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Comparative Case study analysis of Social Media Platforms -Instagram,

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Comparative Case study analysis of Social Media

Platforms - Instagram, Facebook, and Snapchat
Swathi P K
Research Scholar
Srinivas University, Mangalore
Assistant Professor
Kristu Jayanti College, Bangalore
Phone Number : 9483354003

AND

Dr Sujatha K S
Research Guide,
Srinivas University, Mangalore

Abstract:
Social media has become a bridge to maintain a personal relationship between a brand and its followers. With
over 455 billion users and 4 billion posts per day, Social media is a platform that has become an essential tool
of marketing for a small, medium or large type of business. Due to the rapidly changing preferences of social
media users, it’s very difficult to keep adapting the right strategy for a perfect social media platform. The
purpose of the case study is to compare the strategies used by businesses in Instagram, Facebook, and snap
chat. The study will also evaluate and compare major social media platforms. The study will also provide
insights on how these three social media platforms can be a base for marketing at an advanced level. This
study provides insights into digital marketing strategies for three different social media platforms.

Keywords:
Digitalization, social media platforms, digital marketing strategies, Social audience, Followers, Ephemerality.

Introduction:
Social Media has been a part and parcel of our lives for years together. As per rouse 2016 Interaction, content
sharing, and collaboration will become a social network. Social networks have become a trend to connect or
reunite with their friends and family. (Hanna, Rohm, & Crittenden, 2011)The whole universe is getting much
dependent on social media and digitalization which is not only a source of information but also a source of
influence. Businesses have now begun to connect their business to social media to have better coverage and
have a better number of customers. Businesses need to utilize various social media platforms like Facebook,
Youtube, Twitter, Instagram, Snapchat, WhatsApp, etc. Businesses will be able to reach global markets much

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better than earlier through social media platforms. This research was conducted to evaluate three platforms
namely Facebook, Instagram, and Snapchat.
Instagram:
Instagram has been an application that is used by almost billions of people daily. People could use Instagram
from 6th October 2010 which was developed by Kevin Systrom and Mike Krieger. Instagram has become so
into a life that without it we cannot survive just like without food we cannot survive. It was simply a photo
clicking and sharing application, where people could click the photos and share them with their friends in that
application. Instagram is created to take pictures, geotag their photos and videos, search and browse others'
images and videos, comment, share others' images and videos, and share to other social media platforms.
Facebook:
Facebook was designed by Mark Zuckerberg in February 2004 (Sheldon, 2008). Facebook has hit the point
of becoming the most popular social networking site in the world. Facebook is growing at a rapid rate of more
than 200 percent in India with more than 85.5% of Facebook users. According to the information posted on
the Facebook website in 2007, Facebook’s primary purpose was to “share information with people you know,
see what’s going on with your friends, and look up to people around you” (Facebook.com, 2007 as cited in
Sheldon, 2008).
Snapchat:
Snapchat as the name itself suggests brings together the joy of visual culture, capturing fun moments and
sharing with friends and relatives. Effects that are created out of photos are vanishing after 10 seconds. The
“FOMO- Fear of missing out” technique was first applied by Snapchat, which means stories people share will
vanish within 24 hours. The main purpose of the article is to compare the social media platforms in terms of
business commitment.

Review of Literature
As mentioned by kousoulou Facebook has become the most used social media platform in the world with 2.89
billion active users. As per Hanna et all, the World is getting more and more dependent on digitalization.
Social media is becoming more a source of influence rather than a source of information. As per Aichner
and Jacob social media is described as web-based applications that facilitate the exchange of content,
discussion, and marketing, etc. They also have identified blogs, business networks, video sharing, social
gaming, photo sharing, forums, social networks as various forms of social media. According to Yang et all,
about 9% of marketing budgets have been assigned to social media marketing in 2014. Jain Zaher et all has
said in their research about the stakeholder’s expectations to have their products having marketed on social
media platforms which have formed an integral part of facilitating between the organization and its customers
and between customers themselves. Taken smith et all have stated in their research that 88% of marketers
gained more exposure on their business than before using social media. There was a rise in search engine
rankings because of the advent of social media marketing. Nowadays, Consumers trust social media more
than any other companies messages. Loyalty among consumers can be maintained through social media
platforms and also helps to maintain a strong relationship between consumers and companies. Loyal
consumers make a good sort of information for viral marketing. Studies made by Taken smith et all show
that there is a positive correlation between social media activity and a firm’s financial performance. but as per
Yang et all, social media platforms increase the profits of companies but it is difficult to measure return on
investments of the same. Kousoulou claimed that companies develop products based on insights given by
customers through social media.

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The objective of the study:
1. To analyze the concept of three social media platforms namely Instagram, Facebook, and Snapchat
2. To do a SWOT analysis of three social media platforms
3. To analyze different strategies used by three social media platforms

Research methodology:
The case study method has been used to compare the social media marketing techniques by three leading
social media platforms namely Instagram, Facebook, and Snapchat.

Comparative SWOT analysis:

Facebook Instagram Snapchat

Strength ● HR Policies of ● Filters in Instagram ● Snapchat ensures

Facebook are regarded helps to send photos, user privacy
as one of the best in the videos in a very stylish through self
social media industry as manner with different deletion of
well as in the whole features messages
world ● The Instagram app ● The use of visual
● CEO Mark Zuckerberg operates more than 30 ads or pictures
has strong visionary global languages attract more users
which includes ● Major companies like than its competitors
companies culture, cultfit, bata shoes, etc ● An increase in the
stability, innovation, are using Instagram to use of customers
and sustainability promote their business have a yearly
● It is a very effective growth of 36%
marketing tool as over 2
billion people use
Facebook every day
● The most powerful and
effective tool that
Facebook is owning is
its 2 billion users using
this application every
day

Weakness ● Facebook does not ● Personal data or ● Even when

address the privacy personal information of Snapchat had
concerns of the users some celebrities had offered IPO in
.because of which even hacked and leaked in 2012 its stock value
though it is popular it is some situations was undervalued
gradually losing its users ● Huge Internet is required which lowered the
● Facebook is not in a to post some videos or positive brand
position to control the reels. Sometimes ● Records show that
viral spread of fake because of lack of 96% of the revenue
messages which will be internet unexpected generated by
circulating all over the stoppage of the app Snapchat comes
world within a time gap might happen out of
of 5 minutes ● Many businesses have advertisement
● Records show that more the habit of offering paid ● Even though there
than 98.5% of the promotions that allow is an annual
revenue generated by users to click on the link increase of 36% in
Facebook comes out of to their websites or users. They will

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advertisements. products which people use the app and

often do not do. People uninstall it after 1
just view the link and month of usage
scroll up to the next page

Opportunity ● Facebook can ● Targeting an ● Due to the increase

extend its business audience has in “Work from
to online dating become easy and home,” instant
apps, or food can be converted as messaging has
delivery app, or an opportunity to become the need of
online video attract more the hour. So further
streaming apps consumers into features can be
● The users of business added to existing
Facebook are ● A data says that ones to make
mostly younger more than 80% of customers attract
generations. The the users follow at
further new least one business
features can be of their choice.
introduced to Businesses can use
attract all sections this as an
of society opportunity to
● There is a concept strengthen their
of live conferences brand
which is up to the ● Using ephemeral
number of content which
members of 50. creates ‘FOMO’
This concept is not behavior in users
known to many can become an
people. This can be opportunity to
highlighted and attract consumers
converted as an
opportunity

Threats ● As new similar ● More features have ● Compared to other

messenger apps to be added to user apps mentioned
have come like engagement. here namely
Snapchat, Otherwise, users Facebook and
Pinterest, get bored of the Instagram it’s not
Instagram, etc. has same features very much popular
come as ● Many automotive as such
competitors tools in Instagram ● Due to the ban of
Facebook has to allow users to Voice over internet
give more schedule their posts protocol in
concentration on for a probable Countries like
the same period of one month Dubai, Qatar there
● Ban of Facebook in or so. They won’t will be a threat on
countries like have to log in to the banning Snapchat
China, Russia platform; the in such countries
● In the year 2019, automation tool
there was a major would keep posting
data breach where on their behalf.
the user’s personal Because of this
information to the feature, there is a

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dark side of the decrease in the

internet number of active
users.

The chart depicts the data regarding how many hours the respondents spend on social media per day. 27 of
the respondents spend 1 hour to 5 hours per day only on social media. 1 respondent spends 6 hours to 10 hours
per day on social media. 2 respondents spend more than 10 hours per day on social media. 10 respondents
spend less than 1 hour.

Competitors analysis of three social media platforms Instagram, Facebook, and Snapchat:

Elements Facebook Instagram Snapchat

Creating Facebook creates more As the automotive process There is a system in

audience audience by giving more
specific Captions in their
Ads to attract a better
audience . Captions
attracts more people as
said in Lulu’s Facebook
ads case study
in the Instagram app, a Snapchat which is
similar kind of business can known as snap
be shown so that audience audience match with
can view the business which all the
profile and start following businesses get the
which in turn becomes the maid ids or user ids
audience for their businesses

Unique Facebook Advertising has Instagram has a vast The ephemerality of

selling point been picking up speed
globally as most people
have become users of
Facebook, the advertising
platform that owns almost
50% of all time spent on
mobile devices.
varieties of editing tools
and effects in it which
makes the users photos
more beautiful
Snapchat is the USP
of Snapchat which
means users will be
having “fearing of
missing out” in their
minds regarding the
missing ads

4P’s Product: Online services Product: Photo sharing, Product: Photo editor,
Price: Free messengers Modifier
Place: Websites, Mobile Price: Free Price: Free
apps Place: Websites, Mobile Place: Websites,
Promotion: Word of apps Mobile apps
Mouth, Ads on TVs, Promotion: Word of Promotion: Viral

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radios, etc. Mouth, Ads on TVs, radios, videos, Word of

etc. mouth

Market A recent survey which
positioning happened in October 2021
positions Facebook in the
first position with 2.797
billion users globally
A recent survey which A recent survey which
happened in October 2021 happened in October
positions Instagram in the 2021 positions
fifth position with 1.287 Snapchat in the
billion users globally twelfth position with
538 billion users
globally

Other Apart from messenger app,
services or socializing Whatsapp,
Facebook messenger kids,
are other services of
Facebook
Services like ampluence Normal services like
which is a feature that sharing live locations
protects the genuine will be possible in
audience from fake Snapchat
accounts or bot messages
will be the major service
provided by Instagram like
others like social sensei,
combin etc.

Overall Average ratings Best rating of 4 out of 5 Best rating of 4 out of

impressions from the user’s point of 5 from the user’s point
in the minds view of view
of users

The above bar diagram depicts the respondent’s regular social media platform usage. 33 of the respondents
use Instagram regularly. 9 respondents use Snapchat regularly. 1 respondent uses Facebook regularly.

Strategies that business has to follow in Facebook:

Facebook is one of the oldest Social media platforms. Digitalization has become a need of the hour. Facebook
has become a source of information and a source of influence. So following are the strategies the business has
to follow to, market their business on Facebook.
● Content is magic: The motive of marketing in social media is not like the one which we do on TVs.
The Main highlighted part of social media advertising is the content. That’s why it is said ‘Content is
Magic’. It is magic because it will attract people to see the content displayed so that they can clearly
understand the product in a brief
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● Topic Specific: Let the product that one wanted to advertise be topic-specific.People who are involved
in the automotive process will have specific advertisements in their apps. To attract much audience
towards them, the topic which one decides to post should be more precise
● Creating Video as Brand Awareness tool: The Video which the advertisers share should have an
impact upon the minds of viewers to the effect that they will create brand awareness among the viewers
to attract more people towards them.
● Curated content: Curation of content is the most powerful strategy for content-based marketers. As a
marketer, if one posts the same content with different modifications two to three times per week, a
more targeted audience can be grabbed.
● Reshare most liked contents: The most liked or most content which is having more comments that can
be reposted may be in the way of thanking or congratulations post so that more viewers will be
witnessing the most liked content in the previous ages.
● Using Facebook insights: Facebook insights mean details of how many people have viewed the
content, liked the content and commented on the content or post. Advertisers will get an idea of how
people have reacted to the post. By the insight, the advertiser will get an insight into the target
audience. By understanding how to use Facebook Audience Insights, one be able to make better-
targeted audiences and make effective use of their ideas. Wasting budgets on wrong audiences can be
avoided because of using Facebook insights.
● Facebook groups: Through Facebook groups, a business person or advertiser can post his or her
advertisement in the group. Advertisers can also find the target audience through these groups. It
strengthens the Brand customer relationships.

35 respondents agree that Instagram has more features than Snapchat and Facebook. According to
respondents, Facebook does not have any effective features. 5 of the respondents say that Snapchat has more
features than Facebook, but fewer features than Instagram.

Strategies that business has to follow in Instagram:

Instagram has become the talk of the town. We have seen many businesses putting their offers, advertising
their businesses on Instagram. The following are the recommended strategies the business has to follow in
order to advertise their business on Instagram.
● Optimizing Bio: Optimizing the bio of the profile is the important thing to advertise business on
Instagram. Simplicity is the keyword to boost yourself as an advertiser or an entrepreneur. The bio
should be as simple as possible and should be clear in what an entrepreneur wanted to tell about his
business or product.

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● 3 C’s: 3C’s strategy namely Consistency, clarity, confusion less are the most powerful tools in Social
media Marketing. The post or advertisement should be constantly or continuously need to be
highlighted as people will forget often, they should be remembered of the ads or posts regularly. There
should also have clarity on the post which is advertised through Instagram. Clarity seems to be
confusion less as no advertiser will be facing the audience on the front desk
● Use of Feeds and stories: The contents or posts which are to be advertised are to be highlighted in the
feeds and stories. Instagram feeds are the place where the followers of your accounts will get to know
everything one has posted. Instagram Stories will last for 24 hours then they will be available in
Instagram feeds. Instagram reels also will attract a number of audiences towards the business.
● Proper use of Hashtags: Hashtags are an important tool to attract a large audience as the post will reach
more audiences. If the advertiser posts using some hashtags these contents will be displayed on the
relevant hashtag pages. People who search with hashtags will be able to see the content which comes
under the hashtags.
● User-friendly content: The content that appears on Instagram should be user-friendly. For example,
the link which will be associated with the advertisement must be properly provided as the user loses
his interest in the same.
● Quick responses: If a social media user sees the post and asks some queries the advertiser or
entrepreneur should quickly respond to the queries. If there is a delay in the same either the user will
forget it or one may lose a genuine customer.
● Use of paid promotions: Paid promotions will have a greater impact in influencing the consumers
purchasing their product or using the advertised services. As paid advertisers will be reaching more
audiences the response from the users will be in large numbers.

Strategies that business has to follow in Snapchat:

Snapchat application has a very different set of users as it is mainly a Photo sharing or editing or beautifying
app. It is very difficult to advertise the business on Snapchat. Even then the following strategies might help
business people to market their products in this Snapchat
● Candid moments: As Snapchat is portraying more new styles every time, it is better to post candid
moments of the people using the product or service, so that it attracts more followers for the business
account
● Maintain transparency with followers: As a business person, an entrepreneur should make sure that he
will disclose himself openly in front of customers. Building trust among the user is the very essential
part of the business.
● Choose a username carefully: As the username cannot be changed often, the business or entrepreneur
has to choose the user name carefully which might create confusion in the minds of consumers in the
future.
● FOMO: “ Fear of Missing out” is the phrase that was first coined by Snapchat which means the stories
which were posted by the users were disappearing after a certain time, probably after 24 hours. So
Followers had fear in their minds that the post may not be available after some time. So people used
to look at the stories of their friends as early as possible. Similar techniques can be followed by
businesses as well.
● Promoting the launch of the business on other social media platforms: Those who want to advertise
their business or product on Snapchat have to note that Snapchat does not have as many customers as
Facebook or Instagram. It's better to promote the business on other social media platforms too to get
more consumers into the business.

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Limitations of the study:
Only three social media platforms namely Facebook, Instagram, and Snapchat was used for
comparative study

Findings of the study:

Social Media has become a recent trend in the business. There are major things that business has to follow in
social media as tricks or strategies. But in Inspite of businesses taking care to attract more number of users to
their business, there are some major facts which have to be understood by business to make more sales. As
we have taken comparative analysis between Facebook, Instagram, and Snapchat, we will discuss one by one
the findings of the study
● Facebook: Even though Facebook has more followers than Instagram and Snapchat, there are some
limitations namely privacy issues. The privacy issue is the one that can never be solved if facebook
moves in the same direction of not having authenticated users. The important and another
unmanageable threat that Facebook has got is the spread of fake messages within 5 minutes. Facebook
can divert itself as an online video calling app or entertaining app or food delivery app which turns
out to be an opportunity. Even though Facebook provides a Live conferences platform it limits itself
to 50 participants. This can be converted as an opportunity. The Ban of Facebook in most popular
countries like China, Russia is the major threat to this social media.
But in business, to attract more users, Captions are the major influencer as people search for more
businesses with captions or which are listed in the caption of business. As per the response given by
users, Facebook has been ranked average or 3 out of 5 despite having 2.797 billion users. As per the
past study, Content is the key to marketing the products. Businesses use Facebook, in turn, to Create
videos as an awareness tool. Resharing the most viewed content on Facebook in the way of
congratulating or thanking the users for viewing the content is the best strategy that businesses use to
attract more viewers. Using Facebook insight can also help advertisers to get an idea of how people
react to content and also it gets insights of a target audience.
● Instagram: Instagram has become the bridge for business people to market their products more smartly.
The way business attracts users is by providing the links and users have to click on the link which
many users will not. The business should focus more on the above issue because it is the main root for
the users to witness the product which the advertiser wants. Data says that more than 80% of the users
follow at least one business of their choice. Businesses can use this as an opportunity to strengthen
their brand. The main strategy which Instagram marketers use is ‘FOMO’ which means Users feel that
they have a fear of missing out on the opportunity provided for a particular time.
The major threat in marketing through Instagram is the process of the automotive system where
businesses set the content to be displayed for 1 month and the same content will be displayed
irrespective of change in the discount offer or any other offers.
The majority of the business is known to most of the users through the automotive system of Instagram
where if one opts to become a follower of Bata shoes, similar businesses like Nike’s Instagram account
would be highlighted promoting users to follow them as well. The business has so many opportunities
on Instagram to promote their business like usage of Hashtags, feeds, optimizing bio, usage of reels,
adding these marketing things to stories, etc. Businesses can utilize all these facilities provided by
Instagram. Paid promotions tend to attract more users.
● Snapchat: Comparative case study proves that Facebook and Instagram are more popular than
Snapchat. But basically, Snapchat is a photo editor app that prompts users to take a selfie and edit it
and share it as a story in their accounts. Because of the same features which are involved in Snapchat,
users install the application and use it for some time, and then uninstall the same as there is no

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uniqueness in the features. The ephemeral content of Snapchat makes it more popular as people or
users will be having a fear of missing out.
In business, the involvement of Snapchat will not be very effective as there are fewer users compared
with Facebook and Instagram. There is one problem associated with the user name. Even though a
business account can be created in Snapchat, the username in the account cannot be changed. Even
though there is a provision for putting stories of business on Snapchat, they need to be advertised along
with other social media platforms as well to get more business.
So findings of the comparative study prove that none of the social media platforms are perfect. Each
has its weaknesses. The best social media to market the business is Instagram. Even though more users
are found on Facebook, there are disadvantages of leaking of private accounts or hacking of private
accounts makes it more unsafe for business accounts too. Instagram has more features compared to
Snapchat and Facebook. So businesses can use all features like usage of hashtags, usage of reels,
posting as stories, etc. which attract more people into the business.

Conclusion:
Social media is a gathering of people in a form of media to form collective voices to get what users want.
Social media marketing is an internet-based marketing technique. In comparing it with traditional marketing
techniques, both are similar in their way but the mode of operating or way of approaching people is different.
The above study mainly focuses on the comparative analysis of Three social Media platforms namely
Facebook, Instagram, and Snapchat. The case study research proves Social media marketing is the need of
the hour and also this study specifies a Comparative analysis of strategies that businesses have to follow in
social media platforms. Even though businesses advertise their products through Facebook, Respondents have
said that Facebook is an old-fashioned social media platform, where no more users will rely upon. With more
features involved in Instagram, businesses can take advantage of the same and make use of all the features to
advertise their products in the same. Snapchat indeed is just an entertaining application and even though users
use the application, they delete the application after they get bored. So to conclude, Facebook is Old fashioned
application to connect to business, Instagram has more features and is helpful for business. Snapchat has been
used as a more entertaining application than for business.

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