Deploying Content on Facebook and Instagram for Global Audiences
Jan 03, 2020
Social media platforms Facebook and Instagram are powerful tools to connect with local audiences at scale in almost every market. A majority of marketers are still increasing paid investments for social marketing, according to Gartner L2’s Social Platforms & Influencers: 2019 intelligence report. Best-in-class brands leverage the relative strengths of each platform to capture local attention.
Brands distribute their Facebook and Instagram page posts very differently around the globe. For example, only 18% of Facebook posts were dedicated to global accounts between June 2018 and 2019, compared to nearly half of Instagram posts. The difference is even more pronounced with interactions—35% on Facebook versus 94% on Instagram. This reflects the stronger draw of global accounts—the average global Instagram account, for example, has 5.4 million followers, compared to just 200,000 among regional accounts. Moreover, 77% of analyzed brands had a regional Facebook account, compared to only 39% of brands on Instagram.
Furthermore, individual brands cannot adopt a one-size-fits-all strategy but instead must identify the archetype that best fits their goals.
Globally Connected: Luxury categories fashion and watches and jewelry invest a relatively higher share of their posts into global accounts on both platforms. For example, fashion brands post over half of Facebook content to global accounts, and almost exclusively post globally on Instagram, as illustrated by Gucci, which sent all of its Instagram posts to global accounts between June 2018 and 2019.
Local & Global Blend: Activewear brands mix global and local strategies, exemplified by lululemon, which sent 43% of its Instagram posts to global accounts, distributing the rest across strategic regions like the U.K., Australia and New Zealand.
Highly Localized: Beauty brands lean on regional accounts given their specialized product focus and emphasis on local influencers. Benefit Cosmetics, for instance, only sent 6% of its Instagram posts to global accounts, an equal share to regional accounts like South Korea. On Facebook, the beauty brand is even more localized, with 99% of posts going to nonglobal accounts.