Your business needs a social media presence, but keeping up with both Instagram and Facebook while managing daily tasks can be exhausting. So, which platform should you prioritize? Do you actually need to use both?
Let’s look at how each one supports local businesses and figure out where your time and energy will pay off most.
Understanding Platform Demographics
Facebook’s Wide-Ranging Audience
Facebook reaches across generations. People in their 40s, 50s, and 60s still check it daily, while younger users often use it for community groups, local events, and updates.
Parents ask for recommendations, neighbors share news, and communities stay connected. For local businesses, it offers steady access to an active and diverse audience.
Instagram’s Visual-First Users
Instagram attracts a younger crowd, mostly between 18 and 35. They’re drawn to strong visuals and care about how products or services are presented.
Restaurants, boutiques, salons, and fitness studios often see more engagement here because their content naturally works well in a visual space.
Identifying Your Core Customers
Pay attention to who walks through your door or books your services. Notice their age range, interests, and habits. Younger professionals and trend-focused shoppers tend to favor Instagram, while families, homeowners, and community-minded customers lean toward Facebook.
If you’re unsure, ask a few regulars where they spend time online and use their feedback to shape your approach.
Content Strategy by Platform
Facebook Content Strengths
Facebook works well for longer posts. You can include clickable links, and users are open to reading more if you’re offering helpful or interesting information.
It’s a good place to explain new services in detail, share full customer stories, or post how-to guides. People often comment or ask questions, which encourages more conversation.
Facebook is also strong for promoting events with full details and RSVPs, building community through groups and discussions, and sharing articles and blog posts.
Instagram Content Requirements
Instagram is all about visuals. High-quality photos, short videos, Stories, and Reels get the best response. Regular posts don’t allow clickable links, so the focus stays on content that catches attention right away.
Instagram works best with behind-the-scenes clips, quick tutorials or demos, user-generated content that features your products or services, time-sensitive Stories, and short Reels that use trending sounds or music.
Practical Example: A Local Coffee Shop
On Facebook, you could post about your new seasonal drink with a full description, include a link to a blog post about your bean sourcing, and promote your weekend live music lineup with all the details and performer info.
On Instagram, you’d share a photo of the drink, use Stories to show your barista preparing it step-by-step, and post a short Reel featuring all your seasonal drinks with trending audio.
Choosing Your Primary Platform
Start with Facebook if your customers span a wide range of ages, you often share detailed updates, rely on website or blog traffic, host events that need RSVPs or planning, or want to create a space for conversation and community.
Start with Instagram if your main audience is under 40, your products or services are visually appealing, you can post photos or videos regularly, you want to highlight lifestyle or aspirational elements, or you work in areas like food, fashion, beauty, or fitness.
Should You Use Both?
Sometimes, but not always. It depends on your business, audience, and time.
Using both can help you reach different age groups and interests. You can adapt content between the two. Each platform has its own style, and content needs small adjustments to match.
Resource Considerations
Running two platforms well takes time and effort. Each one needs content that’s created specifically for it, consistent posting, audience interaction, and tracking performance. Trying to keep up with both without enough time often leads to weaker results than focusing on one and doing it well.
If managing social media feels like too much or you’re unsure where to start, consider partnering with a local social media agency. They understand how each platform works, know what type of content performs best, and can help shape a strategy that suits your business.
They’ll also know when it’s the right time to branch out to more platforms without stretching your resources too thin.
Ready to build a focused social media plan? Contact us for a free consultation. We’ll review what you’re currently doing and share clear, practical recommendations on where to focus your efforts for the best results.
