For most small businesses, Meta (Facebook and Instagram) is the safer place to start, thanks to flexible budgets and precise targeting. TikTok can bring cheaper attention and huge reach if you can make natural-feeling short videos regularly. Many brands end up using both.
Quick comparison
| Meta Ads | TikTok Ads | |
|---|---|---|
| Where ads appear | Facebook, Instagram, Messenger and partner apps | TikTok's For You feed and partner apps |
| Audience | Very broad, across most age groups | Skews younger, but growing in every age group |
| Minimum budget | You can start with a small daily budget | At least $50/day per campaign and $20/day per ad group |
| Targeting | Detailed interests, lookalikes and retargeting | Relies more on the algorithm and the video itself |
| Creative | Images, carousels, Reels and video | Vertical video only, native and fast-paced |
| Best for | Leads, local services, e-commerce, retargeting | Awareness, impulse products, younger audiences |
TikTok's minimums come from its own Ads Manager help centre at the time of writing and can change, so check the current figures before you launch.
Who you can reach on each platform
Meta reaches people across almost every age group and country, which makes it a strong default for local services, B2B offers and products aimed at adults with buying power.
TikTok started with a younger audience and is still strongest there, but more and more older users spend time on it every day. If your customers are under 35, or your product is visual and easy to show in a few seconds, TikTok deserves a serious look.
Creative: what works on each
This is the biggest difference between the two platforms.
- On Meta, polished images, carousels and short videos all work. Clear offers, strong visuals and social proof tend to win.
- On TikTok, ads that look like ads get skipped. Videos that feel like normal TikToks perform best: a real person, a hook in the first two seconds, quick cuts and trending sounds.
If you can't produce fresh short videos every week or two, Meta will usually give you better results for the same effort.
Targeting and tracking
Both platforms let you track results with a pixel on your website and a server-side connection for more accurate data. Meta gives you more control over who sees your ads, including retargeting people who visited your site or engaged with your page. TikTok works best with broader targeting, letting its algorithm find the right viewers based on how people react to your video.
So which should you choose?
- You're a local or service business looking for leads: start with Meta.
- You sell a visual product to people under 35: test TikTok early.
- Your budget is small: Meta's flexible budgets make it easier to test without overspending.
- You already make Reels or short videos: repurpose them on TikTok and compare results.
How to split your budget when starting
If you want to try both, a simple approach works well:
- Put most of your budget on the platform that best matches your audience, and a smaller test budget on the other.
- Run both for at least two to four weeks so the algorithms have time to learn.
- Judge them by cost per lead or cost per sale, not likes or views.
- Move more budget to whichever platform brings customers at the lowest cost.
How Rumi Byte can help
We manage both. Our Meta Ads and TikTok Ads management start from $299/month each, with your ad budget paid separately to the platform. That includes strategy, targeting, ad creatives or video scripts, tracking setup, testing and clear reports.
Frequently asked questions
Are TikTok ads cheaper than Facebook ads?
TikTok can deliver cheaper views and reach, but cheaper attention doesn't always mean cheaper customers. Compare platforms by cost per lead or cost per sale.
What is the minimum budget for TikTok ads?
According to TikTok's Ads Manager help centre, daily budgets must be at least $50 at campaign level and $20 at ad group level. Check the latest figures before launching, as they can change.
Can I run the same video on Instagram Reels and TikTok?
Yes, vertical videos can often be reused on both. Remove watermarks and adjust captions and sounds to match each platform.
How long before ads start working?
Expect a learning period of one to two weeks, and give a campaign two to four weeks before judging it, unless results are clearly poor.