TikTok has grown from a niche platform for short-form video content to a global force in digital advertising. As of 2025, TikTok has surpassed 1.7 billion monthly active users, with an average daily usage time of more than 95 minutes per user. By comparison, Facebook’s 3 billion monthly active users still make it the largest platform, but the time spent per session is lower, averaging around 33 minutes.
For advertisers, this shift means a new generation of users—particularly Gen Z and younger millennials—are spending more of their attention on TikTok, potentially at the expense of Facebook.
Key Advertising Trends
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Ad Spend Growth: TikTok ad revenue is projected to exceed $20 billion in 2025, up from just $4 billion in 2021. While Facebook still leads with over $130 billion in annual ad revenue, TikTok’s growth trajectory is much steeper.
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Engagement Rates: TikTok ads often achieve engagement rates between 5–9%, significantly higher than the average Facebook ad engagement rate of 0.9%.
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Creative Shift: TikTok rewards authenticity and storytelling. Ads that feel like native content perform better, while traditional static ad styles from Facebook often fall flat on TikTok.
What This Means for Facebook Advertisers
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Rising Competition: With brands reallocating budgets to TikTok, Facebook advertisers may see higher CPMs as competition increases for engaged audiences.
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Audience Fragmentation: Younger demographics are less likely to engage with Facebook, meaning advertisers need cross-platform strategies to reach the full funnel.
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Creative Adaptation: The TikTok style of short, engaging, user-generated-feel content is influencing expectations across all platforms. Facebook advertisers who adopt similar approaches can stand out.
How to Adapt
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Blend Platforms: Use TikTok for awareness campaigns and retarget on Facebook, where conversion infrastructure is stronger.
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Leverage Lookalikes: Facebook’s audience targeting still provides powerful tools. Combining TikTok’s reach with Facebook’s precision can maximize ROI.
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Test Creative Formats: Short-form video is no longer optional. Experiment with native-feeling creatives on Facebook to mirror TikTok’s winning style.
Suggested Further Reading
Conclusion
TikTok’s explosive growth doesn’t mean Facebook advertising is obsolete—but it does mean advertisers need to adapt. By combining the unique strengths of both platforms, businesses can build campaigns that capture attention where it’s highest while converting efficiently where infrastructure is strongest. The future belongs to advertisers who think cross-platform and embrace new creative standards.
