Instagram Overtakes Facebook in Audience of Top 50 Brands

In the Social Media Trends for Q4 2019 Report by Socialbakers, when it comes to the top 50 biggest brand profiles, Instagram has a larger audience than Facebook. For the first time, the total audience on Instagram surpassed the total audience size on Facebook. Additionally, the total interactions on Instagram were nearly 20 times larger than those on Facebook. So, even though the top 50 brands published more posts on Facebook, the engagement on those posts didn’t reach the numbers that Instagram was able to achieve.

Some other key points include:

• Women make up the majority of fans and followers of brand pages on both Instagram and Facebook.
• Women are also the largest group of people mentioning and interacting with brand pages in the prime marketing demographic of 25-34.
• Ad spend on Instagram Stories continues its rapid growth, although Facebook Feed remains the leader with 58.3% of total ad spend.
• Vertical videos perform better than horizontal videos across the board. For videos shorter than 30 seconds (which is the most popular video length), vertical videos were completed by viewers 29.9% of the time, while horizontal videos were completed 22.2% of the time.

Download the full Social Media Trends for Q4 2019 Report by Socialbakers (need to provide email)