Paid ads on social media have become an integral part of the growth and success of businesses in today’s digital world. The comparison of Facebook Ads vs Instagram Ads tends to be one of the more frequent comparisons that marketers and business owners use when evaluating their advertising options. Although both Facebook Ads and Instagram Ads are under the same umbrella company (Meta) and utilize the same Ad Manager, the final results from each platform can vary significantly based on the specific goals, audiences, and industries of each user.
At Highxbrand India Pvt Ltd, we work with brands to determine which advertising platforms can achieve the highest ROI from a campaign’s efforts. In this comprehensive guide comparing Facebook Ads vs Instagram Ads, we’ll cover the main differences between the two, how they can be utilized, their pros and cons, their costs, their targeting options, and how to determine which one will work best for your business.
What Are Facebook Ads?
Facebook Ads are advertisements that you pay for to have your advertisements published on Facebook’s websites, mobile apps, and across Facebook’s entire ecosystem (Facebook News Feed, Facebook Marketplace, Facebook Stories, Facebook Messenger, Facebook Audience Network).
Facebook has a staggering 2.9 billion active users every month, making it the world’s largest advertising platform. This gives you an idea of the number of people who will see your advertisement when you run ads on Facebook!
What Are the most Important Characteristics of Facebook Ads?
- You can target specific audiences based on their age, location, interests, and behaviors.
- You have several different types of advertisement formats available: image, video, carousel, lead ads, etc.
- You receive a higher performance from Facebook Ads when generating leads as opposed to other networks.
- Facebook provides you with detailed analytic and reporting capabilities.
When comparing Facebook Ads to Instagram Ads, the biggest difference is that Facebook allows for highly refined data-driven targeting capabilities, while Instagram’s strengths lie within its versatility to reach specific target markets through photos and videos.
What Are Instagram Ads?
Instagram Ads are the types of advertisements you see in your Instagram feed, on Instagram Stories, and in the Instagram Explore section. Instagram is a picture-based social platform and is therefore ideal for brands and/or companies wanting to engage with customers visually.
With over 2 billion active users on Instagram, Instagram Ads tend to be especially effective at reaching consumers for brands in the following industries: lifestyle, fashion, beauty, fitness, and e-commerce.
What are the Top Characteristics of Instagram Ads?
- Highly visual / image-centric & mobile-first.
- High engagement rates.
- They work well for creating brand awareness and influencer-type content.
- The largest portion of Instagram’s audience is made up of consumers who are 18-35 years of age.
In comparing Facebook and Instagram Ads, Instagram often times excels at telling visual stories.
When comparing Facebook Ads vs Instagram Ads, one of the main factors that separates these two Ad types is their target audience.
The Audience of Facebook Ads
- Facebook has a wide variety of targeted customers ranging from age 25 and older to 55 and older.
- Facebook users are generally composed of professionals and decision-makers making them ideal for B2B advertisers, local service providers and businesses that require long and detailed messaging.
The Audience of Instagram Ads
- The audience is typically younger (age 18–35).
- Instagram is more visually driven and focuses on trends and trending items.
- Instagram is ideal for eCommerce brands, Creators, and B2C advertisers.
At Highxbrand India Pvt Ltd, we typically advise clients to consider advertising on Facebook Ads for successful older demographic brands and Instagram Ads for youth-oriented brands.
Facebook and Instagram both offer their users various options for ad format but the performance of these ad types differs greatly.
Ad Formats Available on Facebook Ads
- Image Ads
- Video Ads
- Carousel Ads
- Lead Generation Ads
- Collection Ads
Ad Formats Available on Instagram Ads
- Feed Ads
- Story Ads
- Reel Ads
- Explore Ads
When considering Facebook and Instagram, Facebook does a better job of promoting long-form, detailed offers while Instagram is much better at getting user attention with short and very visually appealing ads.
Facebook Ads and Instagram Ads Comparison of Costs
Cost is a major decision maker between Facebook Ads versus Instagram Ads.
Costs of Facebook Ads
- Cost Per Click (CPC) is usually lower than Instagram Ads.
- Cost Per Mille (CPM) is usually competitive on Facebook due to the broad audience available on Facebook (as opposed to Instagram).
- Facebook Ads tend to be more suitable for advertisers on a tight budget.
Costs of Instagram Ads
- CPC for Instagram ads is generally higher than CPC for Facebook ads.
- Instagram ads receive a higher engagement rate than Facebook ads.
- Instagram ads provide better Returns on Investment (ROI) than Facebook Ads for visually appealing products.
According to campaign data managed by Highxbrand India Pvt Ltd, although Facebook ads cost less to convert, Instagram ads tend to achieve a higher level of engagement.
Facebook Ads versus Instagram Ads Targeting Options
Facebook and Instagram utilize Meta Ads Manager, therefore targeting options available on both platforms are almost identical.
You can target:
- Custom Audiences
- Lookalike Audiences
- Behavioural and Interest-based
- Website Visitors and App Users
The main difference in how Facebook Ads or Instagram Ads will perform comes from the ability to retarget prospects via Facebook Ads and the ability to drive discovery via Instagram Ads.
Engagement and Conversion Rates
When comparing Facebook Ads and Instagram Ads, Facebook Ads have the advantage when it comes to both conversion rates and conversions, while Instagram Ads have the advantage in terms of engagement.
Choose Facebook Ads if:
- You are looking for lead generation or web conversions.
- Your target audiences are”25 and older”,
- You offer services, education, and B2B products.
- You are looking for lower cost-per-click (CPC).
Choose Instagram Ads if:
- You are looking for increased brand awareness and engagement.
- Your audience is younger and trendier.
- You are selling fashion, beauty, food or lifestyle products.
- You want to utilize visual storytelling in your advertising.
At Highxbrand, India, we often recommend that a dual strategy will yield the greatest return on investment for both platforms.
Conclusion/Final Thought:
When comparing Facebook Ads and Instagram Ads, which is superior? This is a difficult question to respond to as there is no obvious answer to this question. The main strength of Facebook Ads lies in their ability to drive conversions through precise targeting while at the same time the strength of Instagram Ads lies in their ability to create an engaging environment for companies to grow their brands while engaging with loyal consumers through creative content.
To get the most effective return from either channel, it is essential that businesses know their target customer, develop meaningful objectives and test various strategies using both channels.
When working with a professional team like Highxbrand India Pvt Ltd in India you will gain superior campaign performance metrics across both channels.
Facebook Ads vs Instagram Ads — Frequently Asked Questions
1. Are Facebook Ads better than Instagram Ads?
In general, Facebook Ads generate more leads and conversions, while Instagram Ads create more engagement and build a larger brand presence.
2. Which is the cheaper platform: Facebook or Instagram for advertising?
Overall, Facebook ads generally provide a lower CPC compared to Instagram ads; however, an ad on Instagram generally has more opportunity to engage with potential clients.
3. Can I run ads on Instagram and Facebook simultaneously?
Yes, Facebook and Instagram share the same Ads Manager, and a combined approach has been shown to perform well.
4. Is Instagram advertising effective for small businesses?
Yes. Particularly for companies that offer visually appealing products or are creating a local branding campaign.
5. Who will be managing my Facebook and Instagram advertising?
A qualified agency such as Highxbrand India Pvt Ltd will offer the greatest benefit in targeting, creating creative ads and achieving the best return on your investment.
