With Facebook reigning supreme since overtaking Myspace as the most popular social media in 2009, they have looked unbeatable. Huge audiences, combined with innovative features has meant Facebook have been sitting pretty at the top of the charts.
However, a new report from ComScore MMX has showcased the power of Instagram, when it comes to engagement.
The report indicated that before the games, Facebook was the preferred platform to share news and content about the games, however, since then Instagram has overtaken as the "Social Media Star" for the Olympic Games 2016.
The chart above highlights the disparity between the audience of both Facebook and Instagram, with the Blue giant achieving around 87.73% of the audience share, compared to the relatively measly 12.27% Instagram achieves.
However, the amount of content shared begins to show the level engagement Instagram enjoys, compared to Facebook. Proportionately, Instagram users have generated 3 pieces of content, to the Facebook users 0.7, meaning Instagram users creating around 4.2x more content than that of Facebook.
Following from this, the amount of actions generated on Instagram compared to that of Facebook is monstrous. Users of the image based social media interacting 19x more than their Facebook counterparts. With Facebook generating 0.31 actions per post, in comparison to the 5.89 interactions we see on Instagram.
By Alexander Clark
A former member of the Smart Insights team, I’m always on the look out to collaborate with the finest minds in Digital Marketing. Currently working at Silverbean, I have a distinctive interest in all things outreach, content, strategy, and measurement. If you’d like to get in touch, you can do so through my LinkedIn or Twitter accounts. When I’m not planning new campaigns and content, I love playing the Bass Guitar and Drums (not necessarily at the same time) also racking up as many hours as possible on Football Manager and the Rugby pitch.
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