Facebook ads vs TikTok ads: Which is the best choice right now?

Before TikTok, Facebook was the primary platform for businesses to reach customers effectively in Vietnam. However, TikTok has grown rapidly over the past four years, leading many businesses to believe its potential may surpass Facebook in the future. So, when comparing Facebook Ads vs. TikTok Ads, which platform offers better results for advertisers? Let’s find out!

Overview of TikTok Ads

TikTok Ads is a marketing tool that allows businesses to promote their products and services on TikTok. This ad platform is used to build brand awareness, drive sales, and engage customers. TikTok Ads offers various features, including:

• Diverse ad formats
• Smart distribution algorithms
• Detailed campaign performance reports

With over 1 billion monthly active users, TikTok is an emerging advertising powerhouse. Many major Vietnamese brands, such as Vinamilk and Vinfast, have already launched advertising campaigns on this platform to enhance their brand presence.

Overview of Facebook Ads

Facebook Ads enables businesses to interact with users and expand their brand reach on the Facebook ecosystem, which includes Facebook, Messenger, WhatsApp, and Instagram.

As of 2022, Facebook had 2.9 billion monthly active users, accounting for 36.8% of the global population. This makes Facebook Ads one of the most effective online marketing channels for businesses worldwide.

TikTok Ads vs. Facebook Ads: A Comparison

Ad Placement

Facebook Ads

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Facebook Ads offer multiple placement options, including:

• News Feed
• Marketplace
• Stories
• Suggested Videos

With the tight integration of Meta’s ecosystem, Facebook Ads allow advertisers to reach not only Facebook users but also users on Instagram, Messenger, and WhatsApp. This cross-platform ad delivery within the Metaverse ecosystem is a significant advantage, as businesses can run a single ad across multiple platforms.

TikTok Ads

TikTok Ads primarily appear in two key locations:

• For You Page (FYP)
• Discover Page

Since short videos (15-60 seconds) are an efficient way to capture attention, TikTok Ads are highly effective for brands looking to deliver quick and engaging messages. Additionally, TikTok’s video-based format caters to users who prefer audio-visual content while multitasking.

Ad Formats

Facebook Ads

Facebook Ads offers a wide range of ad formats, including:

• Carousel ads
• Image ads
• Video ads
• Slideshow ads
• Canvas ads
• Collection ads

This variety allows advertisers to be creative with their ad content. Unlike TikTok, Facebook Ads does not require video content, making it easier to launch campaigns.

Additionally, setting up Facebook Ads is relatively simple—you can start advertising with just a single image.

TikTok Ads

Although TikTok Ads appear in only two main placements, the platform offers multiple ad formats to serve different campaign objectives, including:

• In-feed Ads
• Top View Ads
• Branded Effects
• Dynamic Showcase Ads

One of TikTok’s key advantages is that it allows brands to use user-generated videos for advertising. This makes it harder for viewers to distinguish between ads and regular entertainment content. In particular, In-feed Ads blend seamlessly into the For You Page, making them less intrusive compared to traditional ads.

Advertising Costs

Facebook Ads

Facebook Ads pricing is based on various factors, such as:

• Cost per Click (CPC)
• Page Likes
• Post Engagement

However, Facebook Ads is highly competitive, with over 10 million advertisers on the platform. This competition drives up costs, making Facebook one of the more expensive advertising platforms. On average:

• CPC (Cost per Click): $0.97
• CPM (Cost per 1,000 Impressions): $12.57

TikTok Ads

When comparing Facebook Ads vs. TikTok Ads, TikTok advertising is generally cheaper. Since TikTok is still a relatively new platform, competition is lower, making it a great opportunity for new advertisers and brands looking to expand.

For the same budget, TikTok Ads can reach a larger audience, resulting in higher traffic and conversion rates than Facebook Ads.

• TikTok’s average CPM is $6.06, which is significantly lower than Facebook’s $12.57.
• However, TikTok’s CPC is slightly higher than Facebook’s ($1 vs. $0.97).

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Advertising Policies

Facebook Ads

Both platforms have strict ad policies, but Facebook is less transparent when rejecting ads. If an ad violates Facebook’s policies, it may be disapproved or even lead to account suspension—but Facebook does not provide specific reasons for rejection.

This lack of transparency makes it difficult for advertisers to identify and fix issues. Additionally, contacting Facebook’s support team can be challenging, unless you are an official Facebook Partner.

TikTok Ads

TikTok provides superior customer support, making it easier to resolve ad-related issues quickly. If your ad is rejected or your account is disabled, you can:

• Contact TikTok support via email or phone
• Receive a response within 24 hours
• Get detailed explanations for policy violations
• Receive recommendations on how to fix the issue

While both Facebook and TikTok have strict ad policies, TikTok is more responsive and transparent. Additionally, advertisers using agency accounts (e.g., from Buybm365) can avoid common ad approval delays. Since TikTok’s authorized partners handle issues directly, ad campaigns run more smoothly.

Targeting Capabilities

Facebook Ads

Facebook excels in audience targeting by offering a wide range of targeting options, including:

• Age
• Gender
• Marital status
• Interests
• Location

Facebook’s algorithm is constantly updated to optimize ad delivery based on the advertiser’s selected audience characteristics.

However, in recent years, mobile devices have strengthened their privacy features to protect users from data breaches. This has made behavior-based tracking less effective on Facebook. As a result, Facebook’s traditional targeting methods are becoming outdated and less efficient.

TikTok Ads

Although Facebook Ads offers more precise targeting, TikTok Ads reaches a broader audience.

TikTok’s targeting system supports automated audience targeting, using data such as:

• Screen time (how long users engage with content)
• Likes, shares, and comments
• Other user behaviors

Additionally, TikTok is particularly effective at reaching younger audiences, as most of its users fall within the 16–25 age range. In contrast, Facebook’s primary user base is older, typically between 25–31 years old.

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Facebook Ads vs. TikTok Ads – Which One Should You Choose?

When deciding between Facebook Ads and TikTok Ads, consider factors such as:

• Marketing objectives
• Campaign duration
• Budget

Both platforms are effective advertising channels that help businesses attract and engage customers.

TikTok Ads are ideal for advertisers who:

✅ Want to reach a large audience in a short time
✅ Target a younger audience
✅ Have a limited budget
✅ Operate in B2C industries such as:

• F&B (Food & Beverage)
• Fashion
• Household goods
• Cosmetics
• Entertainment

Facebook Ads are better suited for:

✅ Businesses focusing on long-term advertising strategies
✅ Sustained revenue growth goals
✅ Companies with diverse customer segments
✅ Campaigns with a higher budget
✅ Both B2C and B2B businesses

For companies with a large advertising budget, combining both platforms can help maximize reach. Over time, you can analyze performance and determine which platform delivers the best results for your business.

This comparison of Facebook Ads vs. TikTok Ads provides a detailed look at their key differences. Hopefully, this information will help you choose the most suitable platform for your advertising campaigns.

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