When it comes to social media marketing, you can’t be everywhere at once, but you can make the most of your efforts. Here are several key factors to consider when working with two powerhouse platforms: Facebook and Instagram.
Focus on the platform where your ideal clients are, says Kelly Ehlers, social media maven and owner of Evoke Brand Strategies. According to a 2016 Pew Research study, more than half of Instagram users fell in the 18 to 29 age range, whereas Facebook users were almost evenly sprinkled among 18- to 49-year-olds. So, if you’re trying to reach an over-30 audience, Facebook warrants the lion’s share of your efforts.
Client growth vs. maintenance
“Instagram is great for making an impression,” says Cassandra McGlaughlin (@cassandraplatinum) at Platinum Salon in Tampa, Florida, who reports “95 percent of our new guests learned about us via Instagram. I tell salons to try posting even just once a day to Instagram and see what happens.” However, she adds, “Facebook is better for interaction, so it helps us maintain relationships with existing clients.”
Is it okay to post the same content to both Facebook and Instagram? Yes, says Ehlers, but there’s a caveat. “We recommend using Instagram and ‘pushing’ content to your Facebook page,” she says. “It’s very likely that the audiences differ so you’re not inundating anyone. Also, the average lifespan of a Facebook post is three hours, so even if it is the same audience, the likelihood of them seeing your content within the same timeframe is pretty small.”
Many thanks to our sponsors Redken, Pureology, Matrix, L’Oreal Professionnel, Baxter of California, Level Loyalty and Salon Centric for making this digital supplement possible.
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