The Role of Social Media Platforms in Business Lead Generation: A Comparative Study of Facebook, and Instagram with Special Reference to Amravati

The rapid growth of digital technologies has transformed the way businesses communicate with customers and generate sales leads. Social media platforms have emerged as one of the most effective tools for business lead generation due to their extensive reach, targeting capabilities, and cost efficiency. Among various platforms, Facebook and Instagram are widely used by businesses of all sizes. This research paper aims to analyse and compare the role of Facebook and Instagram in business lead generation with special reference to Amravati city. The study adopts a descriptive research design and is based on both primary and secondary data. Primary data was collected through a structured questionnaire from business owners, entrepreneurs, and marketing professionals operating in Amravati. Secondary data was sourced from research journals, books, reports, and online publications. The study evaluates these platforms based on parameters such as reach, engagement, cost-effectiveness, lead quality, and conversion rate. Statistical tools like percentage analysis and hypothesis testing have been used for data interpretation. The findings reveal that Facebook is more effective in generating a higher volume of leads, while Instagram is superior in terms of engagement and brand visibility. The study concludes that an integrated use of both platforms can significantly enhance business lead generation. The paper also provides practical recommendations for businesses to improve their social media marketing strategies. This study compares Facebook and Instagram for business lead generation in Amravati, highlighting Facebook’s reach and Instagram’s engagement.