Today, do you get a better CAC on Instagram or on Facebook?
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Instagram shows higher customer acquisition costs at $1.19 compared to Facebook's $0.59, but delivers 23% higher engagement rates and superior performance for visual industries like fashion and beauty.
The landscape of social media advertising has shifted dramatically in 2025, with both platforms adapting their algorithms and pricing structures to maximize advertiser value while addressing increased competition and bot traffic concerns that now affect 40-52% of total platform interactions.
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Instagram delivers higher engagement but demands 100% higher CAC than Facebook, making platform choice critical for ROI optimization. Facebook excels for cost-efficient lead generation while Instagram dominates visual storytelling and younger demographics.
| Metric | Instagram Performance | Facebook Performance | Winner |
|---|---|---|---|
| Average CAC | $1.19 (higher for competitive niches like finance) | $0.59 (more cost-efficient for clicks) | FB |
| Engagement Rate | 0.50% average (Fashion: 8.2% for 0-10k followers) | 0.15% average (steady but lower overall) | IG |
| Conversion Rate | 8.95% (physical products), 6.2% (digital) | 8.78% (physical), 7.1% (services) | IG |
| CPM | $10.81 (15% YoY increase due to Reels) | $10.62 (stable pricing structure) | FB |
| Bot Traffic | ~40% (significant but lower than Facebook) | ~52% (higher fake engagement rates) | IG |
| Demographics | 62.3% under 34, urban focus, visual industries | 54% over 35, suburban/rural, service businesses | Depends |
| Revenue per User | 23% higher for visual industries, $4.20 ROAS | 12-18% better for B2B/services, $3.80 ROAS | IG |
What's the average CAC on Instagram vs. Facebook in 2025 for paid acquisition campaigns across e-commerce, info products, and service businesses?
Instagram's average CAC sits at $1.19 per customer acquisition, representing a 100% premium over Facebook's $0.59 average across all campaign types.
E-commerce businesses face sector-specific variations, with food and beverage seeing the lowest CAC at $53 while jewelry reaches $91. Info products typically cost 30% more than physical goods to acquire customers, averaging $69-85 across both platforms.
Service businesses experience the widest CAC range, with coaching and consulting averaging $65-85 while B2B SaaS can reach $120-150 depending on contract value. Facebook consistently delivers lower acquisition costs for service-based campaigns due to superior lead generation ad formats and detailed interest targeting capabilities.
The price differential stems from Instagram's higher competition for visual ad placements and increased mobile-first user behavior that drives premium pricing. Facebook's mature advertising ecosystem and diverse placement options create more inventory, reducing overall costs.
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What are the average engagement rates by niche and follower bracket on Instagram and Facebook?
| Platform | Niche | 0-10k Followers | 10k-100k | 100k+ |
|---|---|---|---|---|
| Fashion | 8.2% (highest performance for micro-influencers) | 6.9% (solid engagement maintenance) | 4.7% (algorithm reach challenges) | |
| Fitness | 9.1% (community-driven content performs best) | 7.2% (workout tutorials drive engagement) | 5.3% (brand partnerships dilute authenticity) | |
| SaaS/Tech | 3.8% (educational content performs better) | 2.5% (product demos gain traction) | 1.6% (enterprise content less shareable) | |
| Fashion | 4.1% (visual content still resonates) | 3.2% (group discussions drive interaction) | 1.9% (organic reach limitations impact engagement) | |
| Coaching | 5.6% (personal stories create connection) | 4.3% (live sessions boost engagement) | 2.8% (audience dilution affects intimacy) | |
| Services | 3.9% (local service businesses excel) | 2.8% (testimonials drive interaction) | 1.5% (corporate messaging reduces relatability) |
How many likes and comments does an average post get on Instagram vs. Facebook for each follower size category?
Instagram consistently outperforms Facebook in raw engagement numbers, with small accounts (0-10k followers) averaging 85-120 likes and 8-15 comments per post compared to Facebook's 25-50 likes and 3-8 comments.
Large Instagram accounts (100k+ followers) maintain substantial engagement with 1,200-2,500 likes and 45-80 comments per post, while equivalent Facebook pages generate 500-900 likes and 15-30 comments. This reflects Instagram's stronger algorithm support for visual content and higher user interaction rates.
Mid-tier accounts (10k-100k followers) show the most dramatic platform differences, with Instagram posts receiving 300-600 likes versus Facebook's 80-150 likes. Comment ratios favor Instagram 3:1, indicating deeper user engagement and conversation-starter content performance.
The engagement gap widths as follower counts increase, suggesting Instagram's algorithm better maintains reach for larger accounts while Facebook's organic reach continues declining. Stories and Reels on Instagram drive additional engagement not captured in standard post metrics.
What's the average conversion rate from follower to customer on both platforms, broken down by offer type?
| Platform | Physical Product | Digital Product | Service/Subscription |
|---|---|---|---|
| 8.95% (visual products like fashion/beauty perform best, impulse buying from Stories drives conversions) | 6.2% (educational content in carousel format increases course/ebook sales, influencer partnerships crucial) | 5.8% services, 4.1% subscriptions (personal branding content builds trust, consultation bookings from DMs common) | |
| 8.78% (similar to Instagram but requires more nurturing through retargeting campaigns) | 5.3% (lead magnets in groups perform well, webinar registrations from event pages drive sales) | 7.1% services, 3.9% subscriptions (lead generation ads excel for service bookings, longer sales cycles suit platform) |
How do Instagram and Facebook compare in terms of top-of-funnel CPM, CPC, CTR, and CPM by niche and audience age group?
Instagram's CPM averages $10.81 compared to Facebook's $10.62, with the 19-cent difference primarily attributed to Instagram's 15% year-over-year increase driven by Reels adoption and mobile-first ad formats.
Cost-per-click shows the most significant platform variance, with Instagram at $1.19 versus Facebook's $0.59 - a 100% premium for Instagram traffic. This reflects Instagram's higher-intent visual browsing behavior and premium mobile inventory pricing.
Click-through rates favor Facebook slightly at 1.7-3.7% compared to Instagram's 1.5-3.1%, though this varies dramatically by age group. Users 18-34 click Instagram ads 40% more frequently, while 35+ demographics show 60% higher Facebook CTRs.
Industry-specific performance shows finance and real estate achieving higher CPMs on both platforms ($15-20) while entertainment and travel maintain lower costs ($6-8). Age group targeting reveals Facebook's strength with 35+ audiences delivering 25% lower CPCs, while Instagram dominates 18-24 segments with 30% higher engagement rates despite premium pricing.
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What percentage of traffic on each platform is estimated to be fake, low-quality, or bot-driven in 2025?
Instagram faces approximately 40% fake or bot-driven traffic, while Facebook struggles with higher rates at 52%, representing a significant challenge for advertisers measuring true campaign effectiveness.
These numbers reflect sophisticated bot networks that mimic human behavior, creating phantom engagement that inflates metrics without driving real business results. Instagram's lower bot percentage stems from stronger visual content verification and mobile-first architecture that's harder to game systematically.
Facebook's higher bot traffic concentrates in specific industries and geographic regions, with B2B lead generation campaigns particularly affected. Click fraud rates reach 60-70% in competitive sectors like finance and insurance, requiring advanced filtering tools.
Both platforms are investing heavily in AI-powered detection systems, but advertisers should implement third-party verification tools like SpiderAF to filter invalid traffic. The bot problem particularly impacts cost-per-click campaigns, making cost-per-acquisition metrics more reliable for true performance measurement.
What types of content perform best on each platform in terms of both engagement and conversion?
Instagram Reels dominate engagement with 0.50% average rates, followed by carousel posts at 0.55%, while static images lag at 0.45% despite their continued popularity for brand storytelling.
Video content under 60 seconds drives 2.3x higher conversion rates on both platforms, with Instagram Reels particularly effective for product demonstrations and behind-the-scenes content that builds authentic brand connections.
Facebook's highest-performing content includes video posts (0.12% engagement), photo albums (0.15%), and status updates (0.11%), while link posts severely underperform at 0.04% engagement. Facebook Groups generate significantly higher engagement than page posts, often achieving 5-15x better interaction rates.
User-generated content and customer testimonials perform exceptionally well on both platforms, driving 40% higher conversion rates than brand-created content. Instagram Stories with interactive stickers (polls, questions, sliders) achieve 35% higher completion rates and drive more direct messages than static story content.
Direct message conversations initiated through both platforms convert 6x higher than public post interactions, making DM-friendly content formats crucial for sales funnel optimization.
How do the audience demographics differ between Instagram and Facebook in 2025?
Instagram attracts a younger, urban-focused demographic with 62.3% of users under 34 years old and near-even gender distribution (50.6% male, 49.4% female), making it ideal for lifestyle, fashion, and consumer product brands.
Facebook skews older with 54% of users over 35 years old and male-leaning at 56.8%, creating opportunities for service businesses, B2B companies, and products targeting established professionals with higher disposable income.
Geographic distribution shows Instagram dominating urban markets and coastal regions, while Facebook maintains stronger presence in suburban and rural areas. This affects local business advertising strategies and regional campaign targeting approaches.
Income demographics reveal Instagram users concentrate in middle-to-upper income brackets ($50k-$100k annually), while Facebook spans wider income ranges with particular strength in $75k+ household incomes. Educational levels show Instagram users trending toward college-educated, while Facebook captures broader educational backgrounds.
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Which platform drives the most revenue per user on average and in which industries is one clearly outperforming the other?
Instagram delivers 23% higher revenue per user for visual industries including fashion, beauty, food, and lifestyle brands, with average ROAS of $4.20 compared to Facebook's $3.80.
Facebook outperforms Instagram by 12-18% for service-based businesses, B2B companies, and subscription models, leveraging superior lead generation capabilities and detailed interest targeting for longer sales cycles.
E-commerce shows mixed results by product type: Instagram excels for impulse purchases under $100 (jewelry, fashion accessories, beauty products), while Facebook performs better for considered purchases over $200 (electronics, furniture, appliances).
Industry-specific winners include Instagram for restaurants (visual menu appeal), fitness (transformation content), and travel (destination inspiration), while Facebook dominates real estate (detailed property information), professional services (trust-building content), and automotive (comparison shopping).
SaaS and technology companies see Facebook delivering 25% lower customer acquisition costs, though Instagram generates higher lifetime value customers who engage more frequently with product updates and community features.
How has the performance of Instagram and Facebook for paid acquisition evolved since early 2024, and what are the projections heading into 2026?
Instagram CPM increased 15% year-over-year due to Reels adoption and increased mobile video consumption, while Facebook CPC decreased 7% as users shifted toward video content and away from traditional link-based advertising.
Engagement rates dropped significantly across both platforms - Instagram fell 28% to 0.50% while Facebook stabilized at 0.15% after slight improvements. This reflects algorithm changes prioritizing reach over deep engagement and increased content saturation.
2026 projections indicate Instagram will capture 25% more Gen Z market share while Facebook strengthens its 35+ demographic retention. Instagram's Reels revenue is expected to grow 40% while Facebook focuses on Groups and community-driven monetization.
Bot traffic concerns are driving both platforms toward stricter verification measures, potentially reducing overall traffic volumes by 10-15% but improving campaign quality and conversion rates for legitimate advertisers.
Cross-platform campaign strategies will become essential as standalone platform performance continues declining, with successful brands requiring integrated Instagram-Facebook approaches to maintain 2024 performance levels.
How should someone pick between Instagram and Facebook if starting from scratch today, depending on their goals, budget, audience, and type of product?
Choose Instagram if you're targeting under-35 demographics, selling visual products, have budget flexibility for higher CACs, and can produce consistent video content for Reels and Stories.
Select Facebook for lead generation campaigns, service-based businesses, 35+ audience targeting, limited budgets requiring cost-efficient clicks, and complex products needing detailed explanations or comparison shopping.
Budget considerations favor Facebook for startups with under $1,000 monthly ad spend, while Instagram rewards higher budgets ($2,500+) with better algorithm visibility and premium placement opportunities.
Product type determines platform fit: physical consumer goods under $200 perform better on Instagram, while services, B2B solutions, and high-consideration purchases benefit from Facebook's lead nurturing capabilities.
Industry-specific recommendations include Instagram for fashion, beauty, food, fitness, and travel, while Facebook suits real estate, professional services, automotive, finance, and B2B technology companies.
What's the full funnel breakdown from reach to purchase for both platforms today?
| Funnel Stage | Instagram Performance | Facebook Performance |
|---|---|---|
| Reach to Clicks | 1000 impressions → 45 clicks (4.5% CTR, higher for visual content and Reels) | 1000 impressions → 62 clicks (6.2% CTR, benefits from diverse ad placements) |
| Clicks to Landing Views | 45 clicks → 32 landing page views (71% view rate, mobile optimization crucial) | 62 clicks → 41 landing page views (66% view rate, desktop traffic converts better) |
| Landing to Add-to-Cart | 32 views → 18 add-to-cart (56% rate, visual product pages perform best) | 41 views → 15 add-to-cart (37% rate, requires more nurturing content) |
| Cart to Checkout | 18 carts → 9 checkouts (50% rate, mobile checkout optimization essential) | 15 carts → 7 checkouts (47% rate, retargeting campaigns improve completion) |
| Checkout to Purchase | 9 checkouts → 5 purchases (56% completion, trust signals crucial for mobile) | 7 checkouts → 3 purchases (43% completion, payment friction affects conversion) |
| Overall Conversion | 0.5% total conversion rate (5 purchases from 1000 impressions) | 0.3% total conversion rate (3 purchases from 1000 impressions) |
Conclusion
Instagram delivers superior engagement and conversion rates but demands 100% higher customer acquisition costs, making it ideal for visual brands with adequate budgets targeting younger demographics.
Facebook provides cost-efficient lead generation and broader demographic reach, particularly excelling for service businesses, B2B companies, and campaigns requiring detailed targeting and longer sales cycles.
Sources
- WebFX Facebook Advertising Cost Analysis
- WordStream Facebook Ads Benchmarks 2024
- WordStream Instagram Ads Cost Guide
- Gupta Media Social CPM Tracker 2025
- LYFE Marketing Facebook Ad Pricing
- Social Insider Instagram Benchmarks 2025
- Popular Pays Instagram Engagement Analysis
- Influencer Marketing Factory Platform Comparison
- Hootsuite Industry Engagement Benchmarks
- Sprout Social Instagram Statistics 2025
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