The debate for budget allocation often lands on 'Tried and True' (Meta) vs 'The Viral Newcomer' (TikTok). Meta (Facebook/Instagram) is a mature, stable ad platform with the world's most advanced targeting algorithm. TikTok is a high-velocity content engine that offers cheaper impressions but requires significantly more creative output. For most brands, Meta is the 'Bedrock' of social revenue—providing consistent, scalable ROAS. TikTok is the 'Accelerator'—offering the chance for massive, viral reach but with higher volatility. We manage both, and the key is understanding that they require completely different creative brains.
Yes, but be careful. TikTok users are allergic to 'polished' ads. If it looks like a TV commercial, they skip. Reels assets often work on TikTok if they strictly follow the 'Lo-Fi', user-generated style. Never leave the TikTok watermark on a video you upload to Reels (and vice versa)—the algorithms will penalize you.
Meta. Facebook Lead Forms generally have higher intent and better quality than TikTok Lead Gen Forms, largely due to the older, more professional demographic on the platform.
Usually no. We recommend mastering Meta first. It's more predictable. Once you have a stable CPA on Meta, use TikTok to expand your reach. Starting on TikTok creates a high-variance foundation that is hard to forecast revenue on.
