Running ads on Facebook or Instagram separately might seem like a good strategy. After all, both platforms are powerful in their own way. But when you use them together — intentionally — you can create campaigns that feel more natural, more personal, and a lot more effective.
Think about how most people use social media. They tap through Instagram while waiting for coffee. They scroll Facebook later in the day. They bounce between both depending on the time, mood, or what catches their eye. If your ads show up on only one platform, you’re missing half the conversation.
So how do you run ads across both platforms without making them feel disconnected or repetitive? Let’s walk through it.
Start with one message that works everywhere
Every good campaign starts with a clear idea. What are you offering? Why should anyone care? Once you know that, the next step is figuring out how to express that message differently depending on where it's going to show up.
Take a meal delivery service, for example. The message might be: “Healthy meals without the prep”. Simple. On Facebook, you might run a video that shows how the meals are made, includes reviews, and links to a landing page. On Instagram, you’d shorten it: maybe a Reel of someone unboxing the food or a Story showing a quick meal being plated.
You’re still saying the same thing, just in a way that feels natural to each platform.
Here are a few things to keep in mind:
-
Use the same overall theme, voice, and offer.
-
Make small tweaks to visuals or text depending on where the ad appears.
-
Sync your timing — don’t start a Facebook campaign today and wait a week to launch the Instagram version.
-
Build your ads knowing users may see them in both places, and possibly in different formats.
If the ad feels like a seamless part of someone’s feed, not a repeat or an interruption, you’re doing it right. If you're still figuring out how to target the right people across both platforms, this beginner-friendly guide to Facebook ad targeting breaks it down step by step.
Design creatives that match how people scroll
This is where a lot of advertisers mess up. They design one image or video and run it everywhere. Technically, it works. But in practice, it often falls flat.
Why? Because what works on Facebook doesn’t always land the same way on Instagram. And different formats call for different tactics.
For Facebook, people tend to be in a slower, more information-friendly mindset. That means:
-
You can use longer headlines or captions.
-
Carousels are great for telling a story or showing product features.
-
Videos can run longer — 30 seconds, even up to a minute.
-
You have more room to explain and persuade.
On Instagram, things move faster. People scroll quickly, tap fast, and skip anything that doesn’t grab them right away. So:
-
Keep visuals bold and uncluttered.
-
Use vertical formats for Stories and Reels. If you're new to the latter, here’s a full guide on using Instagram Reels in your strategy.
-
Show movement early — don’t wait to get to the point.
-
Limit on-screen text and make every word count.
A quick tip: start by designing for mobile and for vertical. It works well across both platforms and gives you the flexibility to reuse content without it looking off.
Also, don’t forget sound. On Facebook, a lot of people watch videos with the volume off, so captions help. On Instagram, sound matters more, especially in Reels. Think about using music, voiceovers, or even just good natural audio to make your ads feel more alive.
Use retargeting to stay relevant (without being annoying)
If someone watches your ad, visits your site, or clicks but doesn’t convert, don’t give up. That doesn’t mean they’re not interested. It just means they weren’t ready.
That’s where retargeting comes in. And when you’re using both Facebook and Instagram together, it becomes a lot more powerful.
Let’s say a person watches a Reel on Instagram all the way through but doesn’t click. You can show them a Facebook ad the next day with a little more detail. Or someone might click a Facebook ad, poke around your site, then later see a short Instagram Story reminding them there’s a limited-time discount.
This kind of follow-up doesn’t feel random. It feels like the next step. And because you’re switching up the format and placement, it doesn’t feel like you’re just hammering the same message over and over.
Here’s how to get it working:
-
Build Custom Audiences from video views, site visitors, or people who interacted with your posts.
-
Create different ad variations for people who are seeing you for the second (or third) time.
-
Use Lookalike Audiences based on high-quality users to reach new people with similar behavior.
-
Test timing — sometimes a 1-day follow-up works great, sometimes 7-day or 14-day performs better.
It’s less about chasing conversions and more about showing up at the right moment, with the right message. If you’re not sure how to build these audiences, here’s a quick walkthrough on setting up Facebook retargeting the right way.
Pay attention to what’s actually working
You don’t need to guess what’s working. The data’s all there if you know where to look.
Meta Ads Manager lets you break down results not just by platform, but by placement. That means you can see whether Stories are doing better than Feed ads, or whether Reels are getting cheaper clicks than videos in the Facebook feed.
Look at things like:
-
Cost per click and cost per conversion,
-
Click-through rate by placement,
-
Engagement rate (likes, comments, shares),
-
Video completion rate,
-
Where users are dropping off in the funnel.
And instead of just comparing Facebook vs. Instagram, zoom in on the formats that actually matter. Reels vs. Stories. Feed vs. Explore. Mobile vs. desktop.
You might find that most of your conversions come from Facebook carousel ads, but all your top-of-funnel interest is starting on Instagram Reels. That tells you something. Maybe you lean heavier into Reels for awareness, then use Facebook to close.
Let your results guide your creative and budget decisions. And check performance often — not every few weeks, but at least a couple times a week during active campaigns.
Don’t ignore the feedback
Ads live in public. That means people are going to respond, and those responses — good or bad — matter more than you think.
If someone leaves a question, answer it. If they say they’re interested, follow up. If they tag a friend, that’s a signal people are paying attention. All of this activity helps with reach and also tells Meta that your ad is worth showing to more people.
Some advertisers turn off comments. But unless you’re dealing with spam or negativity you can’t control, it’s usually better to keep them on. The comment section is where trust is built.
Here are a few simple ways to handle engagement:
-
Check comments once or twice a day.
-
Reply with a helpful tone, even if someone’s being critical.
-
Pin comments that are especially positive or useful.
-
Use engagement data to adjust your ads or FAQs — if people are confused, you may need to explain better.
Real people are responding to your ads in real time. Treat those interactions like part of the campaign, not an afterthought.
Wrap-up
Running ads across Facebook and Instagram isn’t about doubling your work. It’s about getting more from the work you’re already doing. When your strategy is connected, i.e. when your creatives are built for the right formats, your retargeting is thoughtful, and your message is clear, both platforms can do what they do best.
The goal isn’t just reach, it’s relevance. And relevance comes from being in the right place, with the right message, at the right time.
So take a look at your current campaigns. Are you really using Facebook and Instagram together, or just running them side by side?
When you start thinking about your ads as part of one bigger system, not two separate channels, everything gets easier. And if you're still deciding where to focus more of your budget, this breakdown of Facebook vs Instagram ads compares both side by side so you can choose what makes sense for your brand.
