Instagram vs. Facebook: Where Should We Focus Social Media Marketing in South Korea?

    In social media marketing, the most important first step is identifying where your target audience spends time and choosing the right platform. In South Korea, Facebook and Instagram — both Meta platforms — have long dominated the market. Although they share a powerful advertising system, the two differ sharply in user demographics and content consumption habits. As mentioned in an earlier post, maximizing marketing efficiency requires a precise understanding of each platform’s characteristics. This article looks specifically at Facebook and Instagram marketing in my home country, South Korea. 

    Facebook’s organic reach dropped sharply after its 2018 Facebook Zero policy. In practical terms, it is now extremely difficult for brand or business pages to appear in users’ feeds without paid promotion. Today, Facebook’s strength lies in paid advertising with precise targeting and data-driven conversions. Under Facebook’s massive name recognition, marketers can tap vast user data and custom targeting to find prospects and drive purchases.

    Instagram, by contrast, excels at visual content and younger audiences. Its mix of feed posts, Stories and Reels is optimized for building a stylish brand image and prompting quick reactions. In South Korea, Instagram is the preferred platform for consumers in their 20s and 30s — the primary spending demographic — making it essential for any brand targeting that age group. Instagram’s reach also stands out in influencer marketing and trend diffusion.

    Because South Koreans in their 20s and 30s overwhelmingly favor Instagram (myself included), brands focused on younger customers may wonder who still prioritizes Facebook marketing. In my view, for campaigns aimed at the 20-30 age bracket, Facebook should no longer be the top priority. Its data are still powerful, but marketing budgets belong where audiences actually engage. South Koreans in this demographic now spend most of their everyday communication and content-consumption time on Instagram. Facebook has largely become a place to maintain old accounts or find old friends. Given its limited organic reach, pouring significant ad spend into a platform that younger users have left is inefficient.

    Instead, I recommend focusing social media marketing on Instagram. The platform’s core is Reels — short, high-engagement videos. Through Reels, brands can showcase trendy aesthetics and product appeal in seconds, leading to viral exposure and stronger brand awareness. Facebook’s longer, more complex feed content no longer suits the fast consumption habits of younger audiences. To win South Korea’s 20-30 demographic, brands should channel their energy into Instagram’s quick, visually driven formats.