People are clearly going to Facebook, Instagram and Twitter for different reasons, and marketers can use those reasons to make the most out of their presences on each platform.
Twitter’s for the Dialogue
Twitter’s most engaged accounts are political figures and musicians who engage their fans. People are ready and eager on Twitter to engage in a dialogue about the here and now. It should be no surprise for brands, but many treat it as they do Facebook—as a place to reach an audience with paid advertising. That’s, of course, one way to use Twitter, but it’s important brands back up that strategy with one that is focused on engaging in a dialogue with others on the platform. While other parts of the social web have gone the way of paid ad platforms, Twitter still rewards interaction and dialogue.
Instagram’s for Micro Attention
The majority of Instagram’s engagement is focused on celebrities sharing their personal sides and content publishers. People open Instagram for micro doses of entertainment. If it doesn’t grab users or show them something unexpected, it probably isn’t worth posting.
Facebook’s for the Publishers
Facebook is all about the lean-back experience. The vast majority of engagement on Facebook goes to content publishers. This is a signal to brands that standing out as anything other than a publisher is difficult, if not impossible, which is why a paid strategy is not only important, it’s necessary to see any tangible success on the platform.
Every brand is going to have a different situation when it comes each of these social channels, which is important to take into account. Still, these numbers clearly show where users are excited to spend their time and devote their attention—an important aspect of looking at how your brand is looking to reach people online.