People turn to both Instagram and Facebook throughout their days. While they use both to connect with family, friends and the world, each platform plays a different role in their lives.

To find out what those distinct roles are, the Facebook IQ team commissioned Ipsos Connect to study people ages 18-64 in Australia, Brazil, France, Japan, the UK and the US who use Instagram and/or Facebook at least weekly. They also studied Instagram and Facebook data and posts that were most popular during seven major cultural events—including the Super Bowl and the Glastonbury Music Festival.

Based on the study, find out what kinds of content people gravitate to on both Instagram and Facebook, more insights into how different demographics use each platform and what it all means for advertisers.