Battle of the Social Media Giants: TikTok vs Facebook Ads

Comparing Key Metrics

When comparing the two platforms, it's important to consider the following key metrics:

CPM (Cost per Thousand Impressions):

This metric measures the cost of your ad per thousand impressions. A higher CPM means that you're paying more for each thousand impressions, while a lower CPM means that you're paying less.

CPC (Cost per Click):

This metric measures the cost of your ad per click. A higher CPC means that you're paying more for each click, while a lower CPC means that you're paying less.

Average ROAS (Return on Ad Spend):

This metric measures the return on investment for your ad spend. A higher ROAS means that you're getting a higher return on your investment, while a lower ROAS means that you're getting a lower return.

Average CTR (Click-Through Rate):

This metric measures the percentage of people who click on your ad out of the total number of people who see it. A higher CTR means that your ad is more effective at getting clicks, while a lower CTR means that it is less effective.

Average Conversion Rate:

This metric measures the percentage of people who complete a desired action (such as making a purchase) out of the total number of people who click on your ad. A higher conversion rate means that your ad is more effective at converting clicks into actions, while a lower conversion rate means that it is less effective.

First, let's take a look at TikTok

TikTok's social media platform has exploded in popularity over the past few years and has a user base of over 1 billion monthly active users in 2023.

One of the main benefits of advertising on TikTok is the ability to create highly creative and engaging video content. The platform's unique features, such as music and effects, allow businesses to really stand out and catch the attention of potential customers.

However, it's important to keep in mind that TikTok is still a relatively new platform, which means there is less data available on the effectiveness of TikTok Ads. Additionally, the platform is not available in all countries, so it may not be a viable option for businesses with a global target audience.

Now, let's take a look at Facebook Ads

The Facebook Ads platform has been around for much longer than TikTok and has a user base of over 2.93 billion monthly active users as of 2021. This means that businesses have the ability to reach a wider audience and target specific demographics more accurately using the platform's extensive targeting options. Facebook Ads also offers a variety of ad types for creating ads, including:

• Video ads
• Image ads
• Carousel ads

These options give a businesses a lot of flexibility in terms of the ad creative. However, one potential downside of Facebook Ads is the fact that the platform can be quite saturated with ads. This means that it can be harder for businesses to stand out and capture the attention of potential customers. Additionally, Facebook's ad algorithms have been known to favour paid content over organic content, which can make it difficult for businesses to reach their target audience without paying for ads.

So, which ad platform is best for your eCommerce business?

Ultimately, the decision will depend on your specific business goals and target audience. If you're looking to create highly creative video content and are willing to put in the time and effort, TikTok ads may be a good choice. On the other hand, if you're looking to reach a wider global audience and have more flexibility in terms of ad formats, Facebook Ads may be the better option.

It's important to keep in mind that both platforms have their own unique strengths and weaknesses. It may be worth considering running test ad campaigns on both platforms to see which one performs better for your business. No matter which platform you choose, it's important to consistently create high-quality content and utilise effective targeting strategies to maximise your advertising efforts.