Is TikTok marketing better than Facebook?

TikTok and Facebook, although both platforms have a lot of interests. So, the frequently asked question is “Which platform is better for my business?” Let’s discuss this point using the differences between Facebook and TikTok ad campaigns. Each platform has its own unique features and audiences, so it is important to understand the differences between the two. 

In this blog, everything is about Facebook ads vs TikTok ads. So, let’s start with……..

Basic differences between Facebook ads and TikTok ads

Ad formats

Facebook and TikTok provide a wide range of options to select from when it comes to ad formats. Let’s see.

Facebook:

Facebook provides a variety of ad formats including 

• Photo ads
• Video ads
• Carousel ads 
• Slideshow ads 
• Collection ads

Facebook’s ad formats are specially designed to fit different business objectives and target various audiences. As an example, when it comes to product showcases, photo ads shine. Also, video ads are great for storytelling. Carousel ads feature multiple products/ services in a single ad. Slideshow ads effortlessly create brief but most engaging videos. Lastly, by presenting a cohesive group of products, collection ads provide an unlimited shopping experience.

TikTok:

TikTok also provides various types of ad formats including Native ads, Branded content, and TopView ads. You can use a video editor option to add effects and text overlays to make your ad more engaging. Facebook’s “Engagement ads” are very close to TikTok’s “Spark ads”. Using both these ads, users can engage with the ad by swiping up or commenting. 

TikTok provides campaigns optimized for purchase with the “Complete Payment” campaign type. Also, they are adding a ‘Shop Now’ button to their ads to businesses to drive conversion.

Ad targeting options

Facebook:

Facebook has one of the most advanced targeting options among all social media platforms. Further, Facebook lets users create “Custom Audiences” using customer data and retargeting options. Businesses can also target users who are similar to their existing customers with Facebook’s Lookalike Audiences feature option. 

TikTok:

Basically, TikTok’s ad targeting options are not as advanced as Facebook’s. However, TikTok also allows users to create “Custom Audiences” using customer data and retargeting options. TikTok also targets its users based on their demographics, location, interests, and device type.

Cost and performance comparison between Facebook and TikTok ads

Ad costs – CPM comparison

Facebook:

As we know, Facebook has a wider audience out there. Facebook allows businesses to set their own budget for their ad campaigns. And, costs can be different depending on the targeting options, ad format, and ad placement. The average cost per click or CPC on Facebook is around $1.84, while the average cost per thousand impressions or  CPM is around $14.20.

TikTok:

It is essential to say that TikTok’s advertising cost is generally lower than Facebook’s because TikTok’s user base is smaller than Facebook’s. But they also vary depending on these facts such as targeting options, ad format, and ad placement. The average CPC TikTok (in the conditions given above) is around $1.63, while the average cost per thousand impressions (CPM) is around $10.5.

Ad performances

Facebook:

Facebook has a higher link CTR compared to TikTok. Facebook’s CTR average is 0.76%. This means users are more likely to click on a link on Facebook. Facebook’s long history and user familiarity create a strong bond for active engagement with Facebook ads.

TikTok:

If you have a business looking to drive engagement and increase brand awareness, TikTok tends to keep more of its audience within the platform. Users are more likely to engage with the ad for a longer period of time so TikTok’s focus on video content. Also, TikTok’s CTR is lower than Facebook and the average is 0.50%.

Creativity vs Rules and Restrictions

Facebook:

If you ever felt that all Facebook ads seem so dull, uncreative, and destroying your app experience? Limitations, rules, creative restrictions, and strict rules are part of Facebook’s advertisement. 

TikTok:

With TikTok, it is everything about entertainment, authenticity, and fun. The most effective TikTok ads start out looking like a normal TikTok. TkTok’s primary rule is that ads shouldn’t feel like ads. Making sure those ads perfectly fit with the user experience that TikTok brings. 

Use TikTok ads and Facebook ads together to get more benefits

It doesn’t have a rule to choose one platform and reject another platform in businesses. Instead, you can put both TikTok and Facebook to work creating your business. In fact, you can add these benefits:

1. You can get the benefit from the power of cross-channel marketing: 

Cross-channel lets you reach users of both Facebook and TikTok platforms and benefit from the varying ad formats and user bases. To deliver a consistent message you can even reuse TikTok Ads on Facebook.

2. Strengthen your brand identity:

A strong brand identity shows the path for new customers and increases the first stage in the customer journey.  It’s crucial for the long-term success of your business, while brand identity is hard to reflect in your ROI.

3. Wide your brand’s reach:

Using both platforms together lets you reach the various types of user bases of TikTok and Facebook. For example, even if the younger demographic on TikTok isn’t your specific target audience, you can still leverage the ad platform to reach the right demographic since Facebook now has users of all ages.

Sum up and end of the article 

TikTok vs Facebook advertising – What do you think, who is the final winner here? Well, we are not going to introduce one platform as the best for you. It completely depends! With a wide range of age types, Facebook still does a really good job. And, especially with a younger audience, TikTok offers some new, exciting advertising venues. 

Then someone asks a question like “Is TikTok advertising worth it?” Most certainly! TikTok can be a powerful tool for engaging, connecting, and presenting your brand, and can be an excellent conversion driver because it will have a wide audience in the now and future. And it’s definitely a place to be right now. So, no matter what your selection is, please let us know your idea in the comment section!