Facebook Ads vs Instagram Ads: Which is Best in 2020?

0:00hi guys it's been Heath from lead guru and in this video I'm going to talk about Facebook Ads versus Instagram ads and which is best for 2020 which platforms you want to put most of your efforts into in 2020 now obviously when I say which is best I'm talking about weight and get the most conversions where the best cost per conversion is because obviously that's what you guys really care about I'd recommend you stick around to the end this video because I've got a couple of things a couple of three things I think you'll find really interesting so make sure you stick around to the end for and for that

0:26but it's down to the two platforms Facebook Ads versus Instagram ads so I record the video with the same topic in 2017 but these social media platforms are changing so fast their user base the demographics of their user base changes all the time and that obviously means that the value to us as advertisers changes as well so it's very important to it to an updated version that video because my recommendation is going to be quite different from what I said then so three or four years ago you would have had the vast majority of Facebook ads experts basically saying when you're on a Facebook ad campaign turn off

0:59Instagram as a placement option just focus on the feeds it was all about desktop right column ads at the time and that was effectively focused that the logic behind it was that people on Instagram or a younger demographic they you know Instagram will give you poor quality traffic they're not really interested in purchasing they just want to have a look it's not that sort of platform etc etcetera and that's what was talked about in terms of the value of Instagram and it was really seen as you know Facebook sort of useless younger brother when it comes to an advertising standpoint that has definitely changed so the demographic of

1:34Instagram has definitely changed as more and more older people have joined the platform you know I don't know the exact statistics but I'm a hundred percent sure that let's say four years ago instagrams demographic profile was a lot younger than it is now they're probably put dominate people in their 20s and a lot of creative types using Instagram now there's all sorts as business owners looking to drum a business fire Instagram in their sort of 30s 40s 50s even 60s on the platform and of course those people the older demographics people in their 40s 50s 60s have a lot more purchasing power they earn a lot

2:04more than younger people on average they've spent you know many more years accumulating money so they're able to afford products and services that are being advertised to them and and their value is much higher than those younger demographics as a result and we see that reflected in the results when we run ad campaigns across both Facebook and Instagram so Instagram has definitely over the last three years been really very quickly catching up with Facebook very very quickly catching up with Facebook and what I mean by that is catching up in terms of a conversion volume standpoint so when we run Facebook ad campaigns we usually see

2:40somewhere around a 60/40 split if we use automatic placements and advertisers on both Facebook and Instagram we usually see a 60/40 split and what I mean by that is you're gonna see around about 60% of your conversions come from Facebook around about 40% for Instagram in terms of the cost they're now going to be virtually identical so a couple of years ago you may have seen much lower volume from Instagram perhaps only 15 20% but the cost was going to be lower because there was less advertiser competition but the word is out now advertisers know that Instagram is a valuable place to advertise when they create their Facebook ad campaigns they

3:12normally advertise on Facebook and on Instagram they're not just purely focusing on Facebook so the cost of advertising one Instagram has gone up with the increased competition so you're going to see conversion costs are roughly equal between the two platforms now with that 6040 split it does depend on the industry your advertising in the type of products or services that you offer so that so for example if we're offering anything b2b we're likely to see a more Facebook weighted conversion volume metric so we're gonna see perhaps more like 75% Facebook okay if on the other hand we're advertising something very b2c very consumer very visual anything in the food industry apparel

4:00things like that it's normally gonna be very Instagram focused so we might see again the opposite we might see 75% Instagram something on those lines so in terms of the volume you're likely to see and the conversion costs they're roughly equal nowadays but you may see and more waiting one way or the other depending on the type of business that you run and the industry operation okay so what can you take away from this Instagram I think is likely to overtake Facebook probably not in 2020 though or at least not significantly it's probably going to take a few more years so my recommendation for 2020 and for the to

4:38the immediate future its advertised on both don't ignore either Facebook or Instagram advertise on both it's very easy to do when you run your Facebook ad campaigns you can set up you know within within Facebook's ads manager which is where you should be creating your Facebook ad campaigns you can use automatic placements and Facebook will advertise across all the placement options both on Facebook and Instagram which will include Facebook and Instagram stories it will include and you know Facebook and Instagram feeds desktop right column on Facebook all all the various options so that's one thing I recommend or at least if you're going to be more selective with your

5:09placements don't neglect Instagram feeds and don't neglect Instagram stories because they can deliver you know large conversion volumes now and at a very reasonable cost okay looking at the one thing I will mention on that is that you might need to adjust your creative to be able to suit the various Instagram placements so obviously if you've got videos longer than a minute you're not gonna be able to pay them on the Instagram feeds if you've got videos longer than 15 seconds you're not gonna go to play them on Instagram stories now of course there are times where you need to have videos that are longer than that

5:40because whatever is you're talking about requires extra time to explain it or demonstrate the product or whatever it is you're looking to do in your ad but where possible if it's not going to compromise the quality of the ad and the message you're trying to get across have some Instagram friendly creative options so can you create a 12-second video instead of a 35 second video so it can run on Instagram stories can you create a 45 second video as opposed to a 1 minute 10 video so that it can run on the Instagram feed okay so that's one thing I'd strongly recommend now looking at the long-term outlook for these two

6:13platforms what do I think is going to happen and when do I think there are going to be sort of bigger changes so I do think that Facebook as a platform at some point is basically going to die so it's been quite a lot of studies on this and one of the conclusions that's been drawn is that people do not do social media platforms that their parents are already on okay so when I first joined Facebook I was still at school and the vast majority of Facebook users were either at school they were teenagers or they were you know in their early 20s at university or something

6:45along those lines okay so lots people joined Facebook the parents weren't on it they could get up to all sorts posted on Facebook their parents didn't see it and that was absolutely fine but people don't join social media platforms their parents really on the kids today that are turning that same you know 11 12 13 is probably the sort of age and most people get into social media their parents are on Facebook and have been for probably over a decade they don't want what they're doing to be posted on a platform where their parents can see it so they're not going to join Facebook and that's what we see so Facebook has

7:14particularly in the more mature Facebook markets so that you know the Western Facebook markets Europe North America etc you don't see teenagers joining Facebook now if you don't have teenagers joining Facebook the demographic is just gonna get older and older and older as time goes on and if you don't have those newer people coming in at the yo at lower age ranges eventually it's going to die but that's gonna take a very very very long time okay because if people are aging out of the platform that's obviously a process is gonna take decades it'd probably be faster than that because social media tends to be faster than just about anything else but

7:53it's likely to be a process that that's going to take a long time and people of my sort of age range are likely to be kept on Facebook not fully switch over to platforms like Instagram and stuff like that because of the sort of social group aspect of it so for example my wife plays netball and all our teams are organized through Facebook as a platform because they're organized through that platform that sort of drags our back even if she was wanted to move away from Facebook she just wanted to focus on Instagram or another platform it's very hard to do because if group things are

8:23being organized which they offer a lot of people through Facebook a lot of communities you know sporting clubs and things like that it's very difficult to fully move away from it so I think that at some point Facebook's going to start becoming a lot less valuable to advertisers but it isn't going to happen for at least a decade in real sense if I drop off a bit over the next one of five years but I it's gonna be at least a decade before we see a sharp decline because remember if the age demographic increases let's say in ten years time there aren't that many people on their 20s on Facebook but

8:51people on their thirties plus rule on Facebook those are still very valuable demographics to be advertising to these people have a lot of purchasing power a lot more so than the younger demographics so where we see social media platforms like tic toc coming through there's a lot of teenagers right now on tic toc very active but as a platform it's not very valuable to advertisers because there's not a huge amount of purchasing power among the user base you know these people can't afford to spend a lot of money on products and services because you know they're sort of 16/17 where is a 35 year old or a 48 year old on average is going

9:27here to spend a lot more and a lot more valuable to advertisers as a result Instagram seems to have a lot more longevity to me there's still a lot of organic reach on Instagram so a lot of business owners moving to Instagram because they realize that they can reach people without having to pay for it which on Facebookers will be disappeared so as you have more and more people move into Instagram for the organic reach I think that's going to give it more longevity now of course Facebook your own Instagram could come in and make adjustments to that and they could basically say you know get rid of the

9:56organic reach altogether we're just gonna have advertisers as they've done with Facebook hopefully they've learned their lesson but we will see then the value of the platform is likely to decrease quite quickly but in terms of 2024 now absolutely focus on both another interesting thing that's happening in 2020 is whatsapp advertising is gonna be launched they haven't said when or I haven't seen it at least but up till now you've been able to use whatsapp as a destination when you advertise on them on Facebook and Instagram so instead of sending people to let's say your website from an ad you can send people to whatsapp to

10:24start a conversation with them so that's been available for a while but now they're actually introducing whatsapp as an ad placement so you can actually have ads that it's probably going to be similar to the way messenger ads work so you can send ads you can send a message to someone and that's effectively your ad or you can advertise sort of within a whatsapp you know sort of stream or whatever they call it on whatsapp and that's probably how that's that's going to work so that's something that might be worth experimenting with it's likely to be relatively inexpensive when it's new so I definitely recommend checking

10:55that out okay so one of the things one of the other things that I I mentioned the beginning the video was that I've got some free stuff for you that I think you'd be interested in so two free things for you first first is my Facebook Ads mastermind group so this is a free facebook advertising group where we talk about Facebook and Instagram advertising and sure whatsapp advertising when it comes there becomes available comes online and there's over there's just under 14,000 members in there right now fantastic community full of people looking to get better results with Facebook advertising they post questions they get answers and

11:26there's lots of experts and agency owners in there like like me who are more than willing to help out and provide advice so I strongly strongly recommend you join that if you want better results with your Facebook advertising there will be a link in the video description second free thing is in my free five part Facebook ad template so this Facebook ad template and contains for the best forming ads as I've created for my clients you can model from those ads you can sort of take a look at you know the copy the headlines the images we've used I've sort of broken it down explained you

11:55know we use this headline because of the and we've used this copy because so you can really go through a model from those and should really help me with your ad performance completely free to download and again there'll be a link in the video description and then finally if you are looking to advertise on Facebook or Instagram or you are advertising on Facebook and Instagram and you're looking to get better results well my company lead guru is a Facebook advertising agency and we can run those campaigns for you okay so if you're looking for better results with that platform and you're spending at least $3,000 a month I'd love to have a

12:27conversation with you where we can discuss how our services work how we might be able to help you get better results again there'll be a link in the video description and that'll take you through to my website and you'll be able to apply for a free strategy session with me there so free 30 minutes to the basic as I said discuss our services discuss your business I can get a really good understanding of what you do and then we can obviously talk about how we might be able to help you have better results okay if that's been useful if that video has been helpful please subscribe to the channel for more

12:52Facebook and Instagram advertising related content please give it a thumbs up and don't forget to comment below thanks I'll guys bye bye