When Facebook rolled out changes to its newsfeed algorithm that made Page content less relevant in the feed, we noticed an overall decrease in performance on Facebook. Analytics show that reach and engagement are both down.
At the same time, we looked at our Instagram account, and while we have 15 times less followers, engagement is higher. Now that makes sense, because engagement should be higher when the audience is not as high. But it made us think, is this going to be a trend? Just last week The Verge reported that more than a third of all US adults use Instagram.
Our social media strategy has long been Facebook first, and that will likely remain the case. But there might be more potential with using Instagram. Our audiences are similar, yet skew a little younger than Facebook. Fifty-one percent of our Instagram followers are between the ages of 25 – 44.
We see an opportunity to get elementary schools, where parents are typically younger, on Instagram.
What about your district? Are you seeing a decrease in reach on your district Facebook page? Is your district on Instagram? Do you have schools on Instagram? Do you see this trend continuing?
Let me know in the comments!