Boosting Your Business: Instagram Ads or Facebook Ads

Reach your target audience, grow your brand, and increase sales through social media advertising—one of the most influential and cost-effective methods. With numerous platforms available, how can you determine which is best for your business: Instagram Ads or Facebook Ads?

Instagram and Facebook, owned by the same company, stand out as two of the most popular and effective platforms for online marketing. Their distinct features, audiences, and goals suit them for various advertising campaigns.

This article will comprehensively analyze Instagram and Facebook ads, focusing on cost, reach, engagement, targeting, formats, and performance criteria within the realm of social media services. Additionally, we will offer tips and highlight factors to consider when determining the ideal platform for your advertising campaign.

Upon concluding this article, you will comprehend the advantages and disadvantages of each platform, enabling you to choose the one that best aligns with your business needs and objectives.

1. Ads Cost

When selecting an advertising platform, the cost becomes one of the initial factors to contemplate. What is the expenditure for running ads on Instagram or Facebook? And what is the corresponding return on investment?

Several factors, including industry, location, ad type, competition, and bidding strategy, influence the cost of advertising on any platform. Generally, Facebook ads exhibit a lower cost per click (CPC) than Instagram ads.

AdEspresso's report in 2020 revealed that the average CPC for Facebook ads stood at $0.18, whereas the average CPC for Instagram ads was $0.80. This implies that your budget can yield more clicks on Facebook than on Instagram.

Nevertheless, cost is just one consideration. It's crucial to examine the click-through rate (CTR) and the percentage of people who engage with your ad after viewing it. A higher CTR indicates that your ad resonates more with your audience, making it more relevant and appealing.

As per AdEspresso's report, the average click-through rate (CTR) for Facebook ads in 2020 stood at 3.06%, while the average CTR for Instagram ads was 0.68%. This indicates that Facebook ads are more prone to generating clicks than Instagram ads.

Here are the main points to remember:

• Facebook ads typically boast a lower CPC compared to Instagram ads.

• Facebook ads generally achieve a higher CTR than Instagram ads.

• Various factors, including industry, location, and ad type, influence the cost and CTR of your ads.

• Monitor and adjust your ads according to their performance on each platform.

2. Ads Reach

When selecting an advertising platform, also factor in the reach—how many individuals can your Instagram or Facebook ads reach? And how does this align with the size, demographics, and behaviour of your target audience?

The reach of your ads relies on the platform's user count, usage frequency, and engagement levels. According to Statista's data, as of July 2021, Facebook boasted 2.9 billion monthly active users, surpassing Instagram's 1.4 billion monthly active users. This signifies that Facebook, with more than double the user base of Instagram, holds significant potential for expanding the reach of your ads.

Nevertheless, a larger user base doesn't automatically translate to increased exposure. It's essential to factor in the frequency and duration of user engagement on each platform. As indicated by a report from eMarketer in 2020, the average daily time spent on Facebook was 34 minutes, slightly surpassing the 29 minutes spent on Instagram. This suggests that users spend a bit more time on Facebook, providing more opportunities to encounter your ads.

Here are the main points to remember:

• Facebook surpasses Instagram in user count, offering a larger potential reach for your ads.

• Users on Facebook spend more time on the platform than those on Instagram, providing more opportunities for them to see your ads.

• Users on Instagram demonstrate higher engagement with the platform than Facebook users, making them more likely to interact with your ads.

• Understand the size, demographics, and behaviour of your target audience on each platform and align them with your advertising goals.

3. Ads Engagement

When selecting an advertising platform, also factor in engagement—how much and how effectively people interact with your ads on Instagram or Facebook. Another crucial aspect is how this engagement relates to your ads' type, format, and content.

The level and quality of interaction people have with your ads, including likes, comments, shares, clicks, conversions, etc., determine the engagement of your ads. Higher engagement signifies that your ads are more effective and successful in reaching your audience and accomplishing your goals.

In 2020, Smart Insights reported that the average engagement rate for Facebook ads stood at 0.09%, whereas the average engagement rate for Instagram ads was 0.96%. This suggests that Instagram ads are more likely to generate engagement than Facebook ads.

Here are the main points to remember:

• Instagram ads are more prone to generate engagement compared to Facebook ads.

• The engagement rate of your ads relies on the type, format, and content of your advertisements.

• Select the appropriate type and format of ads for each platform and craft engaging, relevant, and appealing content tailored to your audience.

4. Ads Targeting

When selecting an advertising platform, consider targeting—how accurately and precisely you can direct your ads to your ideal audience on Instagram or Facebook. Assess how this targeting capability impacts the performance and results of your ads.

The effectiveness of your ad targeting relies on the quantity and quality of data each platform possesses about its users, encompassing demographics, interests, behaviours, preferences, etc. Improved targeting ensures that your ads are more relevant and personalized to your audience, increasing the likelihood of achieving your goals.

Instagram and Facebook possess substantial user data, yet their approaches to targeting differ. Facebook offers a broader range of targeting options and features, including custom audiences, lookalike audiences, detailed demographics, and life events. In contrast, Instagram has fewer targeting options, relying more on user interactions with content and hashtags they follow, like, and comment on.

Here are the main points to remember:

• Facebook surpasses Instagram in terms of targeting options and features.

• In targeting, Instagram places a greater emphasis on user interactions with content and hashtags they follow, like, and comment on.

• Understand the characteristics and preferences of your target audience on each platform, and utilize the suitable targeting options and features for your ads.

5. Ads Formats

When selecting an advertising platform, also consider the format—what are the various types and styles of ads you can generate and showcase on Instagram or Facebook? How well do they align with your brand, message, and goals?

The formats of your ads hinge on the creative and technical capabilities provided by each platform, encompassing aspects like size, shape, orientation, duration, etc. A superior format ensures that your ads are more captivating and proficient in conveying your message, aiding in accomplishing your goals.

Instagram and Facebook offer a range of ad formats, each with its own strengths and weaknesses. Facebook provides a broader array of formats and options, including image ads, video ads, carousel ads, collection ads, instant experience ads, lead ads, and more. In contrast, Instagram features fewer formats and options, prioritizing the quality and aesthetics of ads through features like stories, reels, IGTV, and explore ads.

Here are the main points to remember:

• Facebook offers a greater variety of formats and options for your ads compared to Instagram.

• Instagram places a higher emphasis on the quality and aesthetics of your ads in comparison to Facebook.

• Select the appropriate ad format for each platform based on your brand, message, and goals.

6. Ads Performance

When selecting an advertising platform, the final consideration is performance—how effectively your ads perform on Instagram or Facebook. Also, how you measure and enhance their performance is a crucial aspect.

The effectiveness of your ads is determined by the results and outcomes you achieve, including impressions, reach, clicks, conversions, sales, etc. Improved performance indicates that your ads are more effective and successful in reaching your audience and accomplishing your goals.

Instagram and Facebook provide tools and metrics, such as the Facebook Ads Manager, the Facebook Pixel, Instagram Insights, etc., to assist you in measuring and enhancing the performance of your ads. Nevertheless, they employ distinct approaches in reporting and optimizing their performance.

Facebook offers a richer set of data and analytics for your ads, encompassing the relevance score, quality ranking, conversion rate, return on ad spend, etc. In contrast, Instagram provides fewer data and analytics for your ads but offers more feedback and suggestions, including the best time to post, recommended hashtags, and optimal content creation strategies.

Here are the main points to remember:

• Facebook provides a greater abundance of data and analytics for your ads compared to Instagram.

• Instagram offers more feedback and suggestions for your ads compared to Facebook.

• Monitor and analyze your ads' performance on each platform, utilizing the available tools and metrics to make improvements.

Conclusion

In the realm of social media advertising, the choice between Instagram Ads and Facebook Ads depends on factors like cost, reach, engagement, and targeting. For a software development company in India, tailoring strategies to the unique strengths of each platform is essential for effective business growth.

SEO Executive at Infotop Solutions