Facebook vs. Instagram: The Importance of Choosing The Right Social Media Platform

Social Media Platforms

When social media was still new, people were more concerned about its repercussions regarding social interactions. Relatively few people understood how powerful a marketing tool social media would become in the future. Now, it's one of the best brand recognition and advertisement tools.

Digital marketing using social media has completely transformed how businesses look towards marketing. Instead of creating ads for a general market that costs a significant amount of money and achieve very little market penetration, social media marketing now allows businesses to identify and market to their specific target audience.

Social media platforms and marketing are still evolving. Businesses trying to leverage social media to market their products or services have to try and keep up with the most recent trends, new technologies, and current market strategies to get the best ROI.

In the same vein, one of the most significant digital marketing decisions a business might need to make is which platform to choose: Facebook or Instagram. Ideally, a business should have an online presence on both these platforms, but if they are working with a limited budget and want to get the best out of their investment by marketing on one of the platforms, understanding the strengths and weaknesses of either is critical.

Facebook – The Veteran Social Media Platform

Facebook – The Veteran Social Media Platform

Let's start with Facebook. About 2.7 billion monthly are active users on this platform, and out of them, almost 1.79 billion are daily active users. So statistically, approximately one in every four people on the planet use Facebook. Another fact to consider is that nearly 48% of Facebook’s Ad revenue comes from the US and Canada alone, so there is a significant social media marketing potential.

The reasons to choose Facebook include the following:

  • Facebook is ideal for content-heavy marketing. If your product/service requires you to convey a significant amount of textual data (along with photos, infographics, or videos), Facebook might be the better choice. It's also great for curated content that you pulled from multiple sources.
  • Demographics is an essential factor. If the bulk of your target audience is adults in their middle ages and above (Especially men between the ages of 25 and 34), you are more likely to find more of them on Facebook.
  • Facebook offers you a lot of options and better functionality. You can reach out to your intended clientele in several ways. You can create quizzes, post blogs, images, give a call-out to people for events, and even play games. More options mean you can make more potent advertisement campaigns to engage sub-sections of your target audience.
  • Facebook allows you to create more efficient sales funnels, especially for an audience that's already warm towards your brand.
Instagram – The New Kid in Town

Instagram – The New Kid in Town

Instagram is a relatively younger social media platform. And not just because it was launched a few years after Facebook, but as compared to Facebook, most Instagram users are younger. So if you are marking something to a younger audience, Instagram might be better for you. Other reasons why Instagram would be a better choice:

  • It’s trendy. If your brand is more about the hip new trends rather than focusing on gathering a loyal and repetitive clientele, than an active Instagram presence can do wonders for your business.
  • It’s a visual platform, so you need to simplify your content and make it more visually appealing and digestible (Infographics, original photos, entertaining videos, etc.). Even if you are marketing on both platforms, your Instagram and Facebook content would be quite different.
  • Businesses related to fashion, beauty, modeling, etc. In other words, businesses that inherently lean towards visual marketing do better on Instagram.
  • Instagram isn’t as diluted with marketing as Facebook is, so you may face a little less competition, which can also impact your pricing.


There are a lot of similarities between the two platforms. Both platforms use the same tools for setting marketing objectives and finding your target audience (Facebook’s), and both lean more towards B2C marketing instead of B2B marketing (Unlike Linkedin). The main factors behind choosing one platform over the other are your target audience, existing brand image, and your overall marketing strategy.

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