In recent news, US social photo-sharing platform Instagram has reached 2 billion monthly active users worldwide, compared to 2.96 billion for Facebook, another platform owned by Meta. The narrowing gap in user numbers between the two social networking giants demonstrates their transformation. In June 2018, Meta has said that Instagram had more than 1 billion monthly active users, and since then this app has undergone its biggest transformation since it was acquired by Meta 10 years ago.
Instagram only showed content posted by people users followed, but now it will recommend more content which users might be interested in based on algorithms.
Reels, a short video service similar to Tiktok, is also newly launched and has been given priority over other video formats on the platform. Meta is making these adjustments because it wants to avoid the marginalizing of Instagram in the increasingly competitive social media industry, always keeping users sticky, and spending more time on Facebook and Instagram.
In the 3.0 era of globalization, Amazon and other traditional e-commerce platforms are working to increase branding promotion. More and more brands realize that building a brand not only requires the quality of products and price advantages, but also the diversified marketing methods and high-quality promotion channels to seize traffic.
In addition to Google ads, social media advertising and other channels commonly used in advertising, how to find cost-effective, fast and low-cost approaches to get customers has become a big problem for a number of merchants. Then, brands found that through high-quality KOL, the fan effect can bring considerable exposure and high customer conversion rate, and with the successive cases of KOL marketing, overseas enterprises began to focus on and pay attention to this approach.
Digital 2022: Global Overview Report shows that there are already more than 4.62 billion social media users worldwide, accounting for 58.4% of the world's total population. Internet users spend nearly 2.5 hours a day on social media, and it keeps growing steadily.
Today we will analyze the two popular social media platforms to help companies make better choices in KOL marketing.
1.Visual impact-focused social media——Instagram
As a platform where celebrity marketing has exploded in recent years, Instagram has nearly 1.4 billion monthly active users and a total of 2.9 billion visits per month. Nearly 60% of users feedback that they will g use Instagram to find new products gobally. Therefore, the e-commerce merchants also seize this advantage and use Instagram for online KOL marketing to enhance the conversion rate. Compared with other platforms, Ins's exquisite pictures are more likely to make emerging fashion brands burst into flames.
More young female users
Over 70% of Instagram users worldwide are under 35 years old, and 48.4% between 16 and 24 years old rate IG as their favorite social platform. Overall, the proportion of female users is of Ins is slightly higher than male users and much higher than that of Facebook.
Instagram has now surpassed Facebook in popularity and is the new choice for more young users.
Strong style of image and context
With a visual orientation of graphic + short video, Ins has its unique style and is considered as the fashion-leading platform for stars and KOLs.
High interaction and conversion rate.According to Social bakers, Instagram has an engagement rate of 2.2%, which is much higher than other platforms and even 10 times higher than Facebook. Instagram is also known as the "king of conversions", with two-thirds of Instagram users reporting that they visit a brand's website after seeing a post they are interested in, which is very action-oriented.
2.Traditional social media with the highest activation- Facebook
As we all know, Facebook occupies an unshakable position in social media and is also the most popular platform worldwide, with 60% of Internet users saying they are using Facebook. The number of monthly active users of Facebook is now over 2.9 billion, ranking first in the global social media, which is perhaps the unique charm of the traditional social media.
Large user base at a younger age
According to teh data in April 2022, the average age of Facebook users is 31 years old, of which 53.4% are between 18 and 34. And 43.2% of Facebook users are female and 56.8% are male. While many young Facebook users are lamenting the "exodus" to other social media platforms, but in reality, young people are still the most important user group of Facebook.
Wide audience, the preferred choice for advertising
44% of consumers believe that their shopping behavior is influenced by Facebook ads. Currently, Facebook remains the most widely-viewed ad delivery channel besides Google.
According to Meta for Business 2021 research, combining regular ads with KOL promotion will increase users ' willingness to add an item to their shopping cart by 85% and also increase the average user purchase conversion rate by four times compared to using only regular ads.
Overall, the choosing of a social platform for advertising depends on various factors, such as the types of your products. While, no matter which platform you choose, iPeakoin can provide you with the best solution to pay KOLs or other advertising. Don's hesitate to contact us for more details.
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