Ayesha KhanThe success of an ecommerce brand depends on choosing the right advertising platform. with 39% of consumers making purchases directly on Facebook and 36% on TikTok demonstrate the high stakes of platform selection.
While both platforms dominate the social commerce landscape, they serve very different purposes. TikTok thrives on trend-driven discovery, pulling in impulse buyers with engaging, short-form content. Facebook, on the other hand, wins with precise targeting and long-term customer conversion strategies.
As Alex Khassa, founder of Clients Blackbox, Inc., advises:
“Advertise where your perfect client is. Baby Boomers and Gen-X are on Facebook. Gen-Z is on TikTok. But be careful with Google Ads because they often claim credit for demand created by referrals or social ads. Master the platform your audience lives on.”
With ad costs rising, privacy rules tightening, and consumer behavior constantly evolving, it’s time to rethink your strategy and align your ads with where your buyers actually spend their time.
Let’s dive into the key differences, buyer psychology, and expert tips to build a high-ROI, cross-platform ad strategy in 2025.
Audience Breakdown: FB vs TikTok
Who’s watching your ads matters just as much as what you’re saying. These 2025 audience trends highlight how TikTok and Facebook attract and retain very different user groups.
TikTok (2025 Trends)
TikTok’s user base is growing fast, especially among young adults and parents. Gen Z (ages 18–24) is still the main audience, but there’s been a 42% increase in users aged 25–34 since 2023. That makes TikTok a strong choice for reaching both younger and mid-range age groups.
- 45% of TikTok users are now parents
- Fastest growth is in the 25–44 age bracket
Facebook (2025 Trends)
Facebook is still popular with Millennials and Gen X. While fewer Gen Z users are active now (only 19%), there’s been a big rise in older users.
In fact, the number of people aged 55 and up has grown by 27% in the past year, a trend some call the “Grandma Boom.” This makes Facebook a great platform for selling high-priced and trust-based products.
Here are some key audience insights to consider when comparing FB vs TikTok
|
Demographic |
TikTok |
|
|---|---|---|
|
Core Age Group |
18–24 (Gen Z) |
25–45 (Millennials & Gen X) |
|
Emerging Age |
25–34 (↑ +42% since 2023) |
55+ (↑ +27% YoY – “Grandma Boom”) |
|
Gender Split |
56% Female / 44% Male |
54% Female / 46% Male |
|
Household Income |
Majority under $75K; trending toward $100K+ |
Wide range; strong presence in $75K–$150K+ bracket |
|
Parent Users |
45% of users are parents |
Strong among parents and older family decision-makers |
|
Buying Behavior |
Impulse, trend-driven, mobile-first |
Research-based, trust-driven, multi-device |
Ad Styles & Content Trends: Facebook vs TikTok
In 2025, successful TikTok ads prioritize authenticity over perfection. The platform thrives on content that feels native, raw, unfiltered, and in tune with trending conversations.
TikTok
TikTok content is raw, reactive, and community-driven. What works best are:
- UGC and creator collabs
- Unboxing videos
- LIVE shopping events
- Trending sounds
Top-performing TikTok products include fashion, beauty, home gadgets, and impulse buys under $50. These product categories make up the lion’s share of TikTok Shop transactions and inspire 67% of users to buy products they spot in their feed.
Facebook is the king of retargeting and storytelling. Use these formats:
- Carousels with benefits/features
- Customer testimonials
- DPA (Dynamic Product Ads) for cart abandoners
High-ticket items ($100+), B2B services, and subscriptions perform exceptionally well on Facebook. 29% of global marketers say it delivers the best ROI among social platforms, while 22% of B2B-specific marketers report the same success on Facebook .
New for 2025
- TikTok’s AI Avatars act as personalized video spokespeople, tailored to each viewer’s interests for higher engagement.
- Meta’s AI Variants auto-generate multiple ad creatives, streamlining A/B testing and boosting performance efficiency.
This table below compares the core strengths of TikTok and Facebook across key advertising metrics.
Platform Strengths: Virality vs. Precision
|
Metric |
TikTok |
|
|---|---|---|
|
Algorithm |
Discovery-driven (FYP) |
Interest/behavior targeting |
|
Targeting |
Broad (trend-reliant) |
Hyper-precise (lookalikes, LAL) |
|
Tools |
TikTok Pixel, Spark Ads |
Meta Pixel, Advantage+ Shopping |
|
Best For |
Top-of-funnel awareness |
Bottom-funnel conversions |
TikTok is ideal for reaching new audiences. Facebook is a retargeting machine that thrives on data signals and user behavior.
Costs & ROAS: 2025 Benchmarks
Once you’ve identified your ideal audience, the next big question is: What will it cost to reach them effectively?
How Much Do TikTok Ads Cost?
- TikTok remains relatively affordable with average CPM of $6-$10, in terms of cost per thousand impressions, especially for brands aiming for viral exposure.
- The Minimum spend of $50/day for testing. This upfront tiktok ads price can be a barrier for smaller businesses but allows TikTok’s algorithm enough data to optimize results.
- TikTok is great for volume testing and viral reach. Its discovery-first nature makes it ideal for testing multiple creatives and reaching broad audiences quickly.
Facebook Ad Costs
- Avg. CPC: $1.20 (up 15% post-iOS privacy changes). Although costs have risen due to reduced tracking capabilities, Facebook still delivers strong bottom-funnel performance.
- Advantage+ campaigns now reduce CPA by 30%. These AI-powered campaigns are helping brands lower customer acquisition costs by auto-optimizing ad delivery.
TikTok is the go-to for broad, top-funnel awareness at scale, while Facebook ads for ecommerce brands shine when precision, conversions, and ROAS are the priority.
Buyer Psychology: How Users Convert
TikTok and Facebook attract very different buying mindsets. TikTok thrives on quick, emotion-driven decisions, while Facebook nurtures trust over time before conversion.
TikTok
TikTok encourages fast, impulse-driven purchases—perfect for trend-driven or visually engaging products.
- Shoppers often act on a “See it, like it, buy it” mentality
- Many users convert within 1–2 days after seeing a product
- TikTok LIVE shopping and short-form videos continue to fuel rapid growth in social commerce
A growing number of TikTok users make unplanned purchases after seeing a product in their feed, especially when paired with influencer or UGC content
Facebook appeals to research-driven shoppers who want trust, proof, and time to decide.
- Buyers tend to follow a “Research-first” approach
Avg. conversion window: 7–10 days, especially for higher-ticket or B2C products - Reviews, testimonials, and detailed product info strongly influence purchase decisions
82% of consumers read reviews before purchasing via social platforms—many of them do so directly on Facebook
Pro Tip: Retargeting TikTok video viewers on Facebook can cut CPA by up to 50%, combining TikTok’s discovery power with Facebook’s conversion strength.
So, which platform should you choose? In most cases, a blended approach works best, leveraging TikTok’s discovery power with Facebook’s precision targeting. Here’s how you can make both platforms work together in 2025:
How to Use Both Platforms Together
In most cases, it’s best to use both. TikTok helps you reach new people, while Facebook helps turn those views into real sales. Here’s how to combine them for better results:
Funnel Strategy Example
- TikTok: Run Spark Ads or influencer videos to reach people who’ve never seen your brand. TikTok ads work best when they feel native, not commercials.
If you’re not sure how to launch or optimize TikTok campaigns, consider consulting a TikTok Shop agency. From creative strategy to campaign management, they can help you maximize your return while staying on trend. - Facebook: Retarget those who engaged on TikTok with follow-up ads like product catalogs or limited-time offers. This helps move interested shoppers further down the funnel.
Creative Tip
- Repurpose your top-performing TikTok content into Facebook carousel or video ads.
- Keep TikTok videos fun, visual, and fast-paced.
- On Facebook, highlight product benefits, social proof, or exclusive deals.
2025 Pro Tips to Dominate Both Platforms
Here’s how to stay ahead in 2025 with platform-specific tactics and universal strategies that actually move the needle
TikTok
- Leverage TikTok Shop Affiliates to boost social proof. Partnering with right influencers can drive trust and conversions.
- Test AI voiceovers to streamline content creation—cut production time by up to 80% without sacrificing engagement.
- Use Meta Lattice for AI-powered creative testing—generate and optimize variations fast to find what resonates.
- Combine Messenger Ads with email flows for seamless post-purchase nurturing and higher LTV.
Universal Must
- Track “new-to-brand” metrics closely, iOS 18 limits third-party tracking, so building first-party data through your own funnel is more valuable than ever.
Conclusion
So, which platform wins in the FB vs Tiktok debate? The answer depends on your goals. Choose TikTok if you’re selling visually appealing products under $100, targeting an audience under 35, and can quickly adapt to trends.
On the other hand, Facebook is ideal if you need precise targeting like for B2B or high-ticket items, your product requires more education, or you want reliable retargeting backed by strong data signals.
In reality, there’s no need to pick just one. TikTok ads are perfect for building awareness and engagement with impulse buying, while Facebook excels at driving conversions and long-term customer value. To grow faster and smarter in 2025, the best move is to use both platforms together.
Need Help Scaling in 2025?
Our TikTok Shop agency specializes in viral UGC strategies that convert. Connect with our experts to craft winning campaigns and boost your sales.
FAQs
Q: Are TikTok ads cheaper than Facebook ads?
A: CPMs are similar, but TikTok ads cost more upfront with a $50/day minimum spend.
Q: How much do TikTok ads cost in 2025?
A: TikTok ads cost $6–$10 CPM on average, with $1 CPC, and a shorter attribution window of 1 day.
Q: Can I use the same ad creative on TikTok and Facebook?
A: You can, but it’s best to adapt:
- Use fast hooks and trends for TikTok
- Use problem-solution storytelling for Facebook
Q: What’s the difference between TikTok Shops and Facebook Marketplace?
A: TikTok Shops are video-first and discovery-driven, while Facebook Marketplace is search-driven and intent-based.
