Socialbakers-Facebook和Ins用户广告的付费调研报告（英文）-2019.3-26页_11mb

Summary of Facebook vs. Instagram Advertising

Core Content

Facebook and Instagram are two of the most popular social media platforms for advertising, with a combined audience of over 2.7 billion users. Marketers use these platforms to reach their target audiences through various ad formats, placements, and objectives. The whitepaper provides insights into the differences between the platforms and best practices for leveraging their strengths.

Main Differences and Best Practices

Audience Demographics

• Age Group: Both platforms have a significant user base in the 25-34 age group, with Facebook having 21% and Instagram 25%.
• Time Spent: Users spend 35 minutes on average on Facebook and 15 minutes on Instagram.
• Top Locations: India and the U.S. are the largest markets, with 241 million and 240 million users respectively on Facebook, and 88 million and 28 million on Instagram.

Engagement

• Facebook generates 4x more interactions than Instagram for media companies.
• Instagram offers 3x more engagement for brands compared to Facebook.
• Engagement per Ad Format:
  • Facebook News Feed (mobile and desktop): 1.6% CTR (desktop) and 0.8% CTR (mobile).
  • Instagram Feed and Stories: 0.3% CTR and 0.1% CTR, respectively.
  • Right-Hand Column Ads: 0.1% CTR.

Ad Formats

• Single Image: Simple, cost-effective, and good for showcasing a single product.
• Photo: Similar to single image but allows for a bit more creativity.
• Single Video: Useful for complementing TV campaigns or telling complex stories.
• Video: Shorter, up to 60 seconds, ideal for quick storytelling.
• Carousel: Allows for multiple images, good for showcasing products or services and guiding users to specific website pages.
• Slideshow: Looping video with up to 10 images, effective for storytelling across devices.
• Canvas: Interactive mix of photos and videos, ideal for increasing engagement and brand awareness.
• Stories: 15-second videos or photos, great for brand storytelling.

Ad Placements

• Facebook offers five placements: News Feed (mobile and desktop), Groups, Right-Hand Column, Instant Articles, and In-Stream Video.
• Instagram offers two placements: Feed and Stories.
• Additional Placements: Facebook provides Messenger and Audience Network, which are not available on Instagram. Messenger delivers ads as messages, while Audience Network allows for third-party placements.

Ad Objectives and Budget Allocation

Common Ad Objectives

• Awareness: Brand Awareness, Reach
• Consideration: Traffic, App Installs, Engagement, Video Views, Lead Generation
• Conversion: Conversions, Product Catalog Sales (Facebook exclusive), Store Visits (Facebook exclusive)

Budget Distribution

• Facebook:

  • Post Engagement: 39%
  • Link Clicks: 16%
  • Video Views: 10%
  • Page Likes: 12%
  • Conversions: 7%
  • Brand Awareness: 7%
  • Reach: 4%
  • Lead Generation: 2%
  • Other: 3%

• Instagram:

  • Link Clicks: 36%
  • Post Engagement: 27%
  • Brand Awareness: 12%
  • Video Views: 11%
  • Conversions: 6%
  • Reach: 6%
  • Other: 2%

Correlation Between Engagement and Cost

• Cost-per-Click (CPC) decreases with higher Click-through Rate (CTR).
• Instagram ads with a CTR of 0.0% - 0.1% are 16x more expensive than those with a CTR of 1.9% - 2.0%.
• Facebook ads with the lowest CTR are 10x more expensive than those with the highest CTR.

Key Takeaways

• Facebook is better for performance marketing, such as driving conversions and sales.
• Instagram is ideal for brand awareness and engagement, especially with its high interaction rates.
• Ad Format Selection should align with your marketing goals. Single image or photo ads are good for direct product showcasing, while carousel and canvas formats are suitable for storytelling and multiple product displays.
• Ad Placement Strategy should consider user behavior and the stage of the customer journey. Desktop users are more likely to convert, so focus on Facebook News Feed for conversions, and Instagram for awareness.
• Data Analysis is essential for optimizing ad performance and understanding audience behavior.
• Socialbakers Suite provides tools for tracking and analyzing social media performance across platforms.

Conclusion

Understanding the differences between Facebook and Instagram in terms of audience, engagement, ad formats, placements, and objectives is crucial for developing an effective social media advertising strategy. Marketers should align their ad formats and placements with their specific goals and audience behavior, and use data-driven insights to continuously optimize their campaigns.