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TikTok Ads vs. Facebook Ads 2023

Published on: November 17 2023 by Justin Lalonde

TikTok Ads vs. Facebook Ads 2023

Table of Contents:

  1. Introduction
  2. The Rise of Tik Tok
  3. Choosing the Right Ad Platform
  4. Branding and Product Type
    1. Gen Z-oriented Brands and Products
    2. Mass Appeal Products
  5. Pricing Considerations
    1. Lower Priced Products on Tik Tok
    2. Higher Ticket Products on Meta
  6. Tracking Performance
    1. Facebook's Superior Tracking
    2. Tik Tok's Tracking Challenges
  7. Organic Growth Opportunities
    1. Tik Tok's Virality Potential
    2. Utilizing Multiple Accounts on Tik Tok
    3. Facebook Groups for Organic Reach
  8. Brand Size and Platform Selection
    1. Small Brands and Tik Tok
    2. Big Brands and Tik Tok
    3. Middle-sized Brands and Instagram/Facebook
  9. Conclusion
  10. Additional Resources

The Future of Advertising: Tik Tok or Meta?

In recent years, Tik Tok has taken the world by storm, becoming a popular platform for brands to achieve incredible success. However, as the market evolves, the question arises: where should you advertise this year and beyond? In this article, we will explore the pros and cons of advertising on Tik Tok and Meta (formerly known as Facebook), helping you make informed decisions that maximize your return on ad spend.


As the founder of a leading e-commerce marketing agency, I have witnessed the changing landscape of digital advertising firsthand. With over $12 million in combined ad spend on both Tik Tok and Meta, my team and I have learned valuable lessons that can save you from repeating the same mistakes. This article aims to guide you in finding the best platform for your brand's success.

The Rise of Tik Tok

Tik Tok's initial success was undeniable. It provided a unique platform for brands to capture the attention of the Gen Z audience and those seeking mass appeal. However, as time passed, Tik Tok's CPMs (cost per thousand views) began to rise, prompting advertisers to reconsider their strategies. Meanwhile, Meta (Facebook) remained a reliable option, but is it the best choice for your brand?

Choosing the Right Ad Platform

When selecting an ad platform, several factors come into play. One of the first considerations should be your brand and product type. Tik Tok excels in promoting brands and products that are Gen Z-oriented, while Meta caters to a slightly older and more traditional audience.

Branding and Product Type

  1. Gen Z-oriented Brands and Products

    • Leveraging Tik Tok's platform can yield excellent results for brands targeting a younger demographic. For example, t-shirt business Cuts Clothing sponsors influencers who resonate with Gen Z values, such as clean aesthetics and unique routines.
    • Pros: Tik Tok's virality potential and appeal to a younger audience can lead to rapid growth and engagement.
    • Cons: Tik Tok's trends may change quickly, requiring brands to stay adaptable.
  2. Mass Appeal Products

    • If your brand offers products with mass appeal, Tik Tok's widespread user base can be advantageous. Brands like True Classics cater to the average person, while One Bone targets men with a slightly higher weight.
    • Pros: Tik Tok offers exposure to a broad audience, potentially increasing brand reach and sales.
    • Cons: It may be challenging to stand out among the multitude of content on Tik Tok.

Pricing Considerations

Another significant aspect to consider is the pricing of your products. Tik Tok tends to perform better for brands with lower-priced products, while Meta allows for selling higher ticket items.

  1. Lower Priced Products on Tik Tok

    • Tik Tok users are often in a browsing mindset and may not make immediate high-value purchases. If your product is priced below $30, $40, or $50, Tik Tok can be a suitable platform.
    • Pros: Tik Tok's younger audience is more likely to impulse buy lower-priced products.
    • Cons: Convincing users to make higher-value purchases on Tik Tok can be more challenging.
  2. Higher Ticket Products on Meta

    • Meta, with its more established user base, offers better performance for selling higher ticket items. While Tik Tok has seen success in this area, Meta remains the preferred platform for such products.
    • Pros: Meta users are often in a buying mindset and more open to higher-value purchase decisions.
    • Cons: Higher competition on Meta may require more strategic targeting and ad placement.

Tracking Performance

Effective tracking is crucial for optimizing ad campaigns and measuring ROI. While Facebook has a well-established tracking system, Tik Tok's tracking capabilities are relatively limited.

  1. Facebook's Superior Tracking

    • Facebook's tracking capabilities surpass those of Tik Tok. With more accurate tracking, you can gain valuable insights into the performance of your ads.
    • Pros: Facebook's robust tracking features allow for precise measurement of ad performance and better optimization.
    • Cons: Tik Tok's tracking can be unreliable, leading to potential discrepancies in reported purchases and ROI.
  2. Tik Tok's Tracking Challenges

    • Tik Tok's ad tracking platform is not as refined as Facebook's. Inconsistent reporting and inaccurate attribution can complicate campaign analysis.
    • Pros: Tik Tok's tracking can still provide valuable data when paired with third-party attribution software like Triple W.
    • Cons: Advertisers relying solely on Tik Tok's tracking may face challenges in accurately measuring ad performance.

Organic Growth Opportunities

In addition to paid advertising, organic growth is crucial for building brand awareness and long-term success. Tik Tok offers unique advantages in this area, thanks to its virality potential and ease of creating multiple brand accounts.

  1. Tik Tok's Virality Potential

    • Tik Tok's algorithm is designed to promote viral content, making it an ideal platform for organic growth. Brands with content that resonates with Tik Tok's audience can see significant organic reach.
    • Pros: Tik Tok's algorithm favors engaging and entertaining content, providing opportunities for rapid brand exposure.
    • Cons: Tik Tok's focus on viral content may require constant content creation and adaptability.
  2. Utilizing Multiple Accounts on Tik Tok

    • Tik Tok allows brands to create multiple accounts, each targeting specific market segments or niches. This flexibility enables brands to reach different demographics effectively.
    • Pros: Multiple brand accounts on Tik Tok enable targeted content creation for specific audiences, maximizing engagement.
    • Cons: Managing multiple accounts can be time-consuming, requiring consistent content creation and monitoring.
  3. Facebook Groups for Organic Reach

    • Facebook offers the advantage of creating groups for organic reach. This can be particularly effective for brands targeting specific demographics, such as moms or older audiences.
    • Pros: Facebook groups provide a community-centric approach, fostering engagement and loyalty among targeted audiences.
    • Cons: Building and maintaining an active Facebook group requires ongoing effort and dedicated community management.

Brand Size and Platform Selection

The size of your brand plays a significant role in determining the ideal platform for advertising.

  1. Small Brands and Tik Tok

    • Tik Tok's emphasis on organic growth and its potential for rapid virality make it an excellent choice for small brands looking to make a strong impact quickly.
    • Pros: Tik Tok provides an opportunity for smaller brands to gain exposure and compete on a global scale.
    • Cons: Tik Tok's future uncertainties and trends may pose risks for smaller brands.
  2. Big Brands and Tik Tok

    • Even big brands can benefit from leveraging Tik Tok to reach new audiences and engage with younger demographics. Tik Tok allows for segmenting content and expanding brand awareness.
    • Pros: Tik Tok offers the potential for large-scale brand exposure, capturing the attention of a growing user base.
    • Cons: Tik Tok's trend-driven nature requires adaptability and ongoing content creation.
  3. Middle-sized Brands and Instagram/Facebook

    • Brands that fall in the middle range may find a balanced approach by focusing on Instagram and Facebook. These platforms offer solid social proof and reach diverse demographics.
    • Pros: Instagram and Meta provide stability, social proof, and broad audience reach, ensuring the brand covers all bases.
    • Cons: Middle-sized brands may face significant competition on these established platforms.


In conclusion, both Tik Tok and Meta present unique opportunities for advertisers. Choosing the right platform depends on various factors, including branding, pricing, tracking performance, organic growth goals, and brand size. It's essential to assess your brand's specific needs and consider the strengths and weaknesses of each platform. By making informed decisions, you can optimize your ad spend and achieve success in the ever-evolving landscape of digital advertising.

Additional Resources

For further guidance and insights on utilizing both Tik Tok and Meta for advertising purposes, I encourage you to explore our YouTube channel, where we provide in-depth tutorials on setting up pixels, scaling ad strategies, and leveraging both platforms effectively. Additionally, I invite you to join our free school Community, offering over 20 hours of valuable content on marketing methodologies and strategies.


  • Tik Tok's rise to popularity and its impact on the advertising landscape.
  • Choosing the right ad platform based on brand and product type.
  • Pricing considerations for Tik Tok and Meta.
  • Tracking performance and the strengths of Facebook's tracking system.
  • The potential for organic growth on Tik Tok and Meta.
  • Selecting the ideal platform based on brand size.
  • Making informed decisions to optimize ad spend and achieve success.

Frequently Asked Questions

Q: Is Tik Tok or Meta better for advertising?

A: The choice between Tik Tok and Meta depends on various factors such as your brand's target audience, product pricing, and goals. Tik Tok is often favored for reaching a younger demographic and gaining rapid virality, while Meta offers stability, broad audience reach, and more reliable tracking capabilities.

Q: Can small brands succeed on Tik Tok?

A: Yes, smaller brands can leverage Tik Tok to gain exposure and compete on a global scale. Tik Tok's emphasis on organic growth and viral content creates opportunities for smaller brands to make a significant impact quickly. However, it's important to consider the potential risks associated with Tik Tok's trends and the platform's future uncertainties.

Q: Which platform is better for higher-priced products?

A: While Tik Tok has seen success in promoting higher-priced products, Meta (Facebook) remains the preferred platform for selling such items. Meta's more established user base and the buying mindset of its audience make it a better fit for higher ticket products. However, success can still be achieved on Tik Tok by strategically targeting the right audience and optimizing ad content.

Q: How effective are organic growth strategies on Tik Tok and Meta?

A: Tik Tok offers excellent potential for organic growth due to its algorithm's emphasis on viral content. Brands with engaging and entertaining content can quickly gain exposure and reach a large audience. On the other hand, Meta (Facebook) provides opportunities for organic reach through Facebook groups and community building, allowing for targeted engagement with specific demographics.

Q: What are the advantages of leveraging multiple accounts on Tik Tok?

A: Tik Tok allows brands to create multiple accounts, making it easier to target different market segments or niches. This flexibility enables brands to create tailored content for specific audiences, maximizing engagement and reach. However, managing multiple accounts requires consistent content creation and monitoring to ensure cohesive branding and messaging.

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