Facebook Ads vs. TikTok Ads: Key Differences (2023)
Facebook/IG (Meta) Ads or TikTok Ads? Which is better? Which will get you better results?
It's difficult to say, as both platforms have their own unique advantages and disadvantages, and the effectiveness of each platform can depend on various factors such as your target audience, marketing goals, and budget.
Facebook is a more established platform with a larger user base, and it offers a wide range of targeting options that allow you to reach specific demographics, interests, and behaviors. You can get very specific with your Facebook Ads targeting. For example, if you want to target someone who is a parent AND ALSO shops at Trader Joe’s, you can.
Facebook also provides robust analytics tools to measure the success of your campaigns. You can get all the data you need right within your Ads Manager, or you can download custom reports for your business needs.
TikTok, on the other hand, has a younger and more engaged audience that is receptive to video content, making it an ideal platform for businesses with a visually-oriented product or service. Its algorithm also enables brands to reach new audiences and generate organic reach through the use of hashtags and challenges.
However, TikTok's advertising options are still relatively new and limited compared to Facebook, and it may not be suitable for all types of businesses. In my experience, the targeting options on Facebook are much more detailed than TikTok, which means you can get really granular with who you want to target. TikTok ad targeting is more broad, which can certainly work, but be prepared to potentially attract the “wrong” audience because it is so broad. This is where testing different audiences will be key.
The cost of Facebook and TikTok ads can vary greatly depending on several factors such as your target audience, ad format, bidding strategy, and the competition for ad space. Generally speaking, Facebook ads tend to have a higher cost per click (CPC) compared to TikTok ads, but they can also generate higher click-through rates (CTR) and conversions.
On Facebook, the cost per click can range from a few cents to several dollars, depending on the target audience and the competition for ad space. The average cost per click on Facebook is around $0.44, according to Ad Espresso. However, the cost can be higher or lower depending on the ad format, bidding strategy, and other factors. My average Facebook ad cost per click (traffic objective) for my clients averages around $0.20 - $0.60 depending on the ad.
TikTok ads, on the other hand, tend to have a lower cost per click compared to Facebook ads. According to a recent report by Influencer Marketing Hub, the average cost per click on TikTok is around $0.10 to $0.30. However, TikTok ads are still a relatively new advertising option, and the cost can vary greatly depending on the targeting, ad creative and ad objective. Another difference between TikTok ads and Facebook ads is the minimum daily spend requirement. TikTok requires ads to start at $20 a day in spend. Facebook does not have a minimum requirement.
When it comes to cost-performance, both platforms can be effective, depending on your marketing goals and budget. Facebook's larger user base and targeting options can result in higher CTR and conversions, but at a higher cost per click. TikTok's lower cost per click can result in more affordable campaigns, but the platform's limited targeting options and younger audience may not be suitable for all types of businesses. It's important to test and compare the performance of your ads on both platforms to determine which one is most effective for your business.
In an ideal world, businesses and brands would be running and testing ads on both social platforms. Ultimately, the choice between Facebook and TikTok ads will depend on your specific marketing goals, target audience, and budget.
Do you have a question about running Facebook ads and/or TikTok ads for your business? Feel free to leave them in the comments!
