Instagram came into existence in 2010 and today has a user-base of 1 billion users. In 2012, it was acquired by Facebook founder Mark Zuckerberg. Facebook was launched in 2004 and has grown to become the largest social media platform. It has an active user-base of 2.1 billion.
User Behaviour & Engagement
Users are more willing to interact with brands on Instagram. Features like Insta stories and hashtag brings more user engagement. Almost 80% of users follow at least one business profile and interact with the brand on a regular basis. This has become an effective medium for enhancing brand awareness. Image ads and Stories have a much higher engagement rate. Unlike Instagram, users on Facebook don’t prefer to follow the brand’s business pages. The engagement rate of organic posts is relatively low. But, it’s the video ads and Feed ads that have much higher engagement. Brands must focus on these aspects and deploy more resources towards creating video ads. 
User traits and Demographics
Instagram is an app for millennials. Over 50% of the total users fall within the age group 20-29 years. This is the only social platform that has more number of female accounts. Instagram is a lethal tool for those brands which endorse female-oriented stuff like cosmetics and jewelry. Facebook has an audience ranging from youngsters, middle-aged and senior citizens as well. It’s the younger people who use it more extensively; the age group 25-35 years is most active. Brands must target the users based on the type of product and who would find it beneficial.
Platform Compatibility
Instagram app is used either on mobile or tablets. It isn’t a desktop-friendly app and most it its features don’t work on a desktop. It doesn’t let users watch stories or upload pictures. Brands aiming to promote products on Instagram must create mobile-friendly ads and should optimize the content accordingly for expected results. Facebook can be accessed on both, desktop as well as mobile. Users will only experience the layout getting changed but it is optimized for being used on both.
Advertising Tools
Instagram Advertising tools Paid Promotions: When it comes to user engagement, Instagram is second to none. Brands can boost their post to reach this massive active user base of 1 billion. Ad promotion works on (CPM) Cost per 1000 impressions basis. Business Account: Business profiles on Instagram has high user following. Brands must start by creating their business page which represents their business. They must aim to share product details creatively so that the content gets viral and reaches a larger audience. Stories: This feature was first incorporated by Instagram.  Brands can share stories to educate their users. Swipe up feature allows users to click on stories and engage with them. Insta Live: Live feature is also available on Instagram. When a brand plan to go-live their followers get a notification and they can tune in. This feature enables brands to expand their reach and target new users as well. Insta Shopping: This feature allows brands to post content with a product tagged to it. Users can just click and make the purchase. There is no requirement of having a website or webpage. Insta DM: Just like messenger, brands can connect with their consumers and provide the required information at the right moment. This feature allows brands to stay in front of their customers. Facebook advertising Tools Paid Ads: Facebook paid ad feature provides an opportunity for brands to target users based on their interest, profile, demographics, and location. The paid ad works on (CPC) Cost-per-click basis where brands only pay for successful clicks. Facebook Business Pages: These are free pages through which brands create their business profile. Multiple marketing options are available including image posting, video, Going Live, Events and Fan Groups. Facebook Groups: Usually when a user is looking for some product details on Facebook, they start searching if there is a group. Brands can create groups based on product categories and invite users with similar interests to join those groups. It enhances engagement in terms of discussions and content sharing. Facebook Events: Brands can organize a webinar, product demonstrations to pull users on their business page. Facebook Live: It’s a brilliant feature to expand its reach. Brands can go-live to showcase the launch of new products. Brands must ask questions to engage the audience and know their feedback. Facebook Stories: Similar to Instagram, Facebook also came up with a story features. We can have a personal page story, business page story, messenger story or group page story. These stories are effective source of content sharing which has higher view rate. Messenger: Brands can utilize Facebook messenger tool to stay in touch with their audience. They can install Chatbots to answer user queries 24*7 and which could also guide them in taking decisions regarding what options to choose.  
Type of Ads
Image ads, video ads, carousel ads, stories ads Video ads, Image ads, Carousel ads, Page Like ads, Lead generation ads, Event Response ads

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