Press Release
Sep 12, 2024

Emplifi Reveals TikTok Delivers 15X More Impressions Than Facebook and Instagram Reels

NEW YORK, September 12, 2024Emplifi, 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.

More Emplifi news and press releases

Emplifi Fuel launch gives brands end-to-end customer journey solution

Introducing Emplifi Fuel, an out-of-the-box customer engagement solution that revolutionizes how brands organize, plan, and execute marketing...
Read more

Emplifi Excellence Awards recognize winners for outstanding performance in innovation

Meet the winners of the inaugural Emplifi Excellence Awards, a program that recognizes top performers within the customer engagement space. The...
Read more

Emplifi Celebrates a Transformative Year with Surging Adoption and Major Awards

Emplifi announced major milestones in 2024, highlighting rapid global growth and platform adoption. With 20% quarter-over-quarter MAU growth in Q4,...
Read more

AI-Powered Tools Revolutionize Content Creation and Data Insights: Emplifi Survey Reveals 50% Time Savings

A recent Emplifi survey highlights the transformative impact artificial intelligence (AI) is having on content creation, with users reporting time...
Read more

Emplifi Named a Leader in Q4 2024 Social Suites Report by Independent Research Firm

Forrester evaluated the most significant social suite providers and named Emplifi as a Leader. Emplifi also received the highest score possible in...
Read more

Emplifi Reveals User-Generated Content Helps Drive 63% YoY Revenue Growth Across B2C Industries

New York, November 14th, 2024 – Emplifi, a leading customer engagement platform, today released “The Impact of User-Generated Content on Revenue...
Read more

Ready to transform your social media efforts?

Emplifi helps boost efficiency, increase revenue, and scale your social media — whether you have a small team or a complex product. Want to see how? Let’s talk today.

Get a demo

What can you expect?

  • A partner who cares about your strategy and objectives
  • Live demo showing how we differentiate from the pack
  • No pressure, just advice
Get a demo

Outpace your competition with easy-to-use, innovative solutions

We’re recognized as a market leader in innovation, customer support, and ease of use from these organizations.