As FB and Insta share an ad platform as well as many other ad formats, it is easy for marketers to create campaigns that run across the two social platforms simultaneously. Therefore, it is important to understand the differences between the two users to ensure that audiences are targeted correctly and campaigns differ to drive the best results.

20% of Americans' time on their mobiles is spent either on Facebook or Instagram. 

FB is used more to stalk / find out news about friends and family, where as Instagram is more for inspiration. 

Facebook's users are satisfying a need for empowerment, recognition and connection. Instagram users are satisfying a need for fun, relation and discovery.