The struggle is real when deciding which social media medium you should use for your business. Questions like “Where do I start? Which one is best? How do I avoid wasting time on channels that won’t bring in a solid ROI?“
The distinctions between the two may seem enormous as far as Facebook and LinkedIn are concerned.
Facebook is for sharing pictures of your vacation, connecting with old friends from school, and sharing videos — right? Meanwhile, isn’t LinkedIn meant for keeping track of colleagues and making professional connections that further your career?
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The answer is yes, however, because they are people-based platforms they offer a number of possibilities to reach your audience.
According to research, 78% of consumers have discovered products on Facebook whiles LinkedIn is the most effective platform when it comes to delivering content and securing audience engagement.
Here comes the million dollar question – Which one should you choose to focus your efforts?
LinkedIn is a professional network initially established as a recruitment platform for companies. Now, it has many features similar to traditional social media sites.
Facebook, meanwhile, was specifically designed as a place for people to share and communicate. The “sharing” element is its most prominent selling point, but there are still plenty of other features that allow businesses to effectively reach their audiences.
LinkedIn and Facebook both have the Groups feature that allows you to connect with other people, and they both have powerful Ad setups.
Both have similar features, now let’s look at their key differences.
1. Numbers-wise, winner Facebook.
Facebook has 2.38 billion active users across the world, which makes LinkedIn’s user base of 630 million seem very small in comparison.
A diverse range of audiences comprise both networks but LinkedIn tends to have more business-like or professional customers.
On the average, people spend around 35 minutes a day scrolling through their Facebook feeds and engaging with their friends, whereas LinkedIn users spend just 17 minutes a month using the site.
In other words, you could claim that when individuals log into LinkedIn, they’re trying or finding something instead of scrolling purposelessly.
2. Lead Generation, winner is LinkedIn.
According to Demand Wave’s State of B2B Digital Marketing report, LinkedIn is the number one social network for lead generation for businesses, with Facebook fourth on the list behind Twitter.
Both platforms are good for different things. While Facebook gives you access to ten times more prospects and provides a great place to generate brand awareness and engagement, LinkedIn beats Facebook when it comes to generating tangible leads.
LinkedIn Groups vs. Facebook Groups
When users are engaging with others in LinkedIn Groups, there’s a high chance they’re in a work-related mindset in some capacity. In Facebook Groups, on the other hand, people are more likely to share their personal opinions on everything; be it lifestyle, current affairs, food, etc.
So think about the audience you target when you decide which group feature is best for you.
For instance, if you’re targeting general consumers with an interest in cooking because you’re selling the latest electronic cookers, Facebook Groups is probably the way to go.
However, if you’re selling a high-priced service for top-tier management personnel, LinkedIn Groups’ filled with work-minded professionals might be a better bet.
LinkedIn Ads vs. Facebook Ads
Both Facebook and LinkedIn provide a diverse range of ad types, including carousel, video, and lead ads. Because Facebook has a larger user base, your ads are capable of reaching more people.
With Facebook you can also target based on more personalized information, like behavior, etc.
However, LinkedIn offers its own targeting capabilities, and is better at lead generation for businesses.
Lastly, it’s important to consider the cost of the ads.
Usually, you get more for your money on Facebook. This is simply because there are millions more people on the platform who are on-site for far longer than those on LinkedIn.
This means that Facebook can afford to serve cheaper ads, because there is less chance of one user seeing the same ad over and over again.
Who Wins? You Decide
Which one you decide to use depends entirely on what industry you’re in, who you’re trying to reach, and your marketing goals.
At the end of the day, both sites offer valuable opportunities to grow your company.
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Originally published Hubspot.com