Both platforms work. The right first choice depends on your customer, your product and how fast you can make fresh video.
Who is on each platform
Facebook and Instagram reach a wide age range and suit local services, e-commerce and retargeting. TikTok skews younger and rewards short, native video.
- Facebook: broad reach and strong retargeting
- TikTok: cheap attention and fast creative testing
- Both: pair with Google for people ready to buy
Creative needs differ
Facebook ads can be image-led and offer-led. TikTok ads need to feel like regular videos, with a hook in the first second and no polished studio look.
- Test three hooks per product
- Use real people on camera
- Refresh creative every one to two weeks
Start small and measure
Pick one platform, spend a small test budget for two weeks and compare cost per lead to Google. Add the second platform only when the first is stable.
- Same offer on both
- Same conversion tracking on both
- Decide on cost per result, not clicks
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