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Instagram users have a broader variety of reasons for visiting that platform than Facebook users do for visiting their platform, according to recent research from Facebook IQ and Ipsos Connect.

The report was based on data from a survey conducted in May 2016 of 7,809 consumers age 18-64 from Australia, Brazil, France, Japan, the United Kingdom, and the United States who use Facebook and/or Instagram at least weekly.

The primary appeal of Facebook is to connect with family and friends, the analysis found.

On Instagram people connect with people they know as well, but but they also often use the network to follow celebrities, influencers, brands, and humor accounts.

For major events, consumers tend to go to Facebook to see others' reactions/opinions, whereas they go to Instagram for insiders' perspectives and to see behind-the-scenes content.

People surveyed who use both platforms are more likely to say Instagram surprises and delights them compared with Facebook; they are more likely to say Facebook makes them laugh compared with Instagram.

Users say they are more likely to go to Facebook to discover new ideas; they say they're more likely to go to Instagram to find inspiration.

Millennials are more likely to follow content related to fashion, beauty, and interior design on Instagram than on Facebook.

About the research: The report was based on data from a survey conducted in May 2016 of 7,809 consumers age 18 - 64 from Australia, Brazil, France, Japan, the United Kingdom, and the United States who use Facebook and/or Instagram at least weekly.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji