Everybody loves Instagram. It’s where all the energy is. It’s where everyone posts, scrolls, and fights for attention. But if you’ve been paying attention to your ad reports lately, you already know — in many cases Facebook is still doing the heavy lifting.
Instagram might be the biggest dogfight in the world right now, but Facebook quietly keeps outperforming it in reach and cost. Especially if you’re an independent artist, Facebook isn’t dead — it’s your secret weapon.
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Instagram Is Crowded. Facebook Is Efficient.
Here’s the truth: artists in America live on Instagram. They post there, advertise there, and think of it as the only platform that matters. They rarely care about Facebook or YouTube. Most don’t even know what a topic channel is, and many don’t realize that their distributors are uploading their music to YouTube automatically.
That’s fine — until you realize that Instagram has become the most competitive ad environment on Earth. Everyone’s there. Your audience’s feed is packed. Your CPM (cost per thousand impressions) is rising. You’re paying more every month just to get seen.
Meanwhile, Facebook is sitting right next door with cheaper inventory, less competition, and better performance in half the world. If you’re ignoring it, you’re throwing away reach that costs a fraction of your Instagram spend.
Facebook Still Runs the Meta Empire
If you’re running ads on Instagram, you already have a Facebook Page. You can’t advertise on Instagram without one. So you might as well use it. Every ad you run passes through Meta Ads Manager — and Facebook’s placements still account for a huge share of results, whether you realize it or not.
Artists with older listeners, or fans in emerging markets, benefit the most. Facebook skews older and more global. It’s where older fans still comment, share, and buy. And in emerging markets, Facebook is basically the internet. People use it for everything — work, messaging, news, entertainment, and discovery.
Facebook Dominates in Emerging Markets
Here’s what the data shows:
- Facebook still has over 2.28 billion active users — that’s 28% of the global population.
- In countries like Vietnam, penetration is above 84%.
- In markets like India, Nigeria, and the Philippines, Facebook Reels outperform Instagram Reels consistently.
- When you run ads targeting emerging markets, as much as half or more of your total views come from Facebook placements.
Go into your Meta Ads Manager. Check your placement breakdown. If you’re running a campaign targeting global or emerging regions, look at where your impressions are really coming from — you’ll see it’s mostly Facebook Reels. That’s not theory. That’s real data. if your target audience is in emerging markets (more on that here), Facebook is a must.
How to Actually Use Facebook the Right Way
If you’re serious about marketing your music internationally or to older listeners, Facebook is a must. Here’s how to get your house in order.
1. Connect Facebook + Instagram for Ads
To use Meta Ads Manager, you need your Facebook Page connected to your Instagram profile. Do this once, properly:
- Link your Instagram to your Facebook Page from either app.
- Add both accounts to your Meta Business Portfolio.
- Claim both assets under “Business Settings.”
No Page, no ads — it’s that simple. More on how to do this here.
2. Enable Crossposting from Instagram
This is the easiest win for any artist. Turn on crossposting so that your Instagram content automatically posts to Facebook:
- Stories → Stories
- Reels → Reels
- Feed Posts → Feed Posts
This keeps your Facebook active even if you never open the app. Meta rewards consistency, and your reach improves across both platforms.
3. Run Ads on Facebook Reels Directly
When you’re creating campaigns, don’t just boost your Instagram post — make sure Facebook placements are checked. Once the ads start running, monitor where your engagement is coming from. You’ll almost always see that Facebook Reels are driving at least 50% of your total video views.
If you’re targeting emerging markets, that number can hit 75%. That’s half your campaign running on the platform most artists ignore.
4. Update Your Facebook Page
Even if you barely use it, keep your Facebook Page current:
- Clean username (no numbers or random tags)
- Updated profile and cover images
- Short, clear bio and links to your music, website, and other socials
- Fresh posts pinned to the top — even if they’re crossposted
You’re not trying to “go viral” on Facebook — you’re trying to look legit when new fans click through.
5. Understand Facebook’s Strengths
Facebook isn’t Instagram — and that’s actually good news. It allows for longer posts, clickable links, and better reach for certain types of videos. If you upload full videos natively (instead of YouTube links), your engagement skyrockets.
Facebook is also better for conversation. Older fans comment, share, and tag their friends — behavior that directly drives reach and sales.
The Takeaway: Meet People Where They Are
Half your activity is already happening on Facebook — you’re just not paying attention. The smartest indie artists don’t pick platforms based on what’s trendy. They follow the data. If your audience is global, older, or budget-conscious, Facebook is the most cost-effective way to reach them.
Don’t abandon Instagram — just stop sleeping on the platform that’s still quietly getting you results.
Turn Strategy into Action
If you’re ready to use Meta the right way and build efficient campaigns that convert across Facebook and Instagram, check out Social Media Ads and related guides like Stop Guessing Your Fans: How to Find Your Real Audience.
360 Promo is a full-service music marketing, promotion, distribution and admin company. Learn more about us and what we do at 360 Promo, follow us on Instagram and contact us to tailor a plan that works for you.