Facebook Ads vs Instagram Ads: Which One is Better for Your Business?
Hi everyone, welcome to another article where we compare two of the most popular social media platforms for advertising: Facebook and Instagram. If you are a business owner or a marketer, you might be wondering which one of these platforms is more effective for reaching your target audience, generating leads, and increasing sales. In this article, we will help you answer that question by looking at the pros and cons of each platform, the differences in their audiences, formats, costs, and performance metrics, and some tips on how to optimize your campaigns for each one.
By the end of this article, you will have a clear idea of which platform is more suitable for your business goals and how to leverage its strengths to grow your brand. So let's get started!
The Pros and Cons of Facebook Ads
The Pros
Facebook is the largest and most widely used social media network in the world, with over 2.9 billion monthly active users as of June 2021. This means that no matter what your niche or target market is, you can find them on Facebook. Facebook also has a sophisticated and powerful advertising system that allows you to create highly targeted and personalized ads based on various criteria such as demographics, interests, behaviors, location, and more. You can also use Facebook's pixel and SDK to track the actions of your website or app visitors and retarget them with relevant ads on Facebook.
Another advantage of Facebook ads is that they offer a variety of formats and placements to suit different objectives and budgets. You can choose from image, video, carousel, collection, instant experience, lead generation, dynamic product ads, and more. You can also place your ads on Facebook's news feed, stories, marketplace, video feeds, right column, messenger, audience network, and Instagram. Facebook also has a feature called automatic placements that optimizes your ad delivery across different placements based on your campaign goal and budget.
The Cons
One of the main drawbacks of Facebook ads is that they are becoming more expensive and competitive over time. As more businesses flock to Facebook to advertise their products or services, the demand for ad space increases and so does the cost per click (CPC) or cost per thousand impressions (CPM). According to WordStream, the average CPC for Facebook ads in Q2 2021 was $0.97 and the average CPM was $11.19. These numbers vary depending on the industry, location, audience, and ad quality, but they are still higher than some other platforms.
Another challenge of Facebook ads is that they are subject to strict policies and guidelines that can limit your creative freedom and affect your ad approval and performance. Facebook has a list of prohibited content that includes adult content, personal attributes, misleading claims, sensationalized language, low-quality or disruptive content, spyware or malware, illegal products or services, discrimination or harassment, and more. If your ad violates any of these policies, it can be rejected or removed by Facebook. Moreover, Facebook has a feature called ad relevance diagnostics that measures how relevant your ad is to your audience based on three factors: quality ranking, engagement rate ranking, and conversion rate ranking. If your ad scores low on any of these factors, it can negatively impact your ad delivery and cost.
The Pros and Cons of Instagram Ads
The Pros
Instagram is a visual-centric platform that focuses on sharing photos and videos with filters, stickers, effects, and other creative tools. It has over 1.3 billion monthly active users as of June 2021 and is especially popular among younger generations such as millennials and Gen Z. According to Statista, 67% of Instagram users are between 18 and 34 years old. This makes Instagram a great platform for businesses that want to reach a younger and more engaged audience with visually appealing content.
Another benefit of Instagram ads is that they are integrated with Facebook's advertising system, which means that you can use the same tools and features that you use for Facebook ads to create and manage your Instagram ads. You can also access the same audience network that includes both Facebook and Instagram users. Moreover, Instagram offers some unique formats and placements that are exclusive to its platform such as stories ads, reels ads (short-form video content), explore ads (discovery section), IGTV ads (long-form video content), and shopping ads (product catalog).
The Cons
One of the main disadvantages of Instagram ads is that they have limited text space and options compared to Facebook ads. For example, you can only use up to 125 characters for your caption in feed ads or up to 2200 characters in carousel ads, and you can only use one call to action (CTA) button per ad. This means that you have to rely more on your visuals and less on your copy to convey your message and persuade your audience. You also have to make sure that your visuals are high-quality, relevant, and consistent with your brand identity and tone.
Another drawback of Instagram ads is that they can be more difficult to measure and optimize than Facebook ads. Instagram has fewer metrics and reports available than Facebook, and some of them are not as accurate or reliable. For example, Instagram does not provide reach or frequency data for stories ads, and it does not track conversions or attribution for IGTV ads. You also have to use third-party tools or platforms to track the performance of your reels ads or shopping ads. Furthermore, Instagram does not have a feature like ad relevance diagnostics that can help you improve your ad quality and relevance.
Facebook Ads vs Instagram Ads: The Differences
Audience
As mentioned earlier, Facebook and Instagram have different audiences in terms of size, demographics, and behavior. Facebook has a larger and more diverse audience than Instagram, which means that you can reach more people with different backgrounds, interests, and needs on Facebook. However, Instagram has a more niche and loyal audience than Facebook, which means that you can build stronger relationships and engagement with your followers on Instagram.
According to Sprout Social, the average engagement rate for Facebook posts is 0.16%, while the average engagement rate for Instagram posts is 1.22%. This shows that Instagram users are more likely to interact with your content than Facebook users. However, this does not mean that Facebook users are less interested in your products or services. According to eMarketer, the average conversion rate for Facebook ads is 9.21%, while the average conversion rate for Instagram ads is 3.91%. This shows that Facebook users are more likely to take action and buy from you than Instagram users.
Format
Facebook and Instagram also have different formats and placements for their ads. Facebook offers more options and flexibility than Instagram in terms of the types and sizes of ads that you can create and where you can display them. However, Instagram offers some unique and innovative formats that are exclusive to its platform and that can help you stand out from the crowd.
Here is a table that summarizes the main formats and placements for Facebook and Instagram ads:
| Platform | Format | Placement | Description |
|---|---|---|---|
| Image | News Feed, Stories, Marketplace, Video Feeds, Right Column, Messenger, Audience Network, Instagram | A single image with a headline, caption, and CTA button | |
| Video | News Feed, Stories, Marketplace, Video Feeds, Right Column, Messenger, Audience Network, Instagram | A single video with a headline, caption, and CTA button | |
| Carousel | News Feed, Stories (only two cards), Marketplace (only two cards), Video Feeds (only two cards), Right Column (only two cards), Messenger (only two cards), Audience Network (only two cards), Instagram | A series of up to 10 images or videos with headlines, captions, and CTA buttons | |
| Collection | News Feed (mobile only), Stories (mobile only), Video Feeds (mobile only), Audience Network (mobile only) | A cover image or video followed by a product catalog that opens in full screen when tapped | |
| Instant Experience | News Feed (mobile only), Stories (mobile only), Video Feeds (mobile only), Audience Network (mobile only) | A full-screen interactive ad that loads instantly when tapped | |
| Lead Generation | News Feed (mobile only), Stories (mobile only), Video Feeds (mobile only), Messenger (mobile only) | An ad that opens a form to collect user information such as name, email, phone number, etc. | |
| Dynamic Product Ads | All placements except Right Column | An ad that automatically shows products from your catalog based on user behavior on your website or app | |
| Messenger Ads | Messenger Home Screen (mobile only), Messenger Sponsored Messages (mobile only) | An ad that appears on the home screen or in the inbox of Messenger users> | |
| In-Stream Video Ads | Facebook Watch, Audience Network | An ad that plays before, during, or after video content from selected publishers and creators> | |
| Search Ads | Facebook Search Results (mobile only) | An ad that appears when users search for specific keywords on Facebook> | |
| Stories Ads | Stories | A full-screen vertical image or video with a swipe up CTA button | |
| Reels Ads | Reels | A full-screen vertical video that plays between user-generated reels content | |
| Explore Ads | Explore | An image or video that appears on the discovery section of Instagram | |
| IGTV Ads | IGTV | A vertical video that plays before or during IGTV content from selected creators | |
| Shopping Ads | Feed, Stories, Explore, IGTV, Reels | An image or video that showcases products from your catalog and allows users to shop directly on Instagram | |
| All other formats available on Facebook except Instant Experience and Lead Generation | All other placements available on Facebook except Right Column and Messenger Home Screen | The same as on Facebook |
Cost
The cost of Facebook and Instagram ads depends on various factors such as your campaign objective, audience, bidding strategy, ad quality, and competition. However, in general, Instagram ads tend to be more expensive than Facebook ads because of the higher demand and lower supply of ad space on Instagram. According to AdEspresso, the average CPC for Instagram ads in Q2 2021 was $1.28 and the average CPM was $7.91. These numbers are higher than the average CPC and CPM for Facebook ads in the same period.
However, this does not mean that Instagram ads are always more costly or less profitable than Facebook ads. The cost of your ads also depends on how well they perform and how much value they generate for your business. For example, if your Instagram ads have a higher click-through rate (CTR) or conversion rate than your Facebook ads, they might be worth the higher cost. Similarly, if your Facebook ads have a lower CTR or conversion rate than your Instagram ads, they might not be worth the lower cost. Therefore, you should always measure and compare the return on ad spend (ROAS) of your ads on both platforms to determine which one is more cost-effective for your business.
Performance Metrics
Facebook and Instagram also have different performance metrics that you can use to measure and optimize your ads. Facebook has more metrics and reports available than Instagram, which can help you gain more insights and data about your ad performance. However, Instagram has some metrics that are specific to its platform and that can help you understand how your audience interacts with your content.
Here is a table that summarizes the main performance metrics for Facebook and Instagram ads:
| Platform | Metric | Description | Where to Find It |
|---|---|---|---|
| Impressions | The number of times your ad was shown on screen. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Reach | The number of people who saw your ad at least once. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Frequency | The average number of times each person saw your ad. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Clicks | The number of clicks on your ad. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| CTR | The percentage of impressions that resulted in a click. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| CPC | The average cost per click. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| CPM | The average cost per thousand impressions. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Conversions | The number of actions that users took on your website or app after clicking on your ad. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Conversion Rate | The percentage of clicks that resulted in a conversion. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Cost per Conversion | The average cost per conversion. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| ROASThe amount of revenue generated by your ad divided by the amount spent on your ad. | Campaigns, Ad Sets, or Ads level in Ads Manager. | ||
| Quality Ranking | A measure of how your ad's perceived quality compared to ads competing for the same audience. | Ad level in Ads Manager under Delivery column. | |
| Engagement Rate Ranking | A measure of how your ad's expected engagement rate compared to ads competing for the same audience. | Ad level in Ads Manager under Delivery column. | |
| Conversion Rate Ranking | A measure of how your ad's expected conversion rate compared to ads with the same optimization goal competing for the same audience. | Ad level in Ads Manager under Delivery column. | |
| All metrics available on Facebook except Frequency and Conversion Rate Ranking | The same as on Facebook | The same as on Facebook | |
| Profile Visits | The number of times your profile was viewed from your ad. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Reach from Ads | The number of people who saw your ad and visited your profile. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Follows | The number of new followers you gained from your ad. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Website Visits | The number of times your website was visited from your ad. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Get Directions | The number of times users tapped to get directions to your business location from your ad. | Campaigns, Ad Sets, or Ads level in Ads Manager. | |
| Calls | The number of times users tapped to call your business from your ad. | Campaigns, Ad Sets, or Ads level in Ads Manager. |
FAQs about Facebook Ads vs Instagram Ads
Can I run the same ad on both Facebook and Instagram?
Yes, you can run the same ad on both Facebook and Instagram by selecting both platforms as your placements when creating your campaign. However, you should be aware that some formats and features are not available on both platforms, such as stories ads on Facebook or instant experience ads on Instagram. You should also consider the differences in audience, format, cost, and performance metrics between the two platforms and adjust your ad accordingly to optimize your results.
Which platform is better for brand awareness?
Both Facebook and Instagram can help you increase your brand awareness by reaching a large and diverse audience with your ads. However, Instagram might have an edge over Facebook in terms of engagement and visual appeal, which can help you create a stronger impression and connection with your audience. According to a study by Facebook IQ, Instagram users are more likely to recall brands and products they see on the platform than Facebook users. Moreover, Instagram users are more likely to follow brands and influencers they like on the platform than Facebook users.
Which platform is better for lead generation?
Both Facebook and Instagram can help you generate leads for your business by using lead generation ads that collect user information such as name, email, phone number, etc. However, Facebook might have an advantage over Instagram in terms of conversion and cost-effectiveness, which can help you generate more leads for less money. According to a report by HubSpot, Facebook ads have a higher conversion rate and a lower cost per lead than Instagram ads. Moreover, Facebook has more options and features for lead generation ads than Instagram, such as custom questions, context cards, and CRM integration.
Which platform is better for e-commerce?
Both Facebook and Instagram can help you sell your products or services online by using dynamic product ads that show products from your catalog based on user behavior on your website or app. However, Instagram might have a benefit over Facebook in terms of shopping experience and convenience, which can help you drive more sales. According to a survey by Facebook IQ, 83% of Instagram users say they discover new products or services on the platform, and 54% of them say they make purchases based on what they see on the platform. Moreover, Instagram has more features for shopping ads than Facebook, such as product tags, stickers, and checkout.
Which platform is better for video content?
Both Facebook and Instagram can help you showcase your video content to your audience by using video ads that play automatically on different placements. However, Instagram might have a edge over Facebook in terms of innovation and creativity, which can help you stand out from the crowd. According to a report by Animoto, 75% of consumers say they watch more video content on social media than they did a year ago, and 48% of them say they watch more video content on Instagram than they did a year ago. Moreover, Instagram has some unique formats for video content that are exclusive to its platform such as reels ads (short-form video content), IGTV ads (long-form video content), and live video ads (real-time video content).Which platform is better for local businesses?
Both Facebook and Instagram can help you promote your local business to your nearby customers by using location-based targeting and ads that show your business address, phone number, directions, etc. However, Facebook might have a lead over Instagram in terms of reach and accuracy, which can help you attract more customers. According to a study by Facebook IQ, 69% of Facebook users say they use the platform to find local businesses, and 58% of them say they trust the information they find on the platform. Moreover, Facebook has more options and features for local businesses than Instagram, such as local awareness ads, store visits ads, and offline conversions.
Which platform is better for B2B marketing?
Both Facebook and Instagram can help you market your B2B products or services to your potential clients by using professional targeting and ads that show your value proposition, testimonials, case studies, etc. However, Facebook might have an edge over Instagram in terms of authority and credibility, which can help you establish trust and rapport with your clients. According to a report by Content Marketing Institute, 91% of B2B marketers use Facebook for content distribution, and 66% of them say it is effective for their marketing goals. Moreover, Facebook has more options and features for B2B marketing than Instagram, such as lead generation ads, instant experience ads, and messenger ads.
Which platform is better for influencer marketing?
Both Facebook and Instagram can help you collaborate with influencers who have a large and loyal following on their platforms and who can endorse your brand or product to their audience. However, Instagram might have a benefit over Facebook in terms of popularity and engagement, which can help you reach more people and generate more buzz. According to a report by Influencer Marketing Hub, 79% of brands use Instagram for influencer marketing, and 65% of them say it is effective for their marketing goals. Moreover, Instagram has more features for influencer marketing than Facebook, such as branded content tags, stickers, and badges.
Which platform is better for content marketing?
Both Facebook and Instagram can help you create and distribute valuable content that educates, entertains, or inspires your audience and that showcases your brand personality and expertise. However, Facebook might have an advantage over Instagram in terms of diversity and depth, which can help you provide more information and value to your audience. According to a report by Social Media Examiner, 94% of marketers use Facebook for content marketing, and 72% of them say it is effective for their marketing goals. Moreover, Facebook has more options and features for content marketing than Instagram, such as instant articles, live video, watch parties, groups, and pages.
Which platform is better for customer service?
Both Facebook and Instagram can help you provide customer service to your existing or potential customers by using direct messaging or commenting features that allow you to communicate with them privately or publicly. However, Facebook might have a lead over Instagram in terms of functionality and convenience, which can help you provide faster and better service to your customers. According to a study by Sprout Social, 34% of consumers prefer social media as their channel for customer service, and 80% of them choose Facebook as their preferred platform. Moreover, Facebook has more options and features for customer service than Instagram, such as messenger ads, chatbots, automated responses, and ratings.
Conclusion
Facebook and Instagram are both powerful and popular platforms for advertising your business online. They have different strengths and weaknesses that you should consider before choosing one or the other or both for your marketing campaigns. The best platform for your business depends on your goals, audience, budget, content, and performance metrics.
We hope this article has helped you understand the differences between Facebook ads vs Instagram ads and how to use them effectively for your business. If you want to learn more about how to create successful ads on these platforms or any other digital marketing topics, feel free to check out our other articles or contact us for a consultation.
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