Brad O’Brien says, “As of last count, Instagram had 500 million monthly active users and (already) more advertisers than Twitter. Combine that with a bunch of capabilities and targeting options the platform inherited from Facebook, and it’s clear we’re looking at a burgeoning advertising powerhouse.

About that overlap with Facebook, though — how is it manifesting so far? Where has Instagram advertising shared almost 1:1 takeaways with Facebook advertising, and what are some key differences in the platforms that advertisers must take into account?

Where they converge
We’ve seen a few pretty easily replicated successes from Facebook to Instagram. These include:

• Concise messaging. Although the messaging itself might need to be adjusted for each platform (more on that below), brevity of messaging — short and to the point — has worked as well on Instagram as on Facebook.

• Top creatives. You can absolutely repurpose top-performing Facebook creative on Instagram. It may require some adjustments for the form factor, but don’t reinvent the wheel. If it works well on Facebook, it will work on Instagram, as the platforms share the same targeting”.

Where Instagram and Facebook advertising converge and where they differ

Marketing Land

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