Photos and moving image content not only attract the most attention on social networks, they also generate the most interactions. But where should I post my photos and videos? On my Facebook page, on my Twitter account, or rather on Instagram?
Companies have been active on Facebook for some time and are used to posting pictures there. With the optimization of the timeline, Twitter now also plays a role for photos and the new video feature is another option for moving image content. Instagram currently boasts high user activity and strong growth. So we must not leave Instagram out of the distribution of our content.
All three networks support photos and videos. However, there are differences in features, usage and target groups.
Higher frequency and real-time marketing through pictures and videos on Twitter
Due to the enormous number of tweets published daily, more content can generally be published on Twitter than on Facebook. High frequency trading is less disruptive on Twitter. That's why Twitter is great for covering events. That's the crucial difference with Facebook. On Twitter, an event is documented in more detail and with several tweets. The highlights will be posted on Facebook.
Twitter does not support photo albums and collects all photos in a tab in your Twitter profile. The published photos could be aggregated and shared on Facebook in an album.
You can also post multiple photos in one tweet on Twitter. This way you can create mini photo albums. However, there is no way to assign further images to this tweet. But that wouldn't fit with Twitter either.
So there is every reason not to share Instagram photos, but to post them directly on Twitter. We must not think in channels, but we must consider the channels when distributing content. This is an important point, because often good content gets lost in a channel simply because the prerequisites and possibilities have not been considered.
By the way, the representation of tweets on Facebook is much better than vice versa. Still, I'm no fan of cross-posting from Twitter to Facebook, and even less of Facebook to Twitter.
Instagram photos for young audiences
Unlike Facebook and Twitter, Instagram focuses exclusively on photos and short videos. While photos and videos on Facebook stand out from the crowd, on Instagram they are the only means for companies to generate attention. That leads to increased competition with other companies and Instagram accounts. The usability and activity of the users speak for Instagram. In addition, Instagram plays an important role, especially among younger audiences. As Instagram CEO Kevin Systrom says: Instagram can help continue to engage generations of people who may not be on Facebook yet.
Because Instagram doesn't have an algorithm, photos typically get more interactions than on Facebook and Twitter. When a company posts photos on Facebook and Instagram, Facebook fans don't see all the pictures in their News Feed.Instagram followers see all the photos in their feed. Companies should also publish exclusive photos on Instagram. Or at least not all Instagram photos should be posted on your own Facebook page. There will always be users who have connected to both the Facebook page and the Instagram account.
Instagram has developed its own imagery. It's more personal than on Facebook. Since Instagram is a purely mobile app and there is no official web upload (fortunately not).
The use of markings is also important. They function like links and lead users to other profiles. If an Instagram photo is now also published on Facebook, the marking does not work. The situation is different with hashtags. Facebook recognizes the hashtags and the linking works fine. So when sharing Instagram photos, always pay attention to whether markers are used and what impact they have on the photo on Facebook.
The number of Instagram videos is still significantly lower than the number of photos. They are also important for businesses, but do not yet have the same effects as Facebook videos.
Facebook is the king of videos
When a large selection of photos is published on Twitter, it is the highlights on Facebook. Or the best photos are collected and published in an album. On Facebook, only a few pages publish 10 photos in an hour. This is much more common on Twitter. On the one hand, this is due to the presence of companies in the News Feed, but the algorithm also plays a role. The more interactions a photo gets on Facebook, the greater its reach in the News Feed. On Twitter, this effect occurs through retweets, but is hardly controlled by an algorithm. There is no such effect on Instagram. It is created indirectly through interactions and the
What makes Facebook better than Twitter and Instagram is the presentation and distribution of videos. Whoever uses moving images for his company,
Twitter: Add photos to your tweets to increase interactions. Use Twitter to report on events in real time. A higher frequency is less problematic on Twitter than on Facebook.
Instagram: Posts photos on Instagram to reach younger audiences. Add hashtags to photos to extend the half-life of your photos. Pay attention to your frequency, as every photo / video is displayed in the Instagram feed of your followers.
Facebook: Use Facebook photos to promote interactions and dialogue with people. Publish albums to reduce the number of News Feed postings. Select the best photos from Twitter and Instagram and share them on Facebook. Sets videos on Facebook and benefits from the reach and prominence of the News Feed.
What is your strategy for photos and videos on different networks?