In the world of social media marketing, it’s all about being in the market where the people are. Recent data shows that Instagram is growing rapidly, while Facebook is slowing down—especially across Europe. For small businesses, this shift matters. And remember: it’s called Social Media, not advertising media. Focusing on authentic interaction, not forced ads, is the smartest way forward.
Instagram is Growing Fast—Facebook Is Not
Meta’s own transparency report reveals that in the EU since March 2024, Facebook’s audience grew by just 0.65%, whereas Instagram’s surged by 6.17%—about ten times faster. In some markets like the Netherlands, Greece, and Germany, Facebook even lost users. This shows Instagram is clearly the market where the people are.
Another source reports that Instagram now surpasses Facebook in monthly active users across Europe—269 million vs. 260 million—a sign of changing preferences across the region.
What This Means for Small Businesses
For businesses aiming to reach customers in Spain, the U.K., or across Europe, being on Instagram is no longer optional—it’s essential. People are more visually engaged, more active, and more open to discovering new brands there.
But it’s crucial to remember: social media succeeds when it’s social. That’s why your approach should always prioritise engagement over simply pushing ads. “It’s called Social Media, not advertising media.”
Winning Strategies: Interaction Over Ads
Be Real and Responsive
Share content that shows personality, answers questions, and invites conversation. A quick reply or a fun emoji can create brand loyalty.
Use Visual Storytelling
Instagram thrives on images and short video. Show your product in action, share behind-the-scenes glimpses, or highlight happy customer moments.
Lean into Features
Stories, Reels, and Live sessions are powerful tools—use them to engage directly, not just showcase products.
Watch the Data
Use Instagram’s insights to see what content connects. Does your audience prefer video or images? What time of day are they most active? Let that guide your posting schedule.
Keep It Real, Not Pushy
Some small businesses worry they’ll get buried in algorithms or overshadowed by bigger competitors. The antidote? Interaction. Community building wins over hard selling every time. You don’t need big budgets—just real, thoughtful presence.
Final Thoughts
Instagram is where audiences are growing right now in Europe. For small businesses, it’s not just the smart place to be—it’s the only place that matters. Stay present, make it social, and you’ll thrive—without being a walking billboard.
