The two big social ad platforms. Different creative rules, different audiences.
| TikTok Ads | Meta Ads | |
|---|---|---|
| Audience | Skews 18-34 | Broader demographics |
| Creative | Native UGC essential | UGC or produced |
| Targeting | Algorithm-led (broad) | Mix of broad + interest |
| CPMs | Competitive | Higher for narrow targeting |
Younger audience, visual/entertainment product, creative-heavy team.
Broader demographics, DTC workhorse, more creative formats.
Most DTC brands run both. Meta is the anchor; TikTok is increasingly required for younger-skewing products.