The answer depends on your audience and your offer. Instagram performs better for visual brands targeting users under 40 — fashion, beauty, fitness, food, lifestyle. Facebook tends to win for older demographics, B2C services, local businesses, and longer-form content. But here’s the real secret: run your campaigns on both platforms simultaneously using Advantage+ Placements. Meta’s algorithm will automatically allocate more budget to whichever platform converts better for your specific audience. Test for 7-14 days before drawing conclusions.
