Facebook Ads has been the king of paid advertising for years but TikTok Ads has just entered the chat. How different are the two advertising platforms? Welcome to our TikTok Ads versus Facebook Ads discussion!
Facebook Ads is a more mature platform which means the ability to target your audience will be more precise. This is because Meta has a lot more engineering behind their ad marketplace. In other words, their experts are ready to get your ad to the right people at the right place and at the right time.
At the moment, TikTok doesn’t have the same ability with targeting. Targeting for their ads is still broad. But the advantage is that it’s not as mature of a platform as Meta. Therefore, the CPM (cost per 1000 impressions) will be cheaper which counterbalances the cost in comparison to Facebook Ads.
?? Customer Support
Facebook Ads also has better customer service than TikTok. It’s an older platform so naturally they have a more developed system for their support team to help you with your inquiries and concerns.
TikTok Ads on the other hand, isn’t as advanced because the advertising platform is still quite fresh. So we should wait to see how much they grow in the next few months.
With Meta, you can make lookalike audiences with your email lists which makes it much easier to use your customer data. You are delivering your ad to people who have similar interests to your customers when you use a lookalike audience. This strategy will effectively let your ads reach more people.
On TikTok, you can only use Google and App IDs to create your audience. Additionally, you can’t upload email lists on TikTok.
Meta is a sound-off world. 85% of content is consumed with the sound off on social feeds. Hence, Facebook Ads should be optimized to have captions in order to allow people to visually follow along without listening to the sound.
TikTok however, is sound-on world. In fact, the platform is all about the music, which is one of the things that made them popular from the start. So unlike Facebook, TikTok actually needs you to listen to the sound for the full experience.
Which advertising platform should you choose?
That really depends on your target market and business goals. TikTok Advertising is a great option if your audience is made up of a lot of young people. It could help your business a lot this year and it’s catching up to Facebook real quick. But if you don’t think you can benefit from it directly, then scaling on Facebook Ads might still be the best option for you. It’s one of the best paid social platforms to scale your business with after all.