SMEs here don’t have time or budget to waste.
Facebook ads seem broad. Instagram looks cool. Both eat money fast.
So where do you actually get returns?
The truth is, both platforms work—but not always in the same way.
Audience behavior, creative format, and objective matter more than which app you’re using.
Here’s what to weigh before you spend another cent.
Facebook still wins for intent and older buying power
If your audience skews 35 and above, Facebook delivers.
People here still use it for search, recommendations, and local group posts.
For industries like renovation, tuition, or home services, Facebook ads often convert better.
Use lead forms and detailed targeting. Those still perform well in the Singapore context.
You’re not going viral here; you’re capturing warm interest.
Instagram works better for impulse, visual, and youth-driven buys
Instagram ads shine for products people didn’t plan to buy, like fashion, wellness, or lifestyle brands.
Younger users scroll faster but stop if your visual hits.
Stories and Reels are outperforming static posts now.
If your ad looks too polished or corporate, it’ll get skipped.
A simple behind-the-scenes or raw UGC-style post often gets better clicks.
Creative fatigue hits faster on Instagram
Instagram users see and skip fast.
If you run the same creative for more than 5–7 days, your numbers will dip.
That’s why local SMEs often burn cash without knowing it.
Rotate formats—mix Stories, Reels, and carousel posts. And don’t overthink production; fresh content beats fancy content here.
Facebook offers better ad tools for lead gen and remarketing
When you need form fills, calls, or messages—Facebook’s lead ad formats are still stronger. Its custom audience tools and remarketing options are more robust.
This makes it a good base for service-based SMEs that need to warm up cold traffic.
It’s also easier to track older users who don’t hop apps as quickly.
Budget split depends on your business and your funnel
There’s no one-size split.
Some SMEs thrive with 70% on Facebook, 30% on Instagram. Others flip that.
Start with 50-50 and track where you get better returns.
Watch for cost-per-click, cost-per-lead, and bounce rates.
If you’re unsure, a social media agency Singapore teams trust can help you avoid common traps.
Final Thoughts
You don’t need to pick a side. You just need to know what each platform does well—and where your audience actually hangs out.
That’s the approach we take at our boutique marketing agency Singapore brands rely on when they want results without fluff.
Whether you’re building from scratch or fine-tuning what’s already running, we help you stay lean, local, and laser-focused. Get in touch with us today and let’s talk.
