Instagram advertising runs on the same Meta system as Facebook: the same objectives, audiences, Pixel and Conversions API data, and bidding. What differs is the environment. Instagram skews visual and mobile-first, with Reels and Stories delivering full-screen vertical video and Explore reaching people browsing for something new.
Most advertisers don't need to choose between Instagram and Facebook — Advantage+ placements lets Meta allocate budget between them based on results. The key is creative designed for Instagram's style: vertical, fast, visually striking, and often creator-led.
Example
A boutique runs one Meta campaign across both apps and finds that Instagram Reels drives most of its purchases, so it invests more in vertical video.
How Sloss Digital uses it
We run Instagram as part of unified Meta campaigns, producing native vertical creative for Reels and Stories and letting performance data decide the split.