Growing trends for Facebook and Instagram in 2019 » Portal Insights

An important part of managing campaigns on social media is knowing how to keep up with new trends on platforms and users. With that in mind, the SocialBakers made a compilation of analyzes on Facebook It is Instagram and delivered some relevant data for 2019.

To begin with, there is a fundamental difference between the platforms. While the Facebook has a number of users greater than 2 billion, user engagement is lower, and the Instagrameven with a number of users still lower than 1 billion, has a higher average engagement and activity, as shown in the graph below.

As for segments, there is a considerable difference in niches: beauty and fashion are a large portion of the market. Instagramand the Facebook The biggest contributor is still e-commerce.

In terms of advertising investment, the Facebook still leads, with a considerable portion of the funding. What changes is the percentage, and there is a visible trend in this: the Instagram has grown since 2017, gaining more space in both the feed and stories.

In terms of conversion, something that has been discussed for some time, but is now an almost absolute reality: mobile devices are the future. In terms of ad impression, more than 90% on smartphones. Cost per click is lower on cell phones than on computers.

Despite promises of video content dominating the web, photos are still the best way to convert into ads (and therefore the top choice). Still, in September 2018, the videos achieved the same performance.

Already in Instagram, the number of ads rose considerably, reaching almost 50% of registered professional profiles. As the audience grows, so does the number of ads.

The reach of organic and paid posts has also been changing, with ads dropping considerably at the beginning of 2018, but returning to good performance at the end of the year. It is important, however, that mixed paid and organic content strategies are adopted.

Brands and media outlets saw engagement drop considerably throughout 2018, this is a direct result of the new algorithm. Facebook, which prioritizes friends and family in the feed. This result, however, was already predicted by the platform and professionals, and is proven through the data.

At the Instagramthe feed is still the place of greatest engagement and conversion, but as influencers and brands adopt stories, the new tool is expected to grow.

Note below how the first graph shows an influencer with paid followers. After the peak in followers, the number of interactions remained practically the same, which means that these users do not interact with the content. In the second graph, after the peak, there is an increase in engagement.

The ideal way to know whether you are dealing with a fake influencer or not is to follow up on posts from the last six months or a year.

To read the full report, access the SocialBakers study. All graphics and information were taken from the e-book available for free download there.

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