Instagram has overwhelmingly been the source of interactions with brands on social media channels, which has lead brands to embrace the platform and even ponder whether they should move investments away from other channels to Instagram. As shown in this graph below, 97% of social interactions with women’s brands during New York Fashion Week in February 2016 happened on Instagram, leaving just 2% for Facebook and 1% for Twitter.

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Facebook, on the other hand, has become almost purely an advertising platform. Branded organic posts are seldom placed in users feeds, making organic engagement virtually impossible. This is also true for brands with large community sizes.

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While L2 does not advise completely ignoring Facebook (as it has close to four times the reach of Instagram), brands should strategize accordingly. A study of Moroccanoil’s Facebook posts shows that the monthly promoted posts result in spikes in engagement with the brand. However, there is not tail effect; as soon as the promotion ends, engagement levels drop to normal. Considering the realities of Facebook posting, brands should treat it as a platform to host campaigns rather than a social media channel for frequent updates for fans. Winning strategies on Facebook concentrate content efforts into fewer, but better posts backed by advertising.

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