When you’re starting out with paid advertising, one of the biggest questions is: should you spend on Facebook or Instagram? The truth is, both can be effective – but the right choice depends on who you’re trying to reach.

Facebook tends to appeal to an older demographic. If your ideal customers are aged 30 and above, Facebook is often the stronger option. It’s also great for local businesses, as its community groups and event tools help you connect with people nearby. Think services like home improvements, fitness classes, or family-focused businesses.
Instagram, on the other hand, skews younger. It’s particularly popular with people aged 18–34, who love visual, creative content. If you’re selling lifestyle products, fashion, food, or anything that photographs well, Instagram ads can really shine.
Another key difference: Facebook is better for detailed targeting and longer-form content, while Instagram is ideal for eye-catching visuals and quick engagement.
In many cases, running ads across both platforms works best but if you need to prioritise, go where your target market spend their time, and tailor your content to match.