What the Meta Antitrust Trial Means for Performance Marketers: Separate Facebook and Instagram for Maximum ROI

4/14/2025

Meta makes it easy today—here’s how to win if that changes

With the possibility of a breakup on the horizon, we are here to breakdown what it could mean for performance marketers that have come to rely on Meta. Today, Meta provides easy options for running campaigns, with Advantage+ allowing for simple blended campaigns that use Meta’s algorithm to attribute spend towards what it deems to be the best platform. If the FTC is successful, there would be no more Advantage+ options for Advertisers on the platform.



According to FanIQ data, Advantage+ blended campaigns perform at a 2.43x total ROAS compared to separate campaigns that perform at a 4.75x ROAS. Given this insight, we wrote an article emphasizing the advantages of managing distinct advertising strategies for Facebook and Instagram, showing that running campaigns independently is the optimal strategy. 

Click Here to Read Meta Blog Post

Here are the key takeaways on why separating each platform is a dynamic strategy:



1. Distinct Audience Demographics: Facebook and Instagram cater to different user bases. Facebook has a broader age range, with a significant portion of users aged 35 and older, while Instagram skews younger, attracting users primarily between 18 and 34 years old. Additionally, Instagram tends to have a more urban and affluent audience.



2. Tailored Targeting Strategies: By separating campaigns, advertisers can customize content to resonate with each platform's audience. For instance, Facebook users may respond better to detailed product information, whereas Instagram users might engage more with emotionally driven content.​



3. Varied Content Performance: The platforms differ in content engagement. Facebook supports a mix of text, links, and multimedia, while Instagram is more visual-centric, favoring photos and short videos. Recognizing these differences allows for optimized content delivery on each platform.​



4. Enhanced Transparency and Control: Running separate campaigns provides clearer insights into performance metrics for each platform. This granularity enables more informed decisions and adjustments, leading to improved return on investment (ROI).

Click Here to Read Meta Blog Post
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