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Facebook Ads vs. Instagram Ads (What’s Best For You?)

Published on: December 10 2022 by Jason Wardrop

When it comes to digital marketing, social media advertising is an effective way to reach a larger audience. Two popular platforms for social media advertising are Facebook and Instagram. In this article, we will compare Facebook Ads and Instagram Ads to help you decide which one is best for your business.

Sub-heading 1: Audience Reach

- Facebook has over 2.7 billion monthly active users, while Instagram has over 1 billion monthly active users.

- Facebook allows you to target a wider audience based on demographics, interests, behaviors, and more. Instagram focuses on visual content and is popular among younger audiences.

Sub-heading 2: Ad Formats

- Facebook offers a variety of ad formats, including image ads, video ads, carousel ads, and more. Instagram also offers similar ad formats, but focuses more on visual content, such as photo and video ads.

- Instagram also offers Stories Ads, which are full-screen ads that appear between users' Stories.

Sub-heading 3: Cost

- The cost of Facebook Ads and Instagram Ads varies based on factors such as audience size, ad format, bidding strategy, and more. However, Facebook Ads tend to be less expensive than Instagram Ads.

- This is because Instagram Ads are more focused on visual content, which requires higher quality and production costs.

Sub-heading 4: Engagement

- Both Facebook and Instagram offer engagement metrics such as likes, comments, shares, and clicks. However, Instagram tends to have higher engagement rates due to its visual nature and younger audience.

- Additionally, Instagram offers features such as shoppable posts and swipe-up links in Stories, which can increase engagement and drive traffic to your website.

In conclusion, the choice between Facebook Ads and Instagram Ads depends on your business goals and target audience. If you are looking to reach a wider audience and use a variety of ad formats, Facebook Ads may be the best option. If you are targeting a younger audience and want to focus on visual content, Instagram Ads may be a better fit. Ultimately, both platforms offer unique benefits and can be effective tools for social media advertising.

Facebook Ads vs. Instagram Ads (What’s Best For You?)

Advertising on Facebook vs. Instagram: Which is Better for Your Business?

Deciding on which platform to advertise on can be daunting. Should you advertise on Facebook, Instagram or both? In this video, we'll discuss what works best for my business and share some split test results.


Who is your target audience? If you have a younger demographic, Instagram may be the best platform. Facebook tends to be an older demographic, but you can still find your audience on both platforms. Keep in mind that some social networks are not as big in other countries.

Split Testing:

When I first started advertising on Instagram, the targeting was not as narrowed down as Facebook. I spent $1000 on my tests, and the cost per lead was higher than Facebook. After 9-12 months, I tried Instagram again, and the targeting was much better, but the cost per lead was still higher than Facebook. I focus most of my efforts on Facebook, but still advertise on Instagram for retargeting campaigns.


It's essential to optimize your ad creative for each placement. Instagram's newsfeed and stories are different from Facebook's newsfeed. Ideally, you want to create a different ad creative for each placement.


Retargeting campaigns on Instagram can be profitable since the audience is smaller. Be sure to target all placements to get your messaging out to those people and get them coming back to your different products and offers.

Split test both Facebook and Instagram and determine which platform works best for your business. Once you find the platform that converts the best, put your money into that platform. Remember to optimize your ad creative for each placement and target all placements for retargeting campaigns.

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