Over 30,000 likes on Instagram are normal
One example is ASOS. ASOS is active on almost all social networks and Ein Beispiel ist ASOS. ASOSist auf nahezu allen sozialen Netzwerken aktiv und the Facebook page comes to over 3.8 million Fans . A comparison of Valentine's Day interactions is sobering for Facebook. We see 170 likes spread across three Facebook posts on the Global Page. This includes Great Britain. On Instagram, ASOS regularly garners over 30,000 likes with just one photo.
While we have no insight into the clicks on Facebook, the differences to Instagram are enormous. On the German Facebook page it looks a bit better. But if one of the most successful posts is a share of a pug video, that also speaks volumes. ASOS works with country accounts on Instagram and 1,000 likes are not uncommon for the German Instagram account. But for the German Facebook page already.
It's certainly not just about the interactions. Traffic is also an important factor for ASOS. At ASOS, it is not only the big differences in interactions that are striking, but also in the imagery and quality of the content. For Instagram, ASOS doesn't need good content, they need great content. Compared to the Facebook posts, which are mainly links to ASOS magazine, the Instagram photos look higher quality and it seems as if Instagram has a higher value than Facebook.
Another prominent and frequently cited example of best practice is Red Bull. Red Bull operates on Facebook like a media company and publishes a lot of content. We can observe a similarly high frequency, for example, at Spiegel Online and other news sites. This may come as a surprise to some, but Red Bull is also struggling with the interactions on Facebook. There are posts with four likes and 27 likes and posts with over 6,000 likes. Depending on the targeting and the content, the interactions vary enormously.
This is also the case on Instagram. But here it's 50,000 or 100,000 likes. With almost 20,000 followers on Instagram, Red Bull Germany generates more interactions than the majority of published Facebook posts.
And what about content published on Facebook and Instagram? An example of this is a Und wie sieht es bei Inhalten aus, die auf Facebook und Instagram veröffentlicht werden? Ein Beispiel hierfür ist ein Video by Coca-Cola . With a duration of 13 seconds, it is also suitable for Instagram. Result: 117,000 video views, almost 1,700 likes and 145 shares on Facebook. . Mit einer Dauer von 13 Sekunden ist es auch für Instagram geeignet. Ergebnis: 117.000 Videoaufrufe, knapp 1.700 Likes und 145 Shares auf Facebook. The same video comes on Instagram with 13,300 likes .
There are many more of these examples. Facebook offers companies more opportunities and different formats pursue different goals. But if you look purely at the interactions (absolute and interaction rate), Instagram dwarfs Facebook. You can also check out the Facebook pages and Instagram accounts of Ferrari and General Electric, for example. Both brands are often cited as best practice cases, and interactions on Instagram tend to be significantly higher with fewer fans / followers than on Facebook.
Rolex is one of the few brands to keep interactions on Facebook and Instagram at a similar level. GoPro and National Geographic have been focusing on Instagram for some time, and the Facebook pages look more like an accessory that's also being played < del > must be. The focus is on Instagram and the feedback from followers speaks for itself.
Instagram beats Facebook despite falling interaction rates
What does this mean now? For me, there are two main findings. First, it's an acknowledgement of the potential Instagram has for businesses. Secondly, that Facebook has changed, but these changes have not always been understood and implemented. The selection and promotion of the right content does not take place consistently. Either companies promote all content and pay no attention to fan feedback, or they barely advertise content and use Facebook ads only sporadically in campaigns. The evaluation and extension of Facebook posts still offers so much room for improvement. If companies do not observe this, Facebook becomes a left-wing slingshot and is used in the same way as many Twitter accounts unfortunately do.
Red Bull has been operating like a media company for a long time and is pursuing a completely different strategy from the majority of active companies on Facebook. ASOS shifts its focus to Instagram and Facebook looks like a necessary evil. Videos and gossip news are shared here, and attention-grabbing photos are posted on Instagram. Red Bull agiert schon länger wie ein Medienunternehmen und fährt eine vollkommen andere Strategie als ein Großteil der aktiven Unternehmen auf Facebook. ASOS hingegenrichtet seinen Fokus auf Instagram und Facebook wirkt wie ein nötiges Übel. Hier werden Videos und Gossip News geteilt und auf Instagram werden aufmerksamkeitsstarke Fotos veröffentlicht, welche über eine Bottom in the shop of course can also be purchased.
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