What stands out the most about quarantine? For many, it’s the day they discovered TikTok and got hooked on one of the most entertaining social media platforms around.
While TikTok is often associated with Gen Z and dancing, older age groups are increasingly drawn to the platform. With 26 million users in the UK in 2026, TikTok has evolved beyond just dance trends to include a wide range of content from property reviews to history recaps.
So how can businesses leverage TikTok? While the allure of going viral on TikTok is appealing, it’s not a reliable strategy. Luck plays a significant role in virality, and sustaining momentum after a viral hit is challenging. To effectively grow and expand your business, utilizing social media ads has become essential.
Ads enable you to target specific demographics interested in your offerings, reducing the need to constantly create new content while attracting fresh eyes to your brand daily.
>See also: Reddit: An Overlooked Marketing Tool
TikTok vs. Facebook (Meta)
While TikTok has been on the rise, Facebook’s appeal has waned over the years. Despite attempts to attract younger users, Facebook’s audience remains skewed towards older demographics.
Most Gen Z and Millennials are active on Instagram (part of Meta Platforms, formerly Facebook since 2014), but less so on Facebook. The platform is primarily utilized by older users, especially those engaged in local community groups.
From a business perspective, TikTok appears to offer broader reach and features like integrated shops, making it an attractive option. However, Facebook and Instagram should not be overlooked. Instagram also offers a shop feature, and Facebook groups can be powerful tools for local business promotion.
When it comes to ads, TikTok primarily focuses on video content, which can be easily skipped, relying heavily on the algorithm for distribution.
In contrast, Meta Business ads offer a variety of delivery formats such as images, carousels, and videos, allowing advertisers to target audiences based on demographics, interests, and behavior.
Determining the superior advertising platform between the two depends on factors like your business, marketing goals, platform familiarity, and budget.
Currently, TikTok for Business is offering matched ad credits based on your spending for the first advertising campaign, making it an attractive option for small businesses looking to maximize their marketing budget.
- Spend $200 → get an additional $200 ad credit
- Spend $500 → get an additional $500 ad credit
Sign up to TikTok for Business
Work with a TikTok influencer
If you’re unsure about creating compelling TikTok ads, consider hiring a TikTok influencer. There are numerous creative influencers to choose from. Start by watching TikTok videos, saving sounds you like, and identifying a creator whose style aligns with your brand. You don’t necessarily need a huge following; micro-influencers with smaller audiences (10,000 to 100,000 followers) can offer better engagement. Simply provide them with your creative content, reach out with your collaboration proposal, and offer your product for their review.
When building these partnerships, remember that you are collaborating with individuals. Communicate what you appreciate about their content, outline your expectations for the collaboration, and highlight the benefits they will receive. Strong relationships with content creators can significantly impact the quality of content you receive.
How do TikTok ad costs compare to Facebook (Meta Business Ads)?
TikTok ads typically have daily minimum budgets ranging from £40 to £50, with a CPM (cost per thousand impressions) between £1.50 and £4.50, as reported by most advertisers.
On the other hand, Meta Business Ads on Facebook usually have a CPC (cost per click) between £0.50 and £1.50 and a CPM between £5 and £15.
>See also: Top social media tips for small businesses
What type of ad should I run?
Facebook offers various ad formats including images, carousels, videos, stories, reels, lead ads, and polls. The choice of ad type depends on your marketing objectives.
While TikTok primarily focuses on video content for ads, it also allows for driving traffic to an integrated shop. Keep in mind that TikTok ads rely on the algorithm, so your ad should seamlessly blend with the content your target audience enjoys and appear organic initially.
Should I target a specific audience?
With TikTok’s algorithm and the For You Page (FYP), your ads will reach the intended audience, but you can enhance targeting by utilizing demographic and behavioral factors. It’s advisable to start with a broader reach before honing in on specific groups.
Nervous about learning a new ads platform?
TikTok for Business operates similarly to Meta Business Ads manager. Watch tutorials before launching a campaign to familiarize yourself with the basics.
Combining TikTok with Meta Business Ads
Depending on your budget, consider combining TikTok and Meta Business Ads for a comprehensive campaign. This approach allows you to gauge audience engagement and determine which platform yields better responses to your ads.
All marketing campaigns serve as learning experiences, as results are not guaranteed. Insights gained can include effective wording, preferred ad formats for conversions, and other valuable data. Monitor your budget closely to avoid overspending, and assess the success of your campaign post-launch, considering the Return on Spend (ROS) before exploring alternative options on TikTok or Facebook.
