For many, the day they downloaded TikTok is a memorable one, marking the beginning of a fascination with one of the most entertaining social media platforms to date. TikTok is not just for Gen Z and dancing, as increasingly older demographics have flocked to the platform.
TikTok offers a wide range of content, including reviews of properties on the market and history recaps, which is reflected in its 26 million UK users in 2026.
Businesses can take advantage of TikTok by using social media ads to effectively grow and scale.
Ads enable businesses to reach a more targeted demographic that is willing to pay for their product, service, or expertise, making them a necessity for business growth.
TikTok has gained popularity in recent years, while Facebook is not as widely used, especially among Gen Z and Millennials, who prefer Instagram over Facebook.
From a business perspective, TikTok seems like a better option due to its large reach and ability to add a linked shop, as well as its broad demographic.
However, Facebook and Instagram should not be overlooked, as Instagram also has an integrated shop feature, and Facebook groups are a powerful way to promote business in local areas.
In terms of ads, TikTok and Meta Business differ significantly, with TikTok ads limited to video content and relying heavily on the algorithm for delivery, whereas Meta Business ads offer a more diverse range of ad delivery, including single image, carousels, and videos.
Meta Business ads allow advertisers to target audiences based on demographics, interests, and behavior, providing more flexibility than TikTok ads.
Determining which platform is better for advertising depends on various factors, including the business, marketing objectives, familiarity with the platforms, and budget.
Creating effective TikTok ads can be challenging, so businesses may consider hiring a creator, such as micro-influencers with smaller followings, who are more willing to work with them and have an engaged audience.
When collaborating with content creators, it is essential to be aware that they are individuals and to clearly communicate the goals and expectations of the collaboration, as well as what they can gain from it.
There are many types of ads that can be run on Facebook, including image ads, carousel ads, video ads, story ads, reels ads, lead ads, and poll ads, and the choice of ad type depends on marketing objectives, such as finding the right POS features for small businesses.
TikTok is more limited in its ad options, focusing mainly on impressions through video content, although it also allows driving ads to an integrated shop on the platform.
The FYP and TikTok’s algorithm enable businesses to reach their intended audience, and they can optimize the algorithm by utilizing demographic and behavior targeting to improve ad effectiveness.
Combining TikTok with Meta Business Ads can result in a wide-reaching campaign that helps businesses determine which platform their audience is more engaged on and where they are more likely to respond positively to ads, and for households, this can also involve understanding the Big Switch Off and its implications.
All marketing campaigns are learning opportunities, as results are not guaranteed, and what worked previously may not work again, so it is key to keep a strict eye on the budget and explore other options if necessary, such as considering top business bank accounts in the UK.
Once a campaign is over, it is essential to take stock of its success, note the return on spend, and explore other options if not satisfied with either TikTok or Facebook.
