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instagram and facebook for business owners
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Everyone knows by now that Facebook is the leading social media platform globally, with over 2.91 billion users worldwide. Launched in 2004, it was one of the platforms that started it all and helped form the social media landscape we recognize today.

Instagram was introduced in 2010, just 6 years after the release of Facebook. This platform took a different approach to social media as it was designed specifically for mobile app use and only allowed image uploads. Instagram has grown in popularity to become the fourth most used social media site, falling only behind Facebook, YouTube, and WhatsApp. It currently boasts 1.44 billion users and is now owned by the same parent company as Facebook, Meta Platforms, Inc.

As Instagram and Facebook have changed over time, they have developed quality space for businesses to advertise and grow their audience. Both apps offer massive potential for your business, which may have you wondering, “Which platform is best to use for my social media advertising?”

In this article, we’re looking at the similarities and differences between Facebook and Instagram to help you evaluate your efforts spent on both.

Facebook vs. Instagram: Advertising Facts from 2022

To better understand the differences between each platform, let’s look at Hootsuite’s 2022 stats for Facebook and Instagram:

Number of Users Worldwide


  • 2.91 billion users (6.2% increase from 2021)


  • 1.44 billion users (16% increase from 2021)

Number of American Users


  • 193.9 million American users


  • 153.6 million American users 

US Demographic Breakdown by Sex


  • 54% female users
  • 46% male users 


  • 55.1% female users 
  • 44.9% male users  

Facebook and Instagram Popularity by Ages

  • Facebook is most popular with users 35-44 years old globally. It is also the preferred platform for users older than 44. 
  • Instagram is most popular with those within the age range of 18-34. It is also the most preferred app among 16-24-year-olds. 

Advertising Stats for Facebook

  • Facebook ads have reached 63.7% of Americans 13 years old and older.
  • 50% of users say they want to learn about new products via Facebook Stories.
  • Organic reach is down to 5.2% in 2022, a 0.3 drop from 2019 (5.5%) and a 2.5 drop from 2018 (7.7%).
    • While organic reach is still crucial for your social media strategy, this data proves how important paid advertising is if you want to see the benefit of your social media marketing efforts.

Advertising Stats for Instagram

  • 90% of Instagram users follow a minimum of one business account (most follow multiple businesses).
  • 50% of Instagram users search the app to discover new brands and companies. 
  • 500 million users employ the Stories feature daily.
  • 58% of users gain interest in a brand or strengthen their interest in it once they have seen the brand’s story.
  • Business’s stories currently have an 86% completion rate, meaning 86% of users watch the stories all the way through.
  • 44% of users shop via Instagram weekly. 

M&R knows social media marketing! Let our digital pros create an optimized Facebook and Instagram campaign for your business: 478-621-4491

Consider a Cross-Platform Campaign Strategy

The data for both Facebook and Instagram show that it wouldn’t be wise to use only one platform over the other. While you may decide that one of the platforms is a better fit for your customer base, you should also optimize your efforts on the other platform to build a strong cross-platform campaign and maximize your social media strategy.  

What is a Cross-Platform Social Media Strategy?

A cross-platform social media strategy is precisely what it sounds like—a strategy that involves more than one social media platform. Based on the popularity of Facebook and Instagram, businesses can expect results if they form quality strategies and optimize both platforms’ similar and unique aspects.

Cross-Platform Social Media Campaign Example

Let’s say a financial company wants to build brand awareness and increase the click-through rate to its website. They will use both Facebook and Instagram in their campaign and want to create a strategy that best utilizes each platform. 

Since Facebook is more popular among older users, the company should focus its paid advertising efforts on graphics, videos, and images that better speak to groups 35 and up. The Facebook campaign could speak to middle-aged parents about growing their children’s college savings or to older users about getting ready for retirement. 

Because Instagram is geared toward a younger crowd, the company should consider creating ads that speak to young adults. Perhaps the ads can focus on those just starting their careers or college students interested in maximizing their money early. 

The messaging possibilities are endless for a Facebook or Instagram ad campaign, but each should be formed with the specific platform in mind for the best possible results. 

Ready to launch your company’s cross-platform campaign? Talk to M&R about your social media goals today! 478-621-4491

Facebook and Instagram Marketing: Similarities and Differences

To know what makes these two platforms tick differently from each other, let’s take a look at what makes them similar and what makes them different.

The Similarities 

As they are both social media platforms owned by Meta Platforms, Inc., Facebook and Instagram have comparable qualities, like:

Image and Video Uploading

Business accounts of both platforms can upload pictures, graphics, and short videos as main feed posts, stories, or reels. (Reels are video-specific and not for images or graphics.)

Post Sharing 

Facebook and Instagram users can share your company’s posts either on their main feed, through the Stories feature, or as direct messages (DMs) to other users. 

Post Interactions

Users can interact with your main feed posts and reels through likes and comments. They can also interact with your stories through reactions and DMs.

Location and User Tagging

Users can tag your business account and location in their main feed posts, stories, and reels. 


Users can browse the shopping feature on Facebook and Instagram, search for items, and explore available companies/brands. 

The Differences

There are certain differences between the two platforms, including:

Media Limitations on Instagram 

While Facebook and Instagram allow users to post images and short videos, only Facebook will allow your company to create or share text-only posts, clickable web links, quizzes, long videos, and more. 

Post Organization

On Facebook, you can organize your image uploads via albums. On Instagram, you can only organize your stories via the Highlights feature. 

Link Abilities

Facebook allows your business to post clickable links to relevant articles, videos, and more from other websites. You can only add one clickable link to your business’s bio on Instagram.

By understanding how each platform works, you are better equipped to sharpen your company’s Facebook and Instagram campaigns and see significant results.  

How M&R Can Help Build Your Social Media Strategy

Whether you want to focus on your Facebook Ad performance, Instagram Ad performance, or both, the digital marketers at M&R Marketing have the solutions and expertise you need to succeed. We understand cross-platform social media marketing across all social media platforms so that you can receive even bigger results. 

Talk to one of our account managers for more information and to get started! Call us at 478-621-4491 or send us an email at