Most people running a business in 2025 question if they should use their ad budget on Facebook or TikTok, both platforms are powerful, but they play different roles depending on your brand, product and audience. Let’s break it down on which one would be more useful depending on your brand.
The first question you should ask yourself is: who are you trying to reach?
Facebook and Instagram are great if your audience is over 25. You can reach working professionals and high income earners. Its good for marketing furniture, tech, wellness and premium services.
TikTok is younger, faster and trendier. If your product is targeted towards young millennials or gen Z, TikTok would be the right choice. Its more ideal for beauty, fashion and fitness.
Facebook= mature buyers with money
TikTok: trend driven younger buyers
Another thing to consider is what type of creative works do you use?
Facebooks works with carousels, long texts and supports data retargeting. With tikTok you would need to blend into the feed. Consider user generated content and fast cuts.
Facebook= storytelling
TikTok= native feeling content
When it comes to costs, facebook has higher CPMs but you usually get higher purchase intent. TikTok is easier to get going but scaling performance can be harder since users overall expect native and entertaining content. Its also great for product reveals or tutorials.
They each have their own strengths
Facebook= Most advanced ad platform in the world, Detailed targeting and lookalike audiences based on data.
TikTok= Simpler targeting system, broad targeting based on interests and engaging ads can go viral naturally.
If most of your money comes from retargeting, Facebook wins.
If you want fast and cheap awareness, TikTok is the way to go.
When it comes to longevity Facebook has been around for over 15 years, its stable with proven scalability. TikTok on the other hand is newer and still growing, its also trend sensitive so creatives can burn fast if not used at the right time. If your brand knows how to follow a trend, your business can explode overnight.
Our take: if you want real growth, use both but strategically.
If you’re looking for a paid ad strategy that actually converts, lets talk.
