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Facebook vs Instagram: Which Is Right For You?

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In a 2017 world, social media is more important than ever. Whether you’re a start-up or been established for years, social media is affording us the opportunity to connect with customers and potential customers in unprecedented ways. 

In fact, according to the latest from Marketing Sherpa, 95% of individuals 18-34 follow a brand online. Additionally, 71% of those that have had a positive social media experience with a brand are likely to recommend it to others. 

With this being said, social media can be a game-changer for your business.  Unfortunately, you’d be surprised just how few businesses know how to do it right. This means not only knowing the in’s and out’s of social media, its’ functions and its’ purposes, but also how to engage with your audience so that it can experience the vastness of what social media has to offer.

But, in a world dominated by countless social channels and ways to connect, how do you know which is best for your brand? Which channels does your target demographic use? And, more specifically, how do you streamline your message to the proper outlets?

Well, for this post we thought we would go back to basics. We’re here to break down how to choose the best platform for your business. More importantly, how to get the most out of your time and investment on the best social channel for you.

Let’s get started.

While on surface social networks are more alike than ever before, they are designed for very different purposes. Each app, while seemingly similar, has different features and uses that makes the social channel relevant in its own way.

To make it more simple, we’re going to concentrate on the two most widely used social media applications today. Instagram and Facebook.

Instagram

Instagram, while focusing heavily on visuals and the sharing of photography and short video, provides an outlet for conversation. Trends like growth hacking, initiating direct interaction with consumers and businesses, have skyrocketed over the years thanks to commenting and direct messaging. Instagram is arguably where relationships are made and partnerships are formed. And while it’s used for conversing, don’t forget that it’s also used for building brand through aesthetic. And the better the aesthetic, the visuals, the more perceived value your company will portray hold in the minds of the viewer.

This is why brand image and management is so important. Creating pleasing, valuable content on Instagram will drive traffic and create awareness. This is another key use of Instagram. In fact, according to a recent study, 5% of people take an action (searching, purchasing, sharing) after being inspired by a post. While that may not seem like a lot, consider just how many users belong to Instagram. In March 2017 alone, over 120 million users engaged further with a brand beyond just liking or commenting on a post. Simply put, Instagram is used to warm audiences and build a brand.

Facebook

Facebook, on the other hand, is designed for the sharing of content. Content in various forms such as news, articles, video and a plethora of other media. If you’ve ever used Facebook, just take on look at your news feed and you’ll discover there’s a lot of different content floating around out there. Facebook is geared toward awareness and provides a great way for you to get discovered. Sharing content is the foundation of Facebook and can be easily used to drive traffic from Facebook to an outside website or landing page.

People that do use Facebook tend to spend a little longer on the site when compared to Instagram, too. Research by Social Media Today reports people spending an average of 35 minutes on Facebook. Being a site dominated by content, Facebook Ads provide an easy and quick method to promote your brand across the site to those that will be most open to it. Ads provide a great platform to generate leads and allow people who aren’t necessarily followers to be exposed to your brand. To learn more about Facebook Ads, click here.

The Verdict

So, given the advantages of each, which is right for your small business?

Well, we believe both are worth your time right now.  Here’s why.

If you want to make the most out of your digital presence, investing in both Facebook and Instagram, the two biggest social media platforms in the world, is essential. With varying demographics on different social channels, Instagram and Facebook cover a wide variety of demographics and ages.

But let’s not get ahead of ourselves. You need both a plan of action before you start. What are your goals and what are you hoping to accomplish through your social presence. 

First, using both to drive traffic to your site can be especially beneficial for your company, linking blogs, an online store or coupon offer through both is a great start. But the awesome thing is you can take it one step further. Using Facebook Ads to target those who have visited or interacted with your Instagram page is a powerful way of reaching audiences. This is all done through the use of the Custom Audience and the Facebook Pixel feature. By retargeting those that have visited your Instagram page, you are now given the opportunity to market to a warm audience. This also allows you take advantage of both platforms in a more strategic way than using the two separately

So, if you’re just starting to get your business off the ground, or have been in the game a while now, we encourage you to take time and carefully invest in both Instagram and Facebook while recognizing that even though the two are very different, using them together can produce great results for your business.  

And, for those just starting out with Facebook or interested in Custom Audiences, we encourage you to check out for our latest e-book, the Beginner’s Guide To Facebook Ads, for a complete breakdown. Learn all about the massive impact Facebook ads can have for your business and the amazing results you can see with this powerful tool.

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OUR WORK

HoliMont Ski Club

Taking America's largest private ski club from the blue square to double black.

For almost 60 years HoliMont has been committed to creating an environment for generations of families and friends to adventure and build memories together. As America’s largest Private Ski Club, and WNY’s Premier Ski Destination, it was time for a change to reposition the club for the new season they were stepping into.

In partnership with their incredibly committed and passionate team, we’ve rolled up our sleeves to not only reintroduce HoliMont as an All-Season Club but to engage new members and remind existing members of how wonderful a place HoliMont is for family, friendship, and fun. 

Industry

Private Club Sports

Location

Ellicottville, NY

Services

Branding
Web Design & Development
Photo/Videography
Digital Marketing

Brand Identity

Refreshing their identity without reinventing it. 

HoliMont has a very recognizable mark with decades of history behind it – so our approach was focused on breathing new life into a timeless logo.

OLD LOGO

Logo Redesign

Simple & Structured.

Removing the dated styling (shadows, outlines) as well as the caps-case on the word mark helped to reveal a more timeless and versatile logo.

Color Studies & Typography

A high-end, rustic, and elegant take on WNY ski culture

Combining rich greens, rose gold, and a quality typographic system gives HoliMont the recognizable look it deserved.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of Holimont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Texture

Topographic mapping of the 'Mont made for the perfect texture.

We converted a topographic map of HoliMont in order to create a series of brand textures to add some intrigue and beauty to the visual identity.

Brand Identity

Custom badges for all of the 'Mont's programs. 

We created unique symbols with illustrations to represent each program within HoliMont. You can see these around the ‘Mont any time you visit!

WM-PROJ-HMONT-PROGRAM-LOGOS-MOBILE

WEBSITE

A premier destination: online and off.

We took the original site and did a complete overhaul, giving HoliMont the impact it deserves for current and prospective members.

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Mobile

A simple yet beautiful experience, even if you're browsing from the chairlift.

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

Creative Assets

A simple yet beautiful experience, even if you're browsing from the chairlift. ​

A partner dedicated to the outdoors needs a platform that’s easily accessible on the go. We created a seamless, simple design that makes getting the information you need a walk in the park.

WM-PROJ-HMONT-MOBILE

Print Materials

A suite of promotional materials for the old souls who prefer something to hold on to. 

From brochures to flyers, signs to branded merch – we’ve done it all to roll out the newly refreshed HoliMont brand.

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoots with the HoliMont staff and members are arguably the most fun any creative team can have while working. 

Photography & Video

Capturing the HoliMont experience.

Our photo and video shoot with the HoliMont staff and members are arguably the most fun any creative team can have while working.

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Play Video
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Iconography

Custom icons add an extra splash of fun and also function.

we created custom-branded iconography used throughout both web & print materials to illustrate features and activities offered by HoliMont.

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Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Social Media

All-season content for our favorite all-season club.

Keeping in touch with all of HoliMont’s members has never been so easy, or fun!

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

Digital Advertising

Driving awareness, engagement, and hundreds of new members with a multi-channel digital strategy.

Reintroducing HoliMont as an All-Season Club requires the right attention, at the right time. With a multi-channel digital strategy, we are able to present HoliMont as the perfect destination for family, friendship, and fun.

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12 Month KPI Snapshot

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New Members
$ 0 .1M+
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New Members

12 Month KPI Snapshot

0
LEADS GENERATED
0
New Trial Members
0
New Members
$ 0 .1M+
in Lifetime Value
0 .4x
ROAS
0 .4x
ROI
wm-ed youmans

"I would not feel anywhere near as comfortable with the future of HoliMont as I do if not for Williams Media."

Ed Youmans

General Manager

HoliMont

LET’S WORK TOGETHER

Ready to take your company to the next level?

Get in touch to book a quick discovery session, where we’ll chat about your goals and see if we’re a good fit to help you get there.

OUR WORK

SingleSource Accounting

SingleSource Logo Main

Your one-stop shop for outsourced accounting services.

We partnered with SingleSource to create a forward-thinking, playful and engaging website to uniquely position the startup within the saturated landscape of financial services. SingleSource takes pride in making state-of-the-art accounting solutions accessible to businesses of all sizes using their unique people + technology approach. With powerfully simple visuals and effective user flow, this conversion-optimized site was built to foster their growth.

Industry

Accounting

Location

Buffalo, NY

Services

Web Design & Development

Digital Marketing

Custom Illustration 

SingleSource-fullMockup

Illustrations

Visualizing the brand.

It was important for us to convey the brand in the most accurate way, so our team also crafted a suite of 24 custom illustrations to demonstrate every aspect of the SingleSource experience.

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The Team

Custom headshot illustrations.

Business headshots are boring. We thought we would spice things up by hand-drawing everyone on the accounting team to create an inviting presence while maintaining brand consistency.