Like the answers to almost all social media marketing questions, this answer will change with trends. Right now, Facebook is still the most used social network in the USA. 69% of Americans use Facebook, and 74% check it more than once a day; By comparison, 63% Instagram users login once daily. You might be thinking: but wait! I personally check Instagram more than Facebook! And that may be because of your age, gender, or interests. So what's a marketer to do? Cast your net wide. This doesn't mean you have to be on every social channel. With an active presence on both Facebook and Instagram, you've already covered your basics. Here is why I wouldn't focus on one platform over the other, but rather use them differently.
The cost of advertising is much lower on Facebook than on Insta. And because the audience on Facebook skews a little older, they are likely to be your decision-makers with money to spend.
Instagram is more mobile-friendly than Facebook, it has better discovery capabilities thanks to the common use of hashtags, and is growing more and more shopping friendly. Hello product tagging!