Social media is gradually diversifying day
by day and finding its usage in miscellaneous realms of life such as B2B
marketing. While previously, the usage of social media could have been said to
be restricted to social networking purposes only, its usage has now changed the
landscape of digital marketing, as we know it.
B2B Marketing & Different Forms of Social Media
As social media is progressing with time,
we are coming to know about new sites and applications every other day.
However, some names tend to stand out as dominant such as Facebook. Twitter,
LinkedIn and Instagram. These four together make up for the most widely used sites
in digital marketing such as for B2B and B2C marketing.
B2C refers to Business-to-Consumer whereas
B2B refers to Business-to-Business. B2C is what we witness every day as the
consumer watching a commercial or ad. B2B, on the other hand, is targeting
For example, you are running a start-up and
you want to procure a ‘big’ client. You will try your best to market your small business in such a way that you eventually land your much-needed client. That
is B2B for you.
What Will Be Better for B2B Business? Instagram or
While Facebook continues to dominate the
kingdom of social media, Instagram and Twitter are emerging as tough
competitors as well.
The article focuses on the Instagram vs.
Twitter debate for B2B businesses, so we shall leave Facebook out of the
discussion for the while. Instead, we will discuss how both of the brands are
useful and how the brand itself can leverage the platform for reaping benefits
from the platform.
Importance of Twitter
Twitter is popular for being an important
platform in journalism. You get instant updates and headlines to bigger
stories. A majority of the news channels nowadays tend to give a headline and
link the status to the full-fledged articled.
That way, not only do users get an abstract
from the full story, but they do not have to go through a whole page to find
out the news overall. Twitter provides a limit of 280 characters for uploading
‘tweets’, which means that whatever update you are going to give, you have to
keep it within 280 characters or less.
Importance of Instagram
Featuring a platform similar to a roll of
photos and videos, Instagram is readily gaining prominence for content sharing
purposes. There is no character limit, so you are free to write as long or as
short as you wish.
However, since the main focus lies on the
photo or video, users of Instagram leverage their updates by uploading highly
intriguing and appealing media to capture the attention of their audience.
User Statistics for Twitter and
There are 316 million monthly users on Twitter whereas 400 million monthly active users on Instagram.
- 500 million tweets are sent out on Twitter every day whereas 40 million photos are shared on Instagram every day.
- 80 million photos are shared on Instagram each day, on an average.
- Twitter has around 80% of its user active on mobile.
- Most of the audience for both platforms belong to the 18-24 age group.
- Engagement rate for Instagram is 4.21% for a post, as opposed to 0.3% for a tweet on Twitter.
These are just a few of the statistics, which can serve as the trailer to understand what platform will be better for you. One cannot simply deduce the performance of a platform based on these statistics alone.
Twitter does have a large audience present
on mobile, but its engagement is not only limited to mobile, unlike Instagram. Twitter
is functional on desktop and does not lose upon its appeal, like it does for
Instagram on desktop.
There are possibilities that your ad may run better on Instagram than on Twitter, or you could post a photo on Twitter,
which could end up being retweeted.
Advertising on Twitter vs.
Advertising on Instagram
Since social media is now widely used for
marketing purposes, the platforms have incorporated tools to aid people in
reaching their audience. Through these tools, you can simply spend a small
amount of money and hope to advertise your brand easily.
Twitter and Instagram both offer paid
advertisements. Since Facebook owns Instagram, the ads are relatively similar
and you get the benefit of sharing across both platforms.
Twitter ads have a higher engagement rate,
as high as 1-3% and offers targeting capabilities. You can customize your ad
based on the targeting capabilities and hence filter out unwanted audience out
of your paid ad.
However, Twitter ads are comparatively much
more expensive. Nevertheless, if you have the budget and want quicker return-on-investment,
then Twitter can be beneficial for you.
Marketing on Twitter and
Instagram as Per Brand Niche & Target Audience
Perhaps the most important aspect of
marketing in general is narrowing down your audience according to your brand
niche. Twitter and Instagram both have their uses and each of them proves
helpful depending on the niche of the brand.
Twitter is considered more of a ‘content
distribution platform’ as a majority of the tweets are re-shared for engagement
purposes. Instagram, on the other hand, offers you the chance to upload unique
and original content where you can drive engagement as well.
Consider this; you are a food blogger and
you want to post about the different recipes you try each day. In this
instance, Instagram will be better for you. However, if you are running a news
channel with updates every instant then Twitter will prove better for you.
Suffice to say, you could be a food blogger
who wishes to update his/her followers regarding their new recipe. You could
utilize Twitter in this regard. Similarly, you can try publishing the whole
story on Instagram and still drive engagement. If you want to help students
with writing essay writing service UK, then neither will prove helpful for you. You will have to rush
to Facebook instead!
Cheryl Masterson is a creative fanatic who leverages her passion for art and creativity by working on digital marketing in her past time. Besides that, she also helps students with engineering assignments using her knowledge from a bachelor’s in engineering.