Choosing between TikTok ads and Facebook ads is one of the most common decisions marketers face in 2026. Both platforms offer powerful advertising capabilities, but they serve different audiences and objectives. This comprehensive comparison breaks down everything you need to know to make the right choice for your business.
Understanding the fundamental differences between TikTok and Facebook helps set the stage for a meaningful comparison.
TikTok has evolved from a Gen Z entertainment app to a full-fledged advertising powerhouse. Key platform stats for 2026:
TikTok's algorithm prioritizes content discovery over social connections, meaning even new advertisers can achieve significant reach quickly.
Facebook remains the largest social media advertising platform despite facing increased competition:
Facebook's strength lies in its mature advertising infrastructure, detailed targeting options, and extensive conversion tracking capabilities.
The demographic differences between TikTok and Facebook should heavily influence your platform choice.
According to Exploding Topics, TikTok's user base in 2025-2026 breaks down as:
| Age Group | Percentage of Users |
|---|---|
| 18-24 | 30.7% |
| 25-34 | 35.3% |
| 35-44 | 16.4% |
| 45-54 | 9.2% |
| 55+ | 8.4% |
Key insight: While TikTok is often perceived as a Gen Z platform, users aged 25-34 actually make up the largest segment. The platform is aging up as older demographics join.
Facebook skews older than TikTok:
| Age Group | Percentage of Users |
|---|---|
| 18-24 | 18% |
| 25-34 | 24% |
| 35-44 | 19% |
| 45-54 | 17% |
| 55+ | 22% |
Key insight: Facebook provides better access to users over 35, making it essential for brands targeting older demographics or B2B audiences.
Both platforms offer diverse ad formats, but their approaches differ significantly.
| Format | Description | Best For |
|---|---|---|
| In-Feed Ads | Native video ads in For You feed | Awareness, traffic, conversions |
| Spark Ads | Boost organic content as ads | Authenticity, engagement |
| TopView | First ad users see when opening app | Mass awareness campaigns |
| Branded Hashtag Challenge | Sponsored challenge with branded hashtag | Viral campaigns, UGC |
| Branded Effects | Custom AR filters and stickers | Brand engagement, awareness |
TikTok's formats prioritize full-screen, immersive video experiences. Learn more in our Complete Guide to TikTok Advertising.
| Format | Description | Best For |
|---|---|---|
| Image Ads | Static images in feed | Simple messages, retargeting |
| Video Ads | Video content in various placements | Storytelling, demonstrations |
| Carousel Ads | Multiple images/videos in one ad | Product catalogs, features |
| Collection Ads | Product catalog with cover video | E-commerce |
| Lead Ads | In-platform lead capture forms | B2B lead generation |
| Messenger Ads | Ads that open conversations | Customer service, sales |
Facebook's format variety supports diverse objectives from awareness to direct conversions.
Cost efficiency varies significantly between platforms based on your objectives and audience.
According to the Global Ad Cost Index 2026:
| Platform | Global Average CPM |
|---|---|
| TikTok | $3.50 |
| Meta (Facebook/Instagram) | $6.59 |
TikTok delivers nearly 47% lower CPM than Meta on average. In emerging markets, TikTok CPMs can drop below $1.00.
Based on industry benchmarks:
| Platform | Average CPC |
|---|---|
| TikTok | $0.50-$1.50 |
| $0.62 |
While Facebook's average CPC appears lower, TikTok's range varies more by campaign type:
| Platform | Minimum Daily Budget | Minimum Campaign Budget |
|---|---|---|
| TikTok | $20/ad group | $50/campaign |
| $1/day | No minimum |
Facebook's lower minimums make it more accessible for testing with small budgets.
Choose TikTok for: Lower CPMs, better reach efficiency, emerging market arbitrage
Choose Facebook for: Lower entry barriers, more predictable CPC, small budget testing
Raw costs don't tell the whole story. Performance metrics reveal which platform delivers better results.
| Platform | Average CTR |
|---|---|
| TikTok | 1.5-3.0% |
| 0.90-1.60% |
TikTok consistently delivers higher CTRs due to its engaging, full-screen format. According to Focus Digital, Facebook's average CTR varies by industry from 0.47% to 1.61%.
| Platform | Average Engagement Rate |
|---|---|
| TikTok | 4-6% |
| 0.13% (industry average) |
TikTok's algorithm-driven content discovery and interactive features drive significantly higher engagement.
ROAS varies significantly by industry and campaign optimization:
Important caveat: Some advertisers report that TikTok generates higher CPA and lower ROAS than Meta for direct response campaigns. This varies significantly by vertical and creative quality.
Understanding where each platform excels helps optimize your media mix.
TikTok excels for:
Industries that thrive on TikTok:
Facebook excels for:
Industries that thrive on Facebook:
The most effective strategies often incorporate both platforms strategically.
According to industry research, 30-55% of medium to large advertisers run Facebook, TikTok, and Google ads together. Here's why:
| Business Goal | TikTok | |
|---|---|---|
| Brand awareness | 60% | 40% |
| E-commerce (under 35 audience) | 70% | 30% |
| E-commerce (35+ audience) | 30% | 70% |
| B2B lead generation | 20% | 80% |
| Local business | 30% | 70% |
| App installs | 50% | 50% |
There's no universal winner. The best platform depends on your specific situation.
For detailed pricing on each platform, see our guides on TikTok Ads Pricing and Facebook ads cost benchmarks.
Yes, TikTok generally offers lower CPMs ($3.50 average) compared to Facebook ($6.59 average). However, Facebook often delivers lower CPCs for certain campaign types. The "cheaper" platform depends on your specific goals and how you measure cost efficiency.
Facebook currently offers more sophisticated targeting options, including detailed demographics, behaviors, life events, and extensive custom audience capabilities. TikTok's targeting is improving but remains less granular, though its algorithm often finds relevant users effectively without detailed targeting.
Technically yes, but you shouldn't. TikTok requires native, vertical video content that feels organic to the platform. Facebook supports more diverse formats. Repurposed content typically underperforms compared to platform-native creative.
It depends on your audience. TikTok with TikTok Shop integration is powerful for products targeting under-35 consumers, especially in beauty, fashion, and lifestyle. Facebook remains stronger for older demographics and offers more mature catalog advertising tools.
Use UTM parameters on all destination URLs, implement both the TikTok Pixel and Meta Pixel, and consider a third-party attribution tool like Triple Whale, Northbeam, or Rockerbox for unified reporting across platforms.
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