Which Is Better For Your Brand’s Strategy: Instagram Vs. Facebook?

by Fabeeha Alam
14 minutes
instagram vs facebook

If you’re in the online business game, I know you’ve pondered this age-old question: Instagram or Facebook? It’s like choosing between a Zinger from KFC and a BigMac from Mcdonald’s – both of ‘em have their own flavor and appeal, but which one suits your brand’s social media strategy like a match made in heaven? 

Well, don’t worry because we’re here to break it down for you in words as easy as ABC. So, are you ready for some epic insights on how to rock your social media game with both Instagram vs Facebook (now Meta)? Let’s roll!

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How do Instagram and Facebook work?

Before we get into the detailed Instagram vs Facebook stuff, let’s first talk about how Instagram and Facebook marketing strategies work, their mechanics, their ideology, what they’re all about Et cetera.

First up, we have Instagram, the cool kid on the block. With this one, it’s all about the visuals – Picture-perfect photos, jaw-dropping videos, and those Insta Stories that disappear faster than your ex’s promises. Instagram is like a virtual art gallery where you can showcase your brand’s creativity and personality. This is the place to be if you enjoy fashion, food, fitness, or anything that can be captured in an eye-catching snapshot. Oh, and don’t forget the hashtags! They’re like the magic spell that helps you connect with more peeps.

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Instagram vs Facebook: Key Differences

Now, these platforms may be part of the same social media fam, but they have some important differences. Here are some of ‘em.


Facebook is the OG of social media, founded way back in 2004. It’s like the wise grandparent who’s been around the block and knows all the gossip. On the other hand, Instagram came onto the scene in 2010, making it the cool and trendy younger sibling who’s all about making an impact with all things trendy.

Facebook vs Instagram

Source: 99 designs

Number of users

When it comes to the users, Facebook takes the crown with a whopping 2.9 billion monthly active users worldwide. Dude, that’s like the entire population of Earth on one platform! Maybe it’s a bit exaggerated, but you get the point. 

number of facebook users

Instagram, though not far behind, boasts around 1.3 billion monthly active users, making it no small fry either. It’s like a big, bustling city, filled with influencers, foodies, fashionistas, and fitness gurus, ready to be wowed by your brand’s visual prowess.

number of instagram users

Age and gender identification of users

Both platforms have a minimum age requirement of 13, which means there are some young peeps roaming around. But when it comes to the age breakdown, Instagram’s where the cool kids hang out.

Ages of users

According to a recent study by Statista, teenagers under 18 make up only about 4.8% of Instagram users, while the largest age group on Instagram is 18-24 years old, accounting for 30.8% of its user base. In terms of gender distribution, approximately 48.2% are female, while 51.8% are male.

gender of users

Facebook, on the other hand, takes us to the land of the slightly older crowd. The largest age group on Facebook falls between 25-34 years old, making up 29.9% of the platform’s users. As for gender distribution, around 44% are female, while 56% are male.

Location of users

Did you know that Instagram and Facebook share a similar user base?

Most instagram users by country

Statistics of most Instagram users by country

They share the same top four countries where people are rocking their social media game: India, Indonesia, Brazil, and the good ol’ United States. It’s like a worldwide party, folks! So, generally, you don’t need to stress about location when choosing between the two.

most facebook user by country

Statistics of most Facebook users by country

But here’s a little tip for you: it’s always smart to double-check the specific country or region you’re targeting. You see, there can be some variations in social media usage based on whether people live in rural, suburban, or urban areas. According to PEW research, Facebook is the most popular social media network in rural areas, just edging out YouTube. So, if you’re specifically targeting a rural audience, Facebook might be the horse to bet on.

Audience demographics

Instagram skews younger demographics, with a majority of its users falling in the 18-34 age range. It’s like the hangout spot for the millennials and Gen Z peeps, where they can showcase their #OOTD and latest foodie adventures. 

Facebook, on the other hand, has a broader user base that spans across different age groups, including those golden oldies who want to connect with their long-lost high school buddies.


Now, let’s talk social media engagement. Instagram is the queen of visual storytelling, and its users are all about double-tapping and leaving heart-eyed comments on your posts. Some of the metrics used by Instagram marketers to measure engagement & improving their Instagram marketing strategy are as follows:

  • Likes
  • Reach (measured by # of profile visits)
  • Comments
  • Mentions
  • Saves
  • Shares

On the other hand, Facebook is all about fostering meaningful conversations. Think of a cozy living room, where your audience can share their thoughts, engage in discussions, and form deeper connections with your brand. Some of the metrics used by Facebook marketers to measure engagement on Facebook are as follows:

  • Reactions (Like, Love, Haha, Wow, Sad, Angry)
  • Comments
  • Click-through Rate (CTR) aka % of users who click on a link within your Facebook posts
  • Shares
  • Reach
  • Video views

Engagement benchmarks

In accordance with Hootsuite, here are the average engagement rates you can expect on Facebook and Instagram.

On Facebook, the average engagement benchmark for all post types is 0.07% of your page fans. But here’s where it gets interesting: photo posts and status posts steal the show with engagement rates of 0.12% and 0.11% respectively. So, if you wanna make your audience go wild, those are the post types to focus on

Now, let’s flip the coin and dive into the Instagram engagement scene. On average, all post types on Instagram rock an engagement rate of 0.54%. But wait, it gets even better! Carousel posts and video posts take the crown with engagement rates of 0.62% and 0.61% respectively. It’s like an Insta-party for your brand’s content!

Time spent on Instagram vs Facebook

If you’re a social media addict and you know it, clap your hands. *claps in a giant puddle of guilt and helplessness.* 

Don’t worry because you’re not alone. Here’s a little eye-opener for you: did you know that the average user spends approximately 30.2 minutes on Facebook and a slightly longer 30.6 minutes on Instagram? Yep, that’s right!

total time spent on social media platforms in 2023

Now, my fellow marketers of Instagram and Facebook, let’s put our thinking caps on. What does this mean for us? It’s like striking gold in the realm of audience engagement! With users dedicating a significant chunk of their precious time to these platforms, we have the perfect opportunity to get their attention and create meaningful connections with our brand.

Content on Instagram vs Facebook

When people open these apps, they’re seeking all sorts of things – from boredom-busting entertainment to checking out what their loved ones are up to, or even doing some sneaky product research. So, let’s dig into what makes their content-loving hearts go pitter-patter!

funny content on facebook

On Facebook, about 54% of users crave funny and entertaining content. They want a good laugh, a dose of joy to brighten their day. And guess what? A good 55% of them follow or research brands and products. So, when you’re on Facebook, be conversational and steer clear of being too salesy. Interact with your audience like you’re chatting with your BFFs, and you’ll win their hearts!

funny content on instagram

Let’s hop over to Instagram where the party’s just getting started! Around 61% of Instagram users crave funny and entertaining content. They wanna be dazzled, entertained, and have their funny bone tickled. But here’s the exciting part: a striking 62% of them follow or research brands and products. That’s your cue to showcase your brand like a superstar on the red carpet. Highlight product reviews, share customer testimonials, and flood their feeds with stunning photos and videos. It’s like a visual feast for their brand-hungry eyes!

Remember to let your brand’s uniqueness and your dedication to creating valuable content always shine through, though. Because in the world of social media, it’s the content that speaks volumes and creates connections.


Ah, yes. The sacred algorithm. Or should I say the key to social media success? Instagram’s algorithm is all about showing users what they love based on their interactions and interests. Like a savvy personal assistant, curating a feed that feels tailor-made for each user. 

Facebook’s algorithm, on the other hand, prioritizes meaningful interactions and fosters connections within communities. Unlike Instagram, this one brings people together based on their shared interests and connections.


When it comes to Instagram and Facebook, certain industries have found their perfect match. I’ll explain how.

mobile phone brand example on facebook

On Facebook, we’ve got a star-studded cast representing various sectors. We’re talking about the automotive industry, B2B companies, consumer goods, e-commerce powerhouses, educational institutions, entertainment giants, financial services, gaming enthusiasts, health and wellness champions, real estate moguls, mouthwatering restaurants, trendy retail brands, tech wizards, and even the travel industry. It’s like a bustling city where businesses from all walks of life gather to showcase their products and services.

number of influencers on different social media platfoms

And then there’s Instagram, the fashion-forward darling of social media. It’s where style, food, wanderlust, beauty, and real estate take center stage. The fashion industry struts its stuff with stunning outfits, while foodies tantalize our taste buds with mouthwatering delights. Travel enthusiasts showcase breathtaking destinations, and the beauty and skincare industry flaunt their fab products. And let’s not forget about real estate! Dreamy reels of luxurious homes and affordable properties waiting to be discovered.

beauty brands on instagram example

The most followed fashion brand on Instagram with 75.3M followers

Hold up, there’s more! Instagram’s marketing allure extends beyond these industries. Bars, restaurants, bakeries, delis, catering businesses, grocers, manufacturers, suppliers, farmers’ markets, and even meal prep services can sizzle their way to success on Instagram. It’s like an online feast for the eyes where businesses of all sizes can mesmerize their audience with visually stunning content.


Advertising on Instagram vs Facebook, it’s all about complementing your organic strategy with a touch of paid magic. They go together like peanut butter & jelly! As you grow and understand your organic audience better, you can target your ads more effectively on either platform.

insatgram ads revenue

Brands spending more on Instagram ads than ever in 2023

Instagram marketing offers a tempting menu of ad types to choose from: image ads, Story ads, video ads, carousel ads, collection ads, Explore ads, Instagram Shopping ads, and even Reels ads. It’s like a buffet of options to showcase your brand’s fabulousness!

Below is the example of Instagram reels ad:

instagram reel ads example

BTW, Facebook marketing takes their ad game up a notch too! You’ve got image ads, video ads, carousel ads, Instant Experiences that immerse your audience, collection ads, Facebook Lead ads to capture those leads like a boss, slideshow ads, and even Facebook Messenger ads to slide right into those conversations!

facebook vs instagram messenger

An example of Facebook Messenger ads

Instagram vs Facebook: Which has a brighter future?

So, is Instagram really better than Facebook or vice versa? First things first, Instagram’s like the cool kid who’s always up to date with the latest trends. With its focus on visual storytelling and engaging content, it has captured the hearts of millennials and Gen Z. And guess what? These generations are the future, folks! According to the lastest study by Statista, as of 2023, 69.1% of global Instagram users were under the age of 34. That’s like a whole lot of young peeps who are shaping the digital landscape.

distrubution of instagram users worldwide

Not only that, but Instagram has been quick to adapt and introduce features that cater to the ever-evolving digital world. From the introduction of Instagram Reels to compete with TikTok, to the expansion of Shopping options for e-commerce businesses, Instagram is constantly innovating to stay relevant. Like a chameleon that can change its colors to match the trends.

But hold up, Facebook ain’t going down without a fight! This OG of social media still has a few tricks up its sleeve. Despite its slightly older user base, Facebook’s got an impressive 2.9 billion monthly active users worldwide. That’s like an entire virtual city of people, folks! And let’s not forget that Facebook owns Instagram, so they’ve got some sibling synergy going on.

social media networking

Source: Full spectrum marketing

One thing that gives Facebook an edge is its powerful ad-targeting capabilities. With its extensive user data, you can reach your ideal audience with precision. This opens up endless opportunities for businesses to connect with their target audience. Plus, Facebook has its eyes set on the future with projects like Facebook Horizon, a virtual reality social platform that could revolutionize the way we interact online.

Enter the rise of video content. Video is taking over the digital world faster than a viral dance challenge. And both Instagram and Facebook are embracing this trend. Instagram’s IGTV and Reels features are all about short-form video content, capturing the attention of the younger crowd who prefer bite-sized entertainment. On the other hand, Facebook’s Watch platform, apart from Facebook Reels, is diving deep into the world of long-form video, competing with the likes of YouTube. So, whether you’re a fan of quick videos or binge-worthy series, both platforms cater to your needs.

facebook vs instagram

Source: Melanie hoole

As far as future is concerned, it’s all about adaptability and staying ahead of the game. Till now, both Instagram and Facebook have shown their ability to evolve and introduce new features to meet the ever changing needs of users and businesses. They’re like those tech-savvy superheroes who can upgrade their powers on the fly.

Considering that we had to pick one with a brighter future, we’d lean towards Instagram. Its focus on visual content and its stronghold on the younger audience positions it well for the future. It has become a cultural hub where trends are born, influencers rise, and businesses thrive. And with its continuous innovation and adaptation, it’s primed to keep growing and shaping the digital landscape for years to come.

Remember, the future is unpredictable, and trends can change faster than a swipe left or right. So, it’s necessary to keep an eye on both Instagram and Facebook, adapt to the changing landscape, and embrace the platform that aligns best with your brand’s strategy and target audience.

Instagram vs Facebook: How to choose which platform is best for your brand?

Let’s learn how to choose the most suitable social media channel for your brand. It’s just like finding the right pair of shoes – you want something that fits like a glove and makes you strut with confidence. Here are some guidelines & tips to help you make the right choice!

Know your audience

The first step is to understand your target audience like the back of your hand. Who are they? What platforms do they hang out on? Otherwise, if your targeted audience consists of a broader range of age groups and you want to foster deeper connections, Facebook might be the way to go.

know your audience

Source: Digital clarity group

For example, if you’re a fashion brand targeting Gen Z, Instagram can be your runway to showcase stunning outfits, while if you’re a consulting firm targeting professionals of all ages, Facebook can be your go-to for sharing informative content.

Define your brand’s personality

Your brand has its own unique vibe and personality, just like Donna from Suits or Alfred from Batman. Are you fun and quirky, or more serious and professional? Different social media channels have their own vibes, Choose the option that best aligns with your brand’s personality. 

brand's personality

For instance, if you’re a playful and visually-driven brand, Instagram’s vibrant and creative atmosphere will be your playground. But if you’re all about sharing valuable insights, thought-provoking posts, and hosting webinars, Facebook’s versatility and longer-form content options might be your jam.

Set your goals and objectives

What are you trying to achieve with your social media presence? Is it brand awareness, driving sales, or building a community? Each platform has its own strengths, so align your goals with the platform that can deliver the goods.

set up your brand objectives

For example, if you’re launching a new product and want to reach a wide audience, Facebook’s extensive reach and powerful ad targeting options can help you spread the word like wildfire. But if you’re a beauty brand looking to showcase your products and build an engaged community, Instagram influencers might be your secret weapons.

Consider your resources

Social media takes time, effort, and a sprinkle of magic to manage. Assess your resources, both in terms of time and manpower, to determine which platform you can realistically handle. 

For example, if you own a small team and limited resources, it might be wiser to focus on one to two platforms at a time and give them your undivided attention. Quality over quantity, folks! It’s like having a few fabulous outfits that make heads turn, rather than a closet full of mediocre choices.

Experiment and adapt

The world of social media is ever-evolving, like a fast-paced dance floor where new moves are constantly being invented. Don’t be afraid to experiment with different platforms and strategies to see what works best for your brand. 

Maybe you start with Facebook, but as you grow, you realize your audience is more engaged on platforms like Instagram and TikTok. Be open to adapting your social media strategy and embrace the platforms that give you the best results. Change, after all, is inevitable.

You don’t have to choose

But guess what? When it comes to social media, you don’t have to choose just one platform. It’s not like picking between a slice of cake or a scoop of ice cream – you can have both! In fact, using multiple platforms can actually amplify your brand’s voice and impact. It’s kinda like having a killer wardrobe with options for every occasion.

Come to think of it: Each social media platform brings its own unique strengths and audience, so why limit yourself? By diversifying your social media presence, you can engage with a wider range of people and tailor your content to suit each platform’s vibe. It’s like having a multi-dimensional brand that shines from all angles. Plus, using multiple platforms allows you to cross-promote & repurpose your content, maximizing its impact and giving you more bang for your buck. 

Being on multiple platforms is just like a well-rounded meal, it’s all about balance and variety. Experiment, adapt, and find the mix that works best for your brand. Because in the ever-evolving world of social media, the more channels you conquer, the brighter your brand’s future will be. Now, go ahead! Claim your social media empire, and let your brand’s presence be felt far and wide!


Q: Can you make more money on Facebook vs Instagram?

A: Both Facebook and Instagram offer opportunities to fatten up your wallet, but it depends on your business and strategy. Facebook’s wider reach and powerful advertising tools can help you tap into a larger audience and drive conversions. On the other hand, Instagram’s visual appeal and influencer marketing potential can work wonders for certain industries like fashion, beauty, and food. It’s like comparing apples to avocados – different flavors for different businesses. The key is to understand your target audience, craft compelling content, and leverage the unique features of each platform to make it rain $$$.

Q: Is Instagram replacing Facebook?

A: While Instagram has been gaining popularity and attracting younger audiences, it hasn’t quite dethroned Facebook. Each platform has its own strengths and caters to different user preferences. Facebook is still a powerhouse when it comes to reach, diverse content, and advertising options. Instagram, with its visual focus and influencer culture, has carved its own niche. So, it’s less about replacement and more about finding the right balance between Facebook & Instagram, depending on your brand, target audience, and marketing goals.

Q: What to post on Facebook vs Instagram?

A: Understand the vibe of each platform and you’re good to go. Facebook loves a mix of content – think long-form posts, videos, and live streams. It’s like an array of information that encourages meaningful conversations and deeper connections. On the flip side, Instagram is all about visual storytelling and capturing attention at a glance. Focus on aesthetic pictures, engaging reels, and captivating Stories that make users stop mid-scroll.

Q: Is Instagram more secure than Facebook?

Both Instagram and Facebook take user privacy and security seriously, but they do have their own features and settings. Instagram generally focuses more on content sharing and enables users to control who can view their posts and stories. Facebook, being a broader social network, offers more comprehensive privacy settings for profiles, posts, and even individual pieces of information. However, it’s essential to remember that no platform is entirely immune to potential security risks. So make sure you stay informed about privacy settings, exercise caution with your personal information, and follow the above mentioned best practices to keep yourself and your data safe, no matter which platform you’re on.

Fabeeha Alam

Fabeha is a martial arts enthusiast and animal lover who's always ready to take on new challenges. When she's not practicing her kicks and punches, she's out making new furry friends or discovering a new hobby.

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