Instagram vs. Twitter: Which is Better for Marketing?

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On average, online users spend 2 hours and 25 minutes on social media. All that time lends the perfect opportunity for marketers to get more eyes on their brand.

In content marketing, Instagram and Twitter are two of the top platforms to use. Here’s how to tell whether Instagram vs. Twitter is the right platform for your brand.

  1. Instagram vs. Twitter: the Basics

Instagram generally allows users to show, while Twitter allows users to tell. Both strategies are uniquely effective.

Twitter is a news outlet designed to spark conversations within 280 characters per tweet. It’s a network that helps users keep up with the times.

Instagram, on the other hand, connects users to their followers and interests with visual content only. During the Covid-19 crisis, the platform recently launched wellness resources called Instagram Guides to support the user community.

  1. User Numbers and Demographics

By the numbers, Instagram has the advantage over Twitter. The platform was forecasted to reach the 1 billion users mark all the way in 2019.

The platform finally reached its 1 billion user goal by the end of 2020 and 2021. Most of its users are between the ages of 25-34. The second-largest demographic includes ages between 18-24.

In 2020, Twitter had 353 million monthly active users. The last quarter of the year alone produced 6 million downloads in the U.S.

Like Instagram, Twitter’s largest user demographic is 25-34 year-olds.

  1. Promoted Instagram Posts vs. Promoted Tweets

Both Instagram and Twitter have PPC (pay-per-click) programs for brand promotion.

For Instagram, brands pay daily costs for any click-related action users take. These are the minimum rates:

  • $1 impressions
  • $5 for clicks, likes, views
  • $40 per day for offers/installs

On Twitter, there are no daily minimum rates. However, each like, retweet, impression, and follow costs about $0.38.

Twitter may be a cheaper platform for some businesses since it doesn’t have daily minimums. This also depends on the scale of your campaign.

  1. Instagram Content Strategy

Beyond regular posts, Instagram includes unique tools such as Stories and IGTV.

With Stories, brands can produce short-form content in still-picture slideshows. Oppositely, IGTV provides a space for longer-form video content.

For Instagram, the most important key to these tools is high-quality graphics that tell visual stories.

While the platform draws users in with visuals, it’s one of the only platforms that don’t let users repost content. This is where Twitter comes in.

  1. Twitter Content Strategy

Twitter encourages reposted material through retweets and quoted retweets. With these tools, your brand grows through the power of sharing.

Unlike Instagram, users can post both media content and written content on Twitter. Marketers might find that it offers more flexibility because of this.

It provides a space to produce content that discusses the “what” and “why” behind products or services. In 2020, “What Posts” and “Why Posts” like this actually averaged more online shares than content with video.

Instagram vs. Twitter: the Verdict

To determine whether Instagram vs. Twitter is right for your brand, consider what type of content you need.

Instagram can help you visually show the best of your brand, while Twitter engages users in a conversation about it. As a result, both platforms have the potential to help your brand grow.

For more tips to help you sharpen your content marketing strategy, check out some related posts below!

Instagram vs. Twitter: Which is Better for Marketing?

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