Instagram has a larger audience of top 50 brands than Facebook

Anne Freier | February 13, 2020

App Business

Instagram is now the top social network in terms of brand profiles, overtaking parent Facebook, according to a report from Socialbakers.

In Q4 2019, total audience on Instagram surpassed that of Facebook according to data from the 50 biggest brand profiles.

Total interactions on Instagram were 20x larger than those on Facebook.

That’s despite brands posting more than on Facebook. It shows that Instagram engagement is significant.

“The writing has been on the wall for some time, but now it’s official. When it comes to the top 50 biggest brand profiles, Instagram has a larger audience than Facebook,” said Yuval Ben-Itzhak, CEO, Socialbakers. “That development was not a surprise. What was unexpected in Q4 2019, however, was the relative decline in engagement during the holiday season. This is a warning sign that brands require a deeper understanding of which types of content their audiences find compelling, and an agile method to get that content in front of them.”

Overall, engagement rates on Instagram and Facebook were lower in Q4 2019 compared to the previous year – even in established categories such as fashion.

The only winner was the Services category which saw a 66.7% jumping engagement.

According to the latest data, vertical videos perform better than horizontal ones. Videos that are shorter than 30 seconds were completed 29.9% of the time of vertical compared to 22.2% for horizontal videos.

Instagram ad spend on Stories continues to climb whilst Facebook Feed remained at the forefront with 58.3% in ad spend. Stories on Instagram reached 10% of ad spend.

For the first time, the percentage of ad spend on Instagram Explore grew 1.32%.