Both Facebook and TikTok are powerful advertising platforms used by businesses to reach their target customers. Each platform has its advantages and distinctive features, and the decision to choose Facebook Ads or TikTok Ads can impact the performance of a marketing strategy. In today’s article, Optimal Agency will share the differences in advertising between Facebook and TikTok for you to understand better about these platforms.
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Overview of Facebook Ads and TikTok Ads
What is Facebook Ads?
This involves using the social network Facebook to run advertising campaigns, reaching target customers through diverse content: images, videos, posts,… Advertisements are distributed across various locations including Feed, Stories, Messenger, Marketplace,…
Facebook is one of the most popular and largest advertising platforms globally with billions of users. Ads are available in many different formats designed to achieve specific campaign objectives.
One of the standout advantages of Facebook Ads is its targeting capability. The platform can collect a large amount of data from users allowing advertisers to leverage advanced targeting tactics to achieve the best results.
Advertisers can easily expand their advertising campaigns on other platforms such as Instagram and WhatsApp, helping to widen the reach to more target audiences and aim at new targets.
Before exploring the differences in advertising between Facebook and TikTok, you should explore the features of TIkTok Ads.
What is TikTok Ads?
TikTok ad helps businesses reach and interact with target customers through creative and engaging short videos that highlight products or services. Like Facebook Ads, TikTok Ads also come in various formats.
Facebook ads display in several locations, while TikTok Ads distribute mostly within and around the main feed – For You Page. Standard TikTok ads like In-Feed Ads, Top View Ads, have a large reach and high engagement.
Formats like Branded Effects and Branded Hashtag Challenges are designed to promote user interaction and enhance reach while also increasing brand recognition for businesses from small to large.
TikTok Ads are an effective advertising channel for digital advertisers. If you can leverage popular trends and create unique, appealing content that resonates with your target audience, TikTok Ads cost is often lower compared to many other platforms, making it suitable for small businesses.
Differences in advertising between Facebook and TikTok
Display locations
Facebook ads support display in various locations with a range of options such as Feed, Stories, Messenger, Marketplace,… Advertisers can reach customers not only on the platform but also on other linked social networks like Instagram, Messenger, and WhatsApp. This facilitates combining advertising across all platforms within the Metaverse ecosystem using just one ad format.
For TikTok ads, they are primarily displayed in two locations: the feed (For You page) and the Discover page. Short videos ranging from 15-60 seconds on TikTok are an excellent way to convey messages for brands. The brevity and conciseness of these videos not only attract attention but also deliver messages creatively and effectively.
Ad formats
TikTok Ads
Though appearing in only two main positions on the platform, TikTok supports various ad formats to serve different campaign objectives. These formats include Top View ads, In-Feed ads, Brand Takeover ads, Branded Hashtag ads.
TikTok uniquely enables brands to use previously created creator videos for ads, which makes it difficult for viewers to distinguish that they are watching an ad, especially the In-Feed ads interspersed among videos in the feed. This creates opportunities for ads to reach many target customers.
Facebook Ads
Facebook ads offers a wide range of diverse ad formats such as Carousel, images, videos, slideshows, canvas, collections,… This provides many options for creative advertising content. Running ads on Facebook is also very straightforward, making Facebook Ads a useful and accessible tool for businesses new to online advertising.
Advertising costs
This is one of the differences between Facebook and TikTok ads. The cost and average CPM (cost per mille) of TikTok Ads are lower than Facebook Ads. The average CPM of TikTok is $6.06, while that of Facebook is double at $12.57.
Facebook Ads
Facebook generally charges based on ad clicks, page likes, etc. Advertising on Facebook faces significant competition. Due to the high competition rate, the cost of advertising is higher than other platforms, with $0.97 for CPC and $12.57 for CPM.
TikTok Ads
Compared to Facebook Ads, the cost of advertising on TikTok is cheaper since TikTok is a newer platform with less competition. For the same cost, TikTok allows advertisers to reach more people. Also, the traffic and conversion rates are higher than on Facebook.
The average CPM of TikTok ads is significantly lower than that of Facebook Ads. Specifically, TikTok’s average CPM is $6.06 compared to Facebook’s $12.57. However, TikTok’s CPC is slightly higher than Facebook’s ($1.00 compared to $0.97).
Advertising policies
Facebook Ads
Both Facebook Ads and TikTok Ads have strict advertising policies. However, if an ad violates the policy and is rejected, the advertising account will be disabled. Facebook usually does not provide specific reasons like TikTok does. The Facebook system only displays that you have violated a policy without specifying why. Moreover, contacting the support team is a significant challenge on both platforms, and it’s often more difficult on Facebook unless you are an official partner.
TikTok Ads
Compared to Facebook Ads, TikTok Ads have stricter policies. However, TikTok has a support team to address issues related to advertising campaigns and accounts. If you encounter issues related to rejected ads or disabled accounts, you can make support requests via email or phone number.
The TikTok team will assist you within 24 hours, providing specific information about your issue and suggesting appropriate solutions.
Targeting
Facebook Ads
Facebook provides a variety of targeting options with detailed optimization from age, gender, interests. Facebook’s algorithm is continuously updated to optimize the ability to deliver ads to the appropriate target customer segment based on the characteristics set by advertisers.
TikTok Ads
Although Facebook has the capability to target customer files more accurately than TikTok, TikTok ads reach a broader audience. During setup, TikTok also supports an automatic targeting feature based on user behavior data: activity time, likes, shares, comments,…, to distribute to the right customers.
Moreover, TikTok Ads can reach a younger customer base, as most TikTok users are between 16-25 years, whereas Facebook targets an audience with an average age of 25-40 years.
Should you run advertising on Facebook or TikTok?
After learning about the differences in advertising between Facebook and TikTok, to make the best decision for your ads campaign, consider factors such as goals, deployment time, budget,… Overall, both Facebook Ads and TikTok Ads perform well as marketing channels, effectively attracting customers.
TikTok Ads is the choice for businesses wanting to reach a large user base in a short time, targeting a younger customer demographic. With the goal of increasing brand recognition, running ads campaigns does not require a large budget. It is suitable for industries such as fashion, cosmetics, entertainment, education,…
For Facebook Ads, it is the choice for businesses building long-term advertising strategies with the goal of increasing long-term revenue. Businesses with a diverse customer base and campaigns with a high budget will benefit.
Businesses with a large advertising budget can approach customers through both channels to increase reach and then gradually optimize to select the most suitable advertising type. You can use Facebook to analyze target customers, then lead them to TikTok to increase brand recognition and direct them to your website or Facebook to create conversions.
Above is the differences in advertising between Facebook and TikTok. We hope that you will choose the most suitable advertising platform to deploy an effective campaign with the best results!
Please see more:
- Tips for choosing a niche to build a million-view TikTok channel
- How to do affiliate marketing on TikTok make money simply
- How to choose the right Tiktok advertising objective?
FAQ
It depends entirely on the product or service you are advertising and the target audience you aim to reach. If TikTok advertising is an excellent platform for reaching a younger audience with high engagement levels, it also allows for user-generated content ads that offer a genuine feel, suitable for e-commerce. Facebook advertising targets people likely to be interested in your products or services, aiming to increase conversion rates and enhance long-term sales across various industries.
Compared to advertising on Facebook, TikTok advertising is less expensive and offers higher cost-effectiveness. TikTok typically provides rates for CPM and CPC that fit the budget, giving advertisers the opportunity to reach a significant audience at a reasonable cost.
