Social Media Comparison


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About: Headquartered in California and employing over 10,000 people, Facebook is a platform designed to give users the ability to be open and connected with people all over the world, and to share words, pictures, videos, and links with them all within seconds. Mark Zuckerburg, founder, states the mission of the company is for people to use Facebook to connect with friends and family, to discover what is going on all over the world, and a place to share and express the things that matter most to them (Newsroom, 2015).

Key Features:

  • Large emphasis on visuals, every profile is devoted to and works well with visual content, from the cover photo to profile picture to visuals on a person’s timeline
  • Posts from one users page can be liked, shared, and commented on by countless others which then increases reach of the original post to the other person’s entire network of friends as well
  • Users can subscribe to people, personalities, etc. to follow them without actually becoming their friend
  • Hashtags can be added to posts to allow better conversation and organization
  • Donate buttons can now be added to non-profit company pages and posts
  • Timeline system rewards quality content with high engagement

(Meyer Foundation, 2015)


  • 53% of users are female, 46% are male
  • Highest usage is with ages 45-54
  • 65% of users are over the age of 35
  • As years go by, age of users is increasing, contrary to many other networks

(Meyer Foundation, 2015)


  • 5 billion monthly active users, 1.31 billion of which are active monthly mobile users as well
  • Around 83% of daily users are outside of the United States and Canada
  • Mobile ad revenue makes up for 76% of all revenue
  • Users share over 1 million links every 20 minutes

(Leverage, 2014)


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About: Instagram is a social network dedicating to social sharing ranging from pictures to 15 second or less videos. It was founded in 2010 by Kevin Systrom, and has since become a community of over 300 million. His vision for Instagram was to inspire creativity and create a place where anyone from celebrities, to brands, to teens, to newsrooms can participate in visual storytelling an express their creative passion (Instagram, 2015).

Key Features:

  • Visual storytelling through pictures and short videos which can be shared to a network of followers
  • There is no limit on photo uploads at all
  • Instagram is fully integrated with Facebook, Twitter, and other major platforms
  • Users can engage through both likes, comments, and now shares to other users
  • Hashtags on posts to make things searchable within the entire community
  • Filters for photos which can make average images much more compelling


  • More popular among women than men
  • 53% of users are between the ages of 18-29, and 25% between 30-49
  • Most popular among urban users, accounting for 28%


  • 300 Million active users
  • Most followed brand is Nike with over 22.3 million followers
  • The global community share more than 60 million photos every day

(Meyer Foundation, 2015)


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About: Founded in February of 2007 and headquartered in  New York City, Tumblr is a microblogging site in which users can effortlessly share and post anything from text, to photos, to links, music, and videos from their browser, phone or email. Users create their own blogging site through the platform which is fully customizable from the URL to the color scheme to the HTML (Tumblr, 2015).

Key Features:

  • Allows various types of content – photos, videos, text, audio, and more
  • Hashtags on posts make them easily searchable throughout community
  • Blogs can be created for a variety of purposes whether that be to get information to the public or to simply showcase creativity
  • Mobile app friendly for easy uploading and viewing on the go
  • Built in engagement through nature of blogs
  • Majority of content (around 50%) is photos

(Meyer Foundation, 2015)


  • 67% of users are under age 35
  • 54% of users are female and 46% are male
  • Nearly 50% of users are college educated

(Meyer Foundation, 2015)


  • Tumblr users have created over 254.3 million blogs with over 120 billion collective posts
  • 77% of internet users read blogs
  • 8 million pieces of content are blogged each day on the site in over 16 different languages

(Tumblr, 2015)

All of these social networks, though they have slightly different uses and purposes, can be very successfully used in an integrated marketing communication strategy. Marketing on social media can allow businesses to be able to communicate and tap into a large community that they may not be able to reach with just their tradition TV or radio advertising (Maqsood, 2011). Not only does social media allow real time content sharing, but each network also allows for higher ad engagement than a traditional channel does because users are already interacting and engaging in their friends posts and spending more time on each social media channel than they would on a traditional ad channel.

Facebook allows companies to advertise via promoted posts and direct ads. Ads can include, text, images, videos, and links, and companies can choose users that they would like to target, and then the ads can be placed either in a users’ news feed or on the right side of their feed. For companies with Facebook pages, they can use Facebook’s boost post feature which allows them to pay to boost their post to a certain audience for their budget. Instagram has just recently incorporated advertising by allowing businesses to target users, and then share a photo or video plus caption to these users and it appears right on their feed but with the word sponsored in the top right corner. Without the sponsored tag these posts would look completely organic, and would just be another high quality photo or video on a users feed. Tumblr gives a bit more variety of options when it comes to advertising. Companies can buy web and mobile posts and target an audience for these posts to appear as sponsored in their news feeds, or they can pay to promote their blog in the side of a users screen next to their “dashboard” of controls. In addition, companies can choose to pay for their blog to be in a “sponsored spotlight” directory which is promoted to the Tumblr community, or if they want to take advantage of the mobile users, they can pay to give their company blog prime position among popular topics and blogs on the explore tab of the app. Despite all of these options, companies must still work to make their posts entertaining, influential, and eye-catching, or else all of these creative new media buys will not be near as engaging or successful for a brand as they have the ability to be.


Company Info | Facebook Newsroom. (2015). Retrieved September 12, 2015.

Instagram. (2015). Retrieved September 12, 2015.

Maqsood, F. (2011, September 14). Incorporating Social Media into Integrated Marketing Communications of an organizationIncorporating Social Media into Integrated Marketing Communications of an organization. Retrieved September 12, 2015.

Marrouat, C. (2015, February 13). Social Media Advertising: 9 Platforms You Need to Know. Retrieved September 12, 2015.

Social Media Comparison Infographic. (2014, September 1). Retrieved September 12, 2015, from

Social Media Platform Comparison. (n.d.). Retrieved September 12, 2015, from

Tumblr. (2015). Retrieved September 12, 2015.


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