Fb and TikTok are two juggernauts on the earth of social media advertising.
These platforms are vastly fashionable with advfertisers across the globe, and that’s not stunning. Each appeal to colossal audiences, each supply data-driven concentrating on choices, and each are filled with highly effective advertising instruments.
Nonetheless, for those who’re occupied with together with Fb and TikTok in your paid social plans, then you’ll want to perceive the important thing variations between these platforms and the best way to successfully use each networks collectively.
In that’s precisely what we’re going to cowl on this submit! Let’s begin with somewhat introduction to every platform.
Desk of contents
What are Fb adverts?
Let’s begin with somewhat Fb promoting 101. Fb adverts are image-based adverts with captions which can be delivered throughout the Fb community.
They are often served in numerous placements, together with Fb Tales, Fb Messenger, the Fb house feed, and extra. They’re additionally accessible in a variety of various codecs, and these codecs are sometimes designed to realize particular marketing campaign aims.
For instance, whereas Single Picture and Video adverts could 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 concentrating on capabilities. Fb harvests an enormous quantity of knowledge from its customers, which permits advertisers to leverage superior concentrating on techniques that may ship distinctive outcomes.
You can even simply lengthen Fb ad campaigns onto the Instagram platform, which is nice for securing incremental attain and concentrating on new audiences.
Extra Instagram ad examples right here.
What are TikTok adverts?
Now time for some TikTok promoting 101. Like Fb adverts, TikTok adverts are additionally accessible in a spread of various codecs.
Nonetheless, whereas Fb adverts can seem in a number of totally different positions all through the app (e.g., Reels, Tales, Messenger) the vast majority of TikTok adverts are served in and round the primary feed.
Normal TikTok video adverts (i.e. In-Feed adverts, Prime View adverts, and so on.) are able to producing big viewers attain and sky-high ranges of engagement, which is why they’re fashionable with each smaller companies and established companies (extra on why it’s best to promote on TikTok right here).
For manufacturers seeking to make a press release on TikTok, codecs like Branded Results and Branded Hashtag Challenges may also be extremely impactful.
These adverts are designed to drive mass consumer engagement and incremental attain, and plenty of manufacturers have achieved viral fame by using these artistic codecs.
There’s little question TikTok adverts could be extremely efficient for digital advertisers, notably for those who’re capable of faucet into fashionable 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 a great old school social media showdown. We’ve performed a comparability on TikTok adverts vs Instagram Reels adverts, 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.
To kick issues off, let’s look at the common prices related to TikTok adverts:
- TikTok common CPM (value per mille): $10.00
- TikTok common CPC (value per click on): $1.00
For comparability, under are the common prices of Fb adverts:
- Fb common CPM: $7.00
- Fb CPC (Value Per Click on) – $1.00
Each platforms are evenly matched on the subject of their common CPC, however Fb is considerably cheaper than TikTok by way of CPM. Consequently, Fb takes the victory on this class, enabling manufacturers to realize extra cost-efficient attain.
Nonetheless, this does include a caveat.
It’s price remembering that your marketing campaign prices might 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 definitely not written in stone.
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 information definitely 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, alternatively, attracts a broader mixture of age teams. Simply 22.6% of the Fb viewers falls below the 18-24 umbrella, whereas 31% of the consumer base is aged 25-34, making this the most important phase 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, for those who’re all for 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 want utilizing TikTok for searches somewhat than Google.
For manufacturers much less centered on youthful generations, Fb gives a extra balanced consumer base, in addition to a considerably larger attain. Fb boasts round 2.96bn month-to-month lively customers, in comparison with TikTok’s 1.2bn month-to-month customers.
Viewers concentrating on is pretty standardized throughout TikTok and Fb, with each platforms providing fundamental choices similar to:
- Demographic concentrating on
- Curiosity concentrating on
- Habits concentrating on
- Gadget concentrating on
Advertisers can even construct pixel data-fuelled Customized Audiences on each TikTok and Fb, in addition to generate Lookalikes based mostly on these segments.
Nonetheless, the primary distinction right here is that Fb has been gathering and harnessing viewers information for considerably longer than TikTok.
Fb first launched its ad platform method again in 2007, whereas TikTok adverts solely launched in 2020. That’s a large head begin for Fb, which means the platform has entry to much more consumer information and viewers insights that can be utilized to enhance marketing campaign efficiency.
Though TikTok and Fb supply near-identical concentrating on choices, Fb has the sting as a result of it’s sitting on a goldmine of historic information.
TikTok and Fb each supply 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. (Picture supply)
Under are the ad codecs accessible on TikTok:
- In-Feed adverts
- Prime 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 supply ad codecs that can be utilized to realize particular aims. For instance, In-Feed video adverts to construct model consciousness, or Assortment adverts to drive conversions.
The important thing distinction right here is that Fb adverts could be served in a number of environments throughout the app, whereas the TikTok platform design is extra streamlined.
For instance, Messenger and Tales adverts seem in utterly separate sections of the Fb web site, whereas TikTok adverts are delivered in (or round) the house feed.
Should you’re eager to check out a broad vary of versatile ad codecs, Fb is a superb choice. Nonetheless, if you wish to maximize visibility, the easier structure of TikTok could also be extra interesting.
The flexibility to watch, analyze, and optimize your paid social ad efficiency is essential for achievement.
So which of those networks is greatest suited 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 gives a built-in analytics dashboard (i.e. the Fb Advertisements Supervisor and TikTok Advertisements Supervisor) that allows manufacturers to watch efficiency, create customized experiences, and observe conversions.
Past fundamental analytics, Fb and TikTok additionally supply extra measurement choices, similar to Model Carry research and the power to implement a monitoring pixel in your web site.
How Fb adverts model carry research work. (Picture supply)
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.
The right way to use Fb & TikTok adverts collectively
TikTok and Fb adverts collectively are efficient and worthwhile for companies outdated and new, huge and small.
Each platforms have their very own distinctive strengths and advertising alternatives, which begs the query: How are you going to 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 what you are promoting in at this time’s atmosphere, a cross-channel promoting technique is a should. This implies operating adverts on totally different channels like search and social, in addition to on totally different platforms inside these channels, like on TikTok and Fb inside social.
Working ad campaigns throughout a number of social media platforms lets you acquire extra insights and apply extra learnings. Be sure you incessantly 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 phase that you may replicate on TikTok or an efficient artistic asset that you may repurpose throughout platforms.
2. Strengthen your model id
I emphasised the significance of solidifying your model id in my Fb traits submit and this is applicable throughout platforms as effectively.
To take action, preserve a transparent tone of voice throughout these platforms, use the identical branding parts (colours, fonts, imagery, vibes), and frequently work together along with your viewers on each networks. Consistency is a good way to construct belief amongst shoppers, so use each Fb and TikTok as a launchpad to your model.
3. Develop your marketing campaign attain
This may occasionally sound apparent, however just be sure you’re utilizing Fb and TikTok to successfully improve your total attain and frequency.
Each of those networks offer you entry to distinctive audiences and particular demographics, so take full benefit of this. Experiment with totally different goal audiences to uncover new prospects, and ensure that each platforms have enough finances for scaling up (the best way to scale your Fb adverts right 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 possibly can remodel your paid social advertising right into a well-oiled, conversion-driving machine.