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What platform should I be advertising my business on? TikTok vs. other platforms.

You know what they say, “out of sight, out of mind.” That’s why social media advertising is essential to keeping your business at the forefront of your audience’s minds. But with so many platforms to choose from, how do you know which one to invest your £££’s into? Well, you’re in luck because that’s exactly what we’re diving into today. In this blog post, we’ll be taking a closer look at TikTok, the newest kid on the social media block, and how it stacks up against other heavyweight platforms. So sit tight and get ready to find out which platform is the right fit for your business!



Alright, let’s get down to the nitty-gritty of TikTok, shall we? For those who aren’t in the know, TikTok is a social media platform that’s taking the world by storm. With over 40 million daily active users, it’s safe to say that this app is a force to be reckoned with. But what sets TikTok apart from the rest of the social media pack?

Well, for starters, TikTok is all about short-form videos. Users create and share videos, often set to music and featuring quirky filters and special effects. It’s a highly entertaining and addictive format that has captured the attention of a wide range of users.

And speaking of users, TikTok’s popularity spans across various age groups, although it tends to be more popular among Gen Z and Millennials. These younger audiences are highly engaged and spend an average of 52 minutes per day on the app.

So what are the potential benefits of advertising on TikTok, you ask? For starters, the app’s algorithm prioritises content that’s engaging and relevant, meaning that if you create content that resonates with your audience, it’s more likely to be seen and shared. Plus, the app’s native advertising tools, such as in-feed ads and sponsored hashtag challenges, make it easy for businesses to create eye-catching and effective campaigns. Overall, TikTok offers a unique opportunity to reach a highly engaged and rapidly growing audience.


Round 1: TikTok vs Facebook/Instagram

Now, let’s talk about the big dogs of social media – Facebook and Instagram. These platforms have been around for a while, and their advertising options have become increasingly sophisticated.

On Facebook, you can create ads that appear in users’ newsfeeds, stories or on the right-hand side of the page. Instagram, on the other hand, allows you to create ads in the form of photos, videos, or stories that appear in users’ feeds.

When it comes to TikTok versus Facebook and Instagram, there are pros and cons to each. While Facebook and Instagram have a much larger user base, TikTok’s algorithm makes it easier for your content to go viral. Additionally, TikTok’s unique features, such as challenges and filters, make it easy for businesses to create engaging content that stands out.

However, businesses that cater to an older demographic may find Facebook and Instagram to be more effective platforms for their advertising efforts. Additionally, businesses that rely heavily on visual content, such as photographers and artists, may find more success on Instagram. 

tiktok ads v facebook ads

Ready to make Facebook ads work for you, check out our blog on how to advertise on Facebook.


Round 2: TikTok vs LinkedIn

Moving on to the professional world of social media, we have LinkedIn. LinkedIn is a platform designed for networking and professional development, but it also offers advertising options for businesses.

With LinkedIn ads, businesses can target users based on job title, company size, industry, and more. This makes it a powerful tool for B2B companies looking to reach decision-makers in specific industries.

So how does LinkedIn stack up against TikTok? Well, for businesses targeting a younger audience, TikTok is the clear winner. However, for B2B companies or those in more niche industries, LinkedIn may be the better option.

One advantage of LinkedIn is that it’s a platform where users expect to see ads, unlike TikTok where users are often looking for entertainment. Additionally, LinkedIn’s targeting options are incredibly detailed, making it easy to reach a specific audience.

tiktok ads v linkedin ads

Feeling like LinkedIn is the way forward, read our blog on how to build a successful LinkedIn Ads strategy, including a handy step-by-step of how to set up your very first campaign and helpful tips and tricks you can use on the platform.


Round 3: TikTok vs Twitter

Lastly, we have Twitter. This platform is known for its real-time updates and limited character count, but it also offers advertising options for businesses.

Twitter ads allow businesses to promote their account, tweets, or trends to a targeted audience. This can be especially effective for businesses looking to increase brand awareness or promote a new product or service.

So, how does Twitter compare to TikTok? While both platforms offer opportunities for businesses to reach their target audience, there are some key differences to consider.

One advantage of Twitter is that it’s a platform where users actively seek out information and news. This means that businesses with a strong message or call to action may find success on Twitter. However, TikTok’s algorithm makes it easier for your content to go viral, potentially reaching a wider audience than on Twitter.

In terms of which businesses may be better suited to advertising on TikTok versus Twitter, it depends on your target audience and advertising goals. Businesses with a younger target demographic may find more success on TikTok, while those targeting professionals or those interested in real-time updates may prefer Twitter.

tiktok ads v twitter ads

Success stories

Now that we’ve compared TikTok to other popular social media platforms, let’s take a look at some success stories from each.

TikTok has seen numerous successful advertising campaigns in recent years. One example is from Tourism Ireland. They wanted to create ad creatives that showcase Ireland as a holiday destination on TikTok. The campaign exceeded its targets with 16M impressions and 1.4M video views, while costing only £0.01 per video view. Who wouldn’t want to relax on Whiterocks Beach after seeing those results?  

If you would like to read more success stories from brands both big and small who have made TikTok advertising work for them or if you just need some inspiration for your next TikTok advertising campaign click here.

On the other hand, Facebook and Instagram have also seen their fair share of successful advertising campaigns. For example, Boots’ Christmas campaign used augmented reality ads  on Facebook to increase brand awareness. The campaign ran from November 11 to December 23, 2022, and achieved a 9-point increase in ad recall, a 3.9-point increase in message association, and a 3.5-point increase in campaign awareness for campaigns that included augmented reality ads. The result? Boots’ holiday magic paid off! Read other Facebook success stories here.


The results

Ding Ding. The results are in. TikTok offers a unique opportunity for businesses to reach a younger audience and create engaging, viral content. However, it’s important to weigh up the pros and cons of advertising on TikTok versus other platforms, such as Facebook, Instagram, LinkedIn, and Twitter.

While each platform offers its own advantages and disadvantages, TikTok stands out for its algorithm, which can help content go viral and reach a wider audience. However, businesses should carefully consider their target audience and advertising goals before deciding which platform to invest their advertising budget in.

Overall, we recommend that businesses give TikTok advertising a try and see how it works for them. With its growing popularity and unique features, TikTok can be a valuable addition to any social media advertising strategy.

So, if you haven’t already, why not give TikTok a try? If you need help setting up your first ad campaign, read our blog on how to set up ads on TikTok. Share your experiences with us and let us know how TikTok advertising has worked for your business. With the right approach and strategy, TikTok can help you achieve your advertising goals and reach a whole new audience. And remember don’t throw in the towel when it gets too tricky!

Picture of Niamh Taylor

Niamh Taylor

I am the Founder and CEO of Digital Twenty Four. I’m an award winning digital marketer who took a risk, and left the safety of a well-paid, super safe in-house head of marketing role to launch Digital Twenty Four in May 2015. But -it was a risk worth taking because I now own a brilliant company, with a brilliant reputation, and with the best humans working within it. And an award-winning digital marketing expert with over 20 years experience in marketing.