Can’t Decide On Facebook & Instagram Budget Allocation? Tips For Singapore Digital Marketers

budgeting for social media in singapore

Currently, social networking ads are the most dominant ways of marketing products and services. The high preference for social media marketing has been boosted by the popularity of social networking platforms in the 21st Century.

Singapore enjoys the most excellent social media coverage in the world. This excellent penetration has been enabled by the Singapore government’s national push towards the building of exceptional internet infrastructure. Almost 70% of the Singapore population is connected to the internet grid. Marketers have taken advantage of this conducive environment to push the visibility of their brands to their target markets. Therefore, this article will take a look at how marketers can use Facebook’s split test to optimise their advertisement budget wisely between Facebook and Instagram.

Is Allotting Ad Budget by Programmed Placement to Your Greatest Advantage?

Facebook simplifies how you manage your social media budget by providing the automatic placement feature. It is the default tool for organising you advertising expenses on Facebook and its constituent marketing platforms. It helps you know the effective social media marketing tool for your business by launching the split test on your marketing drive by setting up two ad campaigns and allocating equal finances. It then recommends for you the data-informed ad for your marketing campaign. Follow the steps below to set up a Facebook split test feature.

  1. Launch A Split Test for Instagram And Facebook Placement Performance

Click on the Facebook Business Manager and design a new marketing drive. Click on Traffic Objective to add the title of your campaign and then activate the Split Test Feature which is beneath the campaign name field. Tap on Continue to proceed with your test.

Next, find the drop-down menu written What You Want to Test. Click on it to display four categories: placement, delivery option, creative and audience. This test will require that you click on Placement.

Facebook then spontaneously develops for you a set of ads capable of being tweaked to address your business’ specific needs.

On the first Ad segment, tap on the Edit Placements prompt to display all placement choices. Unselect Messenger and Instagram Audience Network to limit the scope of your advertising to Facebook streams, online videos, Stories and Prompt articles.

On the next Ad set option, tap on Edit Placements prompt. On this option, disable Facebook, Messenger and Network to guarantee your ads will be exclusively displayed on Stories placements and Instagram stream.

Changing any configurations on the Mobile Devices and OS segments or a specific barring warrants extension of like designations on the two ad sets by filling the Deliver Optimization and Audience categories of the ad set.

At the Split Test Budget and Schedule field, two choices will be displayed. Daily and Lifetime Budgets. Tap on Daily Budget to reveal the recommended $200 for the business’ day-to-day budget. Begin with a modest budget of around $4-$7 because you are in the process of determining the ideal place to invest your advertisement budget.

On the next step, set up a split variable. On the Split drop-down, there are two options. Weighted and Even Split. Tap on Even Split to ensure equal allocation of budget for your Instagram and Facebook accounts.

At the Schedule step, there is Run Split Test Starting Today and Set a Start and End Date and restricted within a timespan of seven days. The timespan of your campaign changes depending on the features of your target market.

Now, finish your ad creative and launch your ads

  1. Study the results

It is ideal to undertake your campaign on a weekly basis then examine the outcomes.

Click on Facebook Ad Manager and choose Campaigns. Locate a prompt adjacent to drive’s name to access your A/B split testing campaigns.

Tap on the campaign’s title, then connect to the Ad Set level to display the results affording you the opportunity to evaluate the results.

  1. Apply Performance Outcomes to share your budget between Instagram and Facebook

The outcomes should give you a picture of the same budget being used for the ads set.

Then, examine the frequency and reach by measuring cost per outcome standards to assist allocation of budgets equally between your ads set.

In the event cost per outcome is depleted on Instagram, invest more budget to Instagram for future marketing of the drive and in the event, it is less on Facebook spend less on Instagram for an exact campaign in the future. Should discerning performance irregularity be difficult, prolong the testing period for another seven days to be sure.


Businesses are different so are their digital means of pushing the image of their brands to the target market. There is no definite answer on how you should allocate your budget between Facebook and Instagram because some businesses prefer Facebook for advertising while others prefer Instagram.

Therefore, the allocation can vary with every business.

However, split testing is the best tool for helping you prioritise which social media platform works best for your business.


Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

November 14, 2018

Get A Free Digital Marketing Consultation & Start Getting Sales & Leads!

Go top