Facebook versus Instagram – Isn’t social media a numbers game? Like other marketers, you undoubtedly keep track of how many followers you have, how many likes you get, how many impressions you produce, and how many orders you receive. And, in terms of statistics, it’s easy to see Facebook as the most important social media channel to focus on.

After all, Facebook is the world’s largest social network, with around 2.91 billion monthly active members. In comparison, Instagram has approximately one billion, monthly active users. So why not focus all of your social media efforts on Facebook? The answer is dependent on other significant criteria, such as who you’re targeting, the platform’s algorithm, and your campaign objectives. This post will compare and contrast Facebook versus Instagram so you can determine where to launch your future social media marketing initiatives.

What exactly is distinct between Facebook versus Instagram?

The primary distinction between Facebook versus Instagram is that Instagram exclusively allows for the uploading of photographs and videos. Facebook allows you to share images and videos, as well as articles, quizzes, website links, and extended films. Instagram is a free online photo and video social media network, whereas Facebook is a free social media platform where users can share all types of posts with other people.

Facebook has a browser and mobile app versions, both of which are popular among users. Although Instagram can be accessed through a web browser, the mobile app version is more user-friendly and extensively utilized. It’s also worth mentioning that, while Facebook has a considerably greater global user base than Instagram, Instagram has a younger demographic.

By the numbers: Facebook versus Instagram

When you look deeper into the data, you’ll discover that Instagram and Facebook have distinct divergences that make them better suited to various marketing initiatives.

Demographics of the audience

The demographics of the audiences on each social media platform differ. Instagram caters to a younger clientele, primarily those under the age of 30. In the fourth quarter of 2021, 31% of global active Instagram users were between the ages of 18 and 24. More than half of the global Instagram population is under the age of 34. It is popular among people looking for fashion inspiration, creative ideas, new trends, and information on what influencers are up to. Visibility on Instagram is critical if your brand wants to target a younger, visually-aware millennial audience.

Facebook has a broader range of age groups. Though the platform is aimed at children, adults, and the elderly, it appeals to a slightly older age group. (At the moment, around 32% of Facebook users are between the ages of 25 and 34, while 18% are between the ages of 35 and 44.). Its extensive audience demographics can be beneficial for firms with a broader appeal that want to target different audience categories in multiple regions. One of the most significant advantages of Facebook is that brands can simply target specific user demographics (such as age) and then further segment this group by geography, career, and interests.


Although many people believe Facebook’s popularity declined in the third quarter of 2021, the company still claimed 1.93 billion daily active users (66% of monthly active users). In the United States alone, people spend a little over two hours every day on social media. In comparison, in the United States, 63 percent of Instagram users used the photo-sharing app on a daily basis.

The vast majority of users on both social media networks are engaged every day. The key, though, is to consider the intent underlying users’ interactions with the platform. Instagram is frequently seen as a resource for discovering new businesses, locations, and trends. It is used by people to obtain fresh ideas and be aesthetically inspired.

Facebook, on the other hand, places a premium on personal connections and engaging with material shared by friends and family. In fact, 88 percent of Facebook users claim they use it to stay in touch with friends and family, while only 17 percent say they use it to follow brands/companies.


Facebook and Instagram serve various purposes. Instagram is designed for sharing videos and photographs, whereas Facebook allows for a wider range of posts kinds. Facebook gives a wealth of information to its users and caters to a wide range of demographics with varying expectations. People use the internet to watch videos, read posts, see Stories, read the news, play games, and learn about upcoming events.

Users can also access personal information about persons, a company’s history and contact information, and events that the company hosts. When Instagram users check-in, they want clear and visual information. It’s simple to scan an image and a few lines of supporting text in the caption. Consider the capability of each platform when developing a marketing campaign for your selected channel.

Ad Spend

According to recent studies, the most popular activity among Facebook users is clicking on adverts. The average Facebook user clicks on 12 ads each month; in the United States, this number jumps to 18 ad clicks per month. Users have faith in Facebook to display relevant advertisements. As a result, it’s important capitalizing on this trust to create your own ad efforts.

If you’re running advertisements on Facebook or Instagram, you should consider the cost of running the campaign and how it will affect your revenue. Facebook ads are often more expensive than Instagram ads (as measured on a per-click basis).

How to Choose the Best Channel for Your Brand (Facebook versus Instagram)

A good social media presence is essential for developing brand exposure and trust, whether you run a local business selling organic foods or a drop-shipping enterprise selling dog collars. You should and most likely already have an active company account on both. Which says it is not about Facebook versus Instagram. You can choose the ideal platform for each of your campaigns if you have active profiles on both social media sites (Facebook versus Instagram).

For example, if you want to target millennial dog owners in New York for your latest dog treat product, you may discover that Instagram is the perfect platform for communicating with potential customers and sharing engaging organic posts.

Finally, consider Facebook versus Instagram

Facebook versus Instagram Both are effective platforms for increasing your brand’s online visibility. Instead of focusing on just one, it’s ideal to use both Facebook versus Instagram concurrently and capitalize on their distinct qualities. Because you may publish links anywhere on Facebook, it’s an excellent way to gain access to online retailers or other media sources.

Paid adverts on the site are also cost-effective and well-suited for targeting a wide range of age groups and demographics. However, if you want to communicate directly with younger clients and build a stronger brand identity, Instagram is your best bet. Both platforms have advantages and disadvantages; the main thing is to understand how to attach them to your goals and use them to your advantage.

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