One of the biggest questions for businesses running campaigns on Meta is whether to run ads on Facebook or Instagram. Both platforms boast strong reach, excellent targeting, and powerful ad formats-but the right choice comes down to audience, goals, and creative strategy.
This refreshed 2025 guide lays out a crystal-clear, people-first comparison to help you decide which platform best serves your marketing objectives.
1. Audience Reach & Demographics
2.9B+ monthly active users
Strong reach into the 25–55+ age groups
Ideal for mixed-age audiences & community-driven niches
2.1B+ monthly active users
Dominated by users 18–34.
Best for visually-driven brands targeting younger consumers
Takeaway:
Facebook = greater exposure.
Instagram: younger, visual-first audience.
2. Ad Formats & Creative Flexibility
Single image
Video
Carousel
Slideshow
Instant Experience
Marketplace Ads
Feed ads
Story ads
Reels Ads
X-ray ads
Takeaway:
Facebook provides more format variety, while Instagram works better for high-quality visual content.
3. Engagement & User Behavior
Community-driven engagement with content, groups, and shared posts
Lower engagement rates as compared to Instagram.
Strong for long-form messaging
Higher engagement rates
Reels + Stories drive fast, interactive engagement
Great for storytelling, UGC, and lifestyle brands
Takeaway:
Instagram wins for engagement; Facebook wins for attention span.
4. Cost, CPC & ROI Comparison (2025 Benchmarks)
Metric Facebook (Avg.) Instagram (Avg.)
CPC ₹4 – ₹10 ₹8 – ₹18
CPM ₹90 – ₹200 ₹120 – ₹250
CTR 1% – 1.5% 0.7% – 1.2%
Conversion Cost Lower Higher but better for visual brands
Takeaway:
Facebook is often more cost-efficient.
Instagram provides better ROI for visually rich products, such as fashion, beauty, lifestyle, and fitness.
5. Targeting Capabilities
Both platforms use Meta Ads Manager, so targeting power is identical:
Demographics
Interests
Behaviors
Custom Audiences
Lookalike audiences
Difference
Instagram tends to respond better to interest-based and visually-oriented targeting trends.
6. Brand Fit & Platform Strengths
Choose Facebook If:
✔ Wide age group
✔ Local business & services
✔ Lead generation
✔ Long-form content
Choose Instagram If:
✔ Visual-first brand
✔ Younger audience
✔ Fashion, beauty, travel, lifestyle
✔ Influencer-friendly content Conclusion Both are solid platforms, but the ideal choice comes down to your audience, creative assets, and budget. For most businesses, testing both platforms provides the best information for ROI and conversions.
FAQs 1. Which platform is more engaging?
Instagram tends to have higher interaction, especially in visual content and reels.
2. Which is cheaper, Facebook Ads or Instagram Ads?
Compared to Instagram, CPCs and CPMs are generally lower on Facebook.
3. Can I run the same ads on both platforms?
Yes, but you should optimize creatives to fit each platform’s format and audience behavior.
4. Are ad formats different on Facebook versus Instagram?
They share many formats, but Instagram does best with visuals, Stories, and Reels.
5. How do I know the best platform for my business?
Check the age range of your audience, visual strength, and past engagement. Running A/B tests is recommended.