Instagram Stories versus Facebook Wall: an advertising effectiveness analysis

Abstract

Purpose This paper aims to investigate advertising effectiveness in Instagram and Facebook, the two most important social media platforms. It helps to understand which should be chosen depending on the target audience of the campaign. Design/methodology/approach The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. Findings The results indicate that Instagram Stories not only enhances consumer attitude toward ads but also increases perceived intrusiveness, compared to Facebook Wall. Millennials are more disturbed by Facebook Wall ads than non-millennial users. A triple interaction effect reveals that non-millennial men are more loyal toward Facebook Wall ads, whereas millennials of both genders and non-millennial women are more loyal to ads on Instagram Stories. Practical implications Advertisers should be aware of the differential features and segmentation possibilities in social media to better address their target audiences. More precisely, the research findings suggest that professionals should focus on Instagram Stories when targeting millennials and non-millennial women, and on Facebook Wall when targeting non-millennial men. Originality/value This study is one of the first to contribute to the literature on Instagram Stories as an advertising platform and compare its differential features with those of more established social media, such as Facebook Wall.

Millennial Versus Non-Millennial Users: Context of Customer Engagement Levels on Instagram Stories (Extended Version)

“…Millennials are more concerned about advertising on Facebook rather than non-millennial users. Non-millennial men are more loyal to Facebook advertisements when millennial users of both genders and women from non-millennial are more loyal to Instagram Stories advertisements (Belanche et al, 2019). Due to that, the same research results demonstrate that it is more goal-oriented to focus on Instagram stories when organisations target millennial and non-millennial women, and on the Facebook wall when organisations target non-millennial men.…”

“…Considering that content disappears, self-awareness in communication often diminishes: there is no need to worry about unintended users and long-term content displays, users are more assured that they will "drop their guard" and post humorous information, including content that they may be reluctant to share on other social networks (Xu et al, 2016). There are plenty of causes why consumers love ephemeral content: the perfect fit for mobile devices; gives a sense of authenticity; avoids clogging up the main feed with content (Bayer et al, 2016;Belanche et al, 2019).…”

“…One of the latest trends and new user experience is ephemeral social media platforms that get popular every day by adding millions of users, which has recently attracted the attention of researchers (Bayer et al, 2016;Piwek & Joinson, 2016;Billings et al, 2017;Belanche et al, 2019;Chen and Cheung, 2019;Vázquez-Herrero et al, 2019;van Nimwegen & Bergman, 2019;Villaespesa & Wowkowych, 2020). Modest definition of ephemeral social media allowing users to share post images and videos that can only be accessed for a short period of time (Bayer et al, 2016).…”

Followers’ reactions to influencers’ Instagram posts

“…Instagram is the fastest growing SN (WebsitePlanet, 2019). This SN is characterized by its visual nature (Belanche et al, 2019;Kim et al, 2017), which allows users (i.e. personal profiles, brands, influencers) to publish visual materials (e.g.…”

Instagram como herramienta de aprendizaje en el aula universitaria

“…De la misma forma, esta red social ha crecido rápidamente en cuanto a su número de usuarios, especialmente entre los jóvenes (Casaló Flavián, e Ibáñez-Sánchez, 2017; IAB 2107) alcanzando recientemente la cifra de 1 billón de usuarios activos (Forbes, 2018b). Su carácter hedónico y visual son determinantes para justificar la expansión que está experimentando en los últimos años (Belanche, Cenjor y Pérez-Rueda 2019;Casaló Flavián, e Ibáñez-Sánchez, 2017).…”