Are you interested in running a marketing campaign through social media? Perhaps you are stuck between deciding between two of the largest platforms available: Instagram ads vs Facebook ads.
To help you make an informed decision, this article will take an in-depth look at Instagram and Facebook by analyzing their ad types as well as their respective pros and cons.
Click on each link to jump ahead to that section or continue reading to learn more.
If you are not sure whether you should run your marketing campaign on Instagram or Facebook, contact Relevantly for expert digital advertising advice.
Instagram Ads vs Facebook Ads
Introducing Instagram
According to Statista, as of December 2021, Instagram reached 2 billion active users worldwide. This is a drastic increase considering that in 2018, they had 1 billion users.
Take a look at the photo below to better understand Instagram’s user interface.
As for its demographics, research conducted by Statista shows that approximately:
31% of Instagram users were between the ages of 18 and 24,
30% were between the ages of 25 and 34,
and 16% were 35 to 44 years of age.
This means that 61% of Instagram’s users are aged 18 to 34. As a business owner, this means that if your sales demographic aligns with Instagram, you may want to consider running Instagram advertisements.
Statista further noted that in 2019, there were 500 million active users per day. Instagram Stories allow users to post videos or photos for other users to view for 24 hours and then they disappear. As we will discuss later, Instagram Stories is a great platform for advertising. To learn more, click here.
Introducing Facebook
According to SocialPilot, Facebook currently has 2.96 billion monthly users worldwide, and this percentage is increasing by 2% each year.
Furthermore, 81% of all adults in the U.S. have a Facebook account and the average adult in the U.S. spends 30 minutes on Facebook every day - that is insane!
Take a look at the photo below to better understand Facebook’s user interface.
As for the demographics, Statista has noted that as of March 2023:
Approximately 24% of users in the U.S. were between the ages of 25 and 34,
and 18% were between the ages of 18 to 24.
Interestingly, fewer teens are using Facebook these days. The average age of Facebook users is increasing, which may be relevant to your business based on what age group you’re trying to reach.
Types of Instagram Ads
Given Instagram’s immense user base, it can be extremely valuable for helping brands:
Improve sales/conversions
Increase brand awareness
Reach their target market
As your target audience scrolls through Instagram, advertisements, labelled “sponsored”, will appear on their newsfeed. These often link to a:
Contact page
Online store
An address
The following are some of the different types of Instagram ads and their unique benefits.
1. Single Image Ads
The most basic type of Instagram ad, but still very effective, is the photo/image ad. When used correctly, this type of ad can be very powerful.
Given its simplicity, this type of Instagram ad is typically the cheapest option. To increase its overall effectiveness you must understand that the emphasis is on the image. Therefore, incorporating a high-quality image is a must.
2. Carousel Ads
Image source | Few Moda via Instagram
Carousel ads involve a series of photos which the user can swipe through. These ads are a great option if you are trying to promote a product but you require more than one image to effectively do so.
For instance, you may be a kitchen renovation company that is trying to advertise their custom-made kitchen cabinets on Instagram. A carousel ad is a great option because you can include several images of the same cabinet from different angles, as well as with the cabinet doors open and closed. Or, perhaps you want to present the different styles of cabinetry you offer all in one ad.
3. Video Ads
As you may have already guessed, these ads include a video. Instagram allows you to post 60-second-long videos leaving you lots of time for creativity.
Despite the fact that in its early years, Instagram primarily focused on images, videos on Instagram are becoming much more popular. Therefore, users are used to seeing videos on Instagram and they may even prefer seeing them more than images.
4. Stories Ads
Image source: Crest via Instagram
Despite the fact that Instagram Stories are a relatively new addition to Instagram, they are without a doubt a fan favourite feature.
In 2019, there were 500 million active Instagram stories users per day.
Given that Instagram stories disappear after 24 hours, they provide an opportunity for a unique marketing strategy. Due to this short amount of time, it is smart to create a sense of urgency within your Stories ad. For example, perhaps you are a windows and blinds company and you want to run a buy one get one free (BOGO) promotion on your custom-made shutters. You can include a bolded header saying “Buy one get one free” or “limited time offer”, which will grab the attention of the Instagram user and make them want to act now.
5. Reels Ads
Another relatively new Instagram feature is Instagram Reels. Reels allow users are able to create and share short videos, similar to those on TikTok.
Each reel can be up to 60 seconds long and are a great opportunity to advertise your business or products. Although they are similar to video ads, Reels ads pop up on the Instagram Reels tab rather than on the home tab.
Types of Facebook Ads
Similar to Instagram, Facebook also has an immense user base. They too can help your businesses:
Increase sales/conversions
Increase brand awareness
Reach their target market
Consider the following Facebook ad types. You will notice that Instagram and Facebook offer similar ad formats.
1. Single Image Ads
Image source | ShoeDazzle via Facebook
Similar to Instagram ads, one of the most straightforward types of Facebook ads is the single image ad. In this case, one large, high-quality image is used and it is usually accompanied by a link.
Above the image, you can insert a description that catches the reader’s attention. Following this, you insert a high-quality image, followed by a caption, a URL, and a call to action button.
This call to action button can then link to your home page, online store, location, testimonials, and anything else you desire.
2. Carousel Ads
You can also create carousel ads on Facebook. You can include up to 10 images all directed to your consumer’s interests.
Each segment can include an image or a video. Starting with a video and then following up with a few images is an excellent strategy. We recommend arranging the videos in a way that tells a story, this way each image or video flows into the other seamlessly.
3. Video Ads
Image source | Consumerk-UK via Facebook
Just like with Instagram ads, you can also create video ads on Facebook. Instead of offering a link for users to click on, you can create an advertising message via a video that will start to play once users scroll past it.
Video ads are a great tool to use because they catch the user’s attention much quicker than a single image. Depending on how intriguing your video is, the user might feel interested enough to watch the whole segment.
You can even insert a call to action within the video directing the consumer to your business.
4. Collection Ads
Collection ads are a great advertising tool, especially if your demographic tends to shop on their mobile devices. Collection ads feature a primary image or video with three smaller images afterwards laid out horizontally.
These ads are great if you have four or more products you would like to advertise. Collection ads are also good to use if you want to include one main image displaying a product followed by related products.
For example, perhaps your company specializes in PC repairs. Your main image could be of a computer being repaired followed by images of accessories such as a keyboard, a mouse, or even a headset. The possibilities are truly endless!
5. Dynamic Ads
Image source | AdEspresso by Hootsuite
Dynamic ads are great because they allow you to pull images and details from your data feed and use them for advertising purposes.
Dynamic ads are especially unique because Facebook pulls data from your Pixel or SDK and shows these ads to consumers/users who have previously demonstrated interest in your business.
Pros of Instagram Ads
1. Highly Engaging Visual Content
When comparing Instagram ads vs Facebook ads, it is important to note that as a social media platform, Instagram is a very visually-oriented platform.
Given this, Instagram is ideal for businesses that can leverage high-quality images and videos. With Instagram ads, you can create visually appealing content that stands out in users’ feeds, Stories, and Reels.
Because of the engaging nature of visual content on Instagram, you can more easily capture users’ attention, drive brand awareness, and effectively evoke positive emotions. High-quality visual content is very powerful and sharing this on a well-known platform that is known for its imagery is a smart business decision.
2. Access to Younger Demographics
Depending on your target audience, having a younger demographic can be seen as a pro or a con. However, let’s focus on the positive side.
As previously noted, research shows that approximately 31% of Instagram users were between the ages of 18 and 24. In the grand scheme of things, this is very young.
Therefore, if your target audience aligns with these age groups, advertising on Instagram allows you to connect with them directly. Instagram’s popularity among younger users provides an opportunity to build upon your brand loyalty among these demographics. If you have a young individual who loves your product, they are more likely to continue doing business with you for years to come.
Image source | Gary Cassel via Pixabay
3. Seamless Integration
When comparing Instagram ads vs Facebook ads, it is easy to see that Instagram ads blend seamlessly into users’ feeds, Stories, and Reels to maintain the platform’s visual aesthetic.
This integration helps ads appear less intrusive and enhances the overall user experience. As a consumer, it is easy to get distracted by an Instagram ad because they appear the exact same as a post from someone you actually follow.
Therefore, by aligning with the natural flow, Instagram ads can generate higher engagement rates and increase the chances of users interacting with your business or brand.
Cons of Instagram ads
1. Visual Competition
As previously mentioned, Instagram is a highly visual platform where aesthetics matter. To stand out, advertisers need to create visually appealing and engaging content that aligns with the platform’s aesthetic standards. This requirement can be challenging for businesses or industries that struggle to produce compelling visual content.
Therefore, if your business is just starting out and you have not yet produced visually appealing imagery, consider hiring a marketing agency that understands what Instagram is looking for.
Image source | Fabricio Macedo FGMsp via Pixabay
2. Limited Text Space
Another thing to consider when looking at Instagram ads vs Facebook ads is the amount of text space you can incorporate in your ad. Although you do not want your ads to be text-heavy, it is important to note that because Instagram prioritizes visual components, you are limited in the amount of text you can include in your ads.
If your ad campaign required extensive messaging or detailed product descriptions, these restrictions can be a disadvantage. However, working alongside a professional marketing agency will ensure you make the most of what you have.
3. Struggles to Reach Men
Surprisingly enough, only around 32% of the active monthly users on Instagram are men. Therefore, if your target demographic is specifically geared toward middle age men, Instagram may not be the right platform for your ad campaign. On the other hand, Facebook may make more sense for you.
Nonetheless, contact a marketing agency that can generate the right plan of action for you and your business.
Image source | Jess Foami via Pixabay
Pros of Facebook Ads
1. Wide Audience Reach
When comparing Instagram ads vs Facebook ads, it is clear that Facebook has a larger user base. In fact, Instagram has approximately 2.35 billion monthly users, whereas Facebook has 2.96 billion monthly users worldwide, and this percentage is increasing by 2% each year. This means that Facebook has around 610 million more users per month.
This vast audience allows businesses to reach a wide range of potential customers across different demographics and regions. Whether you are targeting a specific niche or aiming for broad brand exposure, Facebook’s large user base provides immense opportunities to reach your target audience.
2. Access to Older Demographic
Depending on your target audience, having an older demographic can be seen as a pro or a con. However, as we did before, let’s focus on the positive side.
As previously noted, as of March 2023, approximately 24% of users in the U.S. were between the ages of 25 and 34. When comparing Instagram ads vs Facebook ads this means that the average demographic of Facebook users is significantly older; 18-24 vs 25-34.
Having an older demographic may be good for your business because these individuals tend to have more expendable income. For example, If your business is in the home renovation industry it makes more sense to target older individuals because they are more likely to own a home in the first place.
Image source | ❄️♡💛♡❄️ Julita ❄️♡💛♡❄️ via Pixabay
3. Longer Session Time
When comparing Instagram ads vs Facebook, ClickCease found that the average session time on Instagram is under 3 minutes, whereas Facebook has an average session time of 5 minutes.
This is primarily because people utilize Facebook to engage with their friends, plan events, or browse Facebook Marketplace. Conversely, Instagram is typically used for less engaging activities like scrolling through images or looking at memes.
Cons of Facebook Ads
1. Higher Cost
Data shows that the average Cost per click (CPC) and cost per thousand impressions (CPM) are higher on Facebook than it is on Instagram.
When it comes to Facebook ads:
The average CPC is $0.97
The average CPM is $7.19
When it comes to Instagram ads:
The average CPC is $0.20-$2.00
The average CPM is $6.70
This may or may not be a concern considering your budget, but it is something to consider. It is also important that you work with a marketing agency that understands your budget and knows how to allocate your funds effectively.
Image source | Nattanan Kanchanaprat via Pixabay
2. Ad Saturation
One of the main cons of Facebook ads is ad saturation. Given that there are a vast number of advertisers on Facebook, the platform has become somewhat saturated, leading to increased competition and higher ad costs.
Thus, it can be a challenge to achieve high visibility and engagement without a carefully crafted strategy and budget. This is why we recommend working with a professional marketing agency that understands how to run effective Facebook ads instead of pursuing this challenge on your own accord.
3. Ad Fatigue
Due to the frequency and volume of ads on Facebook, users may experience ad fatigue. This is where users become less receptive to advertisements which can result in lower click-through rates (CTR) and less effective campaigns over time.
To avoid ad fatigue, work with a professional marketing agency that specializes in Facebook ads.
Start Your Marketing Campaign Today
If you are ready to get started designing awesome ads for your business, contact us today. Instagram and Facebook ad design doesn’t have to be complicated - but it should be captivating.
The information listed above is a great resource to help you get started making and running ads that work. However, remember that these cons are not absolute limitations, and with careful planning and execution, businesses can still achieve success with both Facebook and Instagram ads. When choosing between the platforms, It's essential to consider your:
target audience,
advertising goals,
and content strategy.
However, if you aren’t sure you have the time to spend on creating Instagram or Facebook ads yourself, consider working with a marketing agency.
At Relevantly, we have over 15 years of marketing experience. Our team has helped countless companies get more leads, grow their businesses, and increase their sales.
