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Facebook and TikTok are two popular social media platforms that offer powerful advertising opportunities. Both platforms have massive audiences, advanced targeting options, and a range of ad formats to choose from. If you’re considering including Facebook and TikTok in your paid social plans, it’s important to understand the key differences between these platforms and how to effectively use them together. In this post, we’ll explore the features of Facebook and TikTok ads, compare them head-to-head, and provide tips on using them together to maximize your ad performance.
What are Facebook ads?
Facebook ads are image-based ads with captions that are delivered across the Facebook network. They can appear in various placements, including Facebook Stories, Facebook Messenger, the Facebook home feed, and more. Facebook ads come in different formats designed to achieve specific campaign objectives. For example, Single Image and Video ads are great for top-funnel activity, while Collection and Advantage+ ads are built to generate clicks and conversions. One of the biggest strengths of Facebook ads is its targeting capabilities. Facebook collects a vast amount of user data, allowing advertisers to leverage advanced targeting tactics for exceptional results. Facebook ad campaigns can also be extended to the Instagram platform, increasing reach and targeting new audiences.
What are TikTok ads?
TikTok ads are available in a range of different formats. While Facebook ads can appear in various positions throughout the app, TikTok ads are primarily served in and around the main feed. Standard TikTok video ads, such as In-Feed ads and Top View ads, can generate huge audience reach and engagement. Formats like Branded Effects and Branded Hashtag Challenges are designed to drive mass user engagement and incremental reach. TikTok ads can be highly effective for digital advertisers, especially if they tap into popular trends and create content that resonates with their target audience.
Facebook ads vs TikTok ads: Head to Head
Let’s compare Facebook and TikTok in a few key marketing areas to see how these platforms stack up against each other.
Costs
- TikTok average CPM: $10.00
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TikTok average CPC: $1.00
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Facebook average CPM: $7.00
- Facebook average CPC: $1.00
In terms of cost per click (CPC), both platforms are evenly matched. However, Facebook has a lower cost per mille (CPM) compared to TikTok, making it more cost-efficient for reaching a larger audience.
Demographics
- TikTok: 41.7% of users are aged 18-24, 31% are aged 25-34, and only 24.1% are aged over 35.
- Facebook: 22.6% of users are aged 18-24, 31% are aged 25-34, and 41% are aged over 35.
TikTok is popular among younger generations, with a significant percentage of users falling into the 18-24 age bracket. On the other hand, Facebook attracts a more diverse mix of age groups, including a larger percentage of older users. Marketers targeting Gen Z and younger millennials may find TikTok more appealing, while Facebook offers a more balanced user base and higher reach.
Targeting
Both TikTok and Facebook offer basic audience targeting options, such as demographic, interest, behavior, and device targeting. Facebook has a significant advantage in terms of targeting capabilities due to its longer history of collecting and harnessing audience data. However, TikTok has been rapidly expanding its ad platform and is likely to improve its targeting capabilities over time.
Formats
- Facebook ad formats: Image ads, video ads, carousel ads, in-stream video ads, stories ads, collection ads, messenger ads, and more.
- TikTok ad formats: In-feed ads, top view ads, brand takeover ads, branded hashtag ads, branded effects ads, collection ads, and more.
Both platforms offer a range of versatile ad formats that can be used to achieve specific campaign objectives. Facebook ads can be served in multiple environments across the app, while TikTok ads are primarily delivered in or around the home feed. Facebook provides more options for versatile ad formats, while TikTok offers a simpler layout for maximizing visibility.
Analytics
Both Facebook and TikTok offer built-in analytics dashboards (Facebook Ads Manager and TikTok Ads Manager) for monitoring and optimizing ad performance. Both platforms provide accurate and accessible analytics, custom reporting, and conversion tracking. They also offer additional measurement options, such as brand lift studies and tracking pixel implementation. Overall, both platforms are well-equipped in the analytics department.
How to use Facebook & TikTok ads together
To maximize your ad performance, you can leverage both Facebook and TikTok ads together. Here are some tips on using them together effectively:
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Gather and implement insights across platforms: Run ad campaigns on both TikTok and Facebook to collect more insights and apply learnings. Analyze campaign reports on both platforms to identify cross-platform opportunities, such as high-performing audience segments or effective creative assets that can be replicated or repurposed.
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Strengthen your brand identity: Maintain a consistent tone of voice, use the same branding elements, and regularly interact with your audience on both platforms to build trust and solidify your brand identity.
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Expand your campaign reach: Take advantage of the unique audiences and demographics on both platforms to increase your overall reach and frequency. Experiment with different target audiences to discover new prospects, and allocate sufficient budget for scaling up on both platforms.
By combining the strengths of Facebook and TikTok ads and following these best practices, you can drive optimal performance and achieve your advertising goals.
In conclusion, both Facebook and TikTok offer powerful advertising opportunities with their unique features and strengths. Understanding the key differences between these platforms and using them together can help you maximize your ad performance and reach a wider audience.
