Facebook is functional while Instagram is aspirational
Quick service and fast casual restaurants need to take note of user mindset when sending out brand messages using these two platforms.
According to Ted Bergeron, Client Partner, Facebook and Instragram Australia, there are currently 14 million Facebook users and 5 million Instagram users in the country. Despite its large number of users, Facebook is being overtaken by Instagram as the platform grows in a much faster pace compared to it.
He told the audience that how a brand can use both of the platforms comes down to understanding the mindset of its users, noting that the message changes once it crosses over platforms. He also warned them to never chase or pay for likes, as consumers who are drawn to the brand will naturally come to the page.
"Facebook is people you know, it's your network," he explained. "It's a functional app. You load it up, you want to discover things... It's a discovery platform. So if you want to introduce something very straight (like a new menu item or a promo), this is the place to do it."
Bergeron shared that on average, Australians are on Facebook 14 times a day.
Meanwhile, half of who Australians follow Instagram are individuals who they don't know personally. For instance celebrities, athletes and social media personalities; mostly aspirational people. "The mindset is creativity-driven, inspiration, aspirational, and less functional," he noted.
