Facebook vs. Instagram AdvertisingDIFFERENCES & BEST PRACTICESA SOCIALBAKERS STUDY每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）Facebook and Instagram are two of the biggest social media platforms, with a combined audience of over 2.7 billion users. The massive size of the networks’ community is currently being leveraged by more than 6 million marketers, which makes Facebook and Instagram some of the most popular spaces for social media advertising. The large number of users is just one of many assets, though. Facebook and Instagram are offering businesses many possibilities to customize their marketing strategies, including multiple ad formats, a variety of precise ad objectives, and advanced targeting options. That’s why it’s not surprising that so many companies turn to the networks to advertise.While both Facebook and Instagram can help marketers achieve their business objectives, it’s important to understand the differences between the platforms. In order to tap into the networks’ marketing potential, companies need to develop effective strategies that will play to Facebook and Instagram’s varying strengths.In this whitepaper, we discuss the platforms’ distinct features and explain how to best leverage them for advertising. We also provide valuable insights based on our exclusive data to help marketers get the most out of their Facebook and Instagram presence.Table of ContentsFacebook and Instagram’s Audiences in Numbers 4How Engaging Are Facebook and Instagram? 7How to Select the Best Advert Format 9What Ad Placements Should You Choose? 13What Are the Most Popular Ad Placements? 15How Engaging Are Different Ad Placements? 16What Can You Achieve With Facebook and Instagram Ads? 17What Are the Most Common Ad Objectives? 19How Much Are Marketers Paying for Different Ad Objectives? 20What’s the Correlation Between Engagement and Advertising Costs? 21The Takeaway 23Whether you already have a strategy in place or you’re beginning to build one, knowing the key differences between Facebook and Instagram’s communities is necessary to develop a marketing game plan that’s properly tailored to each of the platforms. Here are some facts that will allow you to get a better idea of the audiences you are advertising to:Facebook and Instagram’s Audiences in Numbers1.94billion 800millionMonthly Active UsersSocialbakers Studies: Facebook vs. Instagram Advertising4Sources: VentureBeat: “Facebook Passes 1.94 Billion Monthly Users, 1.28 Billion That Use It Daily”; TechCrunch: “Instagram Now Has 800 Million Monthly and 500 Million Daily Active Users”Biggest User Age Group25-34 year-olds(21% of user base)25-34 year-olds(25% of user base)Average Time Spent on Platform35 minutes 15 minutesSocialbakers Studies: Facebook vs. Instagram Advertising5Facebook and Instagram’s Audiences in NumbersSources: Statista: “Distribution of Facebook users in the United States as of December 2016, by Age Group”; Statista: “Distribution of Instagram Users in the United States as of December 2016, by Age Group”; Mediakix: “How Much Time Do We Spend on Social Media?”Top User LocationsIndia 241 millionU.S. 240 millionBrazil139 millionU.S. 88 millionBrazil27 millionRussia 28 millionSocialbakers Studies: Facebook vs. Instagram Advertising6Facebook and Instagram’s Audiences in NumbersSources: The Next Web: “India Overtakes the Usa to Become Facebook’s #1 Country”; Statista: “Leading Countries Based on Number of Monthly Active Instagram Users”Audience differences are not the only thing marketers should prioritize while developing their Facebook and Instagram strategies. The platforms also vary in terms of the engagement volume, which can affect companies’ results and, consequently, the way they are distributing their digital marketing resources.On Facebook, media companies receive over 4x more interactions than on Instagram. However, if you’re a brand, you might want to focus on Instagram, where brands’ engagement is over 3x higher compared to Facebook. Therefore, companies unable to generate desired engagement solely on Facebook’s marketing platform should use Instagram as a social media marketing tool as well. Some brands are more successful in achieving the results they require when they optimize their use of both platforms.How Engaging Are Facebook and Instagram?0100200300400500600700MillionsEntertainmentCelebsMediaBrandsCommunity01002003004005006007002016201720162017Brands Receive More Engagement on Instagram Compared to FacebookTotal Number of Interactions on Facebook and Instagram (in Millions)Socialbakers Studies: Facebook vs. Instagram Advertising7Chart Date Range: January 2016 - March 2017; Sample: 20,686 Entertainment, Celebrity, Media, Brand, and Community Facebook Pages and 9,972 Entertainment, Celebrity, Media, Brand, and Community Instagram PagesJust how much engagement your content will receive largely depends on the right timing. Knowing your...
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