Overview
Facebook (Meta) and TikTok are the two most important social advertising platforms for mobile UA. Each has unique strengths, audiences, and creative requirements that impact campaign performance.
Platform Comparison
| Metric | Facebook/Meta | TikTok |
|---|---|---|
| Monthly Active Users | 3B+ (FB + IG) | 1.5B+ |
| Core Demographic | 25-54 years | 16-34 years Younger |
| Avg. Session Time | 33 min/day | 95 min/day Winner |
| Targeting Options | Most advanced Winner | Growing rapidly |
| Creative Format | Multiple formats | Full-screen video Higher engagement |
| Avg. Gaming CPI | $1.50-4.00 | $0.80-2.50 Lower |
| Scale | Largest reach Winner | High growth |
Facebook/Meta Strengths
- Unmatched scale: Largest social audience globally
- Advanced targeting: Most sophisticated targeting options
- Mature platform: Proven playbooks and best practices
- Multiple placements: FB, IG, Messenger, Audience Network
- Advantage+: AI-powered campaign optimization
TikTok Strengths
- Gen Z dominance: Best platform for young audiences
- Lower CPIs: Often 30-50% cheaper than Facebook
- Creative virality: Organic-feeling ads perform well
- High engagement: Users spend 95+ minutes daily
- Growth momentum: Still gaining users globally
Our Verdict
Use Facebook for: Broad demographic targeting, proven UA playbooks, maximum scale, and apps targeting users 25+. Essential for any serious UA program.
Use TikTok for: Gen Z audiences, gaming apps, entertainment apps, and when seeking lower CPIs. Increasingly important for modern UA mix.
Budget Allocation Tips
- Start with 60/40 split (Facebook/TikTok) for most apps
- Shift to 40/60 for Gen Z-focused products
- Test creative concepts on TikTok first (faster learnings)
- Scale winners on Facebook for maximum reach
- Use both for retargeting to maximize coverage