TikTok Ads vs Meta / Facebook Ads: which is better for your brand?

We all know that Facebook Ads is a powerful tool that helps leverage businesses, but like everything in life, digital marketing is constantly evolving, and we now have a newplayer – TikTok Ads.

One of the most downloaded Apps in 2020, with over 1 billion monthly users, we think it’s time to turn the spotlight on TikTok Ads.

In this article, we’ll explain the differences between each of these platforms, their advantages, and which one is best for your business.

As we’ve been talking a lot about Facebook Ads over time, it’s always worth taking a look at this articleon common mistakes in Facebook Adsand how to fix them,so you’re up to speed!


What is TikTok Ads?

From targeting, ad creation, reporting, and ad management tools, TikTok Ads offers a powerful and easy-to-use platform to help businesses and brands advertise to millions of users around the world.

Although TikTok Ads are not (YET!) as famous as Facebook/Instagram/Meta ads, they are an incredible opportunity for various businesses to extend their reach.

Now is the perfect time to start using TikTok Ads. Even if you’re a small business with a limited budget, TikTok Ads offers you several unique tools that can help you stand out from the competition.

Engagement rates, impressions, clicks, and more

Studies done by Social Media Examiner show us the reality of TikTok Ads and compare them to Facebook/Instagram. The objective of the campaigns was traffic.

All results disclosed were from ads shown only in the United States

TikTok’s ad platform and targeting options are very similar to Facebook.

Both offer similar interest targeting and audiences (if you have TikTok’s pixel set up). Testing was done for both, as well as broad audiences defined by age and/or gender only.

All ads used the same creative, a smartphone-optimised video about 15 seconds long and with sound.

TikTok offers three different options for similar audiencesnarrow, balancedandbroad . We tested all three against Facebook’s 1%, 1%-3%, and 1%-10% respectively.

TikTok Ads vs FB Ads








11 046 339

106 737




$20 128.11

Facebook & Instagram

4 700 597

68 709




$31 615.51

Except for CTR, TikTok ads performed better than Facebook and Instagram ads across all campaigns for all KPIs – CPC and CPM.

When comparing impressions, TikTok is the winner. With over 11 million impressions, TikTok ads generated 235% more impressions and spent $11,000 less than Facebook and Instagram ads.

Clicks followed a similar pattern. TikTok ads generated 155% more clicks and spent 36% less money.

How to optimize your TikTok campaigns

Although it is still a new tool, there are already some clear patterns for getting good optimizations. These are our suggestions:

  • Use Automated Creative Optimization to find the best performing combination of titles and images, thus maximizing the potential of your ads.
  • Create reports to see which interests and categories your ads perform best in. Then A/B test ads for those different interests;
  • Create a specific creative for TikTok. TikTok is a unique platform, and Instagram creatives don’t always work well on TikTok. Spend some time familiarizing yourself with the platform and what kind of creative works well;
  • Put the bid price higher than what you want to pay a click, and then gradually decrease it as the ad runs;
  • Change the creative every 2-3 weeks;
  • Take advantage of lookalike audiences.

TikTok Pixel also exists!

As if it were a copy-paste of the Facebook Pixel – the TikTok Pixel can also be implemented on your website, and you can use it mostly for:

  1. Measuring the performance of your campaigns: based on the events you set during the setup of the pixel, it measures the performance of your ads, conversions, and return on advertising investment (ROAS).
  2. Optimize ad delivery: use Value-Based Optimization goals to target the audience that will most likely perform a certain action on your website, such as adding products to the cart or buying.
  3. Create retargeting audiences: based on the event information in your pixel, you can customize audiences or create a new audience based on users that are similar to your consumers (lookalikes) to find new customers.

We recommend you to follow TikTok’s help to install the Pixel or talk to specialized people (like us) to help you!

Here you can see an example of the TikTok pixel code:

4 Types of TikTok Ads

For those who already know Facebook Ads, the following information will look like as if it was taken from there:

  • Reach:
    Video views
    Number of song plays
  • Engagement:
    Number of likes
    Number of comments
    Number of shares
  • Virality (Viralidade):
    Number of videos in which a campaign hashtag is used
    Number of videos in which the brand’s music is used
  • Conversions:
    Increase in sales through the campaign
    Increase in traffic to the website or social media channels.

Do not forget: recording is vital at TikTok

To have an ad within the TikTok standards, you have to respect the following:

Aspect ratio: 9:16, 1:1 or 16:9

Resolution: ≥540 x 960px, ≥640 x 640px ou ≥960 x 540px.

File type and size: .mp4, .mov, .mpeg, .3gp ou .avi e menos de 500 MB

Video length: 5 to 60 seconds (9 to 15 seconds recommended) Bitrate: ≥516 kbps

News feed app series video ad placements

Aspect ratio: 16:9 ou 1:1

Resolution: no restrictions, but TikTok suggests ≥720 x 1280px, ≥640 x 640px or ≥1280 x 720px

File type and size: .mp4, .mov, .mpeg, .3gp ou .gif com menos de 500 MB

Video length: no limit, but TikTok suggests short videos between 5 and 60 seconds

Bitrate: ≥516 kbps

Note: like TikTok’s graphic ads, TikTok Video provides an optimization tool for video aspect ratio. This allows you to upload any video and be able to adjust it to meet TikTok’s ad requirements.

Final thoughts

At the end of the day, it’s up to you what to invest in. Both Facebook and TikTok are good platforms with proven track records but, as you could read here, TikTok has a slight advantage over Facebook at the moment. It’s a new platform with new audiences, new people and a more engaging format.

Maybe your business doesn’t need more investment, maybe it needs a new outreach platform – talk to us – we specialize in TikTok ads!

You may also be interested in this 3-minute guide on how to advertise on TikTok.

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