Paid Meta campaigns: Instagram vs Facebook ads

Now that Meta exists there are options for advertising across both Instagram and Facebook. One of the most common questions that we hear is how to decide which platform is going to be the best option to invest in? There is no clear answer to this, as it will depend on your business and what you’re looking to achieve. The best way forward is often to test out ads on both platforms and then gather data to see which is likely to deliver the results that you’re looking for.

Instagram vs Facebook ads

When you start looking at Instagram vs Facebook ads it’s worth bearing in mind that there will be lots of different factors that can influence how your investments work. For example, the season can affect the success of ads, as well as who they are shown to by the platform that you’re working with and the date and time that you launch. Ad spend is also another big factor. Maybe more of your audience is on one platform than the other. There is also the size of the two platforms to factor in – Facebook has 2.93 billion monthly active users and Instagram around a billion.

The key differences to note

Whether it’s Instagram or Facebook, when you invest in a paid Meta campaign you will be using the same Ads Manager in the same way and using the same data. So what are the key differences to note when it comes to Instagram vs Facebook paid Meta campaigns?

• Video and Image ad dimensions. These differ per platform and will also be different depending on the type of ad and the ad placement. You can tailor your ads to meet specific requirements to optimise outcomes. If you’re not keen to spend time on this then the most universal ratio is going to be a 1:1 or 4:5 ratio with a resolution of at least 1080 x 1080 pixels.
• Video length. This is something that is constantly changing for both platforms so it’s important to stay ahead of the most recent updates. The most widely accepted wisdom today is that short videos, 30-60 seconds, are the most effective for Meta paid campaigns. However, that’s not always the case and it can be worth testing out some longer content to see if there is a market for that for your brand.
• Text limits. On Instagram you’re limited to 2,200 characters but the recommended is actually only 125. Short, punchy ad copy does tend to be more effective on Instagram but Facebook posts with more text often do better. Keep the tone conversational and, if you’ve got a lot of information to share, consider bullet points so it’s easy to digest.
• Where your text will appear. This is something else to bear in mind as it will have an effect on the overall impact of your ad. For example on the Facebook primary newsfeed text appears above the button and video/image. On Instagram Stories it’s below the video but above the button.

When it comes to paid Meta campaigns, the best option is to test, test, test so you can see which of these differences are going to create opportunities for you. Find out how Iconic Digital can help your business advertise across Facebook & Instagram ads, get in touch today and call us on 020 7100 0726. Find out more about our Paid Advertising agency in London.