TIKTOK ADS VS META ADS
TikTok Ads vs Meta Ads — Where Are Your Customers?
TikTok and Meta both run interruption-based paid advertising — but the platforms reward different content, target different demographics, and price impressions very differently. The right choice depends on who your customer actually is and whether you can produce native-feeling video.
Compared
A
TikTok Ads
B
Meta Ads
Audience age skew
Heavy 18–34, growing 35–50
Broad 25–65+, weak under 25
NZ daily active users
~1.2M (60% of under-30s)
~3M+ Facebook, ~2M Instagram
Creative format
Vertical 9:16 video, sound-on, hook-first, UGC-style
Mixed — static, carousel, video, Reels
Typical cost per click
$0.20–$0.80 currently (rising as platform matures)
$0.40–$1.50
Creative refresh cadence
Weekly — fatigues fast
2–4 weekly
Best for
DTC consumer brands, lifestyle products, under-35 audiences, anything visual
Broader reach, retargeting funnels, B2C with mixed demographics
Worst for
B2B, professional services, older demographics
Pure under-25 acquisition (where TikTok wins)
Platform maturity
Newer — ad rates still low, attribution still developing
Mature — sophisticated targeting + attribution
Pick TikTok Ads
Pick TikTok Ads when your customer is under 35, when your product is visual, when you can produce or source native-feeling video, and when you want to capture lower-cost impressions before rates rise.
See the servicePick Meta Ads
Pick Meta Ads when your audience skews 30+, when retargeting is central to your funnel, or when your team can't produce TikTok-native creative weekly.
See the serviceRun both
Run both when you have an under-40 consumer audience and the creative production capacity to feed both platforms. TikTok for cheap top-of-funnel reach, Meta for funnel completion and retargeting.
Related pricing guides.
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