How to choose between TikTok ads vs Meta ads
If you’re deciding how to split your paid social budget, the TikTok Ads vs Meta Ads question comes up almost immediately. Both platforms offer video advertising at scale.
But as a specialist TikTok agency that’s been running campaigns since 2020, we’ve seen clearly that they work very differently – in audience dynamics, creative requirements, cost structures and where they convert.
This isn’t a straightforward ‘TikTok is better’ answer. It depends on your brand, audience and objectives. But we can give you the full picture so you can make an informed call.
The Fundamental Difference: Interest vs Identity
Meta Ads (Facebook and Instagram) are built on identity-based targeting. Meta knows who you are — your age, location, interests, job, relationship status, pages you’ve liked. Advertisers target specific defined audiences with precision.
TikTok’s algorithm distributes content based on behaviour — what you’ve watched, liked, shared and spent time on – rather than who you are demographically. This means TikTok advertising can surface your content to people who’ve never heard of your brand but whose behaviour suggests they’d be receptive to it.
Meta lets you aim precisely at a defined audience. TikTok lets the algorithm find an audience you might not have known to target. Both approaches have real value – they suit different campaigns.
Audience: Who’s Actually on Each Platform?
TikTok
TikTok has over 1 billion monthly active users globally. In the UK, approximately 23 million users are over 18, and 7.5 million are over 35. The average age of a UK TikTok user is now 33 – a long way from the teenage dance platform stereotype.
Meta
Facebook and Instagram together reach a broader demographic range than TikTok. Facebook remains dominant for 35–65 year olds in the UK. Instagram skews 18–34 and is strong for visual lifestyle, fashion, beauty and food categories.
| Audience Factor | TikTok | Meta (FB + IG) |
|---|---|---|
| Strongest age group (UK) | 18–34 | 25–54 |
| 55+ reach | Growing but limited | Strong on Facebook |
| Total UK monthly reach | ~23M (18+) | ~45M+ |
| Audience discovery | Algorithm-led | Interest + demographic targeting |
| B2B audience quality | Limited | Better (via job targeting) |
Creative: What Actually Works on Each Platform
TikTok
TikTok is a full-screen, sound-on, vertical video environment. The creative that performs is content that feels native – made by real people, reactive to trends, with a strong hook in the first two seconds.
This is one of the most important things a TikTok marketing agency brings: genuine platform understanding, not just ad-buying capability.
Meta
Meta supports a wider range of creative formats: static images, carousels, short videos, longer videos, Stories, Reels.
Meta’s feed is more tolerant of polished brand creative. Instagram Reels, however, increasingly rewards native-looking content similar to TikTok’s preferences.
Cost: CPM, CPC and What to Expect
| Cost Metric | TikTok (typical range) | Meta (typical range) |
|---|---|---|
| CPM (cost per 1,000 impressions) | £3–£10 | £5–£15 |
| CPC (cost per click) | £0.20–£1.00 | £0.40–£2.00 |
| CPV (cost per video view) | £0.01–£0.03 | £0.01–£0.05 |
| Minimum daily budget | £20 | £1 |
TikTok is generally cheaper on a CPM basis than Meta, particularly for younger audiences. However, lower CPM doesn’t automatically mean better return – what matters is quality of attention, not just volume of impressions.
Where TikTok Tends to Outperform Meta
- E-commerce and impulse purchases, particularly through TikTok Shop
- Brand awareness and reach among 18–34 year olds
- App installs – TikTok’s algorithm is effective at finding users likely to install and engage
- Food, beauty, fashion, fitness – categories with strong visual storytelling
- Brands willing to invest in platform-native creative
Where Meta Tends to Outperform TikTok
- Retargeting – Meta’s pixel data and custom audience capabilities are more mature
- Reaching 45+ demographics, particularly on Facebook
- B2B and professional services where job title and company targeting matters
- Lower-funnel conversion where precise audience matching outweighs discovery
- Brands with limited creative budgets who need to repurpose existing assets
TikTok Shop: The Variable Meta Can’t Match
One factor that increasingly tips the balance toward TikTok for e-commerce brands is TikTok Shop. Meta doesn’t have a native in-app commerce equivalent that comes close to TikTok Shop’s conversion mechanics – the combination of affiliate creator content, live shopping, and Shop ads creates a discovery-to-purchase journey entirely within the app.
We’ve generated over £7 million in TikTok Shop GMV for clients including The Ordinary and Vax. The brands achieving this aren’t just running ads – they’re combining Shop ads with affiliate creator programmes and live shopping.
Should You Run TikTok Ads or Meta Ads?
For most brands, the right answer is both – but with different roles:
TikTok Ads for upper-funnel discovery, brand awareness and reaching younger audiences with native creative
- Meta Ads for retargeting, lower-funnel conversion and broader demographic reach
TikTok Shop for e-commerce brands with the right product category
A starting point we often recommend: allocate 15–20% of your paid social budget to TikTok as a test. Invest in platform-native creative. Run for 60–90 days with a clear measurement framework. Then let the data tell you how to rebalance.
If you want to understand what a TikTok ads strategy could look like for your brand, our team is happy to run a free audit and show you exactly where the opportunity is.
About Nonsensical.
We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.
You can find more TikTok insight from us in our Substack – The TikTok Sauce.
