6 key considerations for budgeting

Although renamed Yuan – The company was formerly known as Facebook – Advertising options on Facebook and Instagram are expected to remain as we know it for the foreseeable future.

It is hoped that the attention of the recent public hearings will encourage the company to address its shortcomings.

At the same time, user interactions with advertisements on Facebook and Instagram and performance of activities seem to justify the further investment in marketing budgets for these portals.

And their Integrated advertising management platform, It’s very simple to extend Facebook activity to Instagram.

In fact, many advertisers do this without much scrutiny, and then treat the performance of the two platforms as one entity. This is likely to produce positive results.

However, for The most efficient budget allocation As well as a more refined strategy, it is recommended to deal with these two portals according to the specific situation.

So when should I advertise on Facebook and Instagram at the same time, and when is it best to use only one of them? The answer depends on the following 6 considerations:

1. Audience range.
2. Ad format.
3. Audience consideration stage.
4. Support text content.
5. Organic efforts within the platform.
6. Event management resources.

1. Increase your audience coverage by 25%

As of January 2021, 75% All of Facebook users are also on Instagram. This shows that by placing Facebook ads on Instagram, it is possible to expand coverage by 25%.

However, since this is an average value, the actual incremental coverage may be smaller.To ensure a significant coverage gain, please use Audience size estimation tool Estimate the size of the potential audience on each platform.

If the difference is within 10%, it is not recommended to run on Facebook and Instagram at the same time.

The vast majority of users on one platform may have seen it on another platform, and the smallest potential benefit is unlikely to justify your work in managing and reporting this small level of incremental performance.

2. Benefit from the unique advertising format of each platform

Instagram continues to develop its ad formats and now even supports some E-commerce function.

Even so, Instagram tends to be a destination for general inspiration and ideas, rather than users who are determined to make transactions.

At the same time, Facebook often doesn’t High-impact format This will amaze users like Instagram ads.

If imagery is the main consideration, consider running on Instagram only, especially if it is designed to have a memorable impact.

If the purpose of using short videos is to increase video engagement, Instagram is also the first choice for recommendation.

Facebook is more suitable for any “low funnel” strategy, especially for e-commerce or conversion-oriented activities, where transactions will be conducted on a separate website outside the portal.

Instagram users tend to be earlier in their consideration process and tend to stay in the portal.

However, if your images are more functional than evocative, and promoting in-portal activities (such as comments, sharing) is more important than out-of-door traffic access, please consider running on both platforms.

3. Discover the audience’s intentions

As mentioned further above, Facebook and Instagram users tend to lean in opposite directions when talking about their intentions.

Every platform attracts all users Stages of the marketing funnelHowever, Instagram tends to encourage more upper-funnel behaviors, to encourage browsing and a high degree of participation in visual advertising assets.

In contrast, Facebook supports many low-funnel behaviors, allowing users to purchase, register, and perform many other transaction-related operations.

Consider prioritizing Instagram’s audience strategy for upper-level channels, and Facebook for lower-level channels.

If possible, run multiple jobs on both platforms, but use different creative assets and messaging to best suit user intent at each stage.

On the other hand, if you are developing an intermediate channel strategy, it is sufficient to use the same method for Instagram and Facebook.

4. Customize support text content

Instagram is a major visual channel. Although users are accustomed to reading some supporting texts, if important supporting information needs to be shared within the ad unit, Facebook is a better channel.

This includes not only the text that may be included in the visual object, but also the text part of the title and description fields.

If you need the right amount of text, you can make effective use of both platforms.

However, if more than two sentences are used, Facebook is more likely to allow people to spend time reading it.

5. Create synergy with your organic work

Whether on Facebook or Instagram, your ads will be linked to your profile and your natural activity.If your organic feed is not active, please consider increasing organic activities until Paid social activities.

Paid advertising allows users to choose to connect and view your natural profile.

Anyone who is not familiar with your business and (due to your engaging ads) now wants to learn more may want to navigate to your natural profile.

If they find that the organic profile has almost no activity, it would be a bad user experience.

If your natural presence on Facebook or Instagram is not very strong, consider limiting your ads to platforms with a stronger presence.

6. Resource allocation optimization for each platform

Although many reports and setup tools are shared between Facebook and Instagram, in order to get the best performance and results analysis, people need to have a deep understanding of each platform.

This requires professional resources to understand each platform and time to invest and manage each platform. If this is not the case for your team, please avoid pulling your resources too tight and just follow Facebook or Instagram.

The extra attention will bring dividends in optimization depth, which will be sacrificed if the same team has to do twice as much work on two platforms.

With the development of Meta, more ad formats and functions will undoubtedly appear. Stay tuned and use these six criteria to decide whether it is best to run on Facebook and Instagram at the same time, or focus all your energy on one.

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Featured image: Shutterstock/metamorworks