TikTok video ads generate 15 times more impressions than Facebook and Instagram Reels ads, according to new data from customer engagement platform Emplifi, covering Q1 2023 through Q2 2024. 

Despite TikTok’s higher impression rates, Facebook and Instagram Reels maintain an edge in cost-per-click (CPC) and click-through rates (CTR). 

Emplifi reports that the cost-per-thousand-impressions (CPM) remain similar across all three platforms. However, brands allocate 15 times more of their budget to TikTok, resulting in proportionally higher impression counts for the exact cost.

“TikTok’s astounding user growth over the past few years makes it impossible for brands to ignore, especially those aiming to maximize visibility,” Emplifi CMO Susan Ganeshan said in a press release.

Ad Formats

The study analyzes two TikTok ad formats: standard in-feed ads and Spark Ads. 

Standard in-feed ads, designed for advanced campaigns, achieve more impressions and higher CTRs than Spark Ads but typically cost 30% more due to advanced targeting options. 

Spark Ads, which allow creators to promote existing videos, average a 50% higher CPC rate than standard TikTok ads but generally cost less overall.

“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,” Ganeshan suggested.

Emplifi’s research aligns with recent Pew Research Center data showing that 62% of U.S. adults aged 18 to 30 and 39% of adults aged 30 to 49 use TikTok. 

The release also cites Emarketer’s forecasts that TikTok ad revenues will reach $10.42 billion by the end of 2024, representing 38% year-over-year growth and 12% of U.S. social media ad spend.

According to an August report, TikTok surpassed YouTube as the preferred platform for video marketing among brands and retailers – 67% compared to 60% as of summer 2024. Ad spending on TikTok had grown from 24% of brands purchasing ads in 2022 to 40% in 2024.