Instagram vs. Facebook Marketing: Which Social Media Platform to Choose in 2024?


Instagram vs. Facebook Marketing: Which Social Media Platform to Choose in 2024?

Deciding between Instagram vs. Facebook for your business is a tough nut to crack.

Definitely, Instagram and Facebook share common ownership. They have also integrated plenty of features over the years. But, still, they have distinct characteristics and are used differently, especially for business purposes. 

As you explore the world of social media marketing for your business, the debate of Instagram vs. Facebook has crossed your mind. You might be wondering which platform should you use or how to identify which social media platform suits your business the most. 

In this guide, you will have everything you need to know about both platforms for easy decision-making. 

So let’s get going. 

Instagram vs. Facebook – Background 

People are in love with both of these platforms. 

According to Hootsuite, 14.5% choose Facebook as their most preferred social network, while 14.6% opt for Instagram. There is no doubt that both platforms have become the backbone of social media for a decade now. However, the platforms are developed with different goals.

Let’s have a quick overview of both platform’s backgrounds.


  • Founded in 2010
  • The founders are Kevin Systrom and Mike Krieger
  • The location is Silicon Valley, CA
  • The initial medium was MobilFacebook:
  • Founded in 2004
  • The founders are Mark Zuckerberg, Eduardo Saverin, and Dustin Moskovitz
  • The location is Cambridge, MA

The initial medium was a website

Instagram vs. Facebook – Audiences 


By the end of 2021, there were 1.21 billion active users (Monthly) for Meta’s Instagram, which is more than 28% of the global internet users. 

By the end of 2025, it has been anticipated that there will be 1.44 billion active users (monthly), which is 31.2% of the world’s internet users.number of instagram users

It highlights the continuous growth and importance of Instagram as a prominent social media platform. With this massive user base and engagement levels, Instagram remains a valuable platform for businesses that want to reach and connect with audiences worldwide. 

The increase in the number of active users (monthly) highlights Instafram’s significance in the social media landscape. As the platform keeps evolving and developing new features and advertising options, businesses have opportunities to leverage their growing audience for their brand awareness, customer engagement, and sales generation. 


Facebook is the most used social platform globally with around 3 billion active users(monthly) by the end of the second quarter of 2023. The platform exceeded 2 billion active users in 2017, after 13 years. 

Whereas, Meta-owned Instagram took 11.2 years to achieve this landmark. By the end of January 2022, Facebook’s highest audience was based in India, with about 330 million users, while the US ranked second with about 179 million users.

Here, you can see the number of global active Facebook users (monthly) as of the 4th quarter of 2023 (in millions)



It is obvious that Facebook maintains its position as the leading social media platform worldwide, with a huge user base spanning various regions. 

The platform’s ability to consistently grow its user numbers over the years reflects its enduring popularity and relevance in the digital landscape.

Instagram vs. Facebook – User Engagement 


The type of user engagement you can see on Instagram is in the form of likes, comments, profile visits, saves, direct messages, and time spent on the page.

Last year, users spent an average of 11.7 hours on Instagram each month.

Instagram is known for its high engagement rates, especially for visually appealing content. The platform contains a significant portion of users aged 18-34.    


The type of user engagement you can see on Facebook is in the form of reactions, comments, shares, link clicks, event responses, and time spent on the page. It also supports long-form discussions and debates.

 Last year, users spent an average of 19.7 hours on Facebook each month.

Facebook has a broader user base including all age groups, but tends to have more users in the 25-54 age range. facebook-nd-insta

Instagram vs. Facebook – Content 


On Instagram,

  • 61% search for funny or entertaining content
  • 51% send messages to friends and families
  • 62% follow or research products and brands of their interest
  • 70% post or share photos and videos
  • 51% stay updated with current news and events

Now people are opting for Instagram to look for brands and products. It shows that businesses can use this social network to highlight their product and share other’s reviews and customer testimonials along with photos and videos.

Instagram is mainly a visual-based platform that focuses on photos, videos, Reels, Instagram Live, and stories. 


On Facebook,

  • 54% search for funny or entertaining content
  • 71% send messages to friends and families
  • 55% follow or research products and brands of their interest
  • 64% post or share photos and videos
  • 59% stay updated with current news and events

Most people choose Facebook to connect with their friends and family. So as a business person, you should be sure to make your business page not a distraction. Try to avoid being too salesy, and instead be conversational.

Facebook offers a wide range of content types including text, images, videos, links, status updates, events, live, and more. It is more versatile in terms of content presentation and accommodates different marketing strategies.

Instagram vs. Facebook – Industries 


Some industries are particularly well-suited to leverage the visual-centric and engagement-driven nature of Instagram for effective marketing. 

These industries usually excel on Instagram due to their ability to generate visually compelling content, foster direct connections with customers, and leverage the platform’s influencer marketing ecosystem. 

Here are some industries that tend to perform well on Instagram:

  • Fashion and Apparel
  • Beauty and Cosmetics
  • Travel and Hospitality
  • Food and Beverages
  • Fitness and Wellness
  • Home Decor and Design
  • Arts and Crafts
  • Lifestyles and Influencer Marketing

    Facebook can be highly effective for growing organic followers and encouraging engagement across various industries. Here are a few industries where Facebook works particularly well:
  • Local Businesses and Retail
  • Nonprofit Organizations
  • Educational Institutions
  • Healthcare and Wellness
  • Community Organizations
  • Media and Publishing
  • Entertainment and Arts
  • Professional Services

    Instagram vs. Facebook – Advertising 

    Your organic strategy for Instagram and Facebook should be independent of your advertising strategy, but make sure that they work cohesively to strengthen your overall marketing efforts. 

    Here’s how you can leverage both organic and advertising strategies effectively on each platform:


    Organic Strategy:

  • It should focus on creating visually compelling content that resonates with your audience’s interests and preferences.
  • You should engage with your followers by responding to comments, messages, and mentions promptly.
  • You can also leverage Instagram Stories, IGTV, and Reels to show behind-the-scenes content, product demonstrations, and user-generated content.
  • Influencers can also help you to reach new audiences and boost brand awareness.
    Advertising Strategy:Facebook:Organic Strategy:
  • Share a mix of informative, entertaining, and engaging content to keep your audience interested and connected.
  • Encourage discussions and interactions on your posts by asking questions, running polls, and hosting Q&A sessions.
  • Utilize Facebook Groups to create a sense of community around your brand and foster deeper connections with your audience.
  • Monitor analytics and insights to understand your audience’s preferences and tailor your content accordingly.

    Advertising Strategy:
  • Create visually appealing images to promote your products, services, or special offers to your target audience.
  • Utilize the power of video to tell your brand story, showcase product demonstrations, or share customer testimonials.
  • Showcase multiple products or highlight different features within a single ad unit to drive engagement and conversions.
  • Create immersive, full-screen experiences that allow users to explore your brand, products, or services seamlessly.
  • Combine video and image assets to create visually stunning ads that highlight your product offerings and drive sales.
  • Capture leads directly within the Facebook platform by creating ads with a built-in lead generation form.
  • Engage with potential customers through personalized messages and conversations within Facebook Messenger.


    If your business depends highly on visual content and targets a younger audience, it is better to opt for Instagram. 

    However, if you want a broader reach, different content options, and modern advertising features, it is better to opt for Facebook. 

    In many cases, businesses leverage both social media platforms strategically to boost their online presence and reach multiple segments of their target audience.