Facebook vs Instagram

Facebook vs Instagram which platform is best for e-commerce ads

Have you initiated your own business venture lately? Are you interested in establishing your brand on social media? If you find yourself in a conundrum regarding the online presence of your business in 2022, take 15-20 minutes to carefully go through our comprehensive blog on “Why having a business presence on social media is essential in 2022“. It is a detailed article that will guide you by highlighting all the aspects of online existence and its advantages for your business.

You reading the article implies that you have decided to reap the benefits of social media marketing for your business. A business must focus on structuring and promoting its brand on social media. Engaging your audience on social media platforms drives organic traffic to your website, generating sales and boosting revenue. An exclusive article, “How to Grow Your Social Media Organically in 2022” significantly improves your knowledge of the principal advantages of social media for businesses. It shares the most successful strategies to advance your brand’s followers organically.

Do you wish to invest in paid social media marketing campaigns but have a limited budget? We will analyze and compare the two topmost social media platforms for advertising. You probably have guessed right. They are Facebook and Instagram, owned by Meta. So, how can we choose one over another when both belong to the same company? Well, none of them is superior to the other platform. They vary only in terms of their purpose and application.

Operating ad campaigns on Instagram requires fewer steps, while Facebook allows better control over the ads with customization options. In short, Instagram is favored for achieving community-building goals, and Facebook is preferred to manage individual aspects of advertisement campaigns to drive sales. The factors we have discussed here will assist you in making the decision.


Indeed, Facebook has an enormous user base, but the engagement percentage is relatively low. Facebook and Instagram are the two popular, most visited social media on the internet, with Facebook being the first and Instagram in the second position. However, they vary in the type of audience they have. Facebook has a distribution of visitors of all age groups.

On the other hand, Instagram has a biased user base of youth. Practically all of the online users belonging to the age group of forty and above are on Facebook, but only an insignificant number of them are on Instagram. So, if your target community is adults over age forty, Facebook is the definite choice. Similarly, Instagram is an obvious choice if you want to build a community of young followers.

Ad Types

You can choose between the two platforms based on the type of ads you want to operate in your campaigns. Facebook allows more diverse support for ads with different payment options like cost per click (CPC) and cost per impression (CPI). Instagram has a limited number of options compared to Facebook. You can visit the Facebook Ads Guide page and Instagram’s Advertisement page to determine which platform suits your ads type(s). Some ad types are:

  • Carousel Ads
  • Video Ads
  • Story Ads
  • Offer Ads
  • Lead Generation Ads
  • Canvas Ads


Another key determining factor is the content itself. Although both platforms are social media networks, they are entirely distinct concerning their content and purpose.

Instagram is oriented towards the visual element, containing shorter texts and maximum creative content like videos, short stories, graphics, artwork, and photos. The purpose is infotainment, that is, informing the audience while keeping them entertained at the same time. Facebook, on the other side, focuses more on text. It includes pieces of information, trends, news, updates, articles, guides, and more.

This preference is highlighted by the fact that there is a description or story first in Facebook posts and then images or videos, while Instagram places the creative content first and text at the bottom.


Have you planned out all the goals you wish to achieve via ad campaigns? Firm goals help you in selecting the right platform for advertisement. Facebook allows more control than Instagram by letting you utilize their brilliant Ad Manager tool. It enables setting the demographics, objectives, and other metrics for ads.

Another primary variance is the intention for advertisement. Instagram has lower users, but its engagement percentage is significantly higher than Facebook. According to the Instagram Business page, 90% of Instagram users follow at least one business profile. Therefore, if the purpose is to build a community of loyal patrons and attract potential clients who truly connect with your brand, like it, share it, and comment about it, Instagram is the favorable option here. On the contrary, if the goal is customer conversion, boosting sales, generating revenue, and driving traffic to your website, Facebook is the absolute choice.

Understanding a social platform and its technical details like working algorithms helps you make the correct choice to accomplish your advertisement goals.


The youth involves more with longer online sessions. The 1.47 billion users of Instagram are less than half of the 2.91 billion accounts on Facebook. Despite the tremendous advantages of users that Facebook has over Instagram, the cost of running ad campaigns is significantly higher on Instagram.

The ad packages vary in price based on several factors. A study reveals that Instagram charges around $0.2 – $2 for CPC, while Facebook ads only cost an average of $0.8.

Budget is a significant factor for small companies and start-up ventures. Take this aspect into consideration when you are planning your ad campaigns.


Demographics play a crucial role in determining a social platform for ads. With over 200 million business pages on Facebook, less than 40% of the audience engages with the brands frequently. The reason is that a consumer fails to reach the ad among the gigantic oceans of posts on Facebook. However, according to statistical data, Instagram posts are seen by more than 99% of the followers. Therefore, Facebook might not be suitable for your business brand.

The distribution of age groups is not identical either on social platforms. Instagram retains a younger community of approximately 30% between the age group 18 – 24, and Facebook has more than 30% of regular visitors of 25 – 34. However, this difference rises further when the age section of elders is considered. Facebook triumphs with almost 7% of users aged between 55 – 64 while Instagram hosts only 3.6% of its users in this age group. These statistics help you in choosing the right social platform.

Our Recommendation

We have explored some most critical elements of comparison between both social media platforms. It is evident that both are at the top for their specific category and objective. Depending upon the budget, it is agreed upon and recommended by experts to combine both platforms for executing ad campaigns. You must prefer Instagram to build and engage your community of fans and then shift towards Facebook ads as your company starts making a profit. This strategy helps you significantly in keeping your audience connected while attracting and converting further potential clients to grow sales and generate streams of revenue.

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