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Study: How we’re using Facebook and Instagram

Want to know why we really use Facebook and Instagram? So does Facebook.

Recently the Facebook IQ team commissioned Ipsos Connect to study people aged 18 – 64 years in Australia, Brazil, France, Japan, the UK and US who use Facebook and Instagram at least once a week.

Here’s what they found.

Warm and fuzzy

The report found Facebook overall satisfies users’ need for empower, recognition and connection.

Conversely, Instagram hits the mark when it comes to fun, relaxation, and discovery. Users also have a broader range of reasons for visiting Instagram, including following celebrities, DIY inspiration, and visually transporting to new places.

For Facebook, the main reason for logging on is to keep connected with family and friends.

Behind the scenes

The study found that when it comes to events, most users flock to Facebook for reactions and opinions, and Instagram for an insider perspective.

For example, during the 2015 Melbourne Cup Facebook posts were more likely to be traditional news, while Instagram posts were focused on “behind-the-scenes” content.

Funny bone

Users across the board say that Facebook and Instagram amuse them – but in different ways. For example, Facebook is more likely to make users laugh, but Instagram’s value comes from discovering the unexpected.

The report concludes that Facebook is more about exposure to news ideas, while Instagram revolves around inspiration.

Gender gap

Broadly speaking, men visit both platforms for more practical reasons, women for more personal ones.

Men are more likely to report that Facebook and Instagram help them organise their lives, while women are more likely to report social helps them keep in touch with friends and family.

Millennial money

Millennials are eager for more video content on both platforms.

This group is most likely to follow content around fashion, beauty, and interior design more on Instagram than Facebook.

To find out more visit insights.fb.com.
 

Learn with SMK W/C 4th July 2022

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SMK Labs running this week

Mon 4th July: Member Clinic from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group

Tues 5th July: Member Clinic from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group

Thurs 7th July: 2022 Social Media Strategy Optimisation, 10 am – 12 pm AEST

  • Module Three in SMK’s updated and expanded 2022 Social Media Strategy Optimisation strategy course 

Fri 8th July: Digital Design for Non-Designers: 10 am – 12 pm AEST

  • Module Three in SMK’s Digital Design for Non-Designers, helping businesses maximise creative results 

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