In 2023, a new study was conducted on the use of social media marketing in the Netherlands (via this (link) available here). The study showed that TikTok has continued to grow exponentially for the third year in a row. Especially among younger audiences, it is one of the largest platforms, particularly when looking at daily usage. However, TikTok often faces criticism because it is a Chinese platform. In the past, I had the honor of purchasing (one of) the first Dutch ads on TikTok. But how does the platform stand today? Can we really no longer ignore TikTok, and how does it differ from more traditional platforms like Facebook? In this blog, we discuss the differences between two of the world’s largest tech companies, Meta and TikTok.  

Data Storage and Privacy on TikTok and Meta: Is Social Media Marketing Safe?

TikTok is known for controversies around data protection and privacy. Owned by the Chinese company ByteDance, there are concerns about where user data is stored and who can access it. While TikTok claims to store user data outside China and safeguards privacy, risks of data leaks remain. Several governments have advised against or even banned TikTok use. 

Meta, on the other hand, has faced its own privacy challenges but has implemented stricter data protection measures. The company aims to give users more control over their data and offers options to delete or restrict data. Meta has also announced plans to implement end-to-end encryption for its messaging services. However, recent hefty fines in Europe show ongoing challenges, particularly related to transferring personal data to the United States, which conflicts with GDPR regulations.

As you can see, both platforms have issues handling user data safely. Advertisers must carefully consider whether and how to share data with these platforms. Draft Digital cannot give a hard recommendation but suggests advertisers ask themselves important questions:

• Are you comfortable with your data possibly being shared with China and the U.S.? Is it worse if it goes to China?
• How can you share data with these platforms as securely as possible? Consider options like Customer Match versus Server-Side Tagging (Conversion API).
• Is it essential to use pixels that send personal data to these platforms? 

Differences in Social Media Marketing Audiences on TikTok and Meta

TikTok has grown enormously popular over recent years, especially among younger users. Known for short, creative videos, TikTok boasts an active and engaged community, mainly aged 16-24. However, it’s a misconception that only this group uses the platform; users up to around 45 years old are also active. 

Meta has a broader audience reach. Facebook and Instagram, Meta’s flagship platforms, attract a diverse user base of various ages and demographics. They offer a more established social experience — sharing photos, connecting with friends and family, and following news and interests. However, Facebook is losing younger users, who often migrate to TikTok or Snapchat. Instagram is still growing but struggles with younger demographics, which are also shifting toward TikTok.

Therefore, enriching the social media mix is increasingly important. In the past, a Meta-only campaign could reach the entire target audience. Today, using both TikTok and Meta is often necessary, especially when targeting younger groups.

Performance on TikTok and Meta

TikTok is famous for fast, entertaining video content. Its algorithm shows users content based on preferences and interests, creating an engaging user experience. High engagement levels make TikTok ideal for advertisers aiming to connect their brand with audiences. Make sure to tailor your content specifically for TikTok rather than repurposing generic campaigns. TikTok is also expanding with features like TikTok Search, making it increasingly attractive for performance campaigns.

Meta has built a solid reputation as one of the largest social media platforms globally. It offers features such as posts, photos, videos, group chats, and events. With vast data collected via pixels, Meta excels at running performance-driven campaigns. Meta even recommends targeting broad audiences to let their system find the right people, sometimes outperforming advertisers themselves! Meta is also developing awareness campaigns, like adding Reels, which closely resemble TikTok. 

Conclusion

TikTok and Meta differ significantly in data storage and privacy, audience, and performance. TikTok appeals to a younger user base with creative short videos, while Meta has broader reach and a more established presence. Both platforms face privacy challenges, making it vital for advertisers to make informed decisions about data sharing. Users should also consider their own privacy preferences when choosing platforms. Since these are complex decisions, Draft Digital is here to help you consider your options. While we can’t make the choice for you, we can guide you through it. Ready to start advertising or need help deciding? get in touch with us .