NEW YORK, September 2024 – Amplify meleading platform for Customer Engagementtoday released data comparing the performance of TikTok video ads versus ads on Facebook and Instagram Reels. From Q1 2023 to Q2 2024, Emplifi data shows that TikTok video ads earned 15x more impressions than Facebook and Instagram Reels ads. While TikTok drives higher impression rates, Facebook and Instagram Reels offer a lower cost-per-click (CPC) and CTR. (click through rate) higher than TikTok.
Emplifi data also indicates that cost per thousand (CPM) remains similar across TikTok, Facebook, and Instagram. However, brands spend 15 times more on TikTok, which translates to 15 times more impressions for the same cost, despite CPMs being comparable across all three platforms.
Earlier this year, the Pew Research Center reported that 62% of US adults between the ages of 18 and 30 use TikTok, along with 39% of adults between the ages of 30 and 49. Meanwhile, EMARKETER forecast TikTok’s advertising revenue is expected to reach $10.42 billion by the end of 2024, achieving a year-over-year growth of 38% and accounting for 12% of social media advertising spending in the United States.
For their part, various studies indicate that in Mexico there are 74.15 million TikTok users over 18 years of age (February 2024), of which just over half (55.5%) are women and 44.5% men. Similarly, it has been identified that TikTok ads in the country have a penetration of 69.1% among Internet users in Mexico.
“TikTok’s astonishing user growth over the past few years makes it impossible for brands to ignore, especially those looking to maximize their visibility,” said Susan Ganeshan, CMO at Emplifi. “The network consistently outperforms Facebook and Instagram Reels in terms of impressions, so brands looking to increase their reach and connect with a broader audience should consider TikTok a key part of their social media advertising strategy, especially if their primary goal is to increase brand exposure among younger audiences.”
In addition to comparing TikTok video ads to Facebook and Instagram Reels ads, Emplifi analyzed two specific TikTok ad formats: standard ads in-feed, designed for advanced campaigns, and Spark Ads, ads produced by creators using existing videos.
Emplifi’s analysis also reveals that standard in-feed ads on TikTok that appear immediately after a post get more impressions and higher CTRs than Spark Ads (which are creator-driven ads). These standard ads typically cost 30% more due to their advanced targeting options, engaging formats, and strategic placements.
In contrast, TikTok’s Spark Ads, which allow creators to promote existing videos with basic targeting options, have an average CPC rate that is 50% higher compared to standard TikTok ads. Although these ads incur a higher CPC (due to less precise targeting, resulting in reaching a broader but less relevant audience), they generally cost less than standard TikTok ads.
standard ads that benefit from advanced targeting and optimization tools. The CPM for both ad types ranges from $0.90 to $1.30.
“Our conclusion is that TikTok is a powerful platform for large-scale campaigns with higher budgets,” adds Susan Ganeshan. “Emplifi’s report clearly shows that TikTok’s standard in-feed ads are ideal for brands looking for high impressions. Conversely, brands with smaller budgets or those focused on short-term viewability goals should collaborate with creators on the platform to take advantage of the Spark Ad format. Although the targeting is less precise, these ads offer a viable alternative for advertisers looking to optimize their reach on TikTok.”
Methodology
Emplifi analyzed 472 TikTok ad accounts worldwide from Q1 2023 to Q2 2024.
Standard ads on TikTok are advanced campaigns managed through TikTok Ads Manager, offering various formats such as In-Feed Ads and TopView. These ads allow for detailed audience targeting, optimization, and comprehensive performance tracking.
Spark ads allow creators to promote existing videos with basic targeting options. They are used to increase video views, followers, and drive traffic.
About Emplifi
Amplify me Emplifi provides exceptional digital customer experiences through a platform trusted by over 20,000 of the world’s leading brands. With fully integrated social media marketing, social commerce, and care combined with unified analytics and AI, Emplifi drives growth, resulting in satisfied customers, increased product sales, and improved brand loyalty.
Table of Contents
TikTok Advertising: A Comprehensive Guide to Maximizing Your Ad Spend
As the world of social media continues to evolve, businesses are constantly looking for new ways to reach their target audiences. With its rapid growth and increasing popularity, TikTok has become a prime platform for advertisers to tap into. In this article, we’ll dive into the latest statistics and trends surrounding TikTok advertising, including its performance compared to Facebook and Instagram Reels, ad formats, and best practices for maximizing your ad spend.
TikTok’s Rise to Prominence
With a whopping 215% growth rate in brand value, TikTok has firmly established itself as one of the most valuable media entertainment brands worldwide [[1]]. This growth is mirrored in its user base, with 62% of US adults between the ages of 18 and 30 using the platform, along with 39% of adults between the ages of 30 and 49 [[3]]. In Mexico, there are a staggering 74.15 million TikTok users over 18 years of age, with 69.1% of internet users in the country engaging with TikTok ads [[3]].
TikTok vs. Facebook and Instagram Reels
A recent study by Emplifi found that TikTok video ads earned 15 times more impressions than Facebook and Instagram Reels ads from Q1 2023 to Q2 2024 [[3]]. While TikTok drives higher impression rates, Facebook and Instagram Reels offer a lower cost-per-click (CPC) and click-through rate (CTR) higher than TikTok. However, brands spend 15 times more on TikTok, which translates to 15 times more impressions for the same cost, despite CPMs being comparable across all three platforms.
Ad Formats: Standard In-Feed Ads and Spark Ads
Emplifi’s analysis also reveals that standard in-feed ads on TikTok that appear immediately after a post get more impressions and higher CTRs than Spark Ads (which are creator-driven ads) [[3]]. These standard ads typically cost 30% more due to their advanced targeting options, engaging formats, and strategic placements. In contrast, TikTok’s Spark Ads, which allow creators to promote existing videos with basic targeting options, have an average CPC rate that is 50% higher compared to standard TikTok ads. Although these ads incur a higher CPC (due to less precise targeting, resulting in reaching a broader but less relevant audience), they generally cost less than standard TikTok ads.
Best Practices for Maximizing Your Ad Spend
So, what does this mean for advertisers? According to Susan Ganeshan, CMO at Emplifi, “TikTok is a powerful platform for large-scale campaigns with higher budgets” [[3]]. For brands looking to increase their reach and connect with a broader audience, TikTok’s standard in-feed ads are ideal. However, for brands with smaller budgets or those focused on short-term viewability goals, collaborating with creators on the platform to take advantage of the Spark Ad format can be a viable alternative.
Conclusion
TikTok’s rapid growth and increasing popularity make it an attractive platform for advertisers. With its ability to drive higher impression rates and reach a broader audience, TikTok is a key player in the world of social media advertising. By understanding the differences between standard in-feed ads and Spark Ads, and tailoring your ad strategy to your brand’s specific goals and budget, you can maximize your ad spend and reach your target audience effectively.
Sources:
[1] Statista. (2024). TikTok Marketing – Statistics & Facts.
[2] TikTok. (n.d.). TikTok Business Products (Data) Terms.
[3] Basis. (2024). TikTok by the Numbers: Stats and Facts for Digital Ad
Mastering TikTok Advertising: A Comprehensive Guide to Maximizing Your Reach and ROI
As the popularity of TikTok continues to soar, businesses are increasingly turning to the platform to reach a younger audience and drive brand awareness. With TikTok’s advertising revenue expected to reach $10.42 billion by the end of 2024, it’s clear that this platform is not to be ignored. But with so many options available, how do you ensure you’re getting the most out of your TikTok ad spend?
Getting Started with TikTok Ads
Before we dive into the nitty-gritty of TikTok advertising, let’s cover the basics. To start advertising on TikTok, you’ll need to create an account on the TikTok Ads Manager platform [[1]]. From here, you can set up your ad campaigns, track your results, and optimize your ad spend.
TikTok Ad Formats: Standard In-Feed Ads vs. Spark Ads
When it comes to ad formats, TikTok offers two main options: standard in-feed ads and Spark Ads. Standard in-feed ads are designed for advanced campaigns and offer advanced targeting options, engaging formats, and strategic placements[[[2]]. These ads typically cost 30% more than Spark Ads, but offer higher impressions and CTRs.
Spark Ads, on the other hand, are created by creators using existing videos and offer basic targeting options. While they have a higher CPC rate than standard ads, they generally cost less and can be a viable alternative for advertisers with smaller budgets or short-term viewability goals.
TikTok Ads vs. Facebook and Instagram Reels Ads
So, how do TikTok ads stack up against Facebook and Instagram Reels ads? According to Emplifi’s data, TikTok video ads earn 15x more impressions than Facebook and Instagram Reels ads, despite having a lower CPC and CTR. This is likely due to TikTok’s massive user base, with 62% of US adults between 18 and 30 using the platform [[3]].
Optimizing Your TikTok Ad Campaigns
While TikTok’s ad platform offers a range of targeting options and ad formats, it’s still important to optimize your campaigns for maximum ROI. Here are a few tips to get you started:
Use high-quality visuals: TikTok is a visually-driven platform, so make sure your ads feature high-quality images or videos that grab users’ attention.
Target your audience: Use TikTok’s targeting options to reach your desired audience, whether that’s based on age, location, interests, or behaviors.
* Monitor and optimize: Keep a close eye on your ad performance and optimize your campaigns regularly to ensure you’re getting the most out of your ad spend.
Common Challenges with TikTok Ads
Despite its many benefits, TikTok advertising can be challenging, especially for those new to the platform. One common issue is a lack of profitability, as seen in this Reddit thread where a user reports spending over $1500 on TikTok ads with no profit [[3]]. To avoid this, it’s essential to set clear goals and track your ad performance regularly.
Conclusion
TikTok is a powerful platform for businesses looking to reach a younger audience and drive brand awareness. By understanding the different ad formats available, optimizing your campaigns, and targeting your audience effectively, you can maximize your reach and ROI on TikTok. Whether you’re looking to drive sales, increase brand awareness, or simply reach a new audience, TikTok advertising is definitely worth exploring.
References:
<a href="https://ads.tiktok.com/i18n/signup?source=ads_homepage”>[1]
[[[2]](https://ads.tiktok.com/help/article
