TikTok Ads Vs Facebook Ads 2024: What’s Best For Your Brand

TikTok Ads Vs Facebook Ads 2024: What’s Best For Your Brand?

If you're watching this, you likely know that TikTok captured the attention of marketers and consumers alike when it launched. Many brands experienced remarkable success with the platform. However, over time, we've seen CPMs (Cost Per Thousand Impressions) on TikTok steadily increase, while several brands that once flocked to TikTok are returning to Facebook—now referred to as Meta. This raises the question: Where should you devote your advertising budget in 2024 and beyond?

With over $ 12 million spent across both platforms, we aim to share our insights to help you avoid common pitfalls. This will aid you in identifying the best advertising avenues for achieving a solid return on your investment.

Brand and Product Type

One key consideration is the type of brand and product you have. If your offerings target a Generation Z audience or possess overall mass appeal, TikTok is an excellent avenue. For example, when looking at a t-shirt business, consider the branding approaches of three different companies.

Cuts Clothing - Markets to casual professional young adults.
True Classics - Targets the average person seeking comfort and style in t-shirts.
One Bone - Sells t-shirts for a niche market of larger men.

Some products naturally lend themselves to TikTok. Tabs Chocolate, selling a sex-themed chocolate, went viral on TikTok due to their relatable content for young adults discussing intimacy.

For brands similar to Cuts Clothing, partnering with influencers on TikTok who embody a specific aesthetic is key. Their marketing involves relatable routines that resonate with a younger audience, increasing engagement and virality potential. Thus, if you're daring enough to embrace trends and target younger consumers, consider TikTok. For those with traditional products aiming for an older audience, Meta proves more effective.

Pricing

Pricing strategies further distinguish the two platforms. TikTok excels with lower-priced products (typically under $ 50), while Meta is better suited for higher ticket items. Although we see some exceptions—higher-ticket items can still perform on TikTok—historically, TikTok's fast-paced environment is not conducive to consumers making significant purchases spontaneously.

Tracking Effectiveness

When it comes to tracking, the consensus is clear: Facebook's (Meta's) tracking capabilities far surpass those of TikTok. Many marketers report either no purchase data from TikTok or wildly inflated figures compared to reliable third-party tools like Triple Whale. This discrepancy underscores the importance of robust analytics, especially if you're data-driven. If detailed tracking is critical for your decision-making process, Meta is your best bet.

Organic Growth Potential

Organic growth is another area where TikTok shines. Its structure allows for rapid content dissemination and a broader reach. For example, brands like Tabs Chocolate successfully leverage multiple TikTok accounts, tapping into various demographics without much hassle. Conversely, Instagram (Meta) is less accommodating for multiple accounts, limiting organizations in fostering diverse content strategies from various creators.

If your demographic skews older—think stay-at-home moms drawn to community engagement—Facebook could be your better option. Facebook Groups serve as a powerful tool for fostering brand loyalty among this audience.

Brand Size

Brand size is a significant factor in determining which platform to choose. Small brands typically benefit from TikTok’s ability to drive organic growth quickly. On the other hand, larger brands can utilize TikTok to access a new customer base while leveraging existing platforms like Instagram and Facebook for social proof. Conversely, brands situated in the middle must balance their investment and attention across the two to build credibility.

Conclusion

To summarize:

Small Brands: Favor TikTok for potential rapid virality.
Large Brands: Utilize TikTok for a new audience with established strategies on Meta.
Medium Brands: Diversify efforts between TikTok and Meta for solid social proof.

With millions spent on ad campaigns across both these platforms, TikTok and Meta each hold unique advantages. Whether you're a newcomer or a seasoned marketer, further insights can be found in our other videos, each geared towards maximizing your ad strategies on these platforms. Also, don’t forget to join our free community, which includes over 20 hours of free content covering market research, client personas, and tailored advertising strategies to enhance your e-commerce growth.

Keywords

TikTok Ads
Facebook Ads
Digital Marketing
Brand Strategy
Ad Spend
Tracking Analytics
Organic Growth
Target Audience
E-commerce

FAQ

1. Which platform is better for small brands?
Small brands should consider TikTok for its potential for viral content and organic reach.

2. Can I successfully advertise high-ticket items on TikTok?
While possible, it's generally more challenging; TikTok performs better with lower-priced products.

3. How does tracking differ between TikTok and Facebook?
Facebook offers superior tracking capabilities, making it easier to measure ad performance and derive actionable insights.

4. Which platform should I use for an older audience?
Meta, particularly Facebook, is best suited for targeting older demographics, especially through community features like groups.

5. How can I grow my brand organically?
TikTok's algorithm supports rapid organic growth due to its emphasis on creative and engaging content, making it an ideal platform for emerging brands.