Brands earn more impressions on TikTok, but Facebook and Instagram Reels deliver double the median click-through rates (CTRs) of TikTok videos.

Emplifi, a leading customer engagement platform, today released data that compares TikTok video ad performance against Facebook and Instagram Reels ads. From Q1 2023 through Q2 2024, Emplifi's data shows TikTok video ads earned 15-times more impressions than Facebook and Instagram Reels ads. Although TikTok drives higher impression rates, Facebook and Instagram Reels deliver lower cost-per-clicks (CPCs) and higher CTRs than TikTok.

Emplifi’s data also indicates that cost-per-thousand (CPM) remains similar across TikTok, Facebook, and Instagram. However, brands spend 15-times more on TikTok, resulting in 15-times more impressions for the same cost—despite the comparable CPMs across all three platforms.

Earlier this year, the Pew Research Center reported that 62% of U.S. adults aged 18 to 30 use TikTok, along with 39% of adults aged 30 to 49. Meanwhile, EMARKETER forecasts TikTok ad revenues will hit $10.42 billion by the end of 2024, achieving 38% year-over-year growth and accounting for 12% of U.S. social media ad spend.

“TikTok’s astounding user growth over the past few years makes it impossible for brands to ignore, especially those aiming to maximize visibility,” said Susan Ganeshan, CMO at Emplifi. “The social media app consistently outperforms Facebook and Instagram Reels in terms of impressions. Brands seeking to expand their reach and connect with a broader audience should consider TikTok a key part of their social media ad strategy, particularly if their primary goal is to increase brand exposure among younger audiences.”

In addition to comparing TikTok video ads with Facebook and Instagram Reels ads, Emplifi analyzed two specific TikTok ad formats: standard in-feed ads designed for advanced campaigns and Spark Ads, ads produced by creators using existing videos.

Emplifi’s analysis reveals that standard in-feed ads on TikTok, which appear immediately upon publication, achieve more impressions and higher CTRs than Spark Ads (that are creator-boosted ads). These standard ads typically cost 30% more due to their advanced targeting options, engaging formats, and strategic placements.

Conversely, TikTok’s Spark Ads, which allow creators to promote existing videos with basic targeting options, average a 50% higher CPC rate compared to standard TikTok ads. Although these ads incur a higher CPC (due to less precise targeting that results in reaching a wider but less relevant audience), they generally cost less overall than standard ads that benefit from advanced targeting and optimization capabilities. CPM for both ad types ranges from $0.90 to $1.30.

“The main takeaway from this data is that TikTok is a powerful platform for large-scale campaigns with bigger budgets,” said Susan Ganeshan. “Our research clearly shows that TikTok’s standard in-feed ads are ideal for brands seeking high impressions. Brands with smaller budgets or those focused on short-term visibility goals should collaborate with creators on the platform to leverage the Spark Ad format. While the targeting is less precise, these ads offer a viable alternative for advertisers aiming to optimize their reach on TikTok.”

Methodology

Emplifi analyzed 472 TikTok ad accounts worldwide from Q1 2023 through Q2 2024.

Standard Ads on TikTok are advanced campaigns managed through TikTok Ads Manager, offering various formats like In-Feed Ads and TopView. These ads allow for detailed audience targeting, optimization, and comprehensive performance tracking.

Spark Ads allow creators to promote existing videos with basic targeting options. They are used for increasing video views, followers and driving traffic.

About Emplifi

Emplifi provides exceptional digital customer experiences via a platform trusted by more than 20,000 of the world’s leading brands. With comprehensive and integrated social media marketing, social commerce, and care, combined with unified analytics and AI, Emplifi fuels growth, resulting in happy customers, increased product sales, and improved brand loyalty.

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