By now you probably know that the two biggest social media giants, Facebook and Instagram are owned by the same company. If you don’t, here’s a newsflash for you. Back in 2012. Facebook’s CEO Mark Zuckerberg announced that his network will be purchasing, then already famous platform, Instagram for a whopping 1 billion US dollars.

It was Facebook’s biggest acquisition ever. Both in price and potential reach. As it turns out, a really smart move by Zuckerberg. It all happened way before introducing Instagram and Facebook story features to the social media world.

So why is it important? Well, as the topic of this blogpost are Instagram vs Facebook stories, we wanted to emphasize the sisterhood relationship which exists between these platforms. As in every family affair, members don’t always get along. But then again, they are probably more alike than what they want to admit. 

To get back on point. There is certainly a strong parallel between these two social media platforms. and their Stories feature, but there are some differences too. So, let’s get started.



The story behind the Stories

Between Facebook and Instagram, Stories were firstly introduced on Instagram. But they were also connected to a sort of a scandal. The pioneering app connected to the Story format was Snapchat which introduced it in 2013. Instagram showcased its version in 2016. which was an almost identical copy of the format presented till then, only on Snapchat.

Both versions featured vertical type videos and photos. They included different styles of filters and had the option to be viewed within 24 hours of their posting.  In the beginning, many Instagram users were skeptical of the Story update but if we rewind the events to today’s point of view, Instagram has well surpassed Snapchat’s popularity. By some reports, it has welcomed twice as many daily active users compared to Snapchat in just eight months of existence.

Flying on this wave of popularity, Facebook has too launched its own version of Stories in 2017. It served as a less shiny version of Instagram stories without as many filters and sticker options available. This was an understandable move, as Facebook doesn’t really cater to the younger audience as Instagram which needed all the extra effects to “wow” the younger crowd coming from the Snapchat app.


So, what are the differences?

Nowadays, Facebook and Instagram stories still look quite similar but there are some user experience differences. As seen in the pictures below. 


Instagram Story Features

So, let’s be more specific. What exactly Instagram Story feature consists of? Well, when you enter it as of right now, on the left side of the screen, you’ll find options: Create, Boomerang, Layout, Superzoom, Without using hands. In the bottom, you’ll find different effects which you can use while creating the story. If you’re in a need of some fresh ideas for creating cool Instagram Story content, read our blogpost: 6 creative Instagram story ideas for your business.

Once you have your picture which you want to post, you can edit it. You can simply scroll to the left and right and add different effects to your photo or video. They are called by names of different cities like Paris, Oslo, or Lagos. If you need more fun in your Stories, Instagram has your back. By clicking on the smiley face in the header you access different effects which you can add to your story like your location, hashtag, name tag, GIF stickers, music, poll, questions, donation feature, time of the day, temperature, quiz, send me a message sticker, countdown sticker, day in a week and much more.

It is important to note here that Instagram is everchanging and so are these features. Some are more permanent like temperature stickers or time of the day, while others like the feature of adding a Donation sticker are newer and may not be permanent.

In the end, we cannot forget one important advantage of Instagram Stories. By adding the Highlights option, Instagram has given users an option to save their stories for more than 24 hours. You can create your own little libraries of Stories and save them on your profile as long as you want. The only downside is that after the 24 hours’ time stamp you cannot see who has watched your story. Which will probably bother you if you’re a curious person like me.

Facebook Story Features

Facebook Story interface is a bit different in design and options, but it is pretty similar to what you can see on Instagram. When you enter the Story option, you have the option to use Boomerang, take a picture or a video, or just take a picture from your camera roll. So here, added options like superzoom or layout are not available.  

When you pick a picture or a video that you want to share, you can then add additional options just like on Instagram. Here, you can choose between location, time, GIF, temperature, music, event, tag, feelings, donation, comments, poll, or question stickers.

Again, many of them are the same as on Instagram, but Facebook has its own exceptions like feelings or comments stickers that fit its features.  It is also important to note that sticker options may differ not only in different time periods but also in different countries because they are very curated and quick to follow events that are happening in a given moment of time.

Which option to take on as a brand?

Let’s simplify it. If your audience is older you should focus on Facebook stories. If you want to target younger users than you should create engaging and fun Instagram stories.

Why? According to Statista, the most popular age group on Facebook in 2018 was between 25 and 44, while more than 60 percent of Instagram users were between 18 and 34. This is a trend which is only more prominent nowadays so use it as your guide if you’re lost which platform to use more.



If you have a highly engaged Facebook audience which includes slightly older demographics, Facebook stories are your friend. If your audience is younger and your main goal is to raise your brand awareness and create a sort of “buzz” around your product or service, choose Instagram stories. By adding hashtags, locations, and other options you will only expand your reach and attract new followers.

If you’re lost and want to try out both platforms for your brand, you can easily do that too. Just use the share option and share the stories you post on Instagram to your Facebook too. Long term talking, it is always better to create original content for each platform. But, if you’re just starting it is a good way to build your audience and get to know their preferences on two different platforms.

If you need some more ideas on boosting the engagement rate on your social media posts, read our blogpost: Social media engagement – how to get it?


Darija Ilić

Account executive at Kontra agency. PR graduate, huge animal lover and travel enthusiast.