The chances are that you order something online every month. It can be simple products that you can get from a store near you, but the convenience of using eCommerce sites makes it all worth it. It is estimated that about 10% of the retail sales right now in the U.S are done online. This percentage is expected to rise significantly over the next few years.
The increase in eCommerce popularity also means that it might be the right time to jump in too. It can be setting up an eCommerce site for an already existing brick and mortar business, or you want to set up a completely new business. Considering that the costs are low, you should be up and running in a couple of days.
Well, even for an eCommerce business, you need to have a strategy on how to promote it and break through the existing competition. Remember that there will be other people selling the same products as you, so it is important to promote your eCommerce website better.
When it comes to business promotion, you are looking to use the most popular social media platforms for the best exposure. In this case, we will concentrate on Instagram and Facebook. These two platforms have millions of users around the world. This makes them good for setting up ads to promote the business better.
Which is better between Instagram ads and Facebook ads? That is what we want to compare in this guide. At the end, you will have all the information you need to make an informative choice.
The Main Objectives of Ad Campaigns
When it comes to using either Facebook ads or Instagram ads, there are a few things to keep in mind before making up your mind. No one wants to put out an ad campaign only for it to get less views than expected. Considering that you also want the best return on investment, here are three objectives to keep in mind when choosing a platform.
The campaign reach
The reach in this case is the number of people the ad campaign can reach during the advertising period.
Instagram is one of the most used social media platforms. So, if you place an ad on Instagram, you will have access to around 800 million users. Well, not all the 800 million will see your ad, but you can see that this is a large audience anyone would want for a business.
One good thing about Instagram is that your ad will have a stronger organic reach. This means that even the unpaid content will enjoy viewing by the audience. You are advised to use hashtags to reach as many people as possible. There are users who will easily follow some specific hashtags.
As for Facebook, your ad gets exposed to around 2 billion users. There is no doubt this should make it one of the top choices for most people because of the number of users. Another benefit of using Facebook is that you can do targeted ads as compared to Instagram.
Facebook allows you to choose the users that can see the ads. This is based on languages, gender, age, and many more aspects. As such, the ad will always reach those who it was intended for in the first place.
The engagement is how the users on these platforms will interact with your ads or posts. This includes things such as liking, sharing, and commenting.
Instagram easily stands out to be the best when it comes to user engagement compared to Facebook. This is clear as many brands are now moving to Instagram. It is estimated that 70% of U.S brands are now using Instagram than Facebook.
We also have to point out that most brands post more on Instagram than on Facebook. It seems the brands have an easier time engaging their clients on Instagram.
It is easy to see that Facebook engagement is not the best. Your posts might not be easily seen if you are not paying for them. As such, the organic engagement from these ads will be low. However, Facebook still stands as the best option for ad targeting than Instagram.
Depending on the product that you plan on selling, then you should consider the demographics. These are the people who are likely to use a platform.
For Instagram, it is popular among the younger audience. As such, it will depend on what you are selling. If you want to sell something that appeals to the younger generation from 19 to 35, then Instagram will be the right medium to advertise.
As for Facebook, you can find it being ideal for the different demographics. This is because it contains all the age groups. When setting up the ad campaign, you will specify the age group that you want the ad to target. The same thing applies to gender too.
Instagram and Facebook Ad Types
For Instagram, you are likely to find it being basic in terms of ad types, however, Facebook will have several options to choose from for setting an ad campaign. Below are some of the common types.
Photo ads – the photo ads will have a single photo highlighting the product you are promoting. It is the same structure you get with Instagram ads.
Messenger ads – the ads will automatically reach out to those who visit your business page
Collection ads – these ads have multiple products being advertised in one post
Slideshow ads – the ads will have videos or photos showcasing multiple products
Video ads – these are simply ads with videos. They are the same as video ads on Instagram
Carousel ads – these are ads that have both images and videos
Should You Run Ad Campaigns on Both Platforms?
For those who might be considering to run on both platforms, then consider all the factors we have discussed above. Posting on both platforms can help to expose the ad campaign to a wider audience than before.
Make sure that the ads are optimized to run on both platforms. The best part is that both platforms can provide the metrics of the ads for you to track their performance. It is from such feedback that you can choose what to improve to make the ads effective.
We also recommend that you keep the ad campaigns simple. People should be able to understand the ads from the moment they look at them. Studies show that you will have a better engagement if the ads are simple to understand.
Another thing to keep in mind is that you do not need an account on both platforms to run the ad campaigns. If you have a Facebook account and no Instagram, you can still run the ads on both platforms by using the Facebook ad manager.
The costs can also determine which platform to use for your business. On average, the cost per click for Instagram ads is $0.80 and $0.35 for Facebook. The final price is likely to vary a lot based on several factors. Such include the day of the week the ad is running and for how long throughout the year.
It is possible to earn a good amount of money from an eCommerce business. It comes down to which platform you decide to use for promoting the business. Both Facebook and Instagram Ads are good for boosting your sales. It will depend on the various factors mentioned in this guide. You can settle on the platform you feel it will be worth using for handling the eCommerce business better.