Today, do you get a better conversion rate on Instagram or on Facebook?
This article has been written by our social media experts who will tell you what are the most efficient strategies in your niche
We will tell you what works for your niche on social media
In 2025, choosing between Instagram and Facebook for your marketing efforts isn't just about preference—it's about data-driven decisions that directly impact your ROI.
Both platforms offer distinct advantages: Facebook delivers exceptional paid ad conversion rates averaging 8.95%, while Instagram excels in discovery-driven shopping with 83% of users finding new products through the platform. Your choice should depend on your specific audience demographics, content strategy, and conversion goals rather than following generic social media advice.
And if you need help with your social media, our team can take a look and help you grow more efficiently.
Summary
Facebook maintains superior paid advertising conversion rates at 8.95% compared to Instagram's 0.7-1.9%, but Instagram leads in organic engagement and discovery shopping. The platform choice depends on your audience age, content resources, and campaign objectives.
| Metric | Instagram 2025 | Facebook 2025 |
|---|---|---|
| Conversion Rate | 0.7-1.9% (organic/paid) | 0.9-1.9% (organic), 8.95% (ads) |
| Engagement Rate | 0.50% average, 3-8% (nano accounts) | 0.15% average, declining overall |
| Primary Demographics | 18-34 years (61%), urban, visual-focused | 25-44 years (31.1%), families, community-focused |
| Cost Per Click | $0.06-$3.35 (feed ads) | $0.51-$3.77 (varies by industry) |
| Best Content | Reels, Stories, Carousels | Albums, Groups, Long-form content |
| Shopping Behavior | Discovery-driven, 29% make purchases | Direct purchases, 39% buy directly |
| Optimal Use Cases | DTC, visual brands, Gen Z/Millennial targeting | B2B, services, community building, retargeting |
What's the average conversion rate for Instagram compared to Facebook in 2025 across e-commerce, lead generation, and service-based businesses?
Facebook dominates paid advertising conversion rates with an impressive 8.95% average across all industries in 2025, while Instagram typically sees 0.7-1.9% for both organic and paid campaigns.
For e-commerce specifically, Facebook ads achieve conversion rates between 0.9-1.9% for organic content but jump to 8.95% for paid campaigns. Instagram maintains steadier but lower rates of 0.7-1.9% across both organic and paid content. The fitness industry sees exceptional Facebook performance at 14.29% conversion rates, while education follows at 13.58%.
Lead generation campaigns particularly favor Facebook, with industries like industrial services reaching 12.03% conversion rates and dental services hitting 9.83%. Instagram's strength lies in discovery-driven conversions where 83% of users discover new products, but actual conversion rates remain in the 0.7-2% range regardless of campaign type.
Service-based businesses see similar patterns, with Facebook's targeting capabilities and lead generation ads driving higher conversion rates especially for B2B services, local businesses, and professional services. Instagram performs better for visual service businesses like fitness, beauty, and lifestyle coaches where visual content drives engagement before conversion.
The key difference lies in Facebook's mature advertising ecosystem and precise targeting options versus Instagram's discovery-focused, visually-driven user behavior that excels at awareness but requires longer conversion funnels.
What's the average engagement rate on Instagram versus Facebook by niche and by account size?
Instagram significantly outperforms Facebook in engagement rates across all account sizes, with nano influencers (1-10k followers) leading at 3.45-8% compared to Facebook's 0.15-0.5% for similar account sizes.
| Account Size | Instagram ER | Facebook ER | Best Performing Niches |
|---|---|---|---|
| Nano (1-10k) | 3.45-8% | 0.15-0.5% | Beauty, Fitness, Lifestyle |
| Micro (10-50k) | 2-4% | 0.15-0.3% | Travel, Fashion, Food |
| Macro (50-500k) | 1.8-2.4% | 0.13-0.2% | Entertainment, Tech, News |
| Mega (500k+) | 1.7-2% | 0.1-0.15% | Celebrity, Sports, Media |
| Overall Average | 0.5-1.16% | 0.13-1.3% | Nonprofit leads both platforms |
By niche, Instagram shows particular strength in visual categories: beauty averages 1.26% engagement, travel reaches 1.22%, and fitness content consistently outperforms. Nonprofit organizations achieve the highest engagement on both platforms—4.4% on Instagram and 1.8% on Facebook.
Facebook engagement has declined 28% year-over-year, with users shifting toward private group interactions rather than public post engagement. Instagram's engagement also dropped 28% overall, but remains substantially higher than Facebook's rates, particularly for accounts under 50k followers.
The inverse relationship between follower count and engagement rate is more pronounced on Instagram, where nano influencers can achieve 4-8% engagement while mega influencers typically see under 2%. This makes smaller accounts particularly valuable for authentic engagement campaigns.
How do audience demographics differ between Instagram and Facebook in terms of age, interests, income levels, and shopping behaviors?
Instagram skews significantly younger with 61% of users aged 18-34, while Facebook's largest demographic is 25-44 years old, representing a more mature, family-oriented audience.
Age distribution shows Instagram dominated by 18-24 year olds (31.7%) and 25-34 year olds (30.3%), totaling over 60% of the platform. Facebook's sweet spot is 25-34 year olds (31.1%) with stronger representation in older demographics. This age gap directly impacts content preferences and purchasing behaviors.
Income levels reveal Instagram users tend toward higher household incomes, with 47% reporting over $75,000 annually and skewing urban/suburban. Facebook shows broader income distribution including more rural users and families with varied economic backgrounds. Geographic distribution reflects this, with Instagram stronger in metropolitan areas and Facebook maintaining reach across diverse locations.
Shopping behaviors differ dramatically: Instagram excels at discovery with 83% of users finding new products on the platform and 15% of US shoppers starting their purchase journey through Instagram searches. However, Facebook drives more direct purchases with 39% making direct purchases compared to Instagram's 29%, largely due to Facebook Marketplace integration and older demographic's purchasing power.
Interest patterns show Instagram users gravitating toward fashion, beauty, travel, lifestyle, entertainment, and fitness content, while Facebook users engage more with news, community content, parenting resources, B2B content, and local business information. This fundamental difference in content consumption drives different conversion strategies for each platform.
What kind of content formats perform better on Instagram vs. Facebook in terms of CTR and conversions?
Reels dominate Instagram with 0.22-0.88% CTR while achieving the highest reach and engagement, whereas Facebook's album format and group content drive superior conversion rates.
| Content Format | Instagram Performance | Facebook Performance | Best Use Cases |
|---|---|---|---|
| Short Video (Reels) | 0.22-0.88% CTR, highest reach | 0.9-1.6% CTR, strong retargeting | Product launches, trending content, viral marketing |
| Stories | 0.33-0.54% CTR, high engagement | Similar rates, less conversion focus | Flash sales, behind-scenes, limited offers |
| Carousels/Albums | 0.55% ER, best for product education | Highest engagement format | E-commerce catalogs, tutorials, before/after |
| Live Content | High engagement, launches & Q&A | Strong for community events | Product demos, community building, customer support |
| Single Images | 0.45% ER, declining effectiveness | Low engagement, info-focused | Announcements, brand messaging, quotes |
| Group Content | Limited (community features) | Highest conversion potential | Community building, customer retention, support |
Instagram Reels continue to receive algorithm priority, with brands seeing 12% increased usage year-over-year. The format works exceptionally well for discovery and awareness but requires strategic conversion funneling. Stories offer 35% higher reach rates for accounts under 10k followers, making them ideal for smaller businesses.
Facebook's strength lies in longer-form content and community features. Albums consistently outperform other formats for engagement, while groups drive the highest conversion rates due to their community-building nature. The platform's algorithm favors content that generates meaningful conversations rather than passive consumption.
Cross-platform posting without format adaptation significantly reduces performance. Content optimized specifically for each platform's preferences—vertical video for Instagram, community-focused content for Facebook—sees 40-60% better engagement rates than generic cross-posted content.
If you're struggling to identify what content works in your niche, we can help you figure it out.
On average, how many likes and comments does a post get on Instagram versus Facebook, broken down by follower count and industry?
Instagram posts average 395 likes and 24 comments per post across all account sizes, while Facebook posts typically receive 155 likes and 17 comments, reflecting Instagram's higher engagement nature.
The engagement numbers vary dramatically by follower count on both platforms. Nano influencers on Instagram (1-10k followers) can expect 35-800 likes per post depending on their exact follower count and niche, while micro influencers (10-50k) typically see 200-2,000 likes per post. Facebook pages of similar sizes generally see 50-300 likes per post.
Industry variations are significant: fashion and beauty brands on Instagram regularly achieve 2-5x higher like rates than average, while B2B content sees lower engagement. Media and entertainment accounts perform exceptionally well on both platforms, with travel and lifestyle content showing strong performance on Instagram specifically.
Comment engagement follows similar patterns but with even starker differences. Instagram's comment culture encourages more interaction, with beauty and fitness accounts seeing 50-100+ comments per post for accounts above 50k followers. Facebook comments tend to be more substantial but less frequent, averaging 10-30 comments for similarly sized pages.
The key insight is that engagement rates decrease as follower counts increase, but absolute numbers grow. A 100k Instagram account might have 2% engagement (2,000 interactions) while a 10k account has 5% engagement (500 interactions), making follower quality more important than quantity for meaningful engagement metrics.
Where is ad cost per acquisition lower: Instagram or Facebook, and what's the ROI by campaign type and vertical?
Facebook generally offers lower cost per acquisition (CPA) at $19.68 average across all verticals, while Instagram's CPA runs slightly higher, though specific industry performance varies significantly.
Cost structures show Facebook's mature advertising ecosystem delivering more predictable costs: CPC ranges from $0.51-$0.83 across industries, with finance/insurance at the high end ($3.77) and apparel at the low end ($0.45). Instagram's costs vary more widely, from $0.06 for engagement-focused campaigns to $3.35 for feed ads, with Stories ads falling in between at $1.83.
ROI patterns differ markedly by campaign type and vertical. Facebook excels in lead generation campaigns, B2B targeting, and retargeting with higher lifetime values. Industries like real estate, healthcare, and professional services see superior ROI on Facebook due to precise targeting and mature user base with purchasing power.
Instagram delivers higher ROI for direct-to-consumer brands, fashion, beauty, lifestyle, and influencer-driven campaigns despite higher upfront costs. The platform's visual nature and discovery-focused audience justify premium pricing for brands where aesthetics and lifestyle association drive purchase decisions.
Campaign-specific ROI analysis reveals Facebook's strength in conversion campaigns (8.95% average conversion rate) while Instagram dominates awareness and consideration phases. Smart marketers use Facebook for conversion and retargeting while leveraging Instagram for top-funnel awareness and brand building, creating integrated funnels that optimize each platform's strengths.
The winner depends entirely on your customer acquisition cost tolerance and lifetime value. High-LTV businesses often find Instagram's higher acquisition costs justified by quality of customers acquired, while volume-focused businesses prefer Facebook's lower costs and broader reach.
Which platform drives more website traffic that results in actual purchases, newsletter signups, or other measurable actions?
Facebook drives more total website traffic volume and direct purchases due to its larger, purchase-ready audience, while Instagram excels at driving qualified traffic for discovery-based brands and younger demographics.
Traffic quality differs significantly between platforms. Facebook users arrive with higher purchase intent, particularly for considered purchases and B2B services. The platform's integration with Messenger and marketplace creates seamless purchase paths, leading to higher immediate conversion rates for website traffic.
Instagram traffic shows different characteristics: users typically require longer nurture cycles but demonstrate higher engagement with visual content and brand storytelling. Newsletter signup rates are particularly strong on Instagram among younger demographics (18-34), where 29% of users make social commerce purchases and 15% start their shopping journey through platform searches.
Measurable action conversion varies by action type. Facebook leads in: form completions, quote requests, consultation bookings, and B2B lead magnets. Instagram dominates in: newsletter signups (younger audience), product page exploration, social proof interactions, and user-generated content engagement.
Industry-specific patterns emerge clearly. E-commerce brands see Instagram driving more exploratory traffic that converts over time, while service businesses get more immediate conversions from Facebook traffic. Local businesses particularly benefit from Facebook's geographic targeting and community features for driving foot traffic and local actions.
The optimal strategy involves using Instagram for awareness and consideration-stage traffic building, then retargeting those engaged users on Facebook for conversion-focused campaigns, creating integrated funnels that leverage each platform's traffic quality strengths.
Not sure why your posts aren't converting? Let us take a look for you.
What's the estimated percentage of fake followers, bots, or low-quality traffic on both Instagram and Facebook?
Instagram faces higher fake follower rates at 10-25% for accounts under 10k followers, while Facebook maintains lower but still significant rates of 5-15% for small pages, with both platforms more vulnerable during rapid growth phases.
Account size correlation shows smaller accounts face higher risk of fake followers on both platforms. Instagram accounts under 10k followers purchased through growth services can see fake follower rates exceeding 40%, while organic accounts typically maintain 10-15% fake followers. Facebook pages experience similar patterns but with generally lower percentages.
Industry-specific vulnerabilities exist across both platforms. Fashion, beauty, and lifestyle accounts on Instagram attract more bot activity due to higher engagement rates and influencer marketing demand. B2B and professional service pages on Facebook see lower fake follower rates but face different quality issues with inactive or unengaged followers.
Geographic variations impact fake follower rates significantly. Accounts with followers concentrated in specific regions known for bot farms (certain parts of Asia, Eastern Europe) show higher fake percentages. US and Western European follower bases generally indicate higher authenticity rates on both platforms.
Detection and impact considerations reveal that fake followers harm more than just vanity metrics. Instagram's algorithm increasingly prioritizes authentic engagement, making fake followers actively detrimental to reach and engagement rates. Facebook's system similarly deprioritizes content from accounts with low-quality audience composition.
Quality indicators include engagement rate consistency, follower growth patterns, and audience geographic distribution. Sudden follower spikes, dramatically lower engagement rates relative to follower count, and follower bases concentrated in unexpected geographic regions all indicate potential fake follower issues requiring audit and cleanup.
What are the average funnel metrics from impression to purchase on both platforms?
Instagram shows higher reach potential but lower conversion rates (0.7-1.9%), while Facebook demonstrates superior end-funnel performance with 8.95% conversion rates for paid campaigns despite lower initial engagement.
| Funnel Stage | Instagram 2025 | Facebook 2025 |
|---|---|---|
| Reach/Impressions | High for Reels/Stories, declining for feed | Stable reach, strong in Groups |
| Engagement Rate | 0.50% average, 3-8% for nano accounts | 0.15% average, focus shifting to private |
| Click-Through Rate | 0.22-0.88% (Reels), 0.33-0.54% (Stories) | 0.9-1.6% (ads), 1.57% (traffic campaigns) |
| Conversion Rate | 0.7-1.9% (organic/paid) | 0.9-1.9% (organic), 8.95% (paid ads) |
| Retention/Repeat | Higher for DM/community brands | Superior for Groups/Messenger engagement |
Reach patterns show Instagram excelling at top-funnel awareness, particularly for accounts under 50k followers seeing 35% higher story reach rates. Reels achieve the highest reach potential for discovery, while Facebook's reach remains more consistent across content types but with lower viral potential.
Mid-funnel engagement reveals different user behaviors. Instagram users engage more passively through likes and saves, building consideration over time. Facebook users demonstrate more active engagement through comments and shares, indicating higher immediate purchase intent when engagement occurs.
Conversion stage performance highlights each platform's strength. Instagram's visual-first approach builds brand affinity and consideration effectively but requires longer nurture cycles. Facebook's targeting precision and mature ad ecosystem drive immediate conversions more effectively, particularly for retargeting warm audiences.
Retention and lifetime value show platform-specific advantages. Instagram brands with active community management (DMs, Stories interaction) achieve higher customer lifetime value among younger demographics. Facebook's group features and Messenger integration create superior retention for community-focused brands and service businesses.
How have conversion rates on both platforms changed in the past 12 months, and what are the projected trends for Q4 2025 and into 2026?
Both platforms experienced decline in organic conversion rates over the past 12 months, with Instagram dropping 28% year-over-year while Facebook's paid ad conversion rates remained relatively stable at 8.95% (down from 9.21% in 2024).
The 12-month trend analysis shows Instagram's organic engagement and conversion declining more sharply due to algorithm changes prioritizing reach over deep engagement. Content saturation and increased competition for attention contributed to lower conversion rates across most account sizes. However, brands adapting to Reels and Stories maintained better performance than those relying on traditional feed posts.
Facebook's conversion trends show mixed results: organic conversion continues declining as users shift toward private group interactions, but paid advertising conversion rates remain robust with slight decline from 9.21% to 8.95%. The platform's mature advertising ecosystem provides more stability during market uncertainties.
Q4 2025 projections indicate continued pressure on organic conversion rates for both platforms, with holiday season competition intensifying costs and reducing reach. However, video content (Instagram Reels, Facebook video ads) should maintain stronger performance than static content throughout the period.
2026 outlook suggests Instagram focusing more on commerce integration and AI-driven discovery features to improve conversion paths, while Facebook emphasizes community features and cross-platform integration with WhatsApp and Messenger. Both platforms will likely implement stricter quality standards that reward authentic engagement over vanity metrics.
Strategic adaptation requires brands to shift toward higher-quality, platform-specific content rather than cross-posting generic materials. Paid advertising strategies should emphasize video creative and precise audience targeting, while organic strategies need deeper community engagement and platform-native content approaches.
If you feel like your content isn't getting enough engagement, we can help improve that.
Which platform is stronger for cold traffic versus warm retargeting campaigns in terms of ROAS and audience engagement?
Facebook dominates retargeting campaigns with superior ROAS due to precise audience targeting and mature conversion optimization, while Instagram excels at cold traffic acquisition through discovery-driven content and visual engagement.
Cold traffic performance shows Instagram's algorithm designed for discovery, making it exceptionally effective for reaching new audiences through Reels and hashtag exploration. The platform's visual-first approach captures attention from users not actively searching for products, creating awareness and consideration among previously unaware prospects. Gen Z and millennial discovery patterns favor Instagram's content ecosystem.
Facebook's cold traffic strength lies in its sophisticated targeting options and broad demographic reach. The platform's detailed user data enables precise cold audience targeting based on interests, behaviors, and lookalike modeling. B2B and service businesses particularly benefit from Facebook's ability to reach specific professional demographics and geographic areas.
Warm retargeting showcases Facebook's clear superiority with higher conversion rates and ROAS. The platform's pixel tracking, comprehensive audience data, and cross-device targeting create powerful retargeting capabilities. Facebook's integration with Messenger, WhatsApp, and website browsing data enables highly personalized retargeting campaigns that convert warm prospects effectively.
ROAS patterns demonstrate platform specialization: Instagram achieves higher ROAS for visual DTC brands, fashion, beauty, and lifestyle products where brand affinity and aesthetic appeal drive purchase decisions. Facebook delivers superior ROAS for considered purchases, B2B services, local businesses, and any brand with longer sales cycles requiring multiple touchpoints.
Optimal strategy involves using Instagram for cold traffic generation and brand awareness building, then retargeting engaged users on Facebook for conversion-focused campaigns. This integrated approach leverages Instagram's discovery strength and Facebook's conversion optimization, maximizing ROAS across the full customer journey.
What's the best framework to decide which platform to focus on based on current audience size, niche, product type, and content resources?
Platform selection should prioritize audience demographics first, then evaluate content creation capabilities against conversion goals, with most successful brands using integrated strategies rather than single-platform approaches.
| Decision Factor | Choose Instagram When | Choose Facebook When |
|---|---|---|
| Target Age | 18-34 years, Gen Z/Millennial focus | 25-54 years, families, professionals |
| Product Type | Visual products, impulse purchases, lifestyle brands | Services, B2B, considered purchases, local business |
| Content Resources | Strong visual content, video production, influencer partnerships | Community management, long-form content, customer service |
| Business Goal | Brand awareness, discovery, lifestyle association | Lead generation, conversions, community building |
| Budget Focus | Creative production, influencer collaborations | Paid advertising, retargeting campaigns |
| Geographic Target | Urban, international, trend-conscious markets | Local, suburban, broad geographic reach |
| Sales Cycle | Shorter cycles, discovery-driven purchases | Longer cycles, relationship-based sales |
Audience size considerations show different optimal strategies by follower count. Brands with under 10k followers should prioritize Instagram for higher engagement rates (3-8% vs 0.15-0.5% on Facebook). Brands with established audiences above 50k can leverage Facebook's superior conversion rates and lower CPA for scaling revenue.
Niche-specific recommendations reveal clear patterns: fashion, beauty, fitness, food, travel, and lifestyle brands achieve better results on Instagram due to visual nature and discovery behavior. B2B services, local businesses, healthcare, real estate, and professional services see superior performance on Facebook due to targeting precision and audience demographics.
Content resource allocation should drive platform choice significantly. Brands with strong creative teams, video production capabilities, and influencer networks thrive on Instagram. Companies with community managers, customer service focus, and long-form content creation capabilities perform better on Facebook's ecosystem.
The framework prioritizes testing both platforms initially, then doubling down where ROI and audience engagement align best with business objectives. Most successful brands use integrated approaches: Instagram for awareness and community building, Facebook for conversion and retargeting, creating comprehensive customer journey coverage.
Don't know which format works best for your audience? We can help you test and optimize.
Conclusion
The Instagram vs Facebook decision in 2025 isn't about choosing a winner—it's about understanding where your audience lives and how they behave on each platform.
Facebook's 8.95% ad conversion rates and mature targeting capabilities make it the conversion champion, while Instagram's discovery-driven environment and higher engagement rates create unmatched brand-building opportunities. Success comes from leveraging each platform's unique strengths rather than applying one-size-fits-all strategies.
Sources
- WordStream - Facebook Ad Benchmarks for YOUR Industry
- DriftLead - Average Conversion Rates by Channel
- WordStream - Facebook Ads Benchmarks 2024
- Social Insider - Social Media Benchmarks For 2025
- Madgicx - What is the Average Conversion Rate for Facebook Ads
- Influee - Average Facebook Ads Conversion Rate in 2025
- SocialBook - Instagram Engagement Rate Benchmarks by Influencer Tier
- Popular Pays - What is a Good Engagement Rate on Instagram 2025
- Sprout Social - Social Media Demographics to Inform Your 2025 Strategy
- Phyllo - Instagram demographics in 2025
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