July 29, 2020
How Should Facebook & Instagram Content Differ?
First comes the strategy, then comes the content and finally, the schedule. Scheduling content a fortnight or even a month in advance is one of our best tips for making sure your socials are up to scratch. It's also how you can achieve a beautiful feed and it takes the stress of "what am I posting about today" out of the equation. When we schedule for clients, we always start with Instagram. Why? Because you have to be pickier on this platform than others. It's all about the image or the video - caption comes second. Whilst words always matter, you've got less wriggle room in caption length on insta and you also can't include a clickable link in it. We'd actually say that caption writing on IG is harder than any other platform as you have to make those words count even more. 

Once your Instagram content is scheduled (we use Sked), it’s time to migrate it to Facebook. But, should these two platforms differ in terms of content and if so, how?

If you’ve got so much original content that you can create a different (but complementary) content strategy for Facebook and Instagram, amazing! But most businesses don’t have that luxury. Here are four things to keep in mind when creating your Facebook schedule off the back of your Instagram content.

Clickable Links

The obvious difference between the two platforms is that Facebook allows clickable links, and previews of those links, whereas Instagram doesn’t. Any time you mention “click the link in bio” in your IG caption, replace that with the actual link in your Facebook caption. When sharing blog posts, link directly and leave the preview on Facebook too.

Longer Form Video

On Instagram, you can either post up to 60 seconds of video on your feed, or post longer form videos on IGTV and select “post preview to feed”. On Facebook however, there’s scope to post long form videos (up to 240 minutes in fact). When it comes to video on FB, we also suggest sticking to a regular posting schedule. For instance you post a video from a particular series you’ve shot at 8pm, every Wednesday. Consistency matter, especially when you’re posting longer videos. You essentially want to train your audience to expect new content at that same time each week. This will encourage viewership.

More Detail

Facebook’s format means that longer form captions are welcomed on the platform. Again, when migrating content from IG to FB, consider whether you can offer more value to the audience but padding out the captions a bit. Is there a point you could expand on? Extra links you could include? FB actually allows for around 10,000 words (ridiculous) so don’t be too worried about your word count but as usual, make sure those words count. Are they adding value or just taking up space? You don’t want eyes glazing over, you want engagement and to creative incentive to click through.

Less Aesthetically Pleasing

Whilst much of Instagram’s engagement stems from how on point the content is from a visual perspective (note: you don’t want cookie cutter perfect but you do want to consider this when creating IG content), FB’s format means that this is far less important. You don’t need to be as discerning when creating a FB schedule – videos that aren’t perfectly shot in terms of background or lighting can be posted. Images that don’t fit in with the colour scheme you’ve got going on for IG may be posted on FB. For the same reason, the filler content sometimes used on IG often doesn’t have a place on your Facebook feed.


As with anything digital, your content should always come back to your strategy. We can help you with that, or a consult to teach you how to schedule. Otherwise, learn all the ropes via our Digital Marketing Course.