The short version
- Start where your customers already look you up. For most local, service and food businesses that's still Facebook.
- One network done steadily beats 2 done badly. A quiet page on each looks worse than one active page.
- Instagram is a good fit if your work is very visual and your customers are younger. It asks for more photos and more time.
- You can add the second network later, once the first one runs without much effort.
You're trying to choose between Facebook vs Instagram for local business, and everyone online says you need both. You have a van to load and a phone to answer. You need an answer you can act on this week.
Here's a fair comparison, a simple way to choose and what to do about the one you don't pick yet.
The short answer
Pick the one where your customers already look you up, and do that one every week. If you're not sure, ask your last 5 customers how they found you. Their answer beats anything on a website.
For many local businesses, that's Facebook. Neighbors search for a business name there, check hours, read comments and send a message. Instagram is stronger when the work itself is the draw.
Facebook vs Instagram side by side
| Who's usually there | A wide range of ages, including homeowners and parents | Often younger adults, and people who browse for ideas |
|---|---|---|
| How people use it | Check a business, read comments, message, find local info | Scroll for inspiration, follow what looks good |
| Posts that fit | Specials, hours, tips, job updates, community news | Strong photos, short videos, before and afters |
| Details people need | Hours, phone, address and a button to message live on the Page | Hours and contact details live in your profile, so keep it current |
| Effort | Medium. A photo and a few sentences is enough | Higher. Every post needs a good image or video |
| Best for | Home services, food, personal care, local retail | Visual work: baking, hair, landscapes, remodels |
How to choose in 10 minutes
Ask your customers
Ask the next 5 people, "Where did you look us up?" Write down what they say. Do it again next week.
Look at who you serve
Are your customers mostly homeowners and families, or younger people looking for a look or a vibe? That points you toward one or the other.
Check what you have
Do you have good photos of finished work already? Instagram needs lots of them. If you're short, Facebook is more forgiving. How to take good photos for your business page helps either way.
Pick one and commit for 3 months
A real test needs time. Post steadily for a quarter before you decide it doesn't work.
Ask this at the counter or in a text
Quick question, [first name]. How did you find us? Facebook, Instagram, Google, a friend, or something else? It helps us decide where to spend our time.
Why one done steadily beats 2 done badly
2 half-run pages look worse than one good one. A customer who clicks your Instagram and sees a post from last spring will assume you're closed. The same goes for the Facebook Page next to it. More on this: how many social media platforms a small business needs.
Do
- Pick one and post on a steady schedule. See [how often a business should post on Facebook](/articles/how-often-should-a-business-post-on-facebook).
- Put your best photos in one place first.
- Make sure the hours and phone are correct on the one you pick.
- Add the second network only when the first feels easy.
Don't
- Open accounts on 5 networks and post nowhere.
- Post the same photo with the same caption everywhere without checking it fits.
- Leave a dead profile up with your name on it.
- Pay to boost posts before the page is active.
If you're starting from scratch, how to set up a Facebook business Page takes about an hour. It also explains why you want a Page, not your own profile.
When to add the second one
Add Instagram when your first network feels routine, you have a steady flow of good photos and customers are asking if you're on it. Do it with a plan: how many posts a week, who takes the photos and who answers messages.
Common mistakes when choosing a network
- Picking the one you like personally, instead of the one your customers use.
- Copying a competitor who has a different customer than you.
- Judging a network after 3 weeks of random posts.
- Forgetting that your Google listing matters too. Read Google Business Profile vs Facebook Page for how they fit together.