[SMK] Social Media Knowledge


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.

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Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

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Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

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Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
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Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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