Key Points:

• Facebook parent company Meta owns all these channels.
• Facebook is still popular but is losing market share to other channels as it stops serving younger demographics and has suffered some reputational damage over the past couple of years. The Facebook demographic skews older, it is still focused on being relational and pushes hard for the business dollar. Great for businesses that target parents, families, Gen Y, Gen X, and Boomers. The Facebook Messenger service is being pushed as customer service tool.
• Instagram is still the place for image and video-drive content, it skews to a slightly younger audience and is influencer focussed, great for businesses that are driven by images to sell their product as it is very visual. Instagram has a strong reliance on video, and is sales-forward for businesses.
• WhatsApp is still primarily a messaging app, but heavily oriented to customer service and automation for sales funnels. It is still used by many as a pure communications and messaging channel.
• All have great analytics to help you understand your effort to outcome equation.
• It is important to note that Meta owns all your data and can shut down your account on a whim, make sure you are using social media to collect emails and other data you can own and spread your risk.