Payfort Research and Consulting advised start-up companies and entrepreneurs to focus on Instagram in promoting their brands, as it has proven more effective than Facebook.
According to a report issued by Payfort, 68% of Instagram users in the Arab region interact with brands, compared to only 32% of Facebook users, making interaction on Instagram 58 times more likely to provide consumer contact.
The report stated that Facebook is an marketing interface saturated with competition as 93% of brands use it to promote themselves. Instagram, with only 36% of brands using it as a platform for promotion, provides a less competitive space.
The report noted a brand’s reach only amounts to 6% on Facebook, while on Instagram, a brand’s reach amounts to a full 100%.
Instagram is also growing at a better rate than Facebook in the Arab region, whereby Instagram users increased by 115% between 2012 and 2015, while on Facebook, the growth was only at 7%.
Facebook has approximately 1.3 billion users around the world. Instagram has 300,000 users but is limited to smart phones and tablet users.