Facebook vs Instagram: Which will be maintained?
Although there has been an aging of the world’s largest social network and increasingly less content, among others, thanks to recent and strong trends in platforms such as Instagram, the possibility of its replacement is still very low.
But while it is true that Facebook has a marked presence around the world, Instagram still has enormous growth potential and it’s increasing exponentially. Which social network will be maintained and which one will fail?
Much of the time spent on online navigation is invested in unparalleled social networks. They are often the most visited sites for their ability to consume and share content, communicate, create new relationships and socialize with people who have similar (or different tastes) than ours. However, although Facebook now has 2 billion users, users still upload more content to Instagram lately.
The modernization that has brought with it an unstoppable technological development has also developed a social isolation, where social networks enter to supply these needs of contact and, sometimes, of affection. Its primary mission is to stimulate people’s participation in facilitating social interaction at a distance in order to establish new types of relationships, especially among the younger generations, who establish an important dependence on these networks, in search of acceptance or admiration.
Since it was founded in 2004, Facebook has established a strong presence among younger users. Whether it is for free access, the possibility of sharing infinite content, the simplicity of its interface that makes it adaptable to any type of user, the integration with instant messaging, the recommendations of new friends or, perhaps most importantly, its ad targeting abilities for companies.
It’s estimated that 80% of the users between the 12 and 24 years are on Facebook. However, 53% of these young people also have an active account in Instagram, where the people belonging to families with higher incomes take precedence. In fact, the latter is evidence of greater use of Instagram versus Facebook.
However, achieving the reach that Facebook has to date is a significant challenge. The fact that Instagram has an unstoppable popularity recently, does not mean that occupy a ratio of users as broad as Facebook does, which takes 6 years of positioning advantage. Before this, and undoubtedly, Instagram will have to deal with the unbearable lightness of its popularity.
In particular, Facebook allows a greater diversity of publications online and has been maintained with a series of updates like Facebook Live. It even inhibits features that Instagram provides like sharing real-time stories and has a greater diversity of content to publish. Unquestionably, there is no perceived possibility of comparison between the two networks, as Facebook will always have something more to offer.
Ultimately, Facebook is perceived as the most popular network, but Instagram is growing faster, and may ultimately have a higher ceiling.
And although they belong to the same owner, both networks take different strategic patterns, perceived by the same users for their utility. While 94% of Instagram users already have Facebook, only 34% of Facebook users have an account on Instagram.
It seems surprising that an image-based service has taken on such importance, especially since last year, where the numbers of its growth began to be exponential. Its success is based on the plan to quickly accelerate the pace of changes in Instagram to attract more users, following analysis of the bottlenecks generated in its service to try to eliminate them. However, for now, it is comparable to Facebook from 2009 to 2011 when it went from anonymity to one of the best known applications worldwide.
Under the control of Facebook, Instagram now has extensive resources to keep up, where its growth is conditioned by new experiences and new uses that the platform can provide its users. Therefore, in contrast to what many think, the death of Facebook remains as a myth, where the strategy of consolidation will continue to be a complementarity between these two networks that are forged under the leadership of one of the greatest entrepreneurial minds of our generation.
In the short term, it seems that neither will end and both will continue to expand, until a new one appears that destroys them, who will it be?