The Low-Down on Facebook vs Instagram

Social media marketing campaigns can definitely be effective. These days, more than half of all consumers check in with a business’ social site when making a purchase decision, a number that’s even higher if you just look at how customers normally use their smartphone. If you are weighing your options between Facebook and Instagram, two popular platforms for online marketing campaigns, consider the following tips as you decide which one is right for your business.

What Facebook Has To Offer

Let’s start with Facebook since it’s often a go-to platform for many businesses. According to recent stats, FB now has nearly 2 billion active monthly users. If your visibility is your primary goal, Facebook is a clear choice, but let’s explore a little further.


Surprisingly, Facebook doesn’t perform as well as Instagram when it comes to engagement. Even so, the platform does have the second highest level of brand interaction. Now, here’s how FB stacks up with demographics:

• More than 70 percent of adults use FB
• It’s more popular with women, but the gap between male-female users isn’t that wide (77 percent vs. 67 percent)
• Nearly 80 percent of users report an income of $75k-plus, although usage among all income brackets is fairly even
• Users tend to be urbaner (74 percent) than rural (67 percent)

Ad Performance

Facebook ads generate nearly $7 billion in revenue annually. That’s a nearly 60 percent increase since 2015. There’s research that shows Facebook ads perform better than web-based ads. FB desktop ads have a click-through rate that’s about eight-times higher while with mobile ads, CTRs are nine-times higher than display network ads.

What Instagram Has To Offer

Instagram has about 400 million daily active users and in excess of 700 million active monthly users. Nearly 100 million photos and videos are shared daily via the platform. Now, let’s explore Instagram in depth.


The photos and videos shared on Instagram generate more than 4 billion likes per day, so there’s definitely a lot of engagement going on here. Instagram also has the highest audience engagement among all social media platforms. Visitors on Instagram tend to stay nearly 50 percent longer than visitors to Facebook. As for the demographics, here’s what you need to know:

• More women use Instagram (31 percent) than men (24 percent)
• There are slightly more users with an income level between $50k and nearly $75k, although use is pretty much even among all income brackets
• Users are more likely to be urban (32 percent) than rural (18 percent)
• 55 percent of Instagram users are between 18 and 29

Ad Performance

Instagram generates global mobile ad revenues of nearly $3 billion. There have been some predictions that Instagram may be set to experience rapid growth with ad revenues. However, this is just speculation right now, with one analyst suggesting Instagram’s revenue could hit $22 billion by 2021.

How Facebook and Instagram Stack Up Against Each Other

Now, let’s take a look at how the two platforms compare when it comes to engagement, age groups, visibility, and the ability to share info easily. With engagement, Instagram wins. When compared side-by-side, Instagram generates more likes than FB. If you just want engagement alone, Instagram could serve you well. Instagram also has a younger audience. If your goal is to reach 18 to 34 year-olds, you may do better with a well-planned Instagram campaign.

With visibility, Facebook wins. So, if you’re not specifically targeting younger customers and you’re going for brand visibility, FB is the better choice. Facebook is also better for sharing information such as links to blogs and product pages. Instagram limits you to one link for your bio, and there are other sharing limitations.

As for which is better for your business, there is no one right answer. It will depend on what goals you have for your brand’s online engagement and your various campaigns. Determine what’s most important for your brand, who you want to reach, and what you ultimately want to achieve. Use this info as your guide for which platform you use.

Regardless of what social media platform is best for your business, the team at Create Web Studios can help you develop and execute an effective strategy to target your intended audience online. In addition to fine-tuning boosting your social media engagement, we can also handle your SEO, website design, and various online marketing needs. Contact us today to learn more about our services.