Where is it better to advertise, on Facebook or Instagram?

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Instgram Ads and Facebook Ads are two advertising platforms that allow users to create promotional campaigns and target their ads to their target audience. In this way, with a little budget and quite simply, it is possible improve the visibility of a website, generate more leads or increase the number of followers of an account.

Five considerations that we must consider to know if it is better to create an ad campaign on Facebook or Instagram.

In addition, thanks to tools such as Facebook Business Suite it is possible to configure an advertising campaign for Facebook and extend your dynamics to Instagram. In this way, it is possible to create a campaign on both social networks, and then compare the performance of each of them as if it were a single campaign, which could generate very positive results.

However, to create an ad campaign as efficient as possible it is always recommended to do it separately. In this sense, doubts may arise such as: when is it better to advertise on Facebook and when on Instagram? To answer this question, we share the following considerations that need to be raised before making a decision on this issue:

-Unique benefits of each platform: Instagram has e-commerce functions and maintains a constant evolution in terms of the available advertising formats and also in the monetization modes. However, IG audiences seek inspiration rather than purchase. In this sense, Instagram could be the best option if the Ads campaign has a strong visual component, either through striking images or video. On the other hand, Facebook is best for campaigns targeting the “lower” part of the sales funnel, that is, geared toward conversion and sales.

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-Time and resources: If we do not have the knowledge, resources or time necessary to understand the two platforms correctly, it is best to choose only one and focus efforts on it.

-Audience: Although Instagram has grown in audience, Facebook is still the social network with the most active users, which means that any advertising effort will have a greater reach. In this sense, it is convenient to use the audience estimation tool and, if the difference between the two platforms is less than 10%, then perhaps Instagram is better, since on Facebook the overall engagement is lower.

-Work on the text: If the text is an important part of the Ads campaign (if it contains really relevant information) it is best to opt for Facebook. This includes the text in the header and in the description fields. If the ad copy is longer than two sentences, it is more likely to be read on Facebook than on Instagram.

-Search intent: As we’ve already said, Instagram’s audience is at the top of the sales funnel and Facebook’s is at the bottom. It is important to be clear about where the ad is going in the funnel and focus our attention on the platform whose audience is at the right point. In addition, it is convenient to create a strategy with several messages that present different creatives and texts, to compare which of them works best.

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