Instagram advertising is paid promotion served on Instagram, managed through the same Meta Ads Manager platform as Facebook ads, but appearing within Instagram's feed, Stories, Reels, and Explore sections.
Are Instagram and Facebook ads managed in the same place?
Yes. Both are created and managed within Meta Ads Manager. When setting up a campaign, you choose placements, and Instagram's various surfaces are available alongside Facebook's.
You can run the same campaign across both platforms simultaneously, or create separate ad sets targeting each platform independently. The audience targeting options, campaign objectives, and bidding strategies are identical across both.
What ad formats are available on Instagram?
Instagram supports photo ads, video ads, carousel ads (multiple images or videos in a swipeable format), collection ads (a product catalogue browsable within the ad), and Stories ads (full-screen vertical format). Reels ads appear between organic Reels content and follow the same vertical video format. Each format suits different goals: carousels work well for showcasing multiple products, Stories and Reels suit short-form video creative, and photo ads are effective for clean product or lifestyle imagery.
[Screenshot: Meta Ads Manager placement selection showing Instagram feed, Instagram Stories, Instagram Reels, and Facebook placements selected with preview panel on the right. Alt text: Meta Ads Manager placement selection showing Instagram and Facebook placements chosen with estimated reach and a placement preview.]
Who is Instagram's audience in Thailand?
Instagram's Thai user base skews younger than Facebook's, with stronger engagement among users aged 18 to 34. The platform has a particular affinity for fashion, beauty, food, travel, and lifestyle content. Businesses in these categories tend to see strong engagement on Instagram relative to Facebook, particularly for visually strong product photography and video content. Facebook still has broader reach across age groups, making both platforms complementary rather than interchangeable.
Should I advertise on Instagram, Facebook, or both?
For most businesses, running campaigns across both platforms simultaneously is the most efficient approach. Meta's algorithm will allocate spend towards whichever placement is performing best. If you have a clear sense that your audience is on one platform more than the other, separating campaigns by placement gives you more control over creative and budget. Running both also provides useful data on where your creative performs best, which informs future creative decisions.
Related KB articles:
• What is a Custom Audience and How Do I Create One
• What is the Meta Pixel and How Does it Work
• What Social Media Platforms Are Most Popular in Thailand
External links:
• Meta Ads Manager