Instagram runs on visual attention first and targeting logic second. MPP treats it as its own platform, not an extension of Facebook, with creative built for how people actually move through Feed, Stories, Reels, and Explore.
Instagram advertising is paid media placed across Feed, Stories, Reels, and Explore, run through Meta's ad platform and targeted using demographic, interest, and behavioral data. It skews younger and more visual than Facebook, and performs strongest for brand awareness, product consideration, and audience expansion rather than direct-response conversion.
Instagram usually appears earlier in the funnel than Facebook does, building awareness and consideration among audiences that retargeting and search will pick up later. Orbit is what connects that upper-funnel work to what happens later, so an audience built on Instagram doesn't disappear once the ad stops running. Instead, it feeds into the retargeting pools and reporting that the rest of the program relies on.
Core is the audiences, creative formats, and placements already proven to build awareness and consideration. The Instagram budget largely stays here to keep Instagram performing.
Explore runs on a much smaller piece of the budget. A new Reels concept, a new audience segment, or something new the algorithm is rewarding. Explorations that deliver results can earn a place in Core and a bigger piece of the budget or new incremental budget to support it. Explorations that don't perform after given time to succeed are shut down.
Facebook performance feeds into HelloMPP, MPP's proprietary client analytics portal, updated twice daily. Spend pacing, audience performance, and conversion data shows up in HelloMPP so fully informed decisions can be made about optimization and budget allocation.
