Content makers and marketers who work with both platforms often reuse the content. It is rather convenient: you can easily share a Story from Instagram to Facebook using the available functionality.
Let’s analyze if it is a good idea to do so. Spoiler alert: the answer is no, and here is why.
Different target audiences
According to Affiliate Insider, 70% of the Instagram audience is younger than 34. On Facebook, though, the same age group is around 40%. Consequently, the topics for different age groups can vary.
Instagram favors entertaining formats such as those on TikTok. On Facebook, however, it is more organic to post expert opinions and column articles.
Different business goals
For Instagram brands, one of the main tasks is to stimulate sales. As Stories are only temporary, it is a good idea to announce running sales, promotions, and closed sales there.
Facebook Page is more like an official company website where users want to find more information about the business in general.
Type of content consumption
People often visit the Story feed more often than any other content type. On Facebook, however, Stories are not as popular as discussions under posts and reading long reads.
Knowing this fact, you should post fewer Stories on Facebook than on Instagram. Do not forget about storytelling: every story should be logical and completed.
What other factors should you consider?
- Facebook is often used for communication: to stay in touch with your friends and talk to your relatives. Instagram is an opportunity to relax, have fun, and have a break from routine tasks.
- Bear in mind what format is the most popular among those who already follow you. It will prove to be more successful in the long-term view than following trends that might not be popular among your audience.
- Try to make your Stories interactive on both platforms. Use stickers, direct links, polls, and gifs — try all the available functionality to prompt a dialog with your audience. Post what is behind the scenes: according to ECHO Storytelling, 58% of users admit that they got interested in the brand after seeing their Stories.
If a person follows a blogger or brand account on both social networks, he wants to receive different information from these channels. The ideal solution would be to adjust the content according to the platform and audiences’ requests.
For example, a nutritionist can post a recipe as a sped-up video with a soundtrack on Instagram. However, on Facebook it is good to add notes about products used and explain why.
As the number of social media platforms increases, users might get tired of conventional story feeds. Give your audiences a chance to see your company from the inside to increase their trust in your brand.
Onlypult posts to Facebook, Instagram, TikTok, VKontakte, and many other platforms. It has a user-friendly post editor and allows collaboration.
