Budgeting For Facebook Vs. Instagram Ads: 6 Important Factors
Facebook or Instagram: where should your social media advertising dollars go? Master the art of objective evaluation.
Meanwhile, it appears that additional marketing budget investment in Facebook and Instagram is warranted as both user engagement with advertisements and campaign results justify this.
1. You may get 25% more exposure for your business.
Seventy-five percent of Facebook’s users were also active on Instagram as of January 2021. This indicates that advertising on Instagram in addition to Facebook may increase exposure by as much as 25%.
Because it is a mean value, the real increase in coverage may be less. Use the Audience Size estimation tool to determine the size of the prospective audience on each platform to ensure a significant reach gain.
2. Take advantage of the varying ad formats between channels.
Instagram ads have recently been expanded to include e-commerce options.
However, Instagram is more of a place where people go to get ideas and be inspired than to actually make purchases.
Instagram ads are designed to be visually striking, but Facebook ads typically aren’t.
If the visuals are of paramount importance, and the goal is to make a lasting impression, you may want to try running only on Instagram.
Instagram is also the platform of choice if you’re using a short video with the intention of increasing video interaction.
3. Read the minds of your listeners.
As was alluded to before, the demographics of Facebook and Instagram users are skewed in opposing directions.
Users from all across the marketing funnel may be found on each platform. Instagram users, on the other hand, are more likely to participate in top-of-funnel activities like browsing and clicking on ads because of the platform’s emphasis on visual content.
Facebook, on the other hand, facilitates a wide variety of actions at the bottom of the sales funnel, such as making purchases, signing up for services, and so on.
4. Modify the Content of the Supplemental Text
Instagram is a platform where images take centre stage. Users are used to reading a small amount of supporting material, but if there is a lot of it, the ad unit on Facebook is the best place to share it.
Not just the text that may be present in the image itself, but also the text that will appear in the title and description sections.
5. Find ways to combine your organic efforts with others.
Your ad on Facebook or Instagram will be linked to your profile and, by extension, your organic reach. Consider increasing organic engagement in the days preceding the sponsored social campaign if your feed has been dormant.
Paid adverts allow visitors to interact with you and view your natural profile.
Those who have seen your engaging ad and are curious to learn more about your company may want to check out your organic profile.
If the user visits the organic profile and finds it to be dormant, they will have a negative experience.
You may choose to focus your advertising efforts on Facebook if your organic reach there is greater than on Instagram.
6. Allocating Resources to Optimally Support Each Platform
Although many tools for reporting and setting up profiles are common to both Facebook and Instagram, mastery of each is required for optimal performance and analysis of outcomes.
If the same team had to split their time and effort between two platforms, the level of optimisation they could achieve would suffer.
As Meta develops, more ad types and features will undoubtedly appear. If you’re debating whether or not to run on both Facebook and Instagram, hold tight and utilise these six factors to help you make up your mind.