Paid Media on Facebook and Instagram: Why You Shouldn’t View Them as One

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Audiences are becoming more and more fragmented every day. Though 78% of Americans have a social media profile, users exhibit significantly different behavior on each of the major platforms – Facebook, Instagram, Snapchat, Pinterest, LinkedIn, and Twitter.

Advertisers risk missing the opportunity to reach audiences at scale if they don’t have a smart social media strategy that integrates multiple platforms and native ad formats. Given consumers’ high expectations, the onus is on brands to customize their cross-channel marketing to appeal to the right audience at the right time.

Plus, it seems like there are new updates and algorithms on these platforms everyday, espeically with Facebook. From the Stories format to new ways of buying ads, marketers need to stay on top of these changes.

At #SMWNYC, Adaptly hosted a session exploring major social platforms, and how brands and marketers should keep up. Nicole Colaco (Social Media Manager, Chico’s) explained that even though marketers can buy the same media across Facebook and Instagram, she recommends approaching each platform differently.

Further analysis and commentary from this #SMWNYC talk:

The original article can be found on Social Media Week.