Facebook Ads vs. Instagram Ads: Which platform is better for your business?[Guide]

Facebook Ads vs. Instagram Ads_ Which platform is better for your business?[Guide]

Which is the best advertisement platform for your business – Facebook or Instagram🤯

There isn’t a clear-cut answer to this one, but I’ll try and answer this in the best possible way in this post!

Facebook purchased Instagram back in 2012. It was a billion dollar acquisition and a bold move indeed. Then, Instagram was merely a photo app. However, today Instagram is roughly worth $102 billion, which is almost ten times its cost of acquisition.

Now in this article we’ll dive into WHY and HOW you should use Facebook and/or Instagram in your company or business, the advantages and disadvantages and much more!

This is an in-depth guide so I hope you have the time to read what my team and I have to share with you. I would love to have known this when I started advertising in my business, so I thought this might be worth 💰💰💰 for you. Enjoy!

Facebook Ads vs Instagram Ads

Image Credit: verticalmeasures.com

If you haven’t already read it, make sure to check out our other post about Facebook ads vs. Google ads including our awesome infographic! 🥳

So Facebook is older with a broader network of users compared to Instagram. According to statistics,  Facebook has 1.49 billion daily active users and 6 million monthly advertisers. Likewise, Instagram experienced massive growth in the daily active user base of 500 million and 2 million monthly advertisers.

Image Credit: techcrunch.com

What sets Facebook and Instagram apart is their users. While Facebook users are generally young adults, middle-aged people, and even elders, Instagram is a network of youngsters. Instagram is slowly and steadily becoming popular owing to many new features and updates such as Insta Stories.

Instagram is today the most popular photo-sharing app, and is also diving more into video content as you might have noticed. Both Facebook and Instagram, have increased the reach and promotes video content over images and are moving more and more towards video.

If you want your brand to be recognized in social media, you must run a parallel campaign on both Facebook and Instagram. To make it perfect, activate advertising campaigns on both the networks and maintain a campaign-by-campaign basis.

  • So, what’s your social media advertising budget?
  • Are you prepared to run advertisements campaign-by-campaign?
  • Do you know which platform would be perfect for your brand?

To figure this out, you need to know to assess both Facebook and Instagram on various factors. For example, what is the reach of these networks, how engaging are the campaigns on Facebook and Instagram, and how can you work on both of them.

Facebook or Instagram – Which is the better platform 😱

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A social media campaign is the first step to introduce a brand online. Experienced marketers prefer platforms like Facebook, whereas others study multiple platforms like Instagram, Snapchat, etc. a successful integrated social media campaign is definitely a better practice.

Social media advertising is a cost-effective, powerful and versatile tool for small businesses and marketers. It allows businesses to reach their target audience regardless of demographics. In addition, it promotes brand recognition, boosts sales and traffic to websites, and contributes to higher search engine rankings.

According to a report by Statista, social media advertising investments are likely to grow from $32 billion in 2017 to $48 billion by 2021.

Yes, there’s huge scope, but only when you choose an apt platform.  Whether you are a novice marketer or experienced in this field, you would want to know which platform would be optimum for your business, right?

Facebook is the Synonym for Social Media

Facebook is what social media is. Any brand that does not advertise on Facebook has no future or potential to target a mammoth base of people.

However, advertising on Facebook is no cakewalk. The only thing that can boost your business is to adapt to the changes – changes that Facebook introduces from time to time. For instance, the major shift began when Facebook gave greater priority to paid content over organic shares and likes. As a result, the new algorithm that promotes paid content from brands more than the organic content sidetracked companies that once got likes and shares with unpaid advertisements.

Right now, Facebook ads are all about:

  • Videos are a priority, which makes video content more engaging than images or infographics
  • Images work better than text; images build visibility and engagement
  • Facebook is insightful; you can see how many people saw your post, shared it, responded positively or negatively to it, clicked on links, etc

Instagram is the New Age Tool

Of course, Instagram is much smaller than Facebook, but it is a major player today. The site has more than 25 million business profiles with companies enjoying its benefits of content sharing, product promotion, and services. Moreover, Instagram is mainly mobile. 📈

Instagram primarily works on Insta Stories, hashtags, and highlights. These tools increase brand visibility, which boosts engagement. Hashtags are more accessible to search and click, find your company, or explore. If you want to promote something unique about your company that your fans and followers can click on, this is the place.

Brands with active Instagram accounts usually:

  • Prefer peak hour posting to engage more users with the brand
  • Post-attention-grabbing images, videos or infographics that instantly capture user attention
  • Track brand engagement data from their posts to understand what’s working for the business and what is not
  • Promote engagement by allowing users to like (heart) and comment on your content

Organic content works very well on Instagram with the hashtags. It increases visibility as well as the engagement of a brand. Hashtags are easy to look up – you may like to hashtag some unique features of your brand or connect with posts that your existing followers and fans are already buzzing about.

Yes, you can also use hashtags to ensure your brand is easier to discover.

Facebook vs. Instagram for eCommerce

Instagram monthly user growth chart - instagram marketing

The ultimate goal of advertising online is to earn revenue. eCommerce is the way to business, and it mainly concerns your target audience, reaching them, engaging them, and demographically catering to their needs.

So, what do Facebook and Instagram offer?

Widespread Network

Instagram is a predominantly image-based platform with 800 million active users per month. This massive user network makes Instagram the best bet for brand and business promotion. It also provides an optimum platform for potential organic search. The network also intends to preserve its latest features such as “follow hashtag” and sections like “Suggestions for you” that shows posts friends and followers have liked.

Image Credit:Socialmediaexaminer.com

On the other hand, Facebook is a relatively mature platform with a much larger base of active users compared to Instagram. As such, Facebook is the number one platform to promote eCommerce business when its network and reach is concerned. In addition, you can increase the visibility of your brand without targeting any specific factors like age or sex.

Another plus point of Facebook is that it has tons of ad targeting features. You can create ads for new audience based on location, age, gender, languages are spoken, detailed targeting, connections and custom audiences.

User Engagement

The best way to reach out to your audience and persuade them to click is by creating an engaging advertisement campaign. Regardless of the business domain, it always works.

Facebook mainly engages its users with organic posts. It also offers opportunities to target ads across this huge network. Likewise, Facebook ads are more specific and targeted, thus creating the perfect engagement environment you seek.🛠

In 2017, 70.7% US businesses used Instagram compared to 2016 when only 48.8% of businesses were using the platform.

Instagram reports that 80% of users follow one business, if not more, on this platform. More than 120 million Instagram users clicked to reach a website, called businesses, got directions, or direct messaged and emailed businesses.

Demographic Concerns

According to research, Instagram has more female users than male users. The same study reveals that Instagram has 30% of females and 24% of males daily users.

It further revealed that Instagram is popular among the younger generation aged 18 to 29. Thus, Instagram is more appealing to the younger audience, especially females.

On the contrary, Facebook appeals to adult users of different age groups. Facebook also has a number of female users compared to males.

66% are male users on Facebook, and only 20% of the total social media ads spend for businesses are on Instagram, which means 80% goes to Facebook marketing.

Facebook is also the most popular platform among young adults in the age group of 18 to 29.

79% of internet users in the age group of 30 to 49 use Facebook.

This clearly proves that Facebook is a popular social media advertising platform among all age groups.

Users and Targeting

Facebook has an enormous user base all over the world. However, it is not touted as the best platform for customer and brand engagement owing to a few factors.⚙️

As you have seen the aforementioned age groups most likely to be users of Facebook and Instagram respectively, there is no doubt that segmentation is already created.

Therefore, if your target audience is the millennial and generation Z, Instagram is the platform for you. However, if your target audience includes young men, you can use both Facebook and Instagram.

If your target audience is the older generation, they are not very active on any of the platforms. However, there is still a better chance of reaching them through Facebook than Instagram.

Facebook vs. Instagram – Mobile-friendliness

If you are marketing on social media platforms, you have to have a mobile interface. Make sure it is not startlingly different from the desktop platform though!

Image Credit: Dmnews.com

The only difference between a desktop and a mobile app is in the overall design and layout. Smartphones have a much smaller screen compared to desktops, which requires a different design and layout. However, both platforms allow users to check activity, create posts, read the post and browse. In fact, you can also use the Facebook messenger on both devices.

On the other hand, Instagram lacks to offer users a desktop experience. It has a few limitations on web browsing. For instance, you cannot upload photos or watch a story or edit a post on a desktop. Instagram is just for mobile users. You can share some interesting clicks and moments of your life or business instantly through mobile.

New research reveals that 95% of active users access Facebook using their smartphone, while 31.8% use a laptop or desktop. Remaining 8.8% use tablets.

When Instagram is concerned, there is no access to the social network through desktop; users are all mobile. You can go to www.instagram.com and see public profiles, but it’s basically only used as the app on a smartphone.

Therefore, if you are launching a Facebook social media campaign, you can optimize it for mobile usage, whereas Instagram posts, you have to create only mobile-friendly ads and posts. 🔍

Cost Factors

Are Facebook and Instagram ads expensive? How much would it cost? 💰

Regardless of the platform you choose, social media advertising is expensive.

Image Credit: Businessofapps.com

Though it is believed that Facebook advertising is cheaper than Instagram, it may not be true always.

Yes, Facebook’s average cost per click (CPC) is a mere $0.27, and cost per impression (CPM) is $7.19, but several other factors also influence the cost of advertisement such as:

  • The objective of the ad
  • Type of bid
  • Amount of bid
  • Target audience
  • Ad quality
  • Industry and domain

In the end, you might just end up paying more money than you calculated.

Similarly, an Instagram advertisement is not any cheaper. In fact, it is a little higher than in Facebook advertisements.

Average cost per click of an Instagram ad is $1.41, whereas the cost per impression is $7.91.

Factors like audience base and feedback affect and influence the cost of ads too.

As the cost of advertising is often very high, is it worth advertising on both the platforms?

Yes, it is worth taking the risk!

Both Facebook and Instagram ads have greater potential and can give you high ROI. However, you have to take up a smarter approach to create and choose the type of ads you want to showcase.

Irrespective of the platform, noted below are a few tips that can help with a social media marketing campaign budget:

  • Have a strategy before posting ads
  • Don’t invest in too many ads at a time
  • Create persuasive and meaningful ads
  • Avoid giving too many discounts and too many freebies
  • Social media advertising is an investment that gives returns – remember
  • Target your audience strategically
  • Adding Call-to-action (CTA) apart from convincing blog posts and links to the website in the author bio
  • Use hashtags on Instagram
  • Invest in quality videos, pictures and images to engage your audience and offer something new each time you come up with an advertisement

Should you Promote your Brand on Both Platforms?

Why not!

If your business targets the right audience, maintain demographics and follows the key rules, you can run ads on both the platforms. There is more than one reason to do so:

  • Optimized Ads: When you run ads on both Facebook and Instagram at the same time, your campaign becomes optimized. You can easily track which platform gets the most You can also analyze which advertisement is getting most clicks, on which platform, and what is the cost.
  • Ease of use: If an ad works well on Facebook, it would do well on Instagram too. As Facebook allows brands to manage both account ads, you just have to be objective and select the best-fit template to run the ads on Facebook as well as Instagram.
  • Single Account: Don’t have an Instagram account? No problem! You can use a Facebook account to run, manage, and monitor ads.

Final Word 💻

Social media advertising is the latest big thing on the internet. For a business or a brand, it is crucial to have social branding, an image, and a place. You can only create that place through advertisement campaigns.

Both Facebook and Instagram are excellent platforms to promote your business and help it grow. However, choosing the right platform, targeting the right audience, and placing appropriate ads are the key to get returns on your investment. The right platform also determines the kind of returns you can expect from the campaign.

To be more specific, you have to determine your realistic goals and expectations for a campaign. Remember that both the platforms are subjective, offering unique features and benefits, having a specific audience base, and delivering the needful. The best platform for any brand is the one that suits the campaign and addresses its needs.

Test both the platforms as no one is the best destination for your brand. Choose where you want to spend your money by knowing your right audience, understanding where you can find them, and testing your ads on both the platforms. Only then, you can choose.

Depending on your business and target audience, both Facebook and Instagram might be a good fit you.

Luckily if you are good at running ads on Facebook, you’ll be good at running ads on Instagram because it’s the same bidding and advertising platform, both created and managed in the Facebook Business manager.

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