In today’s digital-first world, social media marketing is essential for businesses. Platforms like Facebook and TikTok offer powerful advertising tools that can help your brand reach a wider audience. This post will explore the key differences between Facebook and TikTok ads and help you determine which one is best for your company’s marketing mix.

Let’s start with a brief overview of these two platforms. Then we’ll explore key differences to help you make the most informed choice.

Facebook Ads Overview

Facebook Ads have been around since 2007, but they’ve grown substantially since then. Using the Meta Ads platform, advertisers can promote themselves on any combination of the Facebook feed, search results, stories, reels, marketplace, and the Facebook Audience Network. The options can seem overwhelming – especially considering that you can also reach Instagram and Facebook Messenger audiences from the same platform. But it also lets savvy marketers reach their target audiences in the most effective, personalized way.

TikTok Ads Overview

TikTok Ads (AKA TikTok for Business) is the newer kid on the block, launching its self-serve ad platform in 2020. Brands’ ads are generally mixed in with the short form videos that are algorithmically delivered to user’s eyeballs. Placement choices include the Following feed, the For You feed, post-roll, and takeovers. There are also interaction-focused options like branded stickers and effects, which can appeal to the younger audience that TikTok skews toward.

Facebook Ads: Pros and Cons

Pros:

• Wider targeting: Many demographics, age ranges, locations, interests, etc.
• Useful for retargeting: Reach users who have already interacted with your website or social pages.
• Large variety of ad types: Use ads that incorporate images, videos, product feeds, and even forms for users to fill out.
• Extends the reach of organic social posts: Gain more visibility by boosting your posts.
• A/B testing: It’s easy to test out different creatives to see what performs the best.

Cons:

• Complexity: While boosting posts is fairly straightforward, there is a learning curve to the main Ads Manager platform.
• High competition: Being the most popular overall platform means competing with rival companies (which can also drive up costs).
• Decreasing engagement: Facebook is on the decline as upstarts like TikTok have gained traction, especially when it comes to young adults.
• Over-saturation of ads: Ad fatigue has set in among many Facebook users, so they might not take in your message.
• Moderation required: An unmonitored ad could be commented on by people saying negative things about your brand.

TikTok Ads: Pros and Cons

Pros:

• Younger audience: nearly 70% of TikTok’s users are between ages 18 to 34.
• Viral potential: A noteworthy video could take off and gain lots of exposure.
• Creative opportunities: Take chances and experiment more in this more unique, unorthodox space.
• Branded hashtag challenges: A fun way to engage an audience while keeping your brand front and center.
• Keep it real: The authentic human touch on TikTok can help endear consumers with your product.

Cons:

• Harder to reach the older demographic: If your brand isn’t made for young people, it could be a tough sell here.
• Limited analytics: There’s less data to analyze, limiting actionable insights.
• Brand safety: TikTok’s unpredictable nature and content moderation policies could put your brand in an awkward position.
• Ad spend requirements: The daily minimum requirements of $50 for a campaign and $20 for an ad group could put this out of reach for small businesses.
• Ads are easy to ignore: TikTok is all about scrolling down to the next video.

Facebook Ads vs. TikTok Ads Comparison Chart:

When Should You Use Facebook Ads?

Facebook Ads is best for reaching a broad and diverse audience. The platform is particularly effective for campaigns that rely on detailed targeting, such as reaching users based on specific behaviors and interests or retargeting previous website visitors. Facebook Ads is a solid option for achieving a range of goals, from increasing website traffic or conversions to building long-term brand awareness.

When Should You Use TikTok Ads?

TikTok Ads are ideal for brands looking to engage a younger, trendier audience, particularly Gen Z and millennials. They’re a good match for campaigns that aim to create buzz or virality through creative, engaging video content that leverages TikTok’s unique format. TikTok Ads work best for promotions that don’t appear overtly promotional – instead incorporating a fun and authentic approach to their messaging. Additionally, TikTok is an excellent choice for launching product challenges, branded hashtag campaigns, or influencer partnerships that encourage user-generated content and foster community engagement.

How Can You Use Facebook Ads and TikTok Ads Together?

Utilizing both Facebook Ads and TikTok Ads can give you the best of both worlds. It allows digital marketers to create a strong, multi-channel strategy that maximizes reach and engagement across different demographics and user behaviors. 

Use Facebook Ads to build brand awareness and retarget users who’ve previously engaged with your content. Use TikTok Ads to capture the attention of younger audiences with trend-driven content that encourages interaction and sharing. By combining the strengths of both platforms, you can maintain a consistent brand presence across diverse audiences and stages of the buyer journey, ensuring that your marketing efforts are both broad and deep.

Both Meta Ads and TikTok Ads are an entry point to reaching vast user bases. They both offer sophisticated targeting options and a flurry of ways for marketers to deliver their message. By using them effectively, marketers can engage users in meaningful ways, build brand awareness, and ultimately, boost sales.

If you’re looking for ways to optimize your paid search strategy, contact us. We’d be happy to help!