People are 1.3 times more likely to interact with celebrities on photo and video sharing website Instagram than its parent social media platform Facebook, suggests a new survey.
The data analytic team from Facebook IQ analysed 5,500 users of Facebook and Instagram in six countries — Australia, Brazil, France, Japan, the UK and the US — for their behaviour and emotions across the two platforms.
"People use both Facebook and Instagram but each fulfills their needs to a different extent. Our survey revealed that for people who use both feeds equally, Facebook better satisfies their need for empowerment, recognition and connection and Instagram fulfills their desire for fun, relaxation and discovery," said Vicki Molina-Estolano, researcher at Facebook IQ.
According to the findings, millennials are more likely to seek out video content than older generations.
They are also more likely to follow accounts related to fashion, beauty, interior design and people they don't know personally on Instagram than on Facebook.
When major events occur, respondents turn to Facebook for reactions and opinions and to Instagram for behind-the-scenes content, revealed the survey.
The survey also suggested that for users, fun was defined as encountering the unexpected on Instagram, and as humour on Facebook.
"Parents on Facebook tend to look for updates from friends and family, news and humour content and on Instagram, they more often seek information about celebrities, fashion, travel and beauty," revealed the survey.