Seeing Facebook in Context
When we talk about Meta platforms like Facebook and Instagram, it's a mistake to lump them in the same category as TikTok or Google. If you're trying to gauge these platforms on a scale that moves from serious buying and selling to just having fun and relaxing, Facebook and Instagram sit somewhere in the middle. What does this mean? Let's break it down. Imagine if each platform had a "Serious Business Index" and a "Fun and Leisure Index." Here's how they might rank.
Amazon
Amazon is basically a search engine with very little fun involved—let's say its fun index is at a low 1-2 out of 10. Sure, some people browse Amazon for fun, but it's not what most of us do to unwind. In our experience, the only clients we've seen scrolling Amazon for leisure are those who have a stake in it—those doing affiliate marketing, for example.
Now, on the business front, Amazon is intense. If someone lands on your Amazon product page, there's roughly a 50-50 chance they'll make a purchase. They're not just browsing; they mean business. Every click, photo, lighting, and even the model's facial expression need to be fine-tuned for conversions. People invest between $1,500 and $3,000 just on Amazon product photos, and that's because the stakes are high. A small detail can make or break your success. Let's put Amazon's business index at a solid 9.
Google
Google is a powerhouse, easily ranking among the top three search engines globally, alongside YouTube and Amazon. It has a moderate fun factor, let's say about 3-4 out of 10. But its business score is quite high. People use Google for various reasons. Some want to gather information or understand how to use a product they already own. Others aim to solve a problem. But a good number of searches are business-oriented, like comparing products to see which is best, or finding out where to buy something.
To narrow it down, what interests us here is how closely these search intentions relate to doing business. Excluding YouTube and other video or image searches, Google's business score would be somewhere between 6 and 8. On the fun side, it sits around 3-4.
Facebook
When it comes to Facebook, it's not as visually driven as Instagram but leans more toward storytelling. This can vary depending on the industry, of course. Overall, Facebook strikes a balance. It's not as serious as LinkedIn but not as casual as Instagram or TikTok. In terms of both business and fun, Facebook sits comfortably in the middle, with a score of 5 for each.People don't usually visit Facebook with a clear buying intent; only a small percentage do. Most folks head to Facebook for a mix of social updates and a break from work or other less appealing tasks. Because users' intentions are so varied when they open the app or website, it's tough to nail down a concrete conversion model. You can't easily predict when someone will go from browsing to buying. So, any marketing effort on Facebook is often more about brand building. Don't expect conversion rates to be anywhere close to Amazon's.
Instagram
As of 2024, Instagram has evolved into a more visually appealing version of Facebook. It's polished and stylish. Rarely do people discuss the visual coherence of a Facebook feed; it's a hodgepodge of different content types. Instagram, however, is different. Each business account contributes to the company's overall design image. It's less about the textual content and more about visual storytelling. As for Instagram's business and fun factors, it leans more towards entertainment. The business score might be around 4, while the fun aspect could range from 5 to 6. In a way, Instagram has become a platform for lighter 'doom-scrolling'.
TikTok
If we're talking about the ultimate platform for relaxation, addictive fun, and virtually zero business intent, then TikTok deserves a shoutout. People use TikTok mainly to feel better, less stressed, and entertained right from the get-go. If a video starts to slow down and make you think too hard, chances are you'll keep scrolling. While this might seem shallow, it's actually pretty essential in today's fast-paced life to have a way to unwind.
That said, TikTok can still drive interest in a product or service. Sometimes, you'll see something on TikTok that sparks your curiosity, and you might Google it later with the intention to buy. So, don't underestimate TikTok's growing importance as a marketing channel, something we've touched on in other articles.
Here's the kicker: TikTok has a bit of a "Wild West" vibe. It's one of the few platforms where a random post could go viral, even if the person posting it isn't famous or an authority. Pulling this off, you must be creative, fun, and authentic. So, if we were to give TikTok scores, the fun index is easily a 9, while the business score lags behind at around 2-3, at least for the European version.
However, this could change. The Chinese version of TikTok has already started to offer direct purchasing options, like buying consumables, hotel rooms, and even apartment rentals. Although the platform doesn't share much data, it's clear that TikTok is here to stay and has permanently changed the social media landscape.
