TikTok Ads vs. Meta Ads - my honest take

Introduction

In the ever-evolving landscape of digital advertising, brands are constantly exploring the best platforms to promote their products and services. A significant debate surrounds the effectiveness of TikTok advertising compared to Meta (Facebook and Instagram). Based on our experiences, here's an honest take on the differences between these two advertising giants.

Performance Comparison

While we have ventured into TikTok advertising with a few brands, our results have consistently shown that Meta delivers better performance overall. For the brands we’ve worked with, the allocation of advertising budgets has leaned towards Meta, and for good reason.

Creative Strategies

One of the most notable differences between these two platforms is the type of ad creatives that perform best. The advertising on TikTok demands a completely different approach than what is typically required for Meta. When advertising on Meta, brands can often rely on a few strong creatives that can continue to perform well over time. There have been instances where a single compelling creative on Meta has generated solid results for weeks, and in some cases, even over a year.

Conversely, TikTok is a fast-paced environment where the demand for fresh content is relentless. Brands must consistently produce new creatives to engage users effectively. Even if a TikTok ad performs exceptionally well, that success is often short-lived—usually peaking within a week or two before it begins to decline in effectiveness. Consequently, brands must generate a high volume of new ads to maintain their engagement and profitability on TikTok.

Conclusion

In conclusion, while both platforms offer unique opportunities for advertisers, our findings suggest that Meta currently holds the upper hand in terms of performance for the brands we’ve worked with. However, as TikTok continues to grow and evolve, it may become more viable for brands willing to adapt their strategies and production capabilities.

Keywords

• TikTok Advertising
• Meta Advertising
• Ad Creatives
• Performance Comparison
• Digital Advertising Strategy

FAQ

What platform performs better for advertising: TikTok or Meta?
Based on our experience, Meta performs better overall when it comes to advertising performance.

What is the difference in advertising creatives between TikTok and Meta?
TikTok requires a unique approach with a high volume of new creatives, while Meta can sustain performance with fewer, stronger ads.

How long does a TikTok ad typically stay effective?
TikTok ads generally perform well for around one to two weeks before a noticeable decline in effectiveness.

Can a single ad perform well for a long time on Meta?
Yes, there have been instances where a single ad on Meta has remained profitable for weeks or even over a year.