When it comes to digital advertising, Facebook and Instagram are two of the most powerful platforms out there. Both have billions of active users, offering huge opportunities for businesses to reach new customers. But the big question is: which one is better for your business?
Since both platforms are owned by Meta, their ad systems share a lot of similarities. But they also have unique features that make them stand out. The key is understanding which platform works best for your specific business needs, target audience, and type of content.
Let’s break down Facebook ads versus Instagram ads to help you figure out which one is the best fit for your business.
Audience demographics: where do your customers hang out?
Before you dive into ads, it’s essential to know where your target audience spends their time online. Facebook and Instagram attract different types of people, and understanding this can help you choose the right platform.
Facebook’s broad reach
Facebook is still the largest social network, with over 3 billion users worldwide. That’s a massive audience, and it’s perfect if you’re trying to reach a wide variety of people, no matter their age or interests. Whether you’re targeting teenagers, professionals, or retirees, Facebook allows you to connect with many different types of customers.
If your business has a broad range of products or services, like real estate, home improvement, or even local events, Facebook’s targeting options are perfect. You can reach people based on location, interests, behaviors, and more. Facebook makes it easy to find the exact audience you need.
Instagram’s younger, trendier users
Instagram, on the other hand, is popular with younger users. Most of Instagram’s audience is between 18 and 34 years old. So, if your business caters to a younger, trend-focused crowd (like fashion, beauty, or fitness), Instagram might be your best bet.
Instagram is also a highly visual platform, making it great for businesses that want to show off products in a visually appealing way. Whether you're selling clothes, makeup, or travel experiences, Instagram’s image-based feed is perfect for businesses that rely on stunning visuals to attract customers.
Tip: if your audience is wide-ranging and you want to reach a lot of people, Facebook is the way to go. But if your products are visually appealing and you want to reach a younger, trendier crowd, Instagram is your platform.
If you’re still getting familiar with Facebook’s powerful targeting options, check out this Facebook Ads Targeting 101 guide to better understand how to reach the right audience.
Advertising formats: which one shows your products best?
Both Facebook and Instagram offer different ways to present your ads. The platform you choose can depend on how you want to show off your products or services.
Facebook’s variety of ad formats
Facebook is all about flexibility. You can choose from many ad formats, including:
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Carousel ads: these let you showcase multiple images or videos in one ad. It’s great for businesses with many products to highlight, like an online store or a service-based business that offers several packages.
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Video ads: Facebook allows you to run longer videos, which is perfect for giving customers a more in-depth look at what you offer. Whether it’s a product demo, customer testimonial, or behind-the-scenes video, Facebook’s video ads are engaging and informative.
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Lead Generation ads: for businesses that need to collect contact information, Facebook’s lead ads make it easy. Customers can fill out their details right on Facebook without leaving the platform — perfect for businesses like real estate, education, or consulting.
These formats make Facebook a versatile platform, allowing businesses to get creative with how they advertise.
For a deeper dive into the different types of ads available on Facebook, make sure to check out our Ultimate Guide to Facebook Ad Formats.
Instagram’s visual, quick-action ads
Instagram’s ads are built for visual impact and quick engagement. Some of the most popular ad types on Instagram are:
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Feed ads: these are simple, eye-catching photos or videos that appear in users’ main feeds. Feed ads are perfect for grabbing attention quickly, especially if your product or service has strong visual appeal.
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Stories ads: stories are hugely popular on Instagram, and Stories ads fit right in. These ads are full-screen and only last 24 hours, which creates a sense of urgency. They’re ideal for time-sensitive offers or promotions.
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Reels ads: Reels are Instagram’s version of TikTok videos — short, engaging, and fun. Reels ads blend into user-generated content and are a great way to show off your brand in a casual, entertaining way. Our guide on using Instagram Reels provides all the details you need.
If your business needs to create a quick impact and show off eye-catching visuals, Instagram’s ad formats are ideal.
Tip: if your business relies on long-form content or detailed explanations, Facebook’s ad formats work well. But if you want to grab attention fast with visually appealing content, Instagram’s ad formats are perfect.
Engagement: how do users interact with your ads?
How users engage with your ads will affect your ad strategy. Let’s compare how Facebook and Instagram users interact with ads.
Facebook’s deeper engagement
Facebook is great for building relationships. Users spend more time on the platform interacting with content, joining groups, commenting, and sharing posts. If your goal is to create long-term connections with your audience, Facebook is a strong choice.
For example, you could run an event ad and invite users to RSVP, or create a poll or discussion in a Facebook group. This kind of deeper engagement is perfect for businesses that want to build ongoing relationships, such as service providers or local businesses.
Instagram’s quick, visual engagement
Instagram, on the other hand, is more about quick interactions. Users scroll quickly through their feeds, and the goal is to grab their attention fast. Instagram users are likely to like, comment, or share a post they find interesting, but they tend to act quickly. It’s perfect for short-term promotions, like flash sales or new product launches.
Instagram’s engagement is more immediate, which works well if you want users to take fast action. Whether it’s clicking on a link in your bio or swiping up on a Stories ad, Instagram users are often ready to engage right away.
Tip: if you want to build long-term relationships and deeper engagement, Facebook is your best bet. But if your goal is quick, high-impact engagement, Instagram is the platform to choose.
Ad budget: getting the most out of your ad spend
Both platforms let you set your budget, but how far your ad spend goes can vary.
Facebook’s lower Cost Per Click (CPC)
Generally, Facebook ads tend to be more affordable than Instagram ads. Since Facebook’s audience is much larger, the competition for ad space is more spread out. This means you can often get more reach for your money. Facebook is a great choice if you're working with a larger budget or need to reach a broad audience.
Instagram’s higher costs for more engaged users
Instagram’s audience is highly engaged, but that comes at a higher cost. The younger, more active audience can make Instagram ads more expensive. However, the investment can pay off if you’re targeting a specific, engaged group, especially if you’re in industries like fashion or beauty, where Instagram’s users are highly likely to make a purchase.
Tip: if you're on a tight budget and need to reach a lot of people, Facebook ads will give you more reach for your money. But if you're targeting a specific, engaged audience and have the budget to match, Instagram ads can give you better results.
Learn how to create cost-effective, warm audiences without spending a dime on ads in our article on building no-CPC warm audiences.
Analytics: how do you know if your ads are working?
Both Facebook and Instagram offer powerful tools to track how well your ads are doing. It’s essential to measure your success to know if your ads are worth the investment.
Facebook’s detailed analytics
Facebook’s Ads Manager gives you in-depth data, including how many people saw your ads, how they interacted with them, and how many conversions (sales, sign-ups, etc.) you got. This detailed information helps you fine-tune your campaigns.
Instagram’s engagement metrics
Instagram’s Insights feature focuses more on engagement, like likes, shares, and saves. It’s a great way to see how well your content is resonating with your audience. While not as detailed as Facebook’s, Instagram Insights is still highly effective for tracking success on the platform.
Tip: regularly check your ad performance on both platforms to see what's working and what’s not. Use this data to adjust your campaigns for better results.
Conclusion: which platform is right for your business?
Both platforms offer unique advantages, and the best choice for you depends on your business goals and target audience.
If your business has a broad audience and you want to engage with people over time, Facebook is likely the way to go. But if you’re targeting a younger, more visual crowd and need quick engagement, Instagram is perfect for you.
In the end, it’s not an either/or choice — you can run ads on both platforms and get the best of both worlds. By leveraging Facebook’s reach and Instagram’s visual appeal, you can create a strong ad strategy that drives real results.
