Facebook, Instagram and Users’ ‘Behavior and Emotions’ (Study)

What are the similarities and differences between how users of Facebook and Instagram feel about both social networks?

What are the similarities and differences between how users of Facebook and Instagram feel about both social networks?

Facebook IQ released a new study in which more than 5,500 users of Facebook and Instagram in six countries—Australia, Brazil, France, Japan, U.K. and U.S.—were polled on their “behavior and emotions across the two platforms.” Its findings included:

  • Respondents were 1.3 times more likely to interact with celebrity content on Instagram than on Facebook.
  • Millennials are more likely to seek out video content than older generations. They are also more likely to follow accounts related to fashion, beauty, interior design and people they don’t know personally on Instagram than on Facebook.
  • 51 percent of male respondents said Facebook helps them organize their lives, and 47 percent said the same for Instagram, but women are more likely to say they use both social networks to connect with others.
  • When major events occur, respondents turn to Facebook for reactions and opinions, and to Instagram for behind-the-scenes content.
  • Respondents said both platforms “fulfill their need for fun and discovery,” but fun was defined as encountering the unexpected on Instagram, and as humor on Facebook.

Facebook IQ researcher Vicki Molina-Estolano, the lead on this report, offered more details in a blog post, and highlights follow:

Maybe it’s our proximity to Napa, but the relationship between Facebook and Instagram makes me think of white and red wine. People love both kinds of wine, but there are times they choose one over the other, such as when eating seafood versus steak. In the same way, people use both Facebook and Instagram, but each fulfills their needs to a different extent. For example, our survey revealed that for people who use both feeds equally, Facebook better satisfies their need for empowerment, recognition and connection, and Instagram more strongly fulfills their desire for fun, relaxation and discovery.

The most popular Instagram content during the Cannes Film Festival was personal-feeling photos taken by celebrities, while one of the most popular Facebook posts was from a film critic who criticized one of the judges’ selections.

Parents we surveyed aren’t just posting cute kid photos. They also said they seek video content on Facebook as often as millennials surveyed and were more likely than non-parents surveyed to say they use both Facebook and Instagram to stay in touch with their favorite businesses.

As far as the content that catches their eye, parents on Facebook tend to look for updates from friends and family, news and humor content, and on Instagram they more often seek information about celebrities, fashion, travel and beauty.

Marketers should continue to design big ideas based on their business objectives as usual. But if you’re interested in customizing your concepts for each feed, our research can help you understand the particular interests, needs and expectations of our two communities and give you a starting point for experimentation.

Readers: What did you think of Facebook IQ’s findings?

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Image courtesy of tanuha2001/Shutterstock.