Why Bother With Instagram, When There’s Facebook?
Each social platform is different. What works on Twitter won’t necessarily resonate on Facebook, what you Pin on Pinterest isn’t the same as what you’d post on Instagram. That’s why we can’t stand seeing ‘linked feeds’ in which what is posted on one network is auto posted on another network- it’s just plain lazy!
The social profiles which succeed do so largely because of differentiation. But how do you work out which approach and content works best on each platform?
Facebook has conducted a study of more than 7, 800 people aged between 18 and 64 from Australia, Brazil, France, Japan, the UK and the US who use Facebook and/or Instagram at least weekly in order to get some perspective on why and how they use each.
“While people turn to both Facebook and Instagram throughout the day to connect with family, friends and the world, it’s clear that each platform plays a different role in their lives. But what, exactly, are those roles? And do they vary based on people’s age, gender and geography?” said Facebook’s report.
It has been found that Facebook better satisfies people’s need for empowerment, recognition and connection, while Instagram more strongly fulfils their desire for fun, relaxation and discovery. On Instagram, people follow celebrities, get DIY inspiration and are visually transported to new places – while on Facebook, the primary appeal is connecting with family and friends.
There are demographical differences too; for men, the platforms are practical, whereas for women, they’re more personal. Younger users are more likely to look for fashion, beauty and design content on Instagram rather than Facebook.
So what does this mean for dental practices? Dentists should continue to post updates based on their business objectives as usual. However, if you’re interested in customising your posts for each feed, this research can help you understand the particular interests, needs and expectations of the two communities and give you a starting point for experimentation. For example, posting more aspirational cosmetic dentistry posts on Instagram and more practice news on Facebook.
If you would like further information about how to use social media for your dental practice speak to a member of our team on 01202 677 277 who will be happy to help you.
Inspiration for this post taken from Social Media Today
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