Both run through the same Meta Ads Manager and targeting system, but the two placements reach somewhat different audiences with different expectations.
Audience Skew
Instagram generally skews toward a younger, more visually-driven audience, while Facebook retains a broader, often slightly older demographic - though there's significant overlap depending on your specific market.
Creative Expectations
Instagram audiences expect more polished, native-feeling visual content, especially for Stories and Reels placements. Facebook is more forgiving of straightforward, less visually elaborate ad formats.
Placement Strategy
Most campaigns run across both placements by default within Meta Ads Manager - the platform's delivery optimization often finds the better-performing placement for your specific audience automatically.
Which to Prioritize
Rather than choosing one exclusively, test both within the same campaign and let performance data guide budget allocation between them. See our Meta Ads and Instagram Marketing services, or contact us for guidance.