To promote advertising strategies on social media, Instagram is the perfect platform, even surpassing Facebook in this regard. Although it is still less known and used, it offers satisfying results to pioneering companies that have used it as a channel for their marketing strategy.

To be clearer, it might be better to say that, being different social media platforms, they can be effective in different ways depending on the set goals: Facebook belongs to the large family of network-based platforms, while Instagram belongs to the content-based ones.

# Network-Based Social Media  

As the name suggests, they are built on the basis of social connections between users. Therefore, to use it as a promotion channel, companies need to create a network of contacts so that these and their friends can see the published content. To reach contacts they do not have access to, companies must pay to sponsor their posts.

# Content-Based Social Media

Unlike the first group, it is not necessary to be part of a network of contacts to view content; you simply need to search for topics of interest without access issues or network size limitations.

While for the first group, in addition to providing interesting content, companies need to reach an extensive network of contacts, for the second, effectively structuring the content is enough to gain visibility and followers without having to pay.

Even though they belong to the same family, Instagram is more suitable for social media strategy than Twitter, especially because producing content requires more time and attention, resulting in fewer posts and less information overload.

Other advantages of Instagram?

• It has more than 400 million users worldwide.
• It allows you to reach the desired target organically and without payment.
• The published content is viewed by all followers.
• The engagement rate is higher than any other social media platform.
• Being visual content, such as images and short videos, they can convey universal messages, as they are understood by everyone.