TikTok Ads vs. Facebook Ads: What You Need To Know

TikTok and Facebook ads utilize similar functionality in their ad platforms, but they reach very different audiences in very different ways. 

By understanding the key differences between the two, you’ll take your TikTok ads to the next level. 

Here’s what you need to know: 

1. Different demographics. 

TikTok’s user base is much younger than Facebook’s user base. Additionally, TikTok is a mobile platform, so advertisers should take a different approach to secure conversions. 

Mobile user access is huge on TikTok because people dislike purchasing information-heavy products on their smartphones. Impulse purchases perform better on TikTok than on Facebook, and a sizable percentage of TikTok users are not on Instagram or Facebook. 

2. TikTok Gives You Better Data Around Dynamic Testing 

TikTok employs automated creative optimization, while Facebook uses dynamic creative. 

The key difference between TikTok and Facebook’s ad optimization algorithm is that TikTok, unlike Facebook, identifies your best-performing ad creative/copy combination, thus allowing you to restructure your ad campaigns accordingly.

3. TikTok Ads Have Geotargeting Limitations

As of now, most granular TikTok geotargeting remains at state level. Facebook’s geotargeting is much more targeted. 

4. Manual bidding vs. Automatic bidding 

TikTok only allows advertisers to place manual bids. Facebook only allows advertisers to place automatic bids. We'll delve deeper into the TikTok bidding structure in future posts.

5. TikTok Ads Let You Turn Off Comments 

TikTok, unlike Facebook, allows you to turn off comments on your ads.

6. TikTok Ads Require Sound, So Make It Good

Because TikTok is a sound-on platform, creatives must always have sound. Facebook is not necessarily a sound-on platform, so your creatives don’t have to include sound.