Fb and TikTok are two juggernauts on the earth of social media advertising.
These platforms are massively widespread with advfertisers across the globe, and that’s not shocking. Each appeal to colossal audiences, each provide data-driven concentrating on choices, and each are filled with highly effective advertising instruments.
Nonetheless, should you’re excited about together with Fb and TikTok in your paid social plans, then you want to perceive the important thing variations between these platforms and successfully use each networks collectively.
In that’s precisely what we’re going to cowl on this put up! Let’s begin with a bit introduction to every platform.
Desk of contents
What are Fb adverts?
Let’s begin with a bit Facebook advertising 101. Fb adverts are image-based adverts with captions which are delivered throughout the Fb community.
They are often served in varied placements, together with Fb Tales, Fb Messenger, the Fb residence feed, and extra. They’re additionally obtainable in a variety of various codecs, and these codecs are sometimes designed to attain particular campaign objectives.
For instance, whereas Single Picture and Video adverts will be nice for top-funnel exercise, Assortment and Benefit+ adverts are constructed to generate clicks and conversions.
One of many greatest strengths of the Fb promoting platform is its targeting capabilities. Fb harvests an enormous quantity of information from its customers, which permits advertisers to leverage superior concentrating on techniques that may ship distinctive outcomes.
You may as well simply lengthen Fb ad campaigns onto the Instagram platform, which is nice for securing incremental attain and concentrating on new audiences.
More Instagram ad examples here.
What are TikTok adverts?
Now time for some TikTok advertising 101. Like Fb adverts, TikTok adverts are additionally obtainable in a spread of various codecs.
Nonetheless, whereas Fb adverts can seem in a number of completely different positions all through the app (e.g., Reels, Tales, Messenger) the vast majority of TikTok adverts are served in and round the principle feed.
Customary TikTok video adverts (i.e. In-Feed adverts, High View adverts, and so on.) are able to producing big viewers attain and sky-high ranges of engagement, which is why they’re widespread with each smaller companies and established firms (more on why you should advertise on TikTok here).
For manufacturers seeking to make an announcement on TikTok, codecs like Branded Results and Branded Hashtag Challenges may also be extremely impactful.
These adverts are designed to drive mass person engagement and incremental attain, and plenty of manufacturers have achieved viral fame by using these artistic codecs.
There’s little question TikTok ads can be highly effective for digital advertisers, notably should you’re capable of faucet into widespread traits (like Stitching) and create content material that resonates along with your audience.
Fb adverts vs TikTok adverts: Head to Head
It’s time for old school social media showdown. We’ve achieved a comparability on TikTok ads vs Instagram Reels ads, now it’s time to match Fb and TikTok in a couple of key advertising areas and see how these paid social powerhouses stack up towards each other.
Prices
To kick issues off, let’s look at the average costs associated with TikTok ads:
- TikTok common CPM (price per mille): $10.00
- TikTok common CPC (price per click on): $1.00
For comparability, under are the average costs of Facebook ads:
- Fb common CPM: $7.00
- Fb CPC (Price Per Click on) – $1.00
Each platforms are evenly matched with regards to their common CPC, however Fb is considerably cheaper than TikTok when it comes to CPM. In consequence, Fb takes the victory on this class, enabling manufacturers to attain extra cost-efficient attain.
Nonetheless, this does include a caveat.
It’s price remembering that your marketing campaign prices shall be influenced by many components, together with your business, audience, ad codecs, and bidding technique. The above figures can be utilized as a useful information, however they’re actually not written in stone.
Demographics
Now let’s break down the demographic profiles of the Fb and TikTok audiences.
TikTok is thought for its insane reputation amongst youthful generations, and the info actually backs this up. A whopping 41.7% of TikTok customers fall into the 18-24 bracket – 31% are aged 25-34, whereas simply 24.1% are aged over 35.
Fb, however, attracts a broader mixture of age teams. Simply 22.6% of the Fb viewers falls beneath the 18-24 umbrella, whereas 31% of the person base is aged 25-34, making this the biggest section on the platform.
Older generations are additionally higher represented on Fb, with 41% of customers over the age of 35 in comparison with simply 24.1% on TikTok.
So, what does this imply for entrepreneurs?
Nicely, should you’re taken with concentrating on Gen Z and youthful millennial buyers, TikTok is the place to be. The platform is massively influential amongst youthful audiences, with information suggesting that 40% of Gen Z favor utilizing TikTok for searches somewhat than Google.
For manufacturers much less targeted on youthful generations, Fb provides a extra balanced person base, in addition to a considerably larger attain. Fb boasts round 2.96bn monthly active users, in comparison with TikTok’s 1.2bn monthly users.
Focusing on
Viewers concentrating on is pretty standardized throughout TikTok and Fb, with each platforms providing fundamental choices similar to:
- Demographic concentrating on
- Curiosity concentrating on
- Conduct concentrating on
- Gadget concentrating on
Advertisers may also construct pixel data-fuelled Customized Audiences on each TikTok and Fb, in addition to generate Lookalikes based mostly on these segments.
Nonetheless, the principle distinction right here is that Fb has been accumulating and harnessing viewers information for considerably longer than TikTok.
Fb first launched its ad platform approach again in 2007, whereas TikTok adverts solely launched in 2020. That’s a large head begin for Fb, that means the platform has entry to much more person information and viewers insights that can be utilized to improve campaign performance.
Though TikTok and Fb provide near-identical concentrating on choices, Fb has the sting as a result of it’s sitting on a goldmine of historic information.
Codecs
TikTok and Fb each provide a spread of versatile ad codecs, so let’s evaluate their choices head-to-head.
Fb permits advertisers to make the most of the next ad codecs:
- Picture adverts
- Video adverts
- Carousel adverts
- In-Stream Video adverts
- Tales adverts
- Assortment adverts
- Messenger adverts
A Fb Messenger ad instance. (Image source)
Under are the ad codecs obtainable on TikTok:
- In-Feed adverts
- High View adverts
- Model Takeover adverts
- Branded Hashtag adverts
- Branded Results adverts
- Assortment adverts
As soon as once more, this class is remarkably shut between the 2 platforms. Each Fb and TikTok provide ad codecs that can be utilized to attain particular targets. For instance, In-Feed video adverts to build brand awareness, or Assortment adverts to drive conversions.
The important thing distinction right here is that Fb adverts will be served in a number of environments throughout the app, whereas the TikTok platform design is extra streamlined.
For instance, Messenger and Stories ads seem in fully separate sections of the Fb web site, whereas TikTok adverts are delivered in (or round) the house feed.
If you happen to’re eager to check out a broad vary of versatile ad codecs, Fb is a good possibility. Nonetheless, if you wish to maximize visibility, the less complicated format of TikTok could also be extra interesting.
Analytics
The flexibility to observe, analyze, and optimize your paid social ad efficiency is essential for achievement.
So which of those networks is greatest fitted to marketing campaign measurement?
The reality is that Fb and TikTok are each well-equipped within the analytics division.
As advertising platforms, each Fb and TikTok are designed to assist advertisers obtain optimum outcomes by means of correct and accessible analytics. Every platform provides a built-in analytics dashboard (i.e. the Facebook Ads Manager and TikTok Ads Manager) that allows manufacturers to observe efficiency, create customized experiences, and observe conversions.
Past fundamental analytics, Fb and TikTok additionally provide further measurement choices, similar to Model Carry research and the flexibility to implement a monitoring pixel in your web site.
How Fb adverts model carry research work. (Image source)
You’ll by no means battle to trace and analyze your ad efficiency on both of those platforms, so this class is a transparent draw.
How you can use Fb & TikTok adverts collectively
TikTok and Fb adverts collectively are efficient and worthwhile for companies previous and new, huge and small.
Each platforms have their very own distinctive strengths and advertising alternatives, which begs the query: How will you leverage each companions to speed up your returns?
Let’s discover how one can mix Fb and TikTok adverts to drive optimum efficiency.
1. Collect & implement insights throughout platforms
If you wish to develop your corporation in in the present day’s atmosphere, a cross-channel advertising technique is a should. This implies operating adverts on completely different channels like search and social, in addition to on completely different platforms inside these channels, like on TikTok and Fb inside social.
Working ad campaigns throughout a number of social media platforms allows you to gather extra insights and apply extra learnings. Make sure you often analyze your marketing campaign experiences on each TikTok and Fb to establish these invaluable cross-platform alternatives.
As an example, there could also be a high-performing Fb viewers section that you could replicate on TikTok or an effective creative asset that you could repurpose throughout platforms.
2. Strengthen your model identification
I emphasised the significance of solidifying your model identification in my Facebook trends put up and this is applicable throughout platforms as properly.
To take action, keep a transparent tone of voice throughout these platforms, use the identical branding parts (colours, fonts, imagery, vibes), and recurrently work together along with your viewers on each networks. Consistency is an effective way to construct belief amongst shoppers, so use each Fb and TikTok as a launchpad on your model.
3. Broaden your marketing campaign attain
This may occasionally sound apparent, however just remember to’re utilizing Fb and TikTok to successfully improve your total attain and frequency.
Each of those networks provide you with entry to distinctive audiences and particular demographics, so take full benefit of this. Experiment with completely different goal audiences to discover new prospects, and guarantee that each platforms have adequate finances for scaling up (how to scale your Facebook ads here).
Maximize your Fb & TikTok ad returns
TikTok and Fb can each ship excellent outcomes when used individually, however when these social media giants are mixed, the sky’s the restrict.
By capitalizing on the strengths of every platform and following a few of these greatest practices, you’ll be able to rework your paid social advertising right into a well-oiled, conversion-driving machine.
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