Social media ads give marketers advanced audience targeting options and reliable conversion tracking. Although Facebook is older and has a larger user base (2.07 billion monthly active users as of September 30, 2017, vs. Instagram’s 800 million), Instagram is steadily gaining popularity, especially with the heavy adoption of new features like Instagram Stories.
If your brand is active on both Facebook and Instagram, the best approach is to activate ad campaigns on both networks on a campaign-by-campaign basis.
But with a fixed or tight social media marketing budget, you may need to ask yourself where you should devote the bulk of your ad dollars: Facebook or Instagram. The answer can be determined by identifying which platform will bring in the most revenue.