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2024 TikTok Ads Study: analysis, data, and conclusions
Our TikTok Ads study is ready to solve the most common questions agencies, brands, and social media managers have when planning a TikTok Ads strategy. Discover:
- Which campaign types are the favorite to promote on TikTok?
- Which campaigns generate the most impressions?
- Which campaign has the largest budget spent on average?
- What is the average CPC of the analyzed campaigns?
- Which country has the highest cost per click?
These are just some of the questions we asked ourselves and answered in our 2024 TikTok Ads Study. Now it’s up to you to explore the study fully and draw your conclusions.
Complete the below form to receive the complete study:
2024 TikTok Ads Strategies
What are the main conclusions of the study?
One of the most interesting conclusions is the type of campaign that is the most used by brands, agencies, and social media managers – great data to take advantage of the trend. And the data has spoken: campaigns aimed at maximizing video views on TikTok are the most used. In total, we counted 1219 campaigns, representing 26.1% of the sample.
At the same time, this is not a significant difference with respect to the next two types of campaigns, as Engagement campaigns account for 996 campaigns (21.3%) and Traffic campaigns for 826 campaigns (17.7%).
Another interesting fact extracted from the study is which type of campaign invests more budget on average. Again, campaigns to increase video views receive the most investment: $2,537.94 per campaign. On the other hand, the Engagement objective is the one with the lowest average investment per campaign at $302.91.
Comparison between TikTok Ads vs Facebook Ads
After conducting in-depth studies of TikTok Ads and Facebook Ads, we compared the ads between the two platforms to help you decide which one to invest in, or which type of campaign to invest in.
Differences between campaigns
Undoubtedly, the biggest difference we see is in the budget invested. In Facebook Ad campaigns, the total budget invested was $34,192,542.04, while in TikTok Ads it was $5,480,456.84.
Despite the popularity of TikTok, Meta still sees a larger investment when it comes to advertising campaigns. It is true however that Facebook ads have been posted on Meta, but also Instagram, WhatsApp, and Messenger ads.
On the other hand, if we think about what type of objective is favored on the two platforms, we find a big difference. In TikTok Ads, advertisers prefer campaigns to maximize video views, while in Facebook Ads, the most used campaigns are those aimed at improving engagement.
This is to be expected though since the nature of TikTok is videos and getting more views.
Discover all the data in the TikTok Ads Study by downloading the full report HERE.
TikTok Ads Study Data
What data did we base the study on? We analyzed 730 TikTok accounts for the report to understand how brands, agencies, and social media managers use ads on the short-form video social network.
To extract this data we have taken a sample of 5,037 campaigns, for which $5,480,456.84 has been invested, over 90 days, from December 1, 2023, to February 29, 2024.
Now it’s your turn to make a move, let us know in the comments what you thought of the 2024 TikTok Ads Study! How you are going to apply it to your strategy?