Instagram Paid Ads or Facebook Ad Campaign – Which one helps you get more conversions?
Digital marketing has replaced traditional advertising on a large scale, and more and more businesses today opt for the former as it brings faster results at lower prices. However, when it comes to social media marketing, a tough question to answer is, where to drop in your marketing budget if you are tight-handed – Instagram paid ads or Facebook ad campaigns? Which social media portal among these two garners more views and guarantees higher conversions from paid marketing campaigns?
One point to be considered here is, that there are a majority of users using both these platforms, however, it does not mean the same ad running on both the social media handles will yield the same results. There are major differences in what works on both platforms, for instance, if the ad traction is more important than the goal, Instagram is for you. On the other hand, if you want to control every aspect of an ad, go to Facebook.
This blog highlights the components of running ad campaigns on Instagram and Facebook pertaining to various demographics, needs, and niches the brand is dealing in.
Instagram Paid Ads vs Facebook Ad Campaign
· Ad Management
Facebook Ad Manager is a single location to manage both the ads running on Facebook and Instagram. This platform enables marketers to select multifarious audiences and placements and comes with a feature that allows downloading results.
The Facebook ad campaign has many options for ad sets and objectives and provides multiple combinations to test and preview all the available ads. In simple words, it comes with minute details and is a little complicated for a beginner.
However, Instagram paid ads are simpler as compared to the Facebook ad manager. You can set up an ad with a post or a story in a few clicks. This is the right point for a beginner to test the waters, and if you are interested in the bigger picture rather than the minutest analysis, Instagram is for you.
Also Read – Top 10 Tools for Content Creators
· Audience and Demographics
You have to be where your potential consumers are, and this is the basic principle of digital marketing. Though many users are there on both platforms, knowing how many of these actively use one platform over the other is a vital piece of information that helps you get a clear picture.
Demographics of a social media platform tell you what kind of audience is available on a particular portal, and you can map out where your target audience is.
Facebook has the widest demographics among all the networks, and this has remarkably remained unchanged for years now. Thus, most the brands are likely to find at least some of their target audience on Facebook.
Instagram is more of a youth hub, and if your brand caters to the needs of this set of people only, your ads should run on Instagram. Like Facebook, Instagram’s demographics have also remained constant for the longest period of time.
You can gain the audience information on Facebook’s Insight tab, and Instagram audience details from the app’s insights. Another way to gain audience information from a social media network is by using a social media management tool that gives analytic reports to gain audience information.
The kind of content that you desire to promote is also a deciding factor to select the social media network that suits your needs perfectly. What type of content do you have? Can you invest in proper ad shoots for promotions? The present content that you have, was it taken specifically for ads, or are they majorly posts that you want to augment the visibility of?
Facebook and Instagram differ in the content style that is promoted and the interactions.
Facebook gives you multiple choices with different types of ads such as:
- Single media – image, video, or slideshow
- Existing posts – includes links that you have shared
- Carousel – two or more scrollable videos or images
Instagram also gives you the same option when it comes to ad types, but no in-captions links are clickable like Facebook. On Instagram, you need to use the CTA buttons to add a link.
With the content of the ad, also consider the goal you are trying to accomplish with this campaign. If the content and the goal of an ad campaign are not aligned, your ad is doing no good irrespective of how excellent the copy is.
On Facebook, users generally tend to interact with friends and family by sharing interesting links, articles, posts, and blogs. Thus, stronger content pieces such as articles, blogs, case studies, and like can garner much viewership here.
Instagram is about visually-appealing images and videos. Thus, for Instagram paid ads, your focus should be on curating captivating videos and images before anything else. Long-form content such as blogs, news articles, or case studies does not perform as well as others unless they are paired with intriguing images that tell the story.
In a nutshell, for visually-appealing content, Instagram is a go-to social media network, and if the ad includes more written content, then Facebook is an apt option for advertising.
The industry your product or services belong to is another vital factor in deciding where to spend the advertising budget – Facebook or Instagram? If your industry deals in visually-appealing niches such as fashion, food, or other youthful products and services, Instagram is your thing.
Create an account on both the platforms and browse through the social media analytics to understand where is the most organic traffic that you are aiming at?
Moreover, the industry you are dealing in also decides the cost you will pay for the campaign. Expensive products and services cost more as these ads have to be run multiple times to create an impact in the prospect audience’s mind.
Also Read – How to Make Trending Reels on Instagram?
It is not a one-way road to decide between Instagram Paid Ads or Facebook Ad Campaign, and there is a list of yardsticks that needs to be considered for deciding which social media network is better for a brand depending on its target audience, goals, content type and industry.