TikTok Ads vs. Facebook Ads: A Comprehensive Comparison - ActionSprout (2024)

In the rapidly evolving world of digital advertising, social media platforms have become powerful tools for businesses to promote their products and services. Two of the most popular platforms for advertising are TikTok and Facebook. Both platforms offer unique features and benefits that can help businesses reach their target audience and drive conversions. In this comprehensive comparison, we will explore the key differences between TikTok Ads and Facebook Ads, and provide insights on how businesses can leverage both platforms to maximize their advertising efforts.

TikTok and Facebook are both prominent players in the social media advertising landscape. TikTok, with its rapidly growing user base and engaging video content, has emerged as a powerful platform for reaching younger audiences. On the other hand, Facebook, with its extensive targeting options and large user base, continues to be a go-to platform for businesses of all sizes. While both platforms offer unique advantages, the key to a successful advertising strategy lies in understanding the differences between TikTok Ads and Facebook Ads, and leveraging their strengths to achieve optimal results.

Understanding TikTok Ads

TikTok Ads are a form of online advertising that allows businesses to promote their products and services on the TikTok platform. TikTok offers various ad formats, including In-Feed ads, Top View ads, Brand Takeover ads, Branded Hashtag challenges, and more. These ads are seamlessly integrated into the user’s TikTok content, making them feel native and engaging.

Advantages of TikTok Ads

  • Highly Converting Marketing Channel: TikTok Ads provide a native way to advertise products and services, blending seamlessly with user-generated content. This native approach often leads to higher engagement and conversions.
  • Advanced Targeting Capabilities: TikTok’s algorithms enable precise targeting, allowing businesses to reach their desired audience effectively. The platform’s algorithm collects data on user preferences and behavior, making it easier to target specific demographics.
  • Lower Costs: TikTok Ads generally have lower costs compared to Facebook Ads, with an average CPM of around $6. This can be a cost-effective option for businesses looking to reach a large audience while staying within their budget.

Disadvantages of TikTok Ads

  • Limited Ad Formats: While TikTok offers a variety of ad formats, the options are still more limited compared to Facebook Ads. This may restrict the creativity and flexibility of advertising campaigns.
  • Newer Platform: TikTok is still a relatively new platform compared to Facebook, which means there may be less data available on its advertising capabilities. Businesses may need to invest more time and resources in testing and optimizing their TikTok Ads.

Cost of TikTok Ads

The cost of TikTok Ads varies depending on factors such as targeting options, ad format, and campaign objectives. On average, TikTok Ads have a CPM (cost per mille) of around $6, which is approximately half the cost of Facebook Ads. However, it’s important to note that the minimum required budget per campaign on TikTok is higher than on Facebook, typically starting at $500.

What are Facebook Ads?

Facebook Ads are a popular form of online advertising that allows businesses to reach their target audience across the Facebook platform. With its extensive user base and sophisticated targeting options, Facebook Ads provide businesses with the opportunity to create highly targeted and personalized ad campaigns.

Advantages of Facebook Ads

  • Large Audience Base: With over two billion monthly active users, Facebook has one of the largest user bases among social media platforms. This provides businesses with a vast potential audience to reach and engage with.
  • Detailed Targeting Options: Facebook offers a wide range of targeting options, allowing businesses to reach their desired audience based on demographics, interests, behaviors, and more. This level of granularity enables businesses to deliver relevant ads to their target market.
  • Ability to Advertise on Instagram: Facebook owns Instagram, and businesses can easily extend their ad campaigns to the Instagram platform, reaching even more users and expanding their reach.

Disadvantages of Facebook Ads

  • High Competition: With its large user base and popularity among advertisers, Facebook Ads can be highly competitive. This may result in higher costs and increased competition for ad placements.
  • Manual Setup and Management: Facebook Ads require manual setup and management, which can be time-consuming for businesses, especially those new to the platform. It’s important to invest time and resources in learning how to effectively set up and optimize Facebook ad campaigns.

Cost of Facebook Ads

The cost of Facebook Ads can vary based on factors such as bidding strategy, ad quality, audience targeting, and more. On average, the cost per click (CPC) for Facebook Ads is around $1.72, and the average CPM is approximately $7.19. It’s important to note that these figures can vary depending on the industry, audience, and campaign objectives.

Comparing TikTok Ads and Facebook Ads

Ad Formats

TikTok offers a range of ad formats, including In-Feed ads, Top View ads, Brand Takeover ads, and Branded Hashtag challenges. These ad formats are designed to seamlessly integrate with the user’s TikTok experience, creating a more native feel.

Facebook, on the other hand, offers a wider variety of ad formats, including image ads, video ads, carousel ads, and more. This flexibility allows businesses to choose the format that best suits their campaign objectives and target audience.

Targeting Capabilities

Both TikTok Ads and Facebook Ads offer advanced targeting options. TikTok’s algorithms leverage user data to deliver ads to specific demographics and interests. However, Facebook has been in the advertising business for a longer time and has more extensive targeting capabilities, including remarketing and lookalike audience targeting. Facebook’s vast user data and sophisticated algorithms make it a powerful platform for reaching specific target audiences.

User Demographics

TikTok has a younger user base, with a significant portion of its users falling into the 18-24 age bracket. Facebook, on the other hand, has a more diverse user base, attracting users from a wide range of age groups. This difference in user demographics should be considered when determining which platform aligns best with a business’s target audience.

Performance Metrics

Both TikTok Ads and Facebook Ads provide metrics and analytics tools to measure campaign performance. Key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, and return on ad spend (ROAS) can help businesses evaluate the effectiveness of their ad campaigns on each platform. It’s important to regularly monitor and analyze these metrics to optimize ad performance and maximize results.

Using TikTok Ads and Facebook Ads Together

Benefits of Cross-Channel Advertising

While TikTok Ads and Facebook Ads offer unique features and advantages, businesses can benefit from using both platforms together. Cross-channel advertising allows businesses to reach a wider audience, diversify their ad formats, and maximize their overall advertising efforts. By leveraging the strengths of each platform, businesses can create a comprehensive and effective marketing strategy.

Strategies for Maximizing ROI

To maximize ROI when using TikTok Ads and Facebook Ads together, businesses should consider the following strategies:

  1. Understand the target audience: Analyze the demographics and preferences of the target audience on each platform to create tailored ad campaigns.
  2. Optimize ad formats: Utilize the unique ad formats offered by each platform to create engaging and impactful ads.
  3. Test and iterate: Continuously test and analyze the performance of ad campaigns on each platform, making data-driven optimizations to improve ROI.
  4. Leverage cross-platform targeting: Utilize audience data from one platform to inform targeting strategies on the other platform, maximizing reach and engagement.


When it comes to TikTok Ads vs. Facebook Ads, there is no one-size-fits-all answer. Both platforms offer unique advantages and benefits for businesses looking to advertise their products and services. TikTok Ads provide a native and engaging way to reach a younger audience, while Facebook Ads offer extensive targeting options and access to a larger user base. By understanding the strengths and differences of each platform, businesses can create a comprehensive advertising strategy that leverages the best of both worlds and maximizes their ROI.

TikTok Ads vs. Facebook Ads: A Comprehensive Comparison - ActionSprout (2024)


TikTok Ads vs. Facebook Ads: A Comprehensive Comparison - ActionSprout? ›

The minimum budget for a TikTok ad campaign is 50$/day, compared to 1$/day on Facebook. The average cost per click (CPC) on TikTok is 1$, while the average CPC on Facebook is 0.97$. The average cost per mille (CPM) on TikTok is 10$, compared to the average CPM of 7.19% on Facebook.

Are TikTok ads better than Facebook ads? ›

Facebook achieves a higher CTR through ad copy optimization, whereas TikTok relies on captivating video content for increased CTR. With the right creative and targeting, businesses can achieve a high CTR on TikTok.

How does TikTok differ from Facebook? ›

In conclusion, while Facebook offers more flexibility and variety, TikTok's streamlined, video-focused approach can be equally effective. The choice between the two will depend on your brand's specific objectives and target audience.

Do TikTok ads perform well? ›

Specifically, for TikTok, research conducted by its Marketing Science unit suggests 50% of the impact from a TikTok ad is realized in the first 2 seconds, and the first 6 seconds capture 90% cumulative impact on Ad Recall and around 80% for Awareness.

Are TikTok ads worth the money? ›

Whether TikTok ads are worth it depends on various factors such as your target audience, advertising goals, budget, and creative strategy. TikTok ads can completely transform a business, but it may not be the best option to commit your time to if you do not have a big budget or a marketing strategy.

Why TikTok is better than Facebook for marketing? ›

TikTok can be a strong Top of Funnel driver that we can use to warm audiences up and retarget them on Facebook, which has proven to be a strong tool for Bottom of Funnel objectives like conversions. Consistent creative experimentation is key no matter which platform a brand chooses to advertise on.

What is the success rate of TikTok ads? ›

TikTok's advertising strategy is effective, with 83% of users finding the app's advertisem*nts entertaining, emphasizing the platform's success in creating engaging and enjoyable ad content.

What data does TikTok collect compared to Facebook? ›

But even if TikTok collects about the same amount of information as Facebook or Twitter, that's still quite a lot of data, including information about the videos you watch, comments you write, private messages you send, and — if you agree to grant this level of access — your exact geolocation and contact lists.

Is TikTok or Facebook better? ›

In the Social Media market, Facebook has a 15.03% market share in comparison to TikTok's 1.13%. Since it has a better market share coverage, Facebook holds the 2nd spot in 6sense's Market Share Ranking Index for the Social Media category, while TikTok holds the 5th spot.

Will TikTok surpass Facebook? ›

By 2025, US adults will spend more time on TikTok than on Facebook, according to our June forecast. This marks a major milestone for TikTok, which is on track to become the largest social platform in total daily minutes by the same year.

What are the disadvantages of TikTok advertising? ›

Content Format Limitations (Con)

One of the main disadvantages of marketing on TikTok is its content format limitations. TikTok videos can be no longer than 60 seconds, which can pose a challenge for marketers who need to convey complex messages or showcase detailed product features.

Why are TikTok ads so effective? ›

TikTok's algorithm personalises content for each user, ensuring that ads are seen by a highly targeted audience, resulting in high engagement rates and strong potential for viral reach.

Why is TikTok advertising so expensive? ›

Competition: The level of competition among advertisers targeting similar audiences will influence pricing. Higher competition for ad placements may drive prices up as advertisers bid against each other for visibility. Ad performance and engagement: TikTok may adjust pricing based on the historical performance of ads.

Which is better TikTok or Facebook? ›

In the Social Media market, Facebook has a 15.03% market share in comparison to TikTok's 1.13%. Since it has a better market share coverage, Facebook holds the 2nd spot in 6sense's Market Share Ranking Index for the Social Media category, while TikTok holds the 5th spot.

Are TikTok ads more expensive? ›

At a relatively low cost ($10 per CPM and $1.00 per CPC) to advertise to a targeted audience, and an average user engagement rate between 5-16%, TikTok ads have one of the highest potential ROI's in all of advertising.

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