In the world of social media marketing, Facebook and Instagram stand out as two of the most powerful platforms for businesses looking to grow online. Both platforms are owned by Meta and share the same ad management system, yet they offer distinct experiences for users and advertisers alike. The question many marketers ask in 2025 is: Which delivers better ROI—Facebook or Instagram? Let’s break it down.
Audience and Demographics
Facebook still boasts the largest user base with פרסום בפייסבוק over 3 billion active users worldwide. Its audience spans across all age groups, making it ideal for businesses targeting a broad or older demographic.
Instagram, with over 2 billion users, skews younger. It’s especially popular among Gen Z and Millennials. If your brand targets fashion, beauty, lifestyle, or entertainment, Instagram may offer more relevant engagement.
ROI Insight:
Facebook is better for broad targeting and older demographics.
Instagram is better for younger, visually-driven audiences.
Ad Formats and Engagement
Facebook supports a wide range of ad formats: image, video, carousel, instant experience, lead ads, and more. Its platform is built for detailed information, links, and storytelling.
Instagram is highly visual. Ads appear as images, short videos, carousels, Reels, or Stories. Instagram users expect aesthetic and interactive content.
ROI Insight:
Facebook is ideal for driving conversions and leads.
Instagram excels at brand awareness and engagement.
Cost Per Result
Facebook Ads tend to have a lower cost per click (CPC) and higher click-through rates (CTR) when targeting older users or specific interest-based groups. Its algorithm favors longer ad copy and lead generation campaigns.
Instagram Ads, while visually appealing, can be more expensive in terms of cost per impression (CPM). That said, they often have higher engagement rates due to their immersive, mobile-first design.
ROI Insight:
Facebook typically offers better ROI for direct conversions.
Instagram provides stronger ROI for engagement-focused goals.
Shopping Features and Conversions
Facebook has integrated e-commerce tools like Facebook Shops, making it easy for users to browse and buy without leaving the app.
Instagram has become a hub for influencer marketing and product discovery, especially through Stories and Reels with embedded product links.
ROI Insight:
Instagram is great for product discovery.
Facebook is better for closing the sale.
Analytics and Optimization
Both platforms share Meta Ads Manager, which provides deep analytics and allows A/B testing, retargeting, and performance tracking. This unified system makes it easy to run and compare ads across both platforms.
ROI Insight:
You can optimize for ROI on both platforms, but Facebook provides more data points for fine-tuning conversions.
Conclusion
So, which is better for ROI: Facebook or Instagram?
It depends on your business goals and audience. Facebook generally delivers a higher ROI for conversion-focused campaigns, especially for services, B2B, and broad consumer products. Instagram, on the other hand, performs best for brand building, lifestyle content, and younger, visual-first audiences.
For many businesses, the winning strategy is to combine both platforms using Meta’s ad tools. Test, analyze, and double down on what works best for your audience and objectives.
