TikTok vs Facebook Ads (2025) – 7 Brands Succeeding on Tiktok

In 2025, TikTok has become the preferred advertising platform for many brands, significantly outperforming Facebook in ad conversions. Brands now report nearly 50% higher conversions on TikTok. Let’s explore why this shift is happening, highlight real-world successes, and guide you on effectively using TikTok ads for your brand.

TikTok vs. Facebook: Key 2025 Stats

According to the 2025 Mega Digital Advertising Report:

• Click-Through Rate (CTR): TikTok’s is 0.84%, while Facebook’s is 0.72%.
• Cost-Per-Click (CPC): TikTok averages $1.00, Facebook averages $1.72.
• Conversion Rates: TikTok ads convert nearly 50% better due to engaging and targeted content.

Clearly, TikTok offers more cost-effective advertising with better overall results.

Success Stories from Brands

1. Sephora’s Smart+ Campaign

During Black Friday 2024, Sephora used TikTok’s Smart+ ads, achieving:

• 53% better Return on Ad Spend (ROAS) than their previous Facebook ads.
• 44% increase in Average Revenue Per User (ARPU).
• 14% higher conversion rate.

This shows TikTok’s powerful targeting and engaging ad formats.

2. Glossier’s TikTok Search Ads

Glossier used TikTok’s Search Ads for beauty and skincare terms, leading to:

• 188% higher conversion efficiency compared to Facebook.
• 8,500 more clicks to their website.
• Around 1,000 extra sales directly from this campaign.

TikTok effectively captures users who are ready to buy.

Why TikTok Ads Beat Facebook

Authentic and Creative Content

TikTok ads feel natural and blend into users’ feeds. This makes them less intrusive and more engaging.

Younger Audience with High Engagement

TikTok’s main users (ages 20-40) actively engage with content, making it ideal for fresh, creative ads.

Innovative Ad Types

TikTok’s Video Shopping and Collection Ads simplify buying, allowing direct purchases within the app, boosting conversions.

TikTok vs. Facebook Ad Policies

TikTok:

• Ads must match TikTok’s creative style.
• No explicit, misleading, or exaggerated content.
• Strictly prohibits harmful products like drugs, tobacco, or unverified health claims.

Facebook:

• Clearly labels ads, especially political ones.
• Stricter privacy and data protection rules.
• No misleading or sensational content.

TikTok prioritizes creativity, while Facebook emphasizes clarity and data protection.

User Preferences: TikTok vs. Facebook

TikTok Users:

• Prefer short, visual, trend-based videos.
• Love creative, genuine, influencer-driven content.

Facebook Users:

• Prefer informative, longer-form posts.
• Engage more with familiar brands and community-shared content.

Popular Brands on Each Platform (with Reasons Why)

TikTok

Brands: Sephora, Glossier, SHEIN, Gymshark
Category: Beauty, fashion, and lifestyle

Why Brands Choose TikTok:

• Short-form video dominance: TikTok’s entire format is built around bite-sized video content, making it ideal for brands that rely on visual storytelling—like makeup tutorials, try-on hauls, and transformation videos.

• Influencer-first ecosystem: TikTok influencers play a huge role in product discovery. Brands can instantly tap into built-in audiences through collaborations and UGC-style content.

• Organic virality potential: TikTok’s algorithm pushes content to a wide audience, even for new or smaller brands—meaning high ROI from unpaid content if it hits the algorithm right.

• Trendy audience: The platform has a younger, trend-conscious demographic. This makes it perfect for fast fashion, skincare, or fitness brands aiming to launch viral product moments.

• Creative freedom: TikTok allows brands to take a more fun, raw, and authentic approach, which resonates more with Gen Z and millennials compared to polished, sales-heavy ads.

Read about the comparison of Tiktok vs Facebook in detail

Facebook

Brands: Coca-Cola, Nike, Microsoft
Category: Big consumer brands, B2B services, community-driven companies

Why Brands Choose Facebook:

• Advanced targeting capabilities: Facebook offers granular targeting through interest, behavior, demographics, and lookalike audiences—ideal for brands with specific ICPs (ideal customer profiles).

• Multiple ad formats: Brands can run carousel ads, lead forms, instant experiences, and even Messenger flows, making it highly versatile for both direct conversions and top-of-funnel engagement.

• Cross-generational reach: Facebook’s user base includes older demographics, making it ideal for household brands targeting adults, parents, and decision-makers with higher spending power.

• Community building: With Facebook Groups and Pages, brands can create dedicated spaces for ongoing interaction, loyalty programs, education, and support—something not easily replicated on TikTok.

• Data-rich retargeting: Facebook’s pixel and offline conversion tracking allow brands to build robust remarketing funnels and track multi-touch attribution with precision.

How Each Platform Helps Businesses Grow

TikTok:

• Boosts quick brand awareness with viral content and influencers.
• Enables fast sales through direct shopping and unique ads.

Facebook:

• Builds long-term customer relationships.
• Offers deep analytics for strategic planning.

Key Performance Metrics: TikTok vs. Facebook

Understanding your performance metrics is key to knowing which platform works best for your goals. Here’s how they compare:

CPM (Cost Per 1,000 Impressions)

This tells you how much you pay to show your ad to 1,000 people.

• TikTok: CPM varies depending on audience targeting and ad quality, but it’s usually competitive and offers strong value.
• Facebook: CPM tends to be higher, especially when targeting specific niches or demographics.

CPC (Cost Per Click)

This shows how much each click on your ad costs.

• TikTok: Often offers a lower CPC, making it a good option for cost-efficient clicks.
• Facebook: CPC can be higher but may lead to quality leads and sales.

CTR (Click-Through Rate)

CTR measures how many viewers click on your ad.

• TikTok: Generally high thanks to creative, fast-paced videos that grab attention.
• Facebook: Typically lower CTR, as users are more used to seeing ads in their feed.

CVR (Conversion Rate)

CVR measures how many clicks turn into desired actions (like purchases or signups).

• TikTok: Can achieve strong CVR, especially with younger, action-ready audiences.
• Facebook: Often higher CVR for e-commerce due to established shopping habits among older users.

Each metric helps you decide where to invest based on your brand goals—TikTok might win on budget and creativity, while Facebook may win on consistency and long-term value.

How to Succeed with TikTok Ads

Join Trending Topics:

Use trending music, hashtags, and challenges. Example: SHEIN uses fashion trends to boost visibility.

Work with Influencers:

Create genuine, relatable content with influencers. Example: Gymshark’s fitness influencers drive huge engagement.

Focus on Mobile Users:

Make short, impactful videos optimized for mobile viewers (under 30 seconds).

Leverage TikTok AI:

Use TikTok Ads Manager to precisely target audiences. Sephora’s Smart+ campaign used AI effectively for better results.

Continuously Test and Optimize:

Regularly try new content ideas and targeting options. Analyze real-time analytics to improve your ads, as Glossier successfully does.

Final Thoughts

In 2025, TikTok stands out as the leading platform for brands seeking better conversions, lower costs, and innovative ad solutions. By effectively using TikTok’s unique features, businesses can achieve outstanding marketing success and connect with highly engaged audiences.