Facebook Ads vs Instagram Ads in Singapore

Tsamarah Balqis
12h
4 min read

Choosing between Facebook and Instagram ads isn’t about which platform is “better.” It’s about how your audience discovers you, how they prefer to see proof, and how quickly you need results.

***Facebook Ads vs Instagram Ads in Singapore***

In Singapore’s compact market, the smart approach is often sequential: use Instagram to find the winning angle (fast, visual discovery), then use Facebook to scale and convert that angle (broader reach, efficient retargeting).

What Each Platform Actually Does for You

Facebook is the dependable workhorse. Inventory is plentiful, the demographic spread is wider, and Feeds/Groups give your ads context among longer posts and marketplace behavior. That environment suits testimonials, comparisons, and longer primary text that explain pricing, guarantees, or terms. When you need to grow remarketing lists and maintain a steady CPA, Facebook’s reach and frequency controls keep things predictable.

Instagram is the stage for first impressions. Reels, Stories, and Explore reward native, vertical video that hooks in the first three seconds. If your product demos well beauty, F&B, fashion, fitness, gadgets Instagram’s save/share habits and creator culture compound attention quickly.

The best-performing assets are often phone-shot clips with clear captions for mute viewing and a promise stated up-front.

How to Decide Where to Start

If you’re launching something new, have a highly visual product, or simply need to discover which promise resonates, start on Instagram. Short creator-style videos that open with a challenge, an empathy line, or a quick demo will tell you within 1–2 weeks which hooks earn saves and taps.

If you sell services, B2B offers, or a complex product that needs explanation, begin on Facebook. The broader inventory and tolerance for longer copy help you stabilise CPA while building bigger remarketing pools. Once you know what works, you can still port the top creative into Instagram placements.

Most teams blend by week two: keep the exact winning promise and adapt the format. The IG hook that stops the scroll becomes an FB feed ad with fuller proof and clearer next steps.

Creative and Landing Pages

On Instagram, aim for a 15–30s arc: Hook → Claim → Proof → CTA. The first frame must convey something unmistakable, with no logo revealed. Keep the camera close, show the result quickly, and add on-screen captions. Your goal is to earn the tap without feeling like an ad.

On Facebook, keep the same promise but deepen the proof. If IG wins attention with a snappy demo, the FB version can add a customer quote, a side-by-side comparison, or a pricing note. Carousels are handy for features/bundles; longer primary text can reduce objections.

Don’t let the landing page undo the work. Repeat the ad’s promise above the fold, show price or next step immediately, and place trust signals (ratings, logos, guarantees) beside the CTA. Most wasted spend is simple ad–page mismatch.

Head-to-Head Snapshot

Audience & Demographics: Facebook = broader age and interest spread; Instagram = younger, more visual.
Creative Fit: Instagram favors vertical UGC; Facebook tolerates more formats and longer copy.
Cost vs Engagement: Instagram often wins saves/thumb-stops; Facebook often wins CPMs and remarketing scale.
Path to Purchase: Instagram Shop/tags reduce friction; Facebook is strong for site traffic + remarketing.
Use Cases: Facebook excels at services/B2B lead gen and nurture; Instagram shines at DTC demos and launches.

A Simple 4-Week Plan

Weeks 1–2 Instagram discoveryPublish 3 distinct hooks in Reels/Stories: one challenge, one empathy, one demonstration. Keep a single retargeting set live. Watch first-3-second hold, saves, taps, and most importantly landing conversion from IG traffic.

Weeks 3–4 Blend and scalePush the top IG asset into Facebook Feeds/Stories. Add a proof-rich carousel or long-form primary text variant for FB. Upgrade your landing page hero to repeat the promise verbatim and place two trust cues near the CTA. If signals are clean, open a modest lookalike on FB.

When budgets rise, maintain the rhythm: new hook each week on IG, frequency-managed retargeting on FB, small page tweaks that remove friction (shorter forms, clearer benefits, pricing clarity).

What to Measure

Don’t drown in dashboards. Track the few metrics that move decisions:

Instagram: first-3–5s hold, saves/shares, CTR, and landing CVR from IG traffic.
Facebook: qualified clicks, CPA, retargeting ROAS, and frequency control.
Blended (GA4): MER, CPA/CAC, payback period. Move budget by idea (hook/offer), not by channel label.

End each week with a one-line decision log: cut (ideas that didn’t move metrics), keep (steady performers), scale (winners that deserve more budget and a page improvement). That cadence is how you grow without bloat.

Common Mistakes

Promising what the page hides. If the ad says “See pricing,” the hero must show pricing or the next step to it.Refreshing edits, not ideas. New footage of the same promise rarely lowers CPA; change the hook.Over-segmentation. Too many tiny ad sets get stuck in learning; consolidate until scale demands branching.Measuring in silos. Instagram often assists the conversions Facebook closes (and vice versa); judge outcomes in a blended view.

When to Start with Instagram vs Facebook

Start with Instagram first if your product is visually expressive and you need to find your winning message quickly. Start Facebook-first if your offer needs more explanation or you rely on retargeting to nurture leads. In both cases, blend by week two so the angle that works on one platform gets reach and staying power on the other.

Why Many Brands Choose Paper Cut Collective

We specialise in hook-first creative that feels native on Instagram and translates cleanly to Facebook. We also fix the other half of performance page/message match so every click gets a fair shot at converting. Reporting stays simple and business-oriented: GA4-first, focused on leads/sales, MER, and payback, and ending with a weekly cut / keep / scale decision you can act on.