Estimated reading time: 1 minute, 27 seconds

Your organization can get more return on its advertising investment by running ads simultaneously on Facebook and Instagram. While the two platforms are separate social media powerhouses, they are both owned by Facebook.

According to Instagram’s metrics running your social media campaign across both platforms had better results in web clicks, conversions and engagement then running a campaign on just one platform. In terms of return on investment, Social Fresh reports that Facebook has a 95.8% roi and Instagram has 40.1%, and when you figure in the relatively low cost of advertising on these platforms, it is a great way to reach a big audience for a small investment.

If you haven’t already linked your Facebook and Instagram accounts, now is the time. Go into your Facebook page manager and your Instagram page. It is important that you have a business Instagram account for your organization, if it is not a business page you won’t be able to connect the accounts.

Facebook’s ad manager makes it easy for you to also run your ad on Instagram, as you set up the ad through Facebook’s ad manager you can set the preferences to have the ad also run on Instagram.

Keep in mind that you must select from the following list of objectives in order to be able to cross post the ads

  • Reach
  • Traffic (for clicks to your website or the app store for your app)
  • App installs
  • Engagement (for post engagement only)
  • Video views
  • Conversions (for conversions on your website or in your app)
  • Lead generation
  • Brand Awareness

You can use the same content for both ads, which includes either photos, slideshow or video, or you can have separate ads, that tailor content to each platform.

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