Even if in the last few months the newcomer TikTok (“new” so to speak, given that he has existed as Musical.ly since 2015) has given a hard time to the giants of the social field, the great fight for the primacy is always between Facebook and Instagram. Fight that does not actually exist given that both platforms are owned by Facebook itself and the integrations are now many, including that of paid advertising. Today we are talking about the differences and similarities between advertising on Facebook and that on Instagram.
The management of advertising on Facebook and Instagram
Just above we said that the integrations are now many, and in fact, it is so when it comes to advertising: paid ads on Facebook and Instagram can be managed from a single digital place, the Facebook Ads Manager. This unique tool offers a wide variety of formats and ways to highlight its content on both platforms, even at the same time, personalizing each ad and choosing the appropriate format from time to time. Having a single location for both platforms is really convenient, especially since the results are downloadable and therefore easy to compare.
The formats of paid ads on Facebook and Instagram
Differences and similarities between the two platforms when it comes to paid advertising can also be found in the formats; both social giants use four main advertising formats:
- Single media, namely an image, a video, or an image gallery;
- Existing post or the promotion of content published on your profile/page;
- Carousel, a format that allows you to promote more searchable content;
- Story Ads, i.e. Facebook or Instagram Stories in evidence.
However, the ability to enter text on Instagram is limited. Furthermore, with the same format, what will have to change is undoubtedly the type of content: if you decide to promote yourself on Instagram, you will absolutely have to give priority to aesthetically appealing and flawless content.
Audience and targeting of ads
Two substantial differences between Facebook and Instagram when it comes to advertising lie in the type of audience and in the precision with which we can reach it. With its 2 and a half billion users active monthly, Facebook is the largest social network in the web landscape, and consequently offers a demographic amplitude much higher than that of Instagram: on Facebook, there are representatives of all categories and social groups; Instagram, on the other hand, has a much younger audience, mostly made up of women. For this reason, when choosing the platform on which to invest in advertising, it is good to evaluate the type of product or service you want to promote and understand which the most suitable demographic target is.
Speaking of targets, another difference is precisely that of ad targeting: thanks to the varied and information-rich nature of its audience, Facebook allows a truly precise personalization of the target for its ads. Instagram still offers good targeting, but not at the level of the blue giant. So if the goal of our advertising campaign is to reach a very precise and restricted niche, Facebook will be the right choice.
Costs and convenience of advertising campaigns
But now we get to the heart of the matter to answer the most pressing question when it comes to paid advertising: what is the most convenient platform between Facebook and Instagram on which to activate paid advertising? On the one hand, we have the cost data of the ads, on the other the target and content objectives. If we look at the mere CPC (cost per click), Facebook beats Instagram thanks to its $ 0.27 against $ 1.41, while the CPM (cost per thousand impressions) overturns the issue with $ 7.19 for Facebook and 7.91 $ for Instagram. So it depends on the type of ad you choose. But not only: it must always be remembered that the success of a campaign is calculated not based on the cost, but on the achievement of the objective or objectives for which it was decided to set it. For example: spending less on Facebook in terms of the cost of the campaign, but not being able to reach your target because represented above all on Instagram is not a good strategy.
Services to grow Instagram and Facebook
Now that we have seen some differences and similarities between paid advertisements on Instagram and Facebook, we would like to advise you on the easiest, fastest and most convenient way to reach more users on the platforms: whether it is to increase Italian followers on Instagram or to grow fans of your page on Facebook, don’t forget to take a look at the offer!
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