I mean, it's the same company but a different product (aside from the ads which are the real product). IG has pictures that are cute or funny or cool, FB is a sordid wasteland of misinformation, bickering, and unhappiness. I'm ready for IG to devolve into another misinformation machine any day now since that seems like it is really lucrative for FB, but for now I think IG's simplicity and image focused UI filters a lot of the garbage out.