While Facebook is the undisputed king of social, it’s no longer the chattiest.

That mantle now belongs to Instagram. Conveniently for Facebook, it owns that platform too.

Chatterbox

New research from Socialbakers looked at 144 billion engagements across Facebook and Instagram.

The results show that Facebook is now heavily weighted towards news. Indeed, media Pages see twice the engagement of community Groups.

Furthermore, celebs and entertainment Pages take  the measly third and fourth places.

Newer model

So where are all these conversations happening? Largely on Instagram.

Celebs rule the roost on the ‘Gram, enjoying almost four times more engagement than on Facebook. But it’s not just good news for the Kardashian clan.

Socialbakers found that, on average, brands experience four times more engagement on Instagram than Facebook.

At the other end of the stick, media accounts rank lowest for engagement on Instagram.

Which platform do you see the most success for marketing? Let us know in the Comments.