Is TikTok better than Facebook for small business ads?

What is the one thing you won’t forget about quarantine? For many, it’s the day they downloaded TikTok and immediately became hooked on one of the most entertaining social media platforms to date.

You may think that TikTok is only for Gen Z and dancing, but increasingly older demographics have flocked to the platform. Now, TikTok is much more than just dancing trends; you can watch anything from reviews of properties on the market to history recaps, reflected in the 26 million UK users in 2026.

But how does a business take advantage of TikTok? You’ve probably seen or heard about businesses going viral on TikTok, but that’s not something which can be relied upon. Luck plays a huge part in going viral, and even then building on the thrill of millions of views is tricky. Instead, to effectively grow and scale your business, using social media ads has become a necessity.

Ads make it possible for you to reach a more targeted demographic that is willing to pay for your product, service or expertise. Ads also cut down on the need to create new content and send fresh eyes to your brand daily.

>See also: Reddit: An Overlooked Marketing Tool

TikTok vs. Facebook (Meta)

While TikTok has been on the up in recent years, Facebook isn’t quite what it used to be. The platform has done well to hide the fact it’s over 20 years old, doing so in an attempt to appeal to younger demographics. However, this hasn’t been particularly successful. 

Most Gen Z and Millennials have an active Instagram (part of Meta Platforms, then Facebook, since 2014) account but not an active Facebook account. Instead, Facebook is largely used by older demographics, particularly those active in local community groups. 

From a business’s perspective, TikTok outwardly seems the better option, what with its large reach, ability to add a linked shop and broad demographic. However, Facebook and Instagram shouldn’t be snubbed. Instagram also has an integrated shop feature, while Facebook groups are powerful ways to drum up business in your local area.

In terms of ads, the two options differ significantly. TikTok ads are limited to video content, are often skipped, and rely heavily on the algorithm for delivery. 

Meta Business ads, by contrast, have a more diverse range of ad delivery, such as single image, carousels and videos. They also allow advertisers to target audiences based on demographics, interests and behaviour.

It’s impossible to say if one platform is a better advertising solution than the other without knowing your business, your marketing objectives, your familiarity with the platforms or your budget.

However, right now TikTok for Business are offering matched ad credits on your spend when you create your first advertising campaign, making them a good option for small businesses looking to make the most of 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

Unsure how to create good TikTok ads? Hire it out. There are thousands of creative TikTok influencers out there. Step one, watch some TikTok videos, save sounds you like, and find a creator that is in line with your brand. They don’t have to have a ton of followers. The fewer followers, the better. Micro influencers with smaller followings (10,000 to 100,000) will be more willing to work with you and come with an engaged audience. All you need to supply is the creative. Send them a message, ask for their media package, and offer your free product at the very least.

When you are working on these relationships, be aware that you’re working with a person. Let them know what it is that you liked about them, what you are hoping to get out of the collaboration, and most importantly, what is in it for them. Your relationship with content creators can make all of the difference in the quality you get back.

How much do TikTok ads cost vs Facebook (Meta Business Ads)?

TikTok ads have daily minimum budgets between £40 and £50, with most advertisers noting a CPM (cost per thousand impression) somewhere between £1.50 and £4.50.

Meta Business Ads, specifically those on Facebook, tend to have a CPC (cost per click) between £0.50 and £1.50 and a CPM between £5 to £15.

>See also: Top social media tips for small businesses

What kind of ad do I run?

There are many types of ads you can run on Facebook, including image ads, carousel ads, video ads, story ads, reels ads, lead ads and poll ads. Deciding which one is right for you depends on your marketing objectives.

TikTok is more limited, focusing mainly on impressions (views) through video content although you can also drive ads to an integrated shop on the platform. Just bear in mind that because TikTok ads are reliant on the algorithm, your ad should slot into the sort of content your ideal audience is watching and pass as organic content for the first few seconds.

Do I target an audience?

Because of the FYP and the power of TikTok’s algorithm you will reach your intended audience but you can optimise the algorithm by utilising demographic and behaviour targeting. However, its usually best to have a broad reach first before trying to target more specific groups. 

Scared of learning a new ads platform?

TikTok for Business is very similar to Meta Business Ads manager. Watch a few tutorials before you start a campaign so you can learn the basics. 

Combining TikTok with Meta Business Ads

Depending on your budget, you may be able to combine TikTok and Meta Business (Facebook) ads. This will result in a wide-reaching campaign that can let you find out which platform your audience is more engaged on and where they are more likely to respond positively to your ads. 

All marketing campaigns are, to an extent, a learning opportunity as the results are not guaranteed when you launch a campaign. What worked previously may not work a second time around, although what you can find out a variety of insights, such as what wording does or doesn’t work and what format of ads work better than others in terms of conversions. 

Keep a strict eye on your budget as it can be tempting to push more money into a digital marketing campaign if you think success is just around the corner. Once a campaign is over take stock of its success, note the ROS (Return on Spend) and explore other options if you aren’t satisfied with either TikTok or Facebook.

Further reading

• Top 6 social media platforms for your small business