Instagram and Facebook ads are both run from Meta Ads Manager, but the audiences and the ads that work on each differ.
How the audiences differ
- Instagram skews younger and more urban, with heavy use of reels and stories.
- Facebook reaches older audiences, smaller towns and people who use groups and Marketplace.
Which suits your business
| Business | Usually stronger |
|---|---|
| Fashion, beauty, salons, cafés, décor | |
| Real estate, education for parents, local services | Facebook, often both |
| B2B and professional services | Facebook (and LinkedIn organically) |
| Online stores and D2C brands | Both |
Our usual advice: start with both
Use Advantage+ placements to start, and let Meta show ads where they perform best. After a few weeks, check the breakdown by platform and placement in Ads Manager. Only remove a placement if it clearly brings worse results.
Make creatives for each placement
- Reels and stories: vertical 9:16 video, text away from the edges.
- Feed: square or 4:5.
Check sizes in our image size guide and preview your ad with the ad preview tool.
See our Instagram ads service.
Want the full picture? This article is part of Meta ads: the complete guide, our in-depth guide with everything in one place.
