Facebook and Instagram are part of the same Meta advertising ecosystem, but users may interact with content differently across placements. The right question is not simply which platform is better.
Think about the customer
Consider where your intended audience is likely to discover and evaluate information. Creative format, message and destination can influence the experience.
Think about the content
A detailed explanation, product demonstration or short visual message may require different creative approaches.
Let testing answer practical questions
Instead of relying only on assumptions, use structured tests and review the results in the context of the actual business objective.
In many cases, businesses can benefit from considering multiple placements rather than treating the decision as a permanent either-or choice.