TikTok and Facebook are two of the most popular social media platforms for advertising in 2023. With over 1 billion monthly active users on each platform, both offer huge audiences and engagement opportunities for brands. However, TikTok and Facebook have very different audiences, ad formats, and algorithmic feeds. This makes directly comparing their advertising capabilities complicated.
In this article, we’ll break down the key differences between TikTok and Facebook ads to help you determine which platform is better for your advertising goals. We’ll compare factors like audience demographics, ad formats and placement, content type, advertising costs, and analytic capabilities. By the end, you’ll have a clear understanding of the pros and cons of both platforms so you can decide where to focus your social ad budgets.
TikTok Ad Overview
Launched in 2016, TikTok has become one of the fastest growing social media platforms, with over 1 billion monthly active users as of 2023. TikTok is a video-sharing app full of short, entertaining videos spanning topics like dance, comedy, animals, satisfying visuals, and more.
The key factors that make TikTok ads unique include:
Young Audience
Over 60% of TikTok’s users are between the ages of 10 and 29. This makes TikTok the top social media platform for reaching Generation Z and younger millennials. If your target audience falls within this age range, TikTok ads could be highly effective.
Short Video Ads
Video ads on TikTok can be up to 60 seconds long. Most ads tend to be 9-15 seconds long to match the quick, entertaining style of TikTok content. You have the flexibility to shoot videos specifically for TikTok or repurpose existing short video assets.
In-Feed Native Ads
TikTok ads appear natively in users’ For You feeds. This placement captures audience attention as they scroll through a continuous feed of engaging short videos.
Brand Takeovers
Brand takeovers allow your ad to prominently appear when a user first opens the TikTok app. This full-screen ad format gives your brand maximum visibility.
Influencer Marketing
Collaborating with popular TikTok creators allows you to tap into their highly engaged follower bases. The organic feel of influencer content also helps build brand affinity.
Hashtag Challenges
With hashtag challenges, you invite TikTok users to create videos around your branded hashtag for a chance to go viral. User-generated content spreads brand awareness at scale.
Affordable Pricing
TikTok offers competitive CPM rates starting around $10. Pricing is based on factors like audience targeting, ad format, and campaign dates.
Facebook Ad Overview
As the largest social network with 2 billion monthly active users, Facebook offers unparalleled global reach. Facebook owns other major platforms like Instagram and Messenger.
Key factors that define Facebook ads include:
Massive Audiences
The sheer size of Facebook’s user base provides access to every demographic. Detailed targeting options make it easy to zero in on your ideal audience.
Range of Ad Formats
From static images to Stories to video ads, Facebook provides a diverse range of ad units. This flexibility allows you to select formats that work for your campaign goals and assets.
Powerful Targeting Capabilities
Facebook collects expansive data on its users including interests, behaviors, and demographics. This enables precision targeting to reach exact customer profiles.
Detailed Analytics
Robust analytics and conversion tracking provide in-depth data on ad performance and ROAS. You can optimize campaigns based on insights around cost per result, CTR, reach, and frequency.
Broader Demographic Reach
While Facebook users tend to skew slightly older, the platform still encompasses all ages. This broader reach makes Facebook ideal for targeting millennials, Gen X, and baby boomers.
Higher Costs
Due to its vast reach and advanced capabilities, Facebook ads come at a premium cost. Average CPMs range from $5-30 based on targeting variables. Competition in popular placements also drives up pricing.
Audience Demographics
Understanding the different user demographics on TikTok versus Facebook is key for determining which platform aligns better with your target audience.
TikTok’s Younger Audience
As a newer platform, TikTok has risen to prominence particularly with younger users. Let’s examine TikTok’s key audience demographics:
– Over 60% of TikTok’s users fall between ages 10-29
– 26.5% are between ages 10-19
– 29.5% are between ages 20-29
– Users between ages 10-19 spend an average of 95 minutes per day on TikTok
– TikTok’s audience is relatively evenly split between male (54%) and female (46%) users
This breakdown makes it clear why TikTok has become a coveted platform for reaching younger generations like Gen Z. Brands selling products like apparel, beauty, entertainment, and technology tend to find huge opportunity in TikTok’s youthful user base.
Facebook’s Broad Appeal
While Facebook originally attracted a college-aged audience, its demographics have greatly expanded over time. Here’s an overview of Facebook’s current audience composition:
– 65% of users are between ages 25-54
– 45% of users are between ages 25-34
– 20% of users are between ages 35-49
– Users over 65 have jumped by 55% between 2012-2022
– 70% of users log on to Facebook daily
– There are actually more female Facebook users (56%) than male (44%)
Facebook covers a wide spectrum spanning young adults through seniors. This makes Facebook ads suitable for targeting any age group depending on your brand’s sweet spot.
Ad Formats and Placement
TikTok and Facebook also differ significantly in the ad formats and placement options available to advertisers. This impacts how your ads will appear and engage users.
TikTok’s Video-Focused Ad Formats
Since TikTok is built on short, entertaining videos, its ads are also highly video-centric. Here are the main ad units available:
– In-Feed Videos (9-60 seconds)
– Brand Takeovers (3-5 seconds)
– Branded Hashtag Challenges
– Branded Effects like filters and augmented reality
TikTok lacks support for ads like static images, carousels, and Stories. But its video ad placements are well-suited for a strong visual presence that looks and feels organic in the TikTok feed.
Facebook’s Diverse Ad Options
Facebook accommodates a much wider range of ad formats across Facebook, Instagram, and Messenger. Top formats include:
– Photo ads
– Carousel ads
– Video ads
– Stories ads
– Messenger ads
– Sponsored content
– Dynamic ads
– Augmented reality ads
This diversity allows you to choose ad units based on objectives around visibility, engagement, or conversions. However, it also requires optimizing content and creatives for each different format.
Optimizing Ad Placements
Where your ads actually appear is another key difference.
On TikTok, ads are embedded natively into the For You feed that users scroll through. While you can choose video ad lengths, you have little control over placement beyond targeting.
Facebook offers more advanced placement options:
– Facebook Feed
– Instagram Feed
– Instagram Stories
– Facebook Marketplace
– Right column ads
– Sponsored content in News Feed
– Messenger placements
Manual placements based on goals around reach vs. conversions is possible. However, Facebook’s algorithm ultimately decides the best placements based on optimization.
Ideal Content Types
The content styles that perform best also tend to vary across TikTok and Facebook. This is tied closely to user behavior and expectations on each platform.
TikTok Content Styles
On TikTok, ads need to mirror the entertaining, fun, and engaging video content users are accustomed to seeing from creators. Some top-performing content styles include:
– Dance trends
– Comedy skits
– Challenges
– Transitions and effects
– Playful visuals
– Behind-the-scenes footage
– User-generated content
Short, lighthearted, visually dynamic videos tend to see higher engagement and sharing. The best TikTok ads feel like a natural extension of surrounding content.
Facebook Content Styles
Facebook content is more conversational and informative in nature. Here are some top-performing content style for Facebook ads:
– Interest-based articles
– Listicles
– Quizzes
– Polls and surveys
– Aspirational posts
– User-generated reviews and testimonials
– Comments and messages
Content that informs, educates, entertains, or inspires tends to foster strong response and sharing rates on Facebook. Aligning content to audience mindsets is key.
Advertising Costs
Budget is often a deciding factor in where brands invest their ad spend. Here is an overview of average costs on TikTok and Facebook.
TikTok Ad Costs
As a newer platform, advertising on TikTok can be very budget-friendly, especially when starting out. Average costs include:
– CPMs: $10-$20
– CPCs: $0.18-$0.30
– Video views: $0.04-$0.10
– Overall CPA: $5-$15
Costs do rise based on factors like highly targeted audiences, popular placements, and mature accounts with history. But it’s possible to activate campaigns with as little as a $50 daily budget to start.
Facebook Ad Costs
Due to its maturity and demand from advertisers, costs of Facebook ads have steadily risen. Average costs range:
– CPMs: $5-$30+
– CPCs: $1-$3
– CTR: 0.9% average
– Overall CPA: $25-$50+
High competition for placements can drive up auction pricing significantly. Niche targeting and precise creative optimization can lower costs. But overall, Facebook demands larger budgets to make an impact.
Analytic Capabilities
Digging into the analytics and attribution platforms for TikTok vs. Facebook offers more perspective on demonstrating ROI.
TikTok Analytics
As a newer platform, TikTok is still developing its analytics capabilities and dashboards to offer more transparency into performance data. Currently, TikTok provides:
– Ad performance metrics like impressions, reach, CTR
– Engagement metrics likes, comments, shares, follows
– Basic audience composition data
– Exportable reports
– Pixel for conversion tracking
Analytics are easy to access through TikTok’s Ads Manager. However, data is still limited compared to more mature platforms. Third-party attribution tools can help fill gaps.
Facebook Analytics
With well-established reporting tools, Facebook provides robust analytics on ad results. Key capabilities include:
– Granular audience insights by interests, behaviors, and demographics
– Real-time campaign monitoring
– Multi-touch attribution modeling
– Custom conversion tracking
– Detailed placement reporting
– Powerful segmenting of data
– Predictive analytics for optimization
Facebook enables deep analysis of your campaigns and ideal target audiences. However, its analytics do require more expertise to synthesize and derive insights.
Use Case Examples
Looking at real brand examples can illustrate when TikTok or Facebook ads excel.
Chipotle’s TikTok Success
The fast casual restaurant chain Chipotle ran a TikTok hashtag challenge #ChipotleLidFlip to promote their new recyclable cups. The branded challenge blew up with over 130,000 video submissions and 104 million video starts in just 6 days. Partnering with influencers and seeding trending dance music drove high engagement. The campaign drove a 21% increase in app downloads.
Key Takeaways:
– TikTok is ideal for food brands targeting younger audiences
– Interactive challenges build brand affinity
– Influencer collaborations expand reach rapidly
Toyota’s Facebook ROI
Global automotive brand Toyota leveraged Facebook dynamic ads to retarget site visitors with highly personalized video ads. They focused spend on high-intent users who engaged with Toyota content or inventory. The approach delivered a 2.5x return on ad spend with Conversion Lift strategie
Key Takeaways:
– Facebook enables granular targeting of high-intent audiences
– Dynamic creative optimization keeps content relevant
– Measurable ROI is achievable based on conversions
Pros and Cons Comparison
Based on the analysis covered, here is a summary of the core pros and cons for both TikTok and Facebook ads:
TikTok Ads
Pros:
– Engages Gen Z and millennials
– Entertaining video ad formats
– Strong audience targeting
– Highly sharable content
– Lower cost per impression
– Brand Takeovers offer impactful placement
– Hashtag Challenges drive user engagement
Cons:
– Limited older demographics
– Very short ad length limits storytelling
– Less advanced analytics and optimization
– Weaker conversion tracking abilities
– Still emerging ad platform
Facebook Ads
Pros:
– Massive diverse audience
– Mature advertising platform
– Advanced targeting capabilities
– Diverse ad formats and placements
– Robust analytics for optimization
– Proven ROI from conversion tracking
Cons:
– High competition drives up costs
– Weaker organic reach requires ads
– Limitations around short videos
– Less immersive than feed-focused platforms
– Complex platform requires expertise
Which Platform is Best for Your Goals?
Deciding between TikTok vs. Facebook ads depends largely on your campaign goals, target audience, and content style. Here are some best practices on where to focus your efforts:
Best for Brand Awareness & Reach
TikTok’s engaging video ads and broader audience targeting make it ideal for raising brand awareness and expanding reach, especially among Gen Z audiences.
Best for Driving Conversions
Facebook’s conversion tracking tools and powerful audience targeting deliver proven ROI, making it preferable for direct response and sales campaigns.
Best for Engagement
For initiatives focused on engagement and likes, shares, and comments, TikTok tends to drive higher response rates thanks to its interactive content.
Best for Limited Budgets
New advertisers and smaller brands can stretch their budget further with TikTok’s lower CPM costs and entry-level account options.
Best for Video Content
For short entertaining video content, TikTok’s native video ad formats achieve much higher completion rates compared to Facebook.
Best for Local Businesses
Facebook’s hyper-local targeting and call/map extensions make it easy for local businesses to connect with nearby audiences.