional content on the
site "will see a significant decrease in distribution".
Facebook bought Instagram in April, 2012 for a billion dollars, and Instagram is now valued at a whopping $35 billion.