{"id":989,"date":"2020-08-03T16:02:37","date_gmt":"2020-08-03T16:02:37","guid":{"rendered":"https:\/\/www.echobox.com\/resources\/?p=989"},"modified":"2023-04-05T15:33:24","modified_gmt":"2023-04-05T15:33:24","slug":"instagram-vs-facebook-how-each-platform-drives-social-media-strategy","status":"publish","type":"post","link":"https:\/\/www.echobox.com\/resources\/blog\/instagram-vs-facebook-how-each-platform-drives-social-media-strategy\/","title":{"rendered":"Instagram vs Facebook: How does each platform drive social media strategy?"},"content":{"rendered":"\r\n<p>Only a few years ago, Facebook dominated the social media landscape. Fast forward to 2020 and while Facebook remains the most used by far, the landscape has become far more diverse, with Instagram and messaging apps rising in popularity. Today, <a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/sites\/default\/files\/2020-06\/DNR_2020_FINAL.pdf\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">36% of people use Instagram<\/a>, up from just 8% in 2014.<\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.echobox.com\/resources\/white-papers\/when-is-the-best-time-to-post-on-facebook\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog&amp;utm_term=intro\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Facebook<\/a> persists as the staple of most publishers\u2019 social media strategy, but many are also tapping into the potential of Instagram. Though Facebook-owned, Instagram offers a distinctly different experience centered on visual appeal. Instagram is therefore an ideal platform for publishers to showcase their creativity and engage new audiences with image-led storytelling.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>In this article, we highlight how 3 leading publishers and <a href=\"https:\/\/www.echobox.com\/resources\/case-studies\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Echobox customers<\/a> are using Facebook and Instagram in a complementary way to engage followers and expand reach. We\u2019ll also take a closer look to understand how Instagram and Facebook compare in terms of popularity, audience and traffic.<\/p>\r\n\r\n\r\n\t\t\t\t<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-1   uagb-block-784a06b8 \" \n\t\t\t\t\tdata-scroll= \"1\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tdata-delay= \"800\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t<div class=\"uagb-toc__title-wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tTable Of Contents\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"uag-toc__collapsible-wrap\">\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewBox= \"0 0 320 512\"><path d=\"M143 352.3L7 216.3c-9.4-9.4-9.4-24.6 0-33.9l22.6-22.6c9.4-9.4 24.6-9.4 33.9 0l96.4 96.4 96.4-96.4c9.4-9.4 24.6-9.4 33.9 0l22.6 22.6c9.4 9.4 9.4 24.6 0 33.9l-136 136c-9.2 9.4-24.4 9.4-33.8 0z\"><\/path><\/svg>\n\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap\">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#1-how-publishers-are-using-facebook-and-instagram-together\">1. How publishers are using Facebook and Instagram together<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#newsweek-delivers-key-headlines-on-instagram-with-strong-brand-style\">Newsweek delivers key headlines on Instagram with strong brand style<\/a><li class=\"uagb-toc__list\"><a href=\"#case-study-newsweek-doubles-facebook-traffic-with-echobox\">Case study: Newsweek doubles Facebook traffic with Echobox<\/a><li class=\"uagb-toc__list\"><a href=\"#the-telegraph-opts-for-an-eclectic-mix-of-visuals-on-instagram\">The Telegraph opts for an eclectic mix of visuals on Instagram<\/a><li class=\"uagb-toc__list\"><a href=\"#case-study-the-telegraph-drives-digital-subscriptions-and-boosts-engagement-by-205\">Case study: The Telegraph drives digital subscriptions and boosts engagement by 205%<\/a><li class=\"uagb-toc__list\"><a href=\"#the-times-attracts-audiences-with-its-selection-of-striking-photojournalism\">The Times attracts audiences with its selection of striking photojournalism<\/a><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#2-instagram-audiences-vs-facebook-audiences-how-do-they-compare\">2. Instagram audiences vs Facebook audiences: how do they compare?\u00a0<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#who-has-more-global-users-instagram-or-facebook\">Who has more global users, Instagram or Facebook?<\/a><li class=\"uagb-toc__list\"><a href=\"#in-what-countries-are-facebook-and-instagram-most-popular\">In what countries are Facebook and Instagram most popular?<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#top-5-countries-with-most-facebook-users\">Top 5 countries with most Facebook users:<\/a><li class=\"uagb-toc__list\"><a href=\"#top-5-countries-with-most-instagram-users\">Top 5 countries with most Instagram users:<\/a><\/li><\/ul><li class=\"uagb-toc__list\"><a href=\"#how-old-are-instagram-users-vs-facebook-users\">How old are Instagram users vs Facebook users?<\/a><li class=\"uagb-toc__list\"><a href=\"#do-people-spend-more-time-on-instagram-or-facebook\">Do people spend more time on Instagram or Facebook?<\/a><li class=\"uagb-toc__list\"><a href=\"#read-more-6-news-trends-to-know-in-2020\">Read more: 6 news trends to know in 2020<\/a><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#3-publisher-traffic-from-instagram-vs-facebook\">3. Publisher traffic from Instagram vs Facebook<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#how-much-traffic-do-publishers-see-from-facebook-compared-to-instagram\">How much traffic do publishers see from Facebook compared to Instagram?\u00a0<\/a><li class=\"uagb-toc__list\"><a href=\"#read-more-how-covid-19-changed-the-news-in-less-than-30-days\">Read more: How COVID-19 changed the news in less than 30 days<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#share-of-facebook-traffic-2020-year-to-date\">Share of Facebook traffic 2020 year-to-date:<\/a><li class=\"uagb-toc__list\"><a href=\"#instagram-vs-facebook-share-of-traffic-2020-year-to-date\">Instagram vs Facebook share of traffic 2020 year-to-date:<\/a><li class=\"uagb-toc__list\"><a href=\"#share-of-instagram-traffic-2020-year-to-date\">Share of Instagram traffic 2020 year-to-date:<\/a><\/li><\/ul><li class=\"uagb-toc__list\"><a href=\"#how-have-traffic-levels-changed-over-time-for-instagram-vs-facebook\">How have traffic levels changed over time for Instagram vs Facebook?\u00a0<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#instagram-vs-facebook-share-of-traffic-2017-2020-to-date\">Instagram vs Facebook share of traffic 2017-2020 to date:<\/a><\/li><\/ul><li class=\"uagb-toc__list\"><a href=\"#check-out-the-worlds-first-social-media-index\">Check out the world\u2019s first Social Media Index<\/a><li class=\"uagb-toc__list\"><a href=\"#when-does-facebook-drive-traffic-to-publishers-when-does-instagram-drive-traffic\">When does Facebook drive traffic to publishers? When does Instagram drive traffic?<\/a><li class=\"uagb-toc__list\"><a href=\"#read-more-when-is-the-best-time-to-post-on-facebook\">Read more: When is the best time to post on Facebook?<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#change-in-share-of-traffic-from-facebook-vs-instagram-by-day-of-week\">\u00a0Change in share of traffic from Facebook vs Instagram by day of week:<\/a><\/li><\/ul><li class=\"uagb-toc__list\"><a href=\"#read-more-when-is-the-best-time-to-post-on-instagram\">Read more: When is the best time to post on Instagram?<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#4-find-the-sweet-spot-for-instagram-and-facebook-posts\">4. Find the sweet spot for Instagram and Facebook posts<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#theres-no-question-about-the-benefit-were-now-big-believers-in-the-echobox-ai\">&#8220;There\u2019s no question about the benefit. We\u2019re now big believers in the Echobox AI.&#8221;<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\r\n\r\n\r\n<h2><strong> 1. How publishers are using Facebook and Instagram together<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Facebook continues to be the core of publishers\u2019 social media strategy, but many have widened their scope to include Instagram in a significant way. For <a href=\"https:\/\/www.echobox.com\/resources\/case-studies\/newsweek-doubles-facebook-traffic-with-echobox\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\">Newsweek<\/a>, The Times and <a href=\"https:\/\/www.echobox.com\/resources\/case-studies\/how-the-telegraph-drives-digital-subscriptions-and-boosts-engagement-by-205\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\">The Telegraph<\/a> (who all use <a href=\"https:\/\/www.echobox.com\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Echobox to optimize their posting<\/a> across social platforms), Instagram plays a vital role in growing social reach and engaging new audiences. Let\u2019s take a look at their approach on Instagram versus Facebook to see how news content on both platforms can be complementary.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3><strong>Newsweek delivers key headlines on Instagram with strong brand style<\/strong><\/h3>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.facebook.com\/Newsweek\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">On Facebook<\/a>, Newsweek currently counts nearly 1.4 million followers. Posting frequently throughout the day, Newsweek uses its Facebook page to share the freshest news around the clock.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.instagram.com\/newsweek\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">On Instagram<\/a>, Newsweek currently counts 88.6K followers. Every day, Newsweek posts a much smaller selection of the news items shared on its Facebook page, sometimes focusing on just one or two Instagram posts featuring key news stories. The group also experiments with Instagram Stories that engage followers with a quiz-like format and deliver bite-size information.<\/p>\r\n\r\n\r\n\r\n<p>Newsweek\u2019s visual style on Instagram combines eye-catching headlines and photos from the day\u2019s news. To add some variety in style while remaining close to the Newsweek brand, headlines vary between black text on a white background, and white text on a red background. Newsweek\u2019s Instagram images are almost always accompanied by an explanatory header, except when the post features the cover of Newsweek\u2019s print issue for that week.\u00a0<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"927\" height=\"811\" class=\"wp-image-1076\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-Newsweek.png\" alt=\"Comparison of Facebook posts and Instagram posts for two Newsweek news stories\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-Newsweek.png 927w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-Newsweek-300x262.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-Newsweek-589x515.png 589w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-Newsweek-150x131.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-Newsweek-768x672.png 768w\" sizes=\"(max-width: 927px) 100vw, 927px\" \/>\r\n<figcaption>On Instagram, Newsweek posts a smaller selection of the stories it shares on Facebook<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n<div class=\"vlp-link-container vlp-template-default wp-block-visual-link-preview-link\">\n\t<a href=\"https:\/\/resources.echobox.com\/case-studies\/newsweek-doubles-facebook-traffic-with-echobox\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog&amp;utm_term=visuallinkpreview\" class=\"vlp-link\" title=\"Case study: Newsweek doubles Facebook traffic with Echobox\" target=\"_blank\"><\/a>\t\t<div class=\"vlp-link-image-container\">\n\t\t<div class=\"vlp-link-image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/05\/Case-Study.png\" style=\"max-width: 150px; max-height: 150px\" \/>\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"vlp-link-text-container\">\n\t\t\t\t<div class=\"vlp-link-title\">\n\t\t\tCase study: Newsweek doubles Facebook traffic with Echobox\t\t<\/div>\n\t\t\t\t\t\t<div class=\"vlp-link-summary\">\n\t\t\tLearn how Newsweek doubled Facebook traffic while saving 20 hours per week.\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\r\n\r\n\r\n<h3><strong>The Telegraph opts for an eclectic mix of visuals on Instagram<\/strong><\/h3>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.facebook.com\/TELEGRAPH.CO.UK\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">On Facebook<\/a>, The Telegraph currently counts nearly 4.5 million followers. Like Newsweek and other news publishers, The Telegraph delivers a steady stream of news on Facebook around the clock.<\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.instagram.com\/telegraph\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">On Instagram<\/a>, The Telegraph currently counts 730k followers and shares a handful of Instagram posts each day featuring a juxtaposition of visual styles (photos, illustrations, quotes, photomontages).<\/p>\r\n\r\n\r\n\r\n<p>In some cases, The Telegraph cross-features the same news story on both Facebook and Instagram, but with different packaging and presentation of the post. In the examples below, the stories were published on The Telegraph\u2019s Facebook page using a news photo; they were published on The Telegraph\u2019s Instagram account with an illustration featuring an attention-grabbing headline overlay:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"976\" height=\"823\" class=\"wp-image-1077\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Telegraph.png\" alt=\"Comparison of Facebook posts and Instagram posts for two Telegraph news stories\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Telegraph.png 976w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Telegraph-300x253.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Telegraph-611x515.png 611w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Telegraph-150x126.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Telegraph-768x648.png 768w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Telegraph-554x466.png 554w\" sizes=\"(max-width: 976px) 100vw, 976px\" \/>\r\n<figcaption>The Telegraph shares certain stories on both Facebook and Instagram but with different imagery<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n<div class=\"vlp-link-container vlp-template-default wp-block-visual-link-preview-link\">\n\t<a href=\"https:\/\/resources.echobox.com\/case-studies\/how-the-telegraph-drives-digital-subscriptions-and-boosts-engagement-by-205\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog&amp;utm_term=visuallinkpreview\" class=\"vlp-link\" title=\"Case study: The Telegraph drives digital subscriptions and boosts engagement by 205%\" target=\"_blank\"><\/a>\t\t<div class=\"vlp-link-image-container\">\n\t\t<div class=\"vlp-link-image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/10\/The-Telegraph-case-study-Resources-tile.png\" style=\"max-width: 150px; max-height: 150px\" \/>\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"vlp-link-text-container\">\n\t\t\t\t<div class=\"vlp-link-title\">\n\t\t\tCase study: The Telegraph drives digital subscriptions and boosts engagement by 205%\t\t<\/div>\n\t\t\t\t\t\t<div class=\"vlp-link-summary\">\n\t\t\tLearn how The Telegraph increases audience engagement on social media and grows digital subscriptions. \t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\r\n\r\n\r\n<h3><strong>The Times attracts audiences with its selection of striking photojournalism<\/strong><\/h3>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.facebook.com\/pg\/timesandsundaytimes\/posts\/?ref=page_internal\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">On Facebook<\/a>, The Times and The Sunday Times currently counts 823K followers and offers extensive news coverage all day long. The publisher also shares a significant amount of engaging video content on Facebook Watch, notably its \u201cTimes Q&amp;A\u201d video series which aims to \u201ctackle the big questions.\u201d<\/p>\r\n\r\n\r\n\r\n<p><a href=\"https:\/\/www.instagram.com\/thetimes\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">On Instagram<\/a>, The Times currently counts 658K followers, and it\u2019s worth noting that of the 3 publisher examples highlighted here, The Times has the smallest gap in size between its Instagram audience versus its Facebook audience. The Times\u2019 Instagram account features a handful of striking images curated by its photo desk each day, as well as political cartoons posted almost daily. The majority of content featured on The Times\u2019 Instagram account is distinct from the news stories covered on its Facebook account, though in some cases the same news items are posted to both platforms with different types of images:\u00a0<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"965\" height=\"702\" class=\"wp-image-1078\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Times.png\" alt=\"Comparison of Facebook posts and Instagram posts for two Times news stories\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Times.png 965w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Times-300x218.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Times-708x515.png 708w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Times-150x109.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Facebook-vs-Instagram-posts-by-The-Times-768x559.png 768w\" sizes=\"(max-width: 965px) 100vw, 965px\" \/>\r\n<figcaption>On Instagram, The Times features striking images curated by its photo desk<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>In contrast to Newsweek\u2019s approach above, for example, The Times\u2019 Instagram posts do not feature headlines or text overlays \u2013 they rely on the power of the curated images to capture audience attention and incite people to learn more.<\/p>\r\n\r\n\r\n\r\n<h2><strong>2. Instagram audiences vs Facebook audiences: how do they compare?\u00a0<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Many people use both Instagram and Facebook, and there is undeniably some audience overlap between the two. Yet on a global scale, certain differences in Instagram users versus Facebook users are still visible.<\/p>\r\n\r\n\r\n\r\n<h3><strong>Who has more global users, Instagram or Facebook?<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>In terms of sheer audience size, Facebook is the leader: on any given day, there are 3 times more people using Facebook compared to Instagram \u2013 <a href=\"https:\/\/www.facebook.com\/business\/marketing\/facebook#\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">1.66 billion people<\/a> use Facebook, while more than <a href=\"https:\/\/www.facebook.com\/business\/marketing\/instagram#\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">500 million people<\/a> use Instagram.<\/p>\r\n\r\n\r\n\r\n<h3><strong>In what countries are Facebook and Instagram most popular?<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Comparing the countries with the most users on each platform, we see that <strong>India<\/strong>, the <strong>United States<\/strong>, <strong>Indonesia <\/strong>and <strong>Brazil <\/strong>are all important nations for both Facebook and Instagram. The United States is home to the most Instagram users, followed by India. For Facebook, the inverse is true \u2013 India takes the far lead in number of users, followed by the United States:<\/p>\r\n\r\n\r\n\r\n<h4>Top 5 countries with most <strong>Facebook <\/strong>users:<\/h4>\r\n\r\n\r\n\r\n<figure class=\"wp-block-table aligncenter is-style-stripes\">\r\n<table class=\"has-fixed-layout\">\r\n<thead>\r\n<tr>\r\n<th class=\"has-text-align-left\" data-align=\"left\">Country<\/th>\r\n<th>Number of Facebook users<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">India<\/td>\r\n<td>290M<\/td>\r\n<\/tr>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">United States<\/td>\r\n<td>190M<\/td>\r\n<\/tr>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">Indonesia<\/td>\r\n<td>140M<\/td>\r\n<\/tr>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">Brazil<\/td>\r\n<td>130M<\/td>\r\n<\/tr>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">Mexico<\/td>\r\n<td>89M<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<figcaption><em>Country data from <\/em><a href=\"https:\/\/datareportal.com\/reports\/digital-2020-july-global-statshot\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\"><em>DataReportal<\/em><\/a><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h4>Top 5 countries with most <strong>Instagram <\/strong>users:<\/h4>\r\n\r\n\r\n\r\n<figure class=\"wp-block-table aligncenter is-style-stripes\">\r\n<table class=\"has-fixed-layout\">\r\n<thead>\r\n<tr>\r\n<th class=\"has-text-align-left\" data-align=\"left\">Country<\/th>\r\n<th>Number of Instagram users<\/th>\r\n<\/tr>\r\n<\/thead>\r\n<tbody>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">United States<\/td>\r\n<td>130M<\/td>\r\n<\/tr>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">India<\/td>\r\n<td>100M<\/td>\r\n<\/tr>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">Brazil<\/td>\r\n<td>91M<\/td>\r\n<\/tr>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">Indonesia<\/td>\r\n<td>73M<\/td>\r\n<\/tr>\r\n<tr>\r\n<td class=\"has-text-align-left\" data-align=\"left\">Russia<\/td>\r\n<td>51M<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<figcaption><em>Country data from <\/em><a href=\"https:\/\/datareportal.com\/reports\/digital-2020-july-global-statshot\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\"><em>DataReportal<\/em><\/a><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h3><strong>How old are Instagram users vs Facebook users?<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Looking at younger audience segments (users under 25), we see that Instagram skews slightly younger than Facebook:<\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li>30% of Facebook users are under 25 years old<\/li>\r\n<li>36% of Instagram users are under 25 years old<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>But despite a <a href=\"https:\/\/www.theguardian.com\/technology\/2018\/feb\/12\/is-facebook-for-old-people-over-55s-flock-in-as-the-young-leave\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">rise in older Facebook users<\/a> in recent years (leading some to even coin it <a href=\"https:\/\/www.forbes.com\/sites\/niallmccarthy\/2019\/03\/08\/is-facebook-becoming-social-medias-retirement-home-infographic\/#4a5f4c111ba9\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">\u201csocial media\u2019s retirement home\u201d<\/a>), data shows that on both Instagram and Facebook, the majority of users are still under 35:\u00a0<\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li>62% of Facebook users are under 35 years old<\/li>\r\n<li>70% of Instagram users are under 35 years old<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p class=\"has-small-font-size\"><em>All user age data from <\/em><a href=\"https:\/\/datareportal.com\/reports\/digital-2020-july-global-statshot\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\"><em>DataReportal<\/em><\/a><\/p>\r\n\r\n\r\n\r\n<h3><strong>Do people spend more time on Instagram or Facebook?<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>One rising trend is the shift in time spent on each platform. A recent <a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/sites\/default\/files\/2019-06\/DNR_2019_FINAL_0.pdf\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Reuters report<\/a> notes that in many Western countries, users are spending more time on Instagram and less time on Facebook.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>This trend is further pronounced when looking at under 35s in particular: Reuters analyzed the proportion of under 35s who report spending more time or less time on each platform:<\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li>+25% of under 35s said they spend more time on Instagram\u00a0<\/li>\r\n<li>just +1% of under 35s said they spend more time on Facebook<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>So while younger people are spending about the same amount of time on Facebook compared to last year, many are now investing more time in Instagram \u2013 a <a href=\"https:\/\/www.echobox.com\/resources\/blog\/6-news-trends-audience-development-teams-should-know-in-2020\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">trend to watch<\/a> over the next few years.\u00a0<\/p>\r\n\r\n\r\n<div class=\"vlp-link-container vlp-template-default wp-block-visual-link-preview-link\">\n\t<a href=\"https:\/\/resources.echobox.com\/blog\/6-news-trends-audience-development-teams-should-know-in-2020\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog&amp;utm_term=visuallinkpreview\" class=\"vlp-link\" title=\"Read more: 6 news trends to know in 2020\" target=\"_blank\"><\/a>\t\t<div class=\"vlp-link-image-container\">\n\t\t<div class=\"vlp-link-image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/03\/6-news-trends-Audience-Development-teams-should-know-in-2020-1.jpg\" style=\"max-width: 150px; max-height: 150px\" \/>\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"vlp-link-text-container\">\n\t\t\t\t<div class=\"vlp-link-title\">\n\t\t\tRead more: 6 news trends to know in 2020\t\t<\/div>\n\t\t\t\t\t\t<div class=\"vlp-link-summary\">\n\t\t\tHow are global audiences consuming news content in 2020? Read these 6 key insights\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h2><strong>3. Publisher traffic from Instagram vs Facebook<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>Facebook has a much more massive user base than Instagram, but many of these users (especially the youth) are spending more of their time on Instagram. How do these differences translate into social media traffic patterns for publishers?<\/p>\r\n\r\n\r\n\r\n<p>To find out, we used data from the <a href=\"https:\/\/showcase.echobox.com\/smi\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Social Media Index<\/a>, which shows how much traffic the online publishing industry receives each day from all major social media platforms, including Facebook and Instagram.<\/p>\r\n\r\n\r\n\r\n<h3><strong>How much traffic do publishers see from Facebook compared to Instagram?\u00a0<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Facebook remains the dominant source of social media traffic to publisher sites.<\/p>\r\n\r\n\r\n\r\n<p>In 2019, Facebook drove on average 11.3% of all traffic to publishers\u2019 websites. That share of traffic grew this year \u2013 so far in 2020, Facebook has driven <strong>13.4%<\/strong> on average of all traffic to publishers\u2019 websites.<\/p>\r\n\r\n\r\n\r\n<p>Looking at the data for the first half of 2020, we see that Facebook drove the largest amount of traffic to publishers\u2019 websites on Sunday 14 June (16.93% of all traffic), and drove the lowest amount of traffic on Monday 16 March (10.99%), both indicated by arrows on the graph below. This dip was followed by relatively higher levels throughout the rest of March, possibly related to <a href=\"https:\/\/www.echobox.com\/resources\/white-papers\/publishers-and-the-pandemic-part-1\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">elevated coronavirus-related traffic<\/a>, and a slight but steady upward trend through to today. As of July 2020, the share of Facebook traffic hovers around 15%, meaning <strong>one in seven pageviews accrued by news publishers today comes from Facebook.<\/strong><\/p>\r\n\r\n\r\n<div class=\"vlp-link-container vlp-template-default wp-block-visual-link-preview-link\">\n\t<a href=\"https:\/\/resources.echobox.com\/blog\/how-coronavirus-has-changed-the-face-of-news-in-less-than-30-days\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog&amp;utm_term=visuallinkpreview\" class=\"vlp-link\" title=\"Read more: How COVID-19 changed the news in less than 30 days\" target=\"_blank\"><\/a>\t\t<div class=\"vlp-link-image-container\">\n\t\t<div class=\"vlp-link-image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/03\/How-coronavirus-has-changed-the-face-of-news-in-less-than-30-days.jpg\" style=\"max-width: 150px; max-height: 150px\" \/>\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"vlp-link-text-container\">\n\t\t\t\t<div class=\"vlp-link-title\">\n\t\t\tRead more: How COVID-19 changed the news in less than 30 days\t\t<\/div>\n\t\t\t\t\t\t<div class=\"vlp-link-summary\">\n\t\t\tWhat can we learn from how coronavirus coverage unfolded on social media?\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\r\n\r\n\r\n<h4>Share of Facebook traffic 2020 year-to-date:<\/h4>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"953\" height=\"509\" class=\"wp-image-1001\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/07\/Share-of-Facebook-traffic-2020-YTD.png\" alt=\"\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-Facebook-traffic-2020-YTD.png 953w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-Facebook-traffic-2020-YTD-300x160.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-Facebook-traffic-2020-YTD-150x80.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-Facebook-traffic-2020-YTD-768x410.png 768w\" sizes=\"(max-width: 953px) 100vw, 953px\" \/>\r\n<figcaption>As of July 2020, the share of Facebook traffic hovers around 15%<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>How does Instagram traffic compare to Facebook traffic levels?<\/p>\r\n\r\n\r\n\r\n<p>Predictably, Instagram drives far less traffic to publisher websites than Facebook: it\u2019s responsible for a scant <strong>0.25%<\/strong> of all traffic to publishers\u2019 websites in 2020 thus far \u2013 a slight decrease from 2019, when Instagram drove 0.30% on average of all traffic to publishers\u2019 websites.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>This is unsurprising, as Instagram posts do not contain clickable links, and \u201cswipe up\u201d links on Instagram Stories are only available to publishers with 10,000 followers or a verified account. Instagram is designed to foster engagement between brands and user communities natively on the platform. It\u2019s therefore much less efficient at driving traffic through to a publisher\u2019s website than Facebook, and our traffic data clearly reflects this.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>A visual comparison instantly confirms this disparity, revealing how massive Facebook\u2019s portion of traffic is compared to Instagram (represented here by the pink line, barely visible at certain points):\u00a0<\/p>\r\n\r\n\r\n\r\n<h4>Instagram vs Facebook share of traffic 2020 year-to-date:<\/h4>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1041\" height=\"559\" class=\"wp-image-1004\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2020-YTD.png\" alt=\"\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2020-YTD.png 1041w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2020-YTD-300x161.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2020-YTD-959x515.png 959w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2020-YTD-150x81.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2020-YTD-768x412.png 768w\" sizes=\"(max-width: 1041px) 100vw, 1041px\" \/>\r\n<figcaption>Facebook\u2019s portion of traffic is massive compared to Instagram&#8217;s<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>So far in 2020, Instagram drove the largest amount of traffic to publishers\u2019 websites on Tuesday 18 February, though at just 0.62%, this \u201cpeak\u201d was still minuscule compared to traffic leader Facebook. Instagram traffic declined during the second half of March (circled in red on the graph below). This corresponded to an elevated share of Facebook traffic during the same period (as shown above), suggesting that increased social traffic from Facebook may have cannibalized Instagram\u2019s typical contribution to publisher traffic \u2013 however minimal \u2013 during this time.\u00a0<\/p>\r\n\r\n\r\n\r\n<h4><strong>Share of Instagram traffic 2020 year-to-date:<\/strong><\/h4>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1045\" height=\"579\" class=\"wp-image-1005\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/07\/Share-of-Instagram-traffic-2020-YTD.png\" alt=\"\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-Instagram-traffic-2020-YTD.png 1045w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-Instagram-traffic-2020-YTD-300x166.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-Instagram-traffic-2020-YTD-929x515.png 929w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-Instagram-traffic-2020-YTD-150x83.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-Instagram-traffic-2020-YTD-768x426.png 768w\" sizes=\"(max-width: 1045px) 100vw, 1045px\" \/>\r\n<figcaption>Instagram traffic declined during the second half of March 2020 (circled)<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>Instagram traffic has still not returned to the same levels seen at the start of 2020. Nonetheless, it\u2019s important to remember we\u2019re talking about just a fraction of a percent, so the variations we observe here would not likely have a noticeable impact on publishers.\u00a0<\/p>\r\n\r\n\r\n\r\n<h3><strong>How have traffic levels changed over time for Instagram vs Facebook?\u00a0<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Over the past 3+ years, the share of Facebook traffic to publisher websites has not remained constant over time. It declined throughout 2017, and then began a slow ascent in summer 2018 to reach levels in early 2020 that we hadn\u2019t previously seen since 2017:<\/p>\r\n\r\n\r\n\r\n<h4>Instagram vs Facebook share of traffic 2017-2020 to date:<\/h4>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"949\" height=\"612\" class=\"wp-image-1009\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2017-2020-1.png\" alt=\"\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2017-2020-1.png 949w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2017-2020-1-300x193.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2017-2020-1-799x515.png 799w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2017-2020-1-150x97.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-vs-Facebook-share-of-traffic-2017-2020-1-768x495.png 768w\" sizes=\"(max-width: 949px) 100vw, 949px\" \/>\r\n<figcaption>Share of Facebook traffic declined throughout 2017 and began a slow ascent in 2018<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>When we isolate Instagram traffic out from Facebook, we see a slightly different story of how Instagram traffic to publisher websites has changed over time:<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"935\" height=\"593\" class=\"wp-image-1014\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/07\/Instagram-share-of-traffic-2017-2020.png\" alt=\"\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-share-of-traffic-2017-2020.png 935w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-share-of-traffic-2017-2020-300x190.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-share-of-traffic-2017-2020-812x515.png 812w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-share-of-traffic-2017-2020-150x95.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Instagram-share-of-traffic-2017-2020-768x487.png 768w\" sizes=\"(max-width: 935px) 100vw, 935px\" \/>\r\n<figcaption>Share of Instagram traffic rose steadily throughout 2017 and 2018<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>The share of traffic to publisher websites from Instagram has multiplied over the last few years, with traffic share starting to steadily rise throughout 2017 and 2018 before dropping significantly in March of this year, as we observed in closer detail above.<\/p>\r\n\r\n\r\n\r\n<p>Though Facebook sends exponentially higher levels of traffic to publishers\u2019 websites, it\u2019s worth watching this Instagram traffic trend. As cited above, Instagram usage is increasing, and not only that \u2013 a <a href=\"https:\/\/reutersinstitute.politics.ox.ac.uk\/sites\/default\/files\/2020-06\/DNR_2020_FINAL.pdf\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">growing number of people worldwide use Instagram for news<\/a> in particular. As leading publishers place a <a href=\"https:\/\/www.journalism.co.uk\/news\/data-crunching-weekly-formats-and-vertical-accounts-behind-the-telegraph-s-instagram-strategy\/s2\/a752648\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">greater focus on Instagram strategy<\/a>, it will be critical to understand how Instagram contributes to publisher traffic over time.<\/p>\r\n\r\n\r\n<div class=\"vlp-link-container vlp-template-default wp-block-visual-link-preview-link\">\n\t<a href=\"https:\/\/showcase.echobox.com\/smi\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog&amp;utm_term=visuallinkpreview\" class=\"vlp-link\" title=\"Check out the world\u2019s first Social Media Index\" target=\"_blank\"><\/a>\t\t<div class=\"vlp-link-image-container\">\n\t\t<div class=\"vlp-link-image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/showcase.echobox.com\/assets\/img\/facebook_201702_socialmediaindex.png\" style=\"max-width: 150px; max-height: 150px\" \/>\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"vlp-link-text-container\">\n\t\t\t\t<div class=\"vlp-link-title\">\n\t\t\tCheck out the world\u2019s first Social Media Index\t\t<\/div>\n\t\t\t\t\t\t<div class=\"vlp-link-summary\">\n\t\t\tTrack the evolution of Instagram and Facebook traffic to publisher websites since 2014<br \/>\n\t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\r\n\r\n\r\n<h3><strong>When does Facebook drive traffic to publishers? When does Instagram drive traffic?<\/strong><\/h3>\r\n\r\n\r\n\r\n<p>Facebook traffic peaks on the weekends, while Instagram traffic peaks mid-week.<\/p>\r\n\r\n\r\n\r\n<p>There are recurring spikes in Facebook and Instagram traffic to publishers\u2019 websites, and they\u2019re as regular as clockwork. Facebook drives the most traffic on the weekends: on average, Facebook is 6% more important as a traffic source on Saturdays and 5.5% more important on Sundays than during the rest of the week. (This trend does not apply to all publishers though.)<\/p>\r\n\r\n\r\n<div class=\"vlp-link-container vlp-template-default wp-block-visual-link-preview-link\">\n\t<a href=\"https:\/\/resources.echobox.com\/white-papers\/when-is-the-best-time-to-post-on-facebook\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog&amp;utm_term=visuallinkpreview\" class=\"vlp-link\" title=\"Read more: When is the best time to post on Facebook?\" target=\"_blank\"><\/a>\t\t<div class=\"vlp-link-image-container\">\n\t\t<div class=\"vlp-link-image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2019\/10\/Best-time-to-post.png\" style=\"max-width: 150px; max-height: 150px\" \/>\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"vlp-link-text-container\">\n\t\t\t\t<div class=\"vlp-link-title\">\n\t\t\tRead more: When is the best time to post on Facebook?\t\t<\/div>\n\t\t\t\t\t\t<div class=\"vlp-link-summary\">\n\t\t\tIs there really a best time to post on Facebook? Get our data-driven recommendations.   \t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\r\n\r\n\r\n<p>The opposite is true for Instagram, whose traffic intensifies mid-week and peaks on Tuesday. On Sundays, Instagram is nearly 8% less important as a source of traffic than it is during the rest of the week:<\/p>\r\n\r\n\r\n\r\n<h4>\u00a0Change in share of traffic from Facebook vs Instagram by day of week:<\/h4>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" loading=\"lazy\" width=\"1198\" height=\"722\" class=\"wp-image-1062\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/07\/Share-of-traffic-from-Facebook-vs-Instagram-per-day-of-week.png\" alt=\"Graph showing the share of traffic to publisher websites from Facebook vs Instagram by day of week\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-traffic-from-Facebook-vs-Instagram-per-day-of-week.png 1198w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-traffic-from-Facebook-vs-Instagram-per-day-of-week-300x181.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-traffic-from-Facebook-vs-Instagram-per-day-of-week-855x515.png 855w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-traffic-from-Facebook-vs-Instagram-per-day-of-week-150x90.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/07\/Share-of-traffic-from-Facebook-vs-Instagram-per-day-of-week-768x463.png 768w\" sizes=\"(max-width: 1198px) 100vw, 1198px\" \/>\r\n<figcaption>Facebook traffic is higher on weekends while Instagram traffic peaks mid-week<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>What are the reasons for this weekend drop-off in Instagram traffic? There are likely multiple factors at play, which would require deeper analysis to identify. These traffic patterns serve as a reminder that audiences are different on Instagram versus Facebook, each with their own content consumption and engagement behaviors.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Even if a person follows a publication on both Facebook and Instagram, they may expect a different brand experience on each platform. For example, they might prefer to stay informed of breaking news via Facebook and therefore engage more with hard news posts on this platform while consuming entertainment or feature-type stories more often on Instagram. The key is understanding your audiences\u2019 unique behaviors and preferences and <a href=\"https:\/\/www.echobox.com\/automate\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">optimizing your social media publishing<\/a> accordingly.\u00a0<\/p>\r\n\r\n\r\n<div class=\"vlp-link-container vlp-template-default wp-block-visual-link-preview-link\">\n\t<a href=\"https:\/\/resources.echobox.com\/white-papers\/when-is-the-best-time-to-post-on-instagram\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog&amp;utm_term=visuallinkpreview\" class=\"vlp-link\" title=\"Read more: When is the best time to post on Instagram?\" target=\"_blank\"><\/a>\t\t<div class=\"vlp-link-image-container\">\n\t\t<div class=\"vlp-link-image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/mk0resourcesechfwobs.kinstacdn.com\/wp-content\/uploads\/2020\/08\/Best-time-to-post-Instagram-Resources-tile.png\" style=\"max-width: 150px; max-height: 150px\" \/>\t\t<\/div>\n\t<\/div>\n\t\t<div class=\"vlp-link-text-container\">\n\t\t\t\t<div class=\"vlp-link-title\">\n\t\t\tRead more: When is the best time to post on Instagram?\t\t<\/div>\n\t\t\t\t\t\t<div class=\"vlp-link-summary\">\n\t\t\tWe studied publishers&#8217; hourly traffic from Instagram to find the answer. \t\t<\/div>\n\t\t\t<\/div>\n<\/div>\n\r\n\r\n\r\n<h2><strong>4. Find the sweet spot for Instagram and Facebook posts<\/strong><\/h2>\r\n\r\n\r\n\r\n<p>When comparing Facebook and Instagram, it\u2019s important to remember that the two platforms are fundamentally different. Facebook boasts a larger audience, enabling publishers to extend the reach of their content and drive referral traffic back to their websites. Instagram lets publishers experiment with new storytelling formats, engage new audience segments, and build a community of followers directly on the Instagram platform. Each platform therefore has its own key role to play within a publisher\u2019s social media strategy.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>For this reason, it\u2019s vital for publishers to establish tailored posting strategies for their Facebook pages and Instagram accounts. An effective way to achieve this is using artificial intelligence that can understand distinct audience behaviors on both Facebook and Instagram, and optimize publisher reach and engagement on both platforms. Echobox achieves this for publishers by predicting post virality, calculating <a href=\"https:\/\/www.echobox.com\/resources\/white-papers\/facebooks-penalization-algorithm-revealed\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\">optimal share times and frequencies<\/a>, and automating social media sharing in part or in full, across Facebook, Instagram, Twitter and LinkedIn. As a result, publishers who use Echobox see their traffic increase by an average of 36% \u2013 <a href=\"https:\/\/www.echobox.com\/resources\/factsheets\/echobox-social\/\" target=\"_blank\" rel=\"noopener\">download the Echobox Social Factsheet to learn more<\/a>.<\/p>\r\n\r\n\r\n\r\n<p class=\"has-text-align-center download-inline has-text-color has-background has-large-font-size\" style=\"background-color: #3976e6; color: #ffffff;\"><a href=\"https:\/\/www.echobox.com\/resources\/white-papers\/instagram-vs-facebook\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Want this article in PDF? Download it here<\/a><\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-spacer\" style=\"height: 21px;\" aria-hidden=\"true\">\u00a0<\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-uagb-call-to-action read-more-case-study uagb-cta__outer-wrap uagb-block-d9e64e26\">\r\n<div class=\"uagb-cta__content-wrap uagb-cta__block uagb-cta__icon-position-below-title \">\r\n<div class=\"uagb-cta__left-right-wrap\">\r\n<div class=\"uagb-cta__content\">\r\n<div class=\"uagb-cta__title-wrap\">\r\n<h4 class=\"uagb-cta__title\">&#8220;There\u2019s no question about the benefit. We\u2019re now big believers in the Echobox AI.&#8221;<\/h4>\r\n<\/div>\r\n<div class=\"uagb-cta-text-wrap\">\r\n<p class=\"uagb-cta__desc\">Adam Silvers, Deputy US News Director and Senior Digital Strategist, Newsweek<\/p>\r\n<\/div>\r\n<div class=\"uagb-cta__link-wrapper uagb-cta__block-link-style\">\r\n<div class=\"uagb-cta__button-wrapper\"><a class=\"uagb-cta__button-link-wrapper uagb-cta__block-link uagb-cta-typeof-text\" href=\"https:\/\/www.echobox.com\/resources\/case-studies\/newsweek-doubles-facebook-traffic-with-echobox\/?utm_campaign=InstavsFB&amp;utm_source=resources&amp;utm_medium=blog&amp;utm_term=quoteCTA\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"uagb-cta__link-content-inner\">Read the case study<\/span><\/a><\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n<\/div>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Only a few years ago, Facebook dominated the social media landscape. Fast forward to 2020 and while Facebook remains the most used by far, the landscape has become far more diverse, with Instagram and messaging apps rising in popularity. Today, 36% of people use Instagram, up from just 8% in 2014. Facebook persists as the<\/p>\n","protected":false},"author":7,"featured_media":1203,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[2],"tags":[8],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Instagram vs Facebook: How does each platform drive social media strategy? - Echobox Resources<\/title>\n<meta name=\"description\" content=\"Only a few years ago, Facebook dominated the social media landscape. 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Fast forward to 2020 and while Facebook remains the most used by far\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.echobox.com\/resources\/blog\/instagram-vs-facebook-how-each-platform-drives-social-media-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Echobox Resources\" \/>\n<meta property=\"article:published_time\" content=\"2020-08-03T16:02:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-05T15:33:24+00:00\" \/>\n<meta name=\"author\" content=\"Echobox Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/08\/When-do-Facebook-and-Instagram-drive-traffic-line-graph-SVG.svg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Echobox Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.echobox.com\/resources\/#organization\",\"name\":\"Echobox\",\"url\":\"https:\/\/www.echobox.com\/resources\/\",\"sameAs\":[],\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.echobox.com\/resources\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/06\/logo-dark.svg\",\"contentUrl\":\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/06\/logo-dark.svg\",\"caption\":\"Echobox\"},\"image\":{\"@id\":\"https:\/\/www.echobox.com\/resources\/#\/schema\/logo\/image\/\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.echobox.com\/resources\/#website\",\"url\":\"https:\/\/www.echobox.com\/resources\/\",\"name\":\"Echobox Resources\",\"description\":\"Insights for news publishers and content creators\",\"publisher\":{\"@id\":\"https:\/\/www.echobox.com\/resources\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.echobox.com\/resources\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.echobox.com\/resources\/blog\/instagram-vs-facebook-how-each-platform-drives-social-media-strategy\/#primaryimage\",\"url\":\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/08\/When-do-Facebook-and-Instagram-drive-traffic-line-graph-SVG.svg\",\"contentUrl\":\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2020\/08\/When-do-Facebook-and-Instagram-drive-traffic-line-graph-SVG.svg\",\"width\":1545,\"height\":1030,\"caption\":\"Line graph showing Instagram vs Facebook traffic variations by day of week\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.echobox.com\/resources\/blog\/instagram-vs-facebook-how-each-platform-drives-social-media-strategy\/#webpage\",\"url\":\"https:\/\/www.echobox.com\/resources\/blog\/instagram-vs-facebook-how-each-platform-drives-social-media-strategy\/\",\"name\":\"Instagram vs Facebook: How does each platform drive social media strategy? - Echobox Resources\",\"isPartOf\":{\"@id\":\"https:\/\/www.echobox.com\/resources\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.echobox.com\/resources\/blog\/instagram-vs-facebook-how-each-platform-drives-social-media-strategy\/#primaryimage\"},\"datePublished\":\"2020-08-03T16:02:37+00:00\",\"dateModified\":\"2023-04-05T15:33:24+00:00\",\"description\":\"Only a few years ago, Facebook dominated the social media landscape. 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