“Since 2015, you can use a basic toggle in the Facebook Ads Manager platform to choose to show your ads on Instagram,” Masek added.
As a result, Patrick Havey, social media manager at digital marketing agency Passion Digital, said it can be tempting to treat Instagram ads the same as Facebook ads.
“However, despite both now copying each other’s features – The Great Storification, anyone? – users still engage with the platforms in different ways,” he said.
And therein lie some opportunities for savvy marketers.