Instagram and Facebook ads are bought in the same place, Meta Ads Manager, and compete in the same auction. Yet people use the two apps differently, so the same ad can perform very differently on each. Knowing those differences helps you design better creative and set up campaigns sensibly.
What is the same
- One ad account, one pixel and one Conversions API setup
- Same campaign objectives and bidding options
- Same targeting options and audiences
- Same creative assets can be used across both
What is different
| Factor | ||
|---|---|---|
| Main feel | Mixed content, community, news and groups | Visual, creator led and lifestyle |
| Key placements | Feed, Reels, Marketplace, Stories | Reels, Stories, Feed, Explore |
| Creative style | Text and longer video can work | Visual first, fast and native |
| Audience skew | Broad age range | Often younger skew, varies by country |
Creative for Instagram
Instagram rewards content that looks like it belongs there. Vertical video, creator-style delivery, fast cuts and trending formats tend to do well. Heavy text and obvious ad design can feel out of place in Reels and Stories.
Creative for Facebook
Facebook feed users often read more, so longer primary text, listicle copy and story-led ads can perform well. Video still matters, and Facebook Reels is growing, but there is more room for explanation.
Should you run them separately?
For most advertisers, Advantage+ placements, which let Meta decide where to show ads, delivers the lowest cost per result. Splitting platforms reduces the data each campaign gets. Instead, supply assets that work in each placement, such as a 9:16 version for Reels and Stories and a 4:5 version for feeds, and let Meta allocate budget.
When separating makes sense
- Brand campaigns where Instagram presence matters on its own
- Creator partnerships designed specifically for Instagram
- Very different audiences on each platform in your market
- Testing a new creative style native to one platform
Research both in the ad library
Filter ads by platform to see how competitors adapt creative for Instagram versus Facebook. Many brands run the same concept everywhere but change format and pace for Reels.
Summary
Instagram and Facebook share the same buying system but different user behaviour. Use Advantage+ placements in most cases, supply placement-specific assets, and design creative that feels native to how people use each app.
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Frequently asked questions
Are Instagram ads more expensive than Facebook ads?
It varies by audience, country and placement. Check placement breakdowns in your own account rather than relying on general rules.
Can I run Instagram ads without a Facebook page?
Instagram ads are managed through Meta Ads Manager, which requires a Meta business setup. An Instagram account can be connected to it.
Should I use the same creative on both?
You can, but supply placement-specific sizes and consider faster, more native edits for Instagram Reels.
What is Advantage+ placements?
A setting that lets Meta show your ads across Facebook, Instagram, Messenger and Audience Network wherever results are cheapest.
Can I see Instagram ads in the ad library?
Yes. Filter by Instagram to see ads that run there.