Facebook Ads vs. TikTok Ads in 2025: Which Platform Should You Use for Your E-commerce Store?

The Current Landscape

Facebook/Instagram (Meta):

• 3+ billion active users across both platforms
• Mature advertising platform with 10+ years of optimization
• Average user age: 25-45 years old
• Strong e-commerce integration and shopping features

TikTok:

• 1.5+ billion active users globally
• Rapidly growing advertising platform (launched ads in 2019)
• Average user age: 18-35 years old (but aging up)
• Native shopping features launched in 2023, gaining traction fast

Both platforms are legitimate contenders for your ad dollars, but they serve different purposes and audiences.

Audience & Demographics

Facebook/Instagram Wins For:

• Targeting millennials and Gen X (30-55 years old)
• Higher-income audiences with more purchasing power
• B2B and higher-ticket items ($100+)
• Audiences researching purchases and comparing options

TikTok Wins For:

• Reaching Gen Z and younger millennials (16-30 years old)
• Impulse purchases and trendy products
• Products under $100
• Building brand awareness with viral potential

Reality Check: While TikTok skews younger, their average user age is increasing yearly. By 2025, over 40% of TikTok users are 30+. Don’t write it off if you’re targeting older demographics.

Ad Formats Compared

Facebook/Instagram Ad Formats:

• Single image ads
• Video ads (feed and stories)
• Carousel ads (multiple images/videos)
• Collection ads (showcase product catalogs)
• Dynamic product ads (automated retargeting)
• Shopping ads (buy directly on platform)
• Messenger ads
• Reels ads

Strengths: ✅ More format variety for testing ✅ Seamless shopping experience ✅ Robust catalog integration ✅ Better for detailed product showcases

TikTok Ad Formats:

• In-feed video ads (appear in “For You” feed)
• Spark ads (boost organic content)
• TopView ads (first thing users see when opening app)
• Branded hashtag challenges
• Branded effects
• Shopping ads (in beta/expanding)

Strengths: ✅ Ads feel more native and less “ad-like” ✅ Higher engagement rates (3x Facebook on average) ✅ Viral potential for organic reach ✅ Users expect to discover new products

Targeting Capabilities

Facebook/Instagram Targeting:

Facebook’s targeting is unmatched. You can target based on:

• Demographics: Age, gender, location, language, education, job title, relationship status
• Interests: Thousands of categories from hobbies to shopping behaviors
• Behaviors: Purchase history, device usage, travel patterns
• Custom Audiences: Upload your customer list, target website visitors, engagement audiences
• Lookalike Audiences: Find people similar to your best customers

Advantage: Hyper-specific targeting down to granular details.

Disadvantage: iOS 14.5+ privacy updates reduced tracking accuracy. Pixel data is less complete than it was pre-2021.

TikTok Targeting:

TikTok’s targeting is improving but still behind Facebook:

• Demographics: Age, gender, location, language
• Interests: Based on content interactions
• Behaviors: Video interactions, hashtag engagement, creator interactions
• Custom Audiences: Website visitors, app activity, customer lists
• Lookalike Audiences: Available but less refined than Facebook

Advantage: Interest targeting is highly accurate because it’s based on actual content consumption, not self-reported data.

Disadvantage: Fewer targeting options and less granular control compared to Facebook.

Cost Comparison

Advertising costs vary by industry, competition, and targeting, but here’s what to expect in 2025:

Facebook/Instagram Average Costs:

• CPM (Cost Per 1,000 Impressions): $8-15
• CPC (Cost Per Click): $0.50-$3.00
• CPA (Cost Per Acquisition/Sale): $10-$80+ (depending on product price)

TikTok Average Costs:

• CPM: $6-12 (slightly cheaper than Facebook)
• CPC: $0.30-$2.00 (generally lower)
• CPA: $8-$50+ (often lower due to impulse buying behavior)

Winner: TikTok currently offers better cost-efficiency, especially for reaching younger audiences. However, this gap is narrowing as more advertisers flood the platform.

Budget Requirements:

• Facebook: Can start testing with $5-10/day per ad set
• TikTok: Minimum daily budget is $20 per campaign (higher barrier to entry for small businesses)

Creative Requirements

Facebook/Instagram Creative Best Practices:

• Videos: 15-30 seconds ideal
• Style: Polished, professional-looking content performs well
• Hook: First 3 seconds are crucial
• Text: Can include text overlays and longer captions
• Call-to-Action: Clear, direct CTAs work best
• User-Generated Content (UGC): Authentic-looking ads from “real people” outperform overly branded content

TikTok Creative Best Practices:

• Videos: 21-34 seconds optimal
• Style: Raw, authentic, lo-fi content outperforms polished ads
• Hook: First 1-2 seconds determine if users keep watching
• Trends: Using trending sounds and formats increases visibility
• Call-to-Action: Soft-sell approach works better than hard-sell
• Native Feel: Ads should look like regular TikToks, not traditional ads

Key Difference: Facebook forgives “ad-like” creative; TikTok punishes it. On TikTok, your ads must blend seamlessly with organic content or users will scroll immediately.

Conversion & Purchase Intent

Facebook/Instagram:

• Users come to socialize and catch up with friends, but they’re accustomed to seeing ads
• Purchase Intent: Medium to high – users browse products and research
• Purchase Timeline: Can convert immediately or after several touch points
• Best For: Considered purchases, retargeting, building funnels

TikTok:

• Users come to be entertained and discover new content
• Purchase Intent: Low initially, but impulse buying is common
• Purchase Timeline: Often converts immediately if the product resonates
• Best For: Impulse purchases, trending products, viral hits

Winner: Facebook for complex funnels and considered purchases; TikTok for impulse buys and product discovery.

Analytics & Tracking

Facebook/Instagram:

• Comprehensive Ads Manager dashboard
• Detailed breakdowns by age, gender, placement, device
• A/B testing built into the platform
• Attribution windows (1, 7, or 28-day click/view)
• Integration with Google Analytics and third-party tools

Rating: ⭐⭐⭐⭐⭐ Industry-leading analytics

TikTok:

• Growing analytics dashboard (improving rapidly)
• Basic demographics and performance metrics
• Limited A/B testing features (manual testing required)
• Attribution tracking still maturing
• Third-party integrations expanding

Rating: ⭐⭐⭐ Good, but less mature than Facebook

Winner: Facebook has far superior analytics and tracking capabilities.

E-commerce Integration

Facebook/Instagram:

• Facebook Shops: Create a full storefront on Facebook
• Instagram Shopping: Tag products in posts and stories
• Checkout: Users can buy without leaving the platform
• Catalog Integration: Automatically sync your Shopify product catalog
• Dynamic Ads: Show users products they’ve viewed on your website

Rating: ⭐⭐⭐⭐⭐ Seamless, mature e-commerce ecosystem

TikTok:

• TikTok Shop: Rapidly expanding (huge in Asia, growing in US/Europe)
• Product Links: Direct links to your Shopify store
• Live Shopping: Sell products during live streams
• Catalog Integration: Available but less sophisticated than Facebook

Rating: ⭐⭐⭐⭐ Fast-improving, high potential

Winner: Facebook currently, but TikTok Shop is growing explosively and could overtake it in specific markets.

Organic Reach Potential

Facebook/Instagram:

• Organic reach has declined significantly (average post reaches 2-5% of followers)
• Instagram Reels offer better organic reach than feed posts
• Requires consistent, high-quality content to maintain visibility
• Reality: You’ll need paid ads to reach your audience

TikTok:

• Algorithm favors content quality over follower count
• New accounts can go viral with their first video
• Average video reaches 300-500% of your follower count (if it’s good)
• Reality: You can build a substantial audience without ads

Winner: TikTok by a landslide. This is arguably its biggest advantage.

Learning Curve

Facebook/Instagram Ads:

• Steeper learning curve due to complex interface
• Many settings and options (can be overwhelming)
• Requires understanding of Pixel setup, custom audiences, and campaign structures
• More established resources and courses available

Time to Proficiency: 2-3 months of consistent testing

TikTok Ads:

• Simpler interface (fewer options = easier to navigate)
• Creative matters more than technical setup
• Pixel setup is straightforward
• Fewer learning resources available (platform is newer)

Time to Proficiency: 1-2 months of testing

Winner: TikTok is easier for beginners, but Facebook’s complexity offers more control for advanced users.

Best Use Cases

Use Facebook/Instagram Ads If: ✅ Your target audience is 30+ years old ✅ You sell higher-ticket items ($100+) ✅ Your products require education or consideration ✅ You want to build complex retargeting funnels ✅ You have detailed customer data to leverage ✅ You need robust analytics and reporting ✅ You’re in B2B or service-based businesses

Best Products for Facebook:

• High-end fashion and accessories
• Electronics and tech gadgets
• Home decor and furniture
• Health supplements (with longer sales cycles)
• Courses and digital products
• B2B services

Use TikTok Ads If: ✅ Your target audience is 16-35 years old ✅ You sell trendy, impulse-buy products under $100 ✅ Your products are visually interesting or entertaining ✅ You can create authentic, engaging video content ✅ You want organic viral potential alongside ads ✅ You’re comfortable with a fast-paced, trend-driven platform

Best Products for TikTok:

• Fashion accessories and jewelry
• Beauty and skincare products
• Gadgets and “As Seen on TV” style products
• Fitness equipment
• Novelty items and gifts
• Anything “wow factor” or demonstration-worthy

The Hybrid Approach (Recommended)

Here’s the truth: you don’t have to choose just one platform. The most successful e-commerce brands in 2025 use both strategically:

The Winning Strategy:

1. Start with TikTok to test products and build brand awareness organically
2. Use TikTok Ads to amplify your best-performing organic content
3. Retarget on Facebook to capture people who engaged but didn’t buy
4. Use Facebook Ads for detailed targeting and customer segmentation
5. Repurpose content across both platforms (adjust format and style)

Budget Allocation Example ($1,000/month):

• TikTok: $400 (testing and scaling winners)
• Facebook: $400 (retargeting and lookalike audiences)
• Creative production: $200 (hiring UGC creators)

Real-World Success Stories

Case Study 1: Fashion Accessories Brand

• Started on TikTok with organic content
• One video went viral (2M views), drove 500+ sales in 48 hours
• Invested $50/day in TikTok ads to amplify successful organic posts
• Used Facebook retargeting to capture warm traffic
• Result: Scaled to $100K/month in 6 months using both platforms

Case Study 2: Home Fitness Equipment

• Target audience: 35-50 year old homeowners
• Primary platform: Facebook Ads (detailed targeting by interests and income level)
• Used TikTok for brand awareness content (not primary revenue driver)
• Result: $50K/month stable revenue, 3:1 ROAS on Facebook

Key Takeaway: Your primary platform should align with your target customer and product, but both can play a role in your overall strategy.

Common Mistakes to Avoid

Facebook Mistakes: ❌ Targeting too broadly (wasting budget on uninterested users) ❌ Sending cold traffic directly to product pages (warm them up first) ❌ Ignoring retargeting (your highest ROI opportunity) ❌ Using the same creative for too long (ad fatigue is real)

TikTok Mistakes: ❌ Creating ads that look like ads (they’ll be scrolled past immediately) ❌ Ignoring trends and sounds (you’re fighting the algorithm) ❌ Not testing organic content first (validate before spending) ❌ Overly salesy approach (education and entertainment convert better)

Platform Policies & Restrictions

Both platforms have strict advertising policies, especially for e-commerce:

Commonly Restricted Products:

• Supplements and health claims (heavily regulated)
• Before/after weight loss images
• Tobacco, alcohol, and adult products
• Counterfeit or copyrighted items

Tip: Always review platform policies before launching campaigns. Account bans can be difficult to reverse.

The Future: Where Are These Platforms Heading?

Facebook/Instagram (2025 & Beyond):

• AI-powered “Advantage+” campaigns (machine learning optimization)
• More VR/AR shopping experiences (Meta’s long-term bet)
• Continued focus on Reels to compete with TikTok
• Enhanced creator monetization and shopping features

TikTok (2025 & Beyond):

• Massive expansion of TikTok Shop globally
• Live shopping becoming primary revenue driver
• More sophisticated targeting and analytics
• Potential US regulations or platform changes (political uncertainty)

Bottom Line: Both platforms are investing heavily in e-commerce. Neither is going away.

So, Which Platform Should YOU Choose?

Here’s your decision framework:

Choose Facebook/Instagram as your PRIMARY platform if:

• Target audience is 30+
• Products $100+
• You need detailed targeting
• You have customer data to leverage
• You want proven, stable advertising

Choose TikTok as your PRIMARY platform if:

• Target audience is under 35
• Products under $100
• You can create engaging video content
• You want organic reach potential
• You’re comfortable with experimentation

Use BOTH platforms if:

• You have $500+ monthly ad budget
• You want maximum reach and brand awareness
• You can create content for both platforms
• You’re building a long-term brand (not just testing a product)

Master Both Platforms with Ecom With MSA

Understanding the theory is one thing – executing profitable campaigns is another. That’s where our courses come in:

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• Set up campaigns from scratch
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• Creative formulas for scroll-stopping ads
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• Retargeting blueprints
• Real campaign breakdowns

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• Covers TikTok, Facebook, Instagram, SEO, and more
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• Content creation for each platform
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• Building full marketing funnels

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Final Verdict

There’s no universal “better” platform. Facebook and TikTok serve different purposes:

• Facebook = Precision marketing (target the right person with the right message)
• TikTok = Discovery marketing (help people discover products they didn’t know they wanted)

The most successful e-commerce brands in 2025 leverage both platforms strategically based on their strengths. Start with the platform that best matches your target customer, master it, then expand to the second platform once you’re profitable.

The biggest mistake you can make is analysis paralysis – pick one, start testing, and learn from real data rather than theory.

Ready to launch your first profitable ad campaign? Our courses give you the exact frameworks, templates, and strategies to succeed on both platforms.

About the Author: The Ecom With MSA team has spent over $500K on Facebook and TikTok ads, managing campaigns for dozens of e-commerce stores. We teach strategies that work in the real world, not outdated tactics.