Instagram and Facebook let you reach customers where they spend their time. And that's on mobile. In fact, one in five mobile minutes are spent on Instagram and Facebook together – more than the next ten mobile platforms combined.¹

So, what does this mean for advertisers? By advertising across both platforms, you have more opportunity to reach your customers. When you select Instagram and Facebook for the same advertising campaign, we'll optimise delivery across their combined audience, which can make reaching your customers more efficient. Furthermore, running adverts across both platforms together provides comparable or better performance for website clicks, website conversions, video views and mobile app installs compared to running adverts on the Instagram or Facebook mobile News Feed separately.²

Businesses around the world are already seeing results by running campaigns on Instagram and Facebook together. For example, MVMT Watches saw a 20% lower cost per conversion and cost per action when running Instagram and Facebook adverts. The e-commerce business used Facebook's Adverts Manager to set itself up quickly to advertise across both platforms, making sure that Instagram was selected in the advert preview section. "We use Instagram as another placement on Facebook, not a separate channel, because it allows us to scale our campaigns quickly by reaching more of our targeted audience," says Steven Dinelli, Advert Manager at MVMT Watches.

Businesses are also seeing success with driving installs of their mobile apps. In Brazil, men's lifestyle brand Kanui ran a Mobile App Install campaign targeting men aged 18+ on Facebook. By adding Instagram to their Facebook advert set, it was able to see a similar cost per install, generating a 2.8x higher return on advertising spend.³ "We were so pleased by the outcome of our adverts on Instagram and Facebook that we're changing all our advert sets to run across both platforms going forward," says Guilherme Becker, Performance Director at Kanui.

To give advertisers even more flexibility with running adverts on Instagram and Facebook, they can choose to use the same photos and videos for both platforms, or select unique creative for their Instagram adverts. In Canada, UGO Wallet, a mobile wallet app, ran a campaign across both Instagram and Facebook. It started its campaign using the same creative across both platforms. As the campaign went on, UGO decided to split Instagram and run separate creative for the platform. After the campaign finished, UGO saw a 45% better cost per install on its joint campaign compared to previous campaigns running on Facebook alone. "We're always looking for the best way to reach our audience," says Katharine Ashworth, Director of Marketing at UGO Mobile Solutions LP. "With Instagram and Facebook's complementary audiences, we can reach people in the environment where they are most engaged in a single campaign."

As you can see, running placement-optimised campaigns can help you reach more consumers more efficiently. Get started today by adding Instagram to your existing Facebook campaign, or starting a new campaign across both. For more information, watch these step-by-step videos on how to select multiple placements when setting up campaigns in Adverts Manager and Power Editor, and how to report on your campaigns.