Should agencies still prioritize Facebook over Instagram?

"Facebook is dead." Every social media manager has heard this from a client. Usually followed by "put us all in on Instagram."

As an agency, your job is to be honest even when the client wants to hear something else.

The truth: for most local service businesses, Facebook still outperforms Instagram.

Who Uses Facebook in 2026

3 billion monthly active users (largest social network)
Fastest growing demographic: 40-65 year olds
Dominant social network for home service buyers, insurance shoppers, real estate audiences, small business owners
"Facebook local groups" still drive massive word-of-mouth
Facebook Marketplace: still the #1 free classifieds in every major US city

Who Uses Instagram in 2026

2 billion monthly active users
Dominant demographic: 18-34 year olds
Strongest for: restaurants, fashion, fitness, beauty, hospitality, aesthetic brands, travel
Reels have peaked; static + carousels are back in fashion
Shopping features are moderately used

The Decision Framework

Ask these 3 questions:

1. How old are your client's paying customers?

35+: Facebook first, Instagram second
Under 35: Instagram first, Facebook second

2. Is your client's product visual?

Yes (food, fashion, salon, hospitality): Instagram wins
No (accounting, plumbing, insurance): Facebook wins

3. Where are your client's competitors?

Look at their top 5 competitors
Where do they have more followers?
Where do they get more comments?
Match or beat them where the action is

The Right Answer for Most Local Service Businesses

Home remodelers, roofers, dentists, chiropractors, insurance agents, real estate agents, HVAC contractors, plumbers, electricians — their audience is on Facebook.

If you're an agency serving these clients and you're pouring 80% of energy into Instagram Reels, you're wasting effort.

Facebook Page posts, Facebook local groups, and Facebook events convert better than any IG effort for these audiences.

The Right Answer for Consumer / Aesthetic Brands

Boutiques, restaurants, cafes, fitness studios, salons, hotels, jewelry, home decor — these are Instagram-first businesses. Prioritize IG carousel posts, then Reels for reach.

But still post to Facebook. Even the 20% of customers on Facebook matter — and they're often the highest-spending demographic.

The Honest Answer

Most businesses need to be on BOTH.

The smart agency play:

1. Publish to Facebook + Instagram from the same tool (like Orbit) 2. Tweak captions slightly for each (IG = punchier, FB = longer/more storytelling) 3. Measure per-platform in analytics 4. Shift resources toward whichever is performing better for that specific client

Every 90 days, review the split. Adjust.

What About LinkedIn / TikTok / X?

LinkedIn: For B2B agencies, YES. For local consumer brands, mostly skip.
TikTok: For under-25 audiences, food, humor, entertainment. Content requires much higher production effort per post.
X (Twitter): For crisis PR and news brands. Otherwise low ROI for most local businesses.

Don't spread thin. Better to dominate 2 platforms than be mediocre on 5.

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Orbit supports Facebook and Instagram publishing today, with LinkedIn, TikTok, and Pinterest planned for 2027. Try it free.