Facebook Ads vs Instagram Ads: 5 Key Differences Every Digital Marketer Should Know

Running advertisements on both Facebook and Instagram can feel like speaking to two different audiences. As a digital marketer, I have had my fair share of experiences with both platforms, and while they are both under Meta’s umbrella, the way people interact with advertisements on each platform is completely different.

Facebook is my core social media platform. It is where I have built connections, grown my business, and created a community that I truly appreciate. However, I have to admit that there are some real challenges with Facebook advertisements that do not occur as often on Instagram.

For business owners, digital marketers, and professionals who are trying to decide which platform to use—or better yet, how to balance both—this post is for you. I am sharing what I have learned about the differences between Facebook and Instagram advertisements and why, despite some challenges, ads on both platforms is a strategy that should not be ignored.

Facebook Ads vs Instagram Ads: 5 Reasons Why You Should Understand the Differences

Before running ads on Facebook or Instagram, it is important to understand how users behave on each platform. Many businesses make the mistake of assuming that an advertisement will perform the same way on both platforms. However, this is not the case.

Facebook and Instagram users have different levels of trust, engagement habits, and purchasing behaviors. Knowing these differences can help you:

#1. Choose the right platform for your product or service. Some products perform better on Instagram, while others generate more interest on Facebook. Understanding audience behavior allows you to allocate your budget effectively.

#2. Set realistic expectations for engagement and conversions. The number of people reached by an advertisement does not always determine its success. Understanding how users respond on each platform can help you measure performance accurately.

#3. Optimize your advertisement strategy for better results. Small adjustments in messaging, visuals, and call-to-action buttons can significantly improve your return on investment (ROI) when tailored to each platform’s audience.

#4. Improve audience targeting and message delivery. Facebook and Instagram users interact with content differently. Facebook users may engage more with long-form content and community discussions, while Instagram users prefer visually appealing and concise messages. Understanding this can help you refine your content strategy for each platform.

#5. Reduce wasted advertising spend. Running advertisements without considering platform-specific behaviors can lead to wasted budget on audiences that are less likely to convert. By knowing how users interact with advertisements on each platform, you can adjust your campaigns to maximize efficiency and profitability.

Now, let us take a closer look at the key differences between Facebook and Instagram ads.

#1. Trust Levels: Facebook Ads vs Instagram Ads

One of the biggest differences between Facebook and Instagram advertisements is the level of trust among users. When you run an advertisement on Instagram, people are more likely to believe in your offer and make a purchase without hesitation.

They rarely ask for pay on delivery because they trust the seller and the process. Instagram users tend to be more confident in online transactions, which makes conversions smoother and faster.

On the other hand, Facebook users approach advertisements with much more skepticism. They frequently ask for pay on delivery because they are highly cautious about being scammed.

To many Facebook users, every online seller is a potential fraudster until proven otherwise. This level of distrust often results in fewer instant purchases and more inquiries before a sale is made.

If you are running ads on Facebook, you need to be prepared for this. You will likely receive several messages from potential buyers asking about payment security, delivery options, and refund policies. While this can slow down the buying process, it also provides an opportunity to build credibility. Using customer testimonials, secure payment options, and clear refund policies can help ease concerns and improve conversions.

Instagram advertisements, on the other hand, require less reassurance. Users there are generally more comfortable following a direct purchase process, which often leads to quicker sales with fewer objections.

#2. Comment Section Behavior: Instagram vs. Facebook

If you have ever run advertisements on Facebook, you probably know how chaotic the comment section can get. Facebook users have a habit of spamming advertisements with unrelated comments.

Sometimes, you will see people dropping their own business links under your advertisement, trying to promote their products instead of engaging with yours. Other times, the comment section turns into a mix of random complaints, off-topic discussions, and even outright trolling.

It does not stop there. Facebook ads often attract people who do not even intend to buy but feel the need to criticize everything. If your price is higher than expected, get ready for comments like “Who will pay this much for this?” or “This is a scam.” Some users go as far as posting offensive remarks, creating unnecessary negativity around your advertisement.

This is where Instagram is different. Instagram users engage more positively with advertisements. Comments are mostly from people who are genuinely interested in the product or service being advertised. They either ask relevant questions, tag friends who might be interested, or simply react with emojis and short praises. There is far less negativity compared to Facebook.

On Instagram, you do not have to worry about constantly deleting comments or blocking users. The engagement is cleaner, more meaningful, and often leads to direct conversions. This makes Instagram a more favorable platform for businesses that want to maintain a positive brand image while running advertisements.

For advertisers, this means that running advertisements on Instagram can require less moderation effort compared to Facebook. However, if you are running advertisements on Facebook, you should be prepared to monitor your comment section closely. Deleting spam, responding to negative comments professionally, and blocking persistent trolls can help maintain the credibility of your advertisement.

#3. User Behavior: Following Instructions on Instagram vs. Facebook

Another major difference between Instagram and Facebook users is how they interact with instructions in ads. Instagram users tend to be more independent and follow directions without much back-and-forth.

If your ad includes a “Click the link to register” or “Swipe up to shop” call-to-action, Instagram users will generally follow through without asking unnecessary questions.

On Facebook, the experience is quite different. Facebook users often skip reading the full ad details and instead flood your inbox or comment section with questions like “How do I register?” or “Where is the link?”—even when the link is clearly provided in the post. This can be frustrating for advertisers who have already included all the necessary information in the ad itself.

This behavior difference makes Instagram ads more efficient in terms of driving direct actions. Since Instagram users are more likely to follow instructions, businesses can experience smoother lead generation and sales processes without the need for extra explanations.

On the other hand, Facebook ads may require additional engagement through direct messages or comment responses. If you are running Facebook ads, be prepared to provide extra guidance to potential customers, whether by responding to inquiries or reposting links multiple times.

While this can be time-consuming, it also offers an opportunity to personally connect with potential buyers and address any doubts they may have.

For digital advertisers, this means:

#1. Instagram is better for seamless conversions. If you want users to take instant action, Instagram provides a more direct and hassle-free experience.

#2. Facebook requires more engagement and patience. You may need to answer repeated questions and guide users through the process before they make a decision.

Understanding this difference can help you tailor your advertising strategies. On Instagram, keeping ads visually engaging with a strong call to action is key. On Facebook, businesses may need to dedicate time to handling inquiries and providing extra support to potential customers.

#4. Handling Criticism and Negative Feedback

One of the toughest parts of running ads is dealing with feedback, especially negative comments. The way users react to ads on Instagram and Facebook is completely different.

On Instagram, users tend to be more reserved. Even if they don’t like the price of a product or service, they simply scroll past it. They do not waste time dropping insults or arguing in the comment section. This makes Instagram a less hostile platform for advertisers. You are less likely to receive negative engagement that could discourage potential buyers.

On Facebook, it’s a different ball game. Users are more vocal, and if they feel your pricing is too high or they don’t like your ad, they will drag you in the comments. If you post an ad for a high-ticket offer, expect to see responses like:

1. “1.5 million for training? Are you teaching people how to print money?”

2. “Only a fool will buy this!”

3. “I saw this same product elsewhere for half the price!”

And it doesn’t stop there. Some Facebook users will go out of their way to spam your ad comments with irrelevant or crazy stuff, from unrelated promotions to outright insults.

How to Handle This Difference

#1. On Instagram: Since the platform is more positive, focus on engagement strategies like influencer collaborations and interactive Stories to build brand love.

#2. On Facebook: Be prepared to manage negativity. Use the ‘Delete and Block’ button when necessary, but don’t overuse it. Respond professionally to genuine concerns, and always keep your cool. If the negativity becomes overwhelming, you can limit or hide comments on your ad settings to maintain control.

If your brand cannot handle public criticism well, Instagram might be the better platform for your ads. But if you’re advertising on Facebook, be mentally ready for a comment section that can turn into a battlefield.

#5. Ad Costs vs. Conversion Rates: Instagram vs. Facebook

One of the biggest concerns for advertisers is the cost of running ads and the actual return on investment. Facebook and Instagram have very different pricing structures and conversion patterns, and understanding this can help you spend your budget wisely.

On Instagram, ad costs are generally higher than on Facebook. Running ads on Instagram, whether through the Feed, Stories, or Reels, tends to require a larger budget. However, the conversion rate is often better despite the smaller reach. This means that even though you may be reaching fewer people compared to Facebook, the likelihood of making sales is higher.

On Facebook, ads are generally cheaper, and you can reach a larger audience for the same budget. However, a larger reach does not always mean more sales. The engagement may be high, but a good number of those interactions might not convert into actual purchases. This is because many Facebook users engage with ads out of curiosity rather than real buying intent.

Breaking It Down

#1. Instagram ads are costlier but yield better conversions. If you spend $10,000 and reach 2,000 people on Instagram, you are more likely to get more sales than spending the same amount to reach 6,000 people on Facebook.

#2. Facebook ads are cheaper but require more effort to convert. You may need stronger ad copy, persuasive follow-ups, and retargeting strategies to turn Facebook engagement into actual sales.

How to Make the Right Choice

If your goal is to generate brand awareness at a lower cost, Facebook ads might be the better option. You can reach more people while keeping your expenses low.

If you want higher-quality leads and better conversion rates, Instagram is the way to go. The audience on Instagram is more likely to buy immediately, especially if your product aligns with their interests.

For the best results, a combination of both platforms is ideal. You can use Facebook for reach and awareness, then Instagram for higher conversions and sales.

Conclusion

After looking at the key differences between Instagram and Facebook ads, one thing is clear—both platforms have their strengths and weaknesses. Instead of choosing one over the other, a smart approach is to run ads on both platforms and take advantage of their unique benefits.

• Use Facebook ads to reach a wider audience at a lower cost and create brand awareness.
• Use Instagram ads to target a high-intent audience that is more likely to convert into paying customers.

The key is to test, analyze, and optimize your ads based on your audience behavior. If you do this right, you will get the best results without wasting your ad budget like me. If you have further questions or assistance, do not hesitate to contact me.