Facebook and Instagram are entirely different animals from LinkedIn, especially when it comes to how your audience interacts with your ads. While LinkedIn still pulls in a solid share of desktop traffic, Facebook is almost exclusively a mobile playground—98.5% of users are on their phones, and over 80% use nothing else to scroll. But here’s the kicker: most B2B conversions still happen on desktop.
Let’s put that into perspective. LinkedIn users spend an average of 17 minutes per month on the platform. Compare that to Facebook, where users spend 33 minutes per day. That’s nearly 60 times the engagement on Facebook, with a user base of 2.96 billion active monthly users—more than double LinkedIn’s reach. And Instagram, with its 1.4 billion users, isn’t far behind, especially among the 18-34 demographic, who make up the majority of its user base. These platforms offer a massive, engaged audience, but they demand a different approach.
Engagement Drives Strategy: The way users engage on Facebook and Instagram is fundamentally different from LinkedIn. Video content reigns supreme, with Facebook video posts generating 135% greater organic reach compared to photos, and Instagram videos receiving twice the engagement of other types of posts. If you’re still running static 16:9 desktop-optimized ads, it’s time to rethink your strategy. Embrace 9:16 videos that blend naturally into mobile feeds and capitalize on the platforms’ preference for dynamic, interactive content.
But it’s not just about the format—it’s about the funnel. LinkedIn and Google Search, with around 43% and 39% desktop traffic respectively, make life easier for analytics platforms like HockeyStack, Posthog, and Google Analytics. Cross-device attribution? That’s still a pipe dream. Unless your leads are converting directly on mobile, Facebook and Instagram’s impact on your bottom line is likely going underreported. Cross-device tracking can undervalue Facebook’s role in conversions by up to 30%. That’s where incrementality testing comes in, revealing up to 28% higher conversion rates than standard last-click models.
Optimizing for Conversion: So, what does this mean for your strategy? It’s time to rethink your approach. Meta’s platforms require a different playbook. Forget about those long forms—nobody’s filling them out on their phone. Swap out your desktop-friendly 16:9 ads for 9:16 formats that blend seamlessly into mobile feeds. And lean into video content—Facebook and Instagram love it, and so does your audience. You’re not flying blind here. You can measure Facebook’s influence with incrementality testing or by toggling your ads on and off to see the impact on conversion volume. The reality is, if you’re reaching people on Instagram, they’ll discover your product on their phone but convert later through direct or organic traffic on desktop. Media mix modeling? It’ll give you even more clarity on these effects.
Consistency is also key. Campaigns that maintain a consistent message across multiple platforms see a 23% increase in conversion rates. This is crucial when integrating Facebook and Instagram into a broader B2B strategy that includes LinkedIn. The way users engage with content may differ dramatically between these platforms, but the underlying message should remain cohesive. This consistency builds brand trust and improves the effectiveness of your cross-channel marketing efforts.
Evaluating Lead Quality: And what about those leads you capture last-click on Facebook? Should you treat them the same as LinkedIn leads? Most B2B marketers would say no, but I’d argue otherwise. A lead from a “personal channel” like Facebook often comes with higher intent—so bump them to the front of the line. When someone raises their hand on a platform designed for social interactions, you can bet they’re doing it with purpose.
Is Facebook’s targeting effectiveness slipping? Absolutely. The slow death of the pixel and the rise of “ask app not to track” are throwing wrenches into the works. Traditional targeting methods—whether low match rate customer lists, limited B2B data, or ineffective website retargeting—are yielding lower quality leads. But that doesn’t mean Facebook is dead for B2B. With high match rate custom audiences, you can ensure every impression counts, breaking through the noise on Instagram, even if the conversion happens later on desktop.
The Bottom Line: Facebook isn’t dead, but its targeting methods are inefficient, and relying solely on touch-based attribution is like trying to see the landscape through thick fog—you’re only getting part of the picture.
So, if you’re planning to shift some budget to Facebook and Instagram, remember: these channels have their own rules. Primer opens the door for effective B2B targeting on these platforms, but don’t just stroll in with your LinkedIn toolkit. That’s a recipe for wasted ad spend and missed opportunities.
APPENDIX
Sources:
Campaigns that maintain consistent messaging across multiple platforms see a 23% increase in conversion rates.
- Source: Google Marketing Platform: Cross-Channel Marketing
Mobile-First Design:
- More than 80% of Facebook users access the platform only via mobile. This makes mobile-first design crucial for ads to be effective.some text
- Source: Statista Mobile Social Media Usage
Video Content Engagement:
- Video posts on Facebook have 135% greater organic reach compared to photo posts. On Instagram, video content receives 2x more engagement than other types of posts.some text
- Source: SocialMediaToday Facebook Engagement Stats
Facebook vs. LinkedIn User Engagement:
- LinkedIn users spend on average 17 minutes per month on the platform, while Facebook users spend an average of 33 minutes per day.some text
- Source: Statista User Engagement Statistics
Attribution Challenges:
- Cross-device tracking can undervalue Facebook’s role in conversions by up to 30%. Incrementality testing can reveal up to 28% higher conversion rates than standard last-click attribution models.some text
