Instagram vs. Facebook - What's the Difference?

Instagram vs. Facebook - What's the Difference?

With the rise of social media and technology, it almost seems as though there is a new platform that emerges each week! So, do you ever find yourself wondering which platform or platforms are the right ones for your brand? Well look no further, we’re about to break it down starting with the 2 most common ones, Instagram and Facebook!


Instagram allows for brands to be able to post single images/videos, carousel slides (up to 10 images or videos), stories, reels and videos. Instagram is all about the aesthetic and developing a “curated” look for your brand. What this means is that it has become a platform that has facilitated the sharing of graphics and more complex designs.

Stories are a vital part of Instagram as this platform provides brands the option to create a highlight section where they can save the stories they shared; so that they can permanently live at the top of a brand’s feed. This has become super important as it provides an easy way to save relevant information to your feed, for potential customers, so that they can access what they need quickly and easily (ex: operating hours, menu, products, prices, etc.)

The cherry on top of the cake? Instagram stories come equipped with many interactive features for brands to be able to use in an attempt to increase their engagement rate, brand awareness and to gain a better understanding of their clientele (i.e., polls, Q&A, stickers, GIFS, tags, etc.)

Quick Facts:

  • Instagram is predominantly used by younger generations & millennials
  • Instagram is amongst the top 5 social media platforms in Canada (Reviewlution, 2021)
  • Food is amongst the top 10 most popular Instagram Categories (Heepsy, 2021)


Facebook allows for brands to be able to share images, videos, or even carousel posts. It can get a bit tricky when trying to post both a video and single image post at the same time as Facebook does not often allow brands/individuals to do that.

Facebook is really just a massive information hub that provides the opportunity for brands to share lengthier/more informative captions, to create in-depth about us sections and to share various different sized designs (allowing for more information). While aesthetically pleasing designs are very welcome on Facebook, informative ones are really at the forefront.

Facebook does also have stories, however, unlike Instagram, there is no option to create a highlight or a section where the stories can permanently live. So, that means that after 24 hours your story will disappear from your Facebook profile.

Like Instagram, Facebook also offers many interactive features. However, Facebook’s features can be shared via posts themselves (i.e., Q&A, check in’s, elaborate CTA’s, etc.).

Pro Tip: If you are looking to post a carousel on Facebook, we recommend your photos be sized as a square so that they can easily be viewed once posted.

Quick Facts:

  • Facebook has become one of the most popular social media platforms for individuals aged 35-44 (Hootsuite, 2022)
  • Individuals ages 65+ are considered the fastest growing demographic on Facebook (Social Shepherd, 2022)
  • Facebook is the leading social media network in Canada (Statista, 2021)

So, which do you choose?

The truth is, there is no right or wrong answer and you don’t need to choose just one. You can always present your brand on multiple platforms. However, if doing so, it is important to keep in mind the differences amongst these platforms (what type of content performs the best, the different audiences, etc.) and tailor the content you post to meet the needs of a given platform; and to give it the chance to perform the best it possibly can.

Establishing your brand on just one platform can be daunting enough, there is no rush. You can always get started on Facebook, for example, and then choose to add Instagram into the mix once you are ready. However, if starting with one, be sure to do your research to find out which platform is the most relevant to your target audience(s).

What's the goal?

The ultimate goal here, no matter which platform you choose, is to get your brand in front of the right people. To get people to know about who you are, what you have to offer and why potential customers should choose you over your competitors. Whether you want to increase engagement, build brand awareness or really anything else, first things first… people need to know who you are!

The world is your oyster when it comes to social media! Need help getting started and determining which platform is right for you? Don’t be shy, we’re here to help!

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