With the ever-changing nature of social media, businesses are always on the lookout for better ways to connect with their ideal customers. Facebook has become increasingly popular among businesses as a place to promote their goods and services in recent years. But, as TikTok gains popularity and subscribers, established businesses are beginning to test out the app as well. With its innovative features like short-form snackable videos, trending sound bites, and creative filters, TikTok has quickly become a popular destination for younger audiences and presents a novel and exciting opportunity for companies to interact with their intended audience.

An Outline of Meta’s Past

In the past, Facebook had a virtual stranglehold on the social media advertising market, but with the rise of TikTok and significant changes brought on by data and tracking limits, that is starting to change.

TikTok is rapidly becoming a popular experimental channel for marketers seeking to target younger audiences and try out new creative formats, however Facebook is still likely to play a large role in any paid advertising plan. TikTok’s ever-expanding user base makes it an appealing platform for marketers eager to expand their reach and experiment with new ad forms. Ad options on TikTok are expanding, and more companies are trying out the site as a method to broaden their paid media reach.

The Short Origins of TikTok

TikTok has expanded its social media footprint dramatically over the previous two years. This is because Instagram was initially designed as a discovery platform, where users would follow complete strangers in the hopes of discovering new and interesting material. TikTok’s algorithm is built to prioritise content that is both useful and enjoyable for its users. Videos on the “For You” page are selected by an algorithm based on a number of characteristics, including user engagement, view time, and content type. The heart of TikTok is the For You page, where users may explore and discover new content. The goal of the algorithm is to encourage users to spend more time in the app and view more content by giving preference to material that has a high probability of being both popular and interesting to the user. The algorithm is dynamic; it learns from user actions and preferences over time to improve its ability to personalise material for each individual.

In contrast to the high-production-value content that has become standard on social media platforms like Facebook and Instagram over the past decade, the production values of this material are decidedly lo-fi, with fast edits and strong hooks, which inspires trust and offers a new perspective.

Video-sharing app TikTok is quickly gaining ground

TikTok’s advertising capabilities and products have been fast expanding, and it has begun to rival those of Facebook.

The advertising systems on Facebook and TikTok are remarkably similar to one another in terms of functionality and user experience. You’re in luck if you’re used to managing your ad campaigns in Facebook Ads Manager but have never heard of TikTok Ads Manager.

The Benefit of AI in Business

There is a widespread movement towards using machine learning and AI in targeting campaigns across all paid social platforms. Due to escalating privacy concerns in the data-sharing world, advertising platforms are investing heavily to enable their AI-powered machines to become smarter and more efficient.

This means that algorithms are discovering novel methods to interact with data in order to target audiences who are most likely to engage with or convert depending on what the computer recognises as relevant to individual users inside the creative images and copy.

When brands employ Meta’s new Advantage Plus Shopping campaign, the company claims to see an 18%-20% uptick in conversions.

Increased Use of User-Generated Content

The opportunity for companies to use UGC in their top-of-funnel and middle-of-funnel paid social efforts is fast expanding as a result of the rising demand for brands to have access to short-form video.

User-generated content (UGC) excels at both the top of the funnel (increasing brand awareness and reach) and the centre of the funnel (warming up audiences with more helpful and educational product-based content).

Which Ad Platform Is Better, Facebook or TikTok?

Paid promotion on Facebook and TikTok can complement one another in a comprehensive advertising campaign. By utilising both platforms, marketers may more effectively reach their target demographics and accomplish their marketing objectives.

TikTok can be utilised at the top of the funnel to increase brand recognition and interest in a product or service through the production of entertaining and informative short-form videos. Spark Advertising, branded hashtag challenges, branded filters and effects, and influencer collaborations are all great ways to accomplish this.

Leaving the “learning mode” behind, why is that so crucial?

Both types of media require some initial time for campaigns to learn and be optimised. New brands with a fresh pixel face this challenge more than most. As soon as a conversion goal has collected at least 50 occurrences, the training phase will conclude. Cost per click, cost per acquisition, and cost per thousand impressions are all going to be much higher during the platform’s learning phase until it figures out how to effectively serve your advertising to the people most likely to click on them.


As the competition for people’s attention evolves and heats up, shifts will occur rapidly. Keeping up with research and discovering new “current” best practises for each platform is more important than ever before. New platform features and industry changes necessitate regular reevaluation of these methods.