Although Instagram only accounts for about one-fifth of Facebook’s total ad spend, in Q2 2019 the 50 largest business profiles had the same audience size on Instagram as they did on its parent company. Not only that, user engagement on Instagram was significantly higher than on Facebook for those top 50 business profiles during Q2 2019, per a report from Socialbakers.

However, upon closer review, MarketingCharts (101119) noted the data for Q2 2019 also shows that advertisers seeking clicks might be better served directing their attention to Facebook than to Instagram. Indeed, the click-through rate (CTR) on ads in Facebook’s news feed stood at 1.7%, while the CTR for Facebook suggested video ads was close to 0.8%. 

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