Today, do you get a better CAC on TikTok or on Pinterest?
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The battle between TikTok and Pinterest for the most cost-effective Customer Acquisition Cost (CAC) has reached a tipping point in mid-2025.
While TikTok dominates viral reach and impulse buying, Pinterest continues to deliver superior conversion rates with lower acquisition costs across most verticals. The data reveals that Pinterest users spend 2x more per month than other platforms, with an average order value of $58, while TikTok excels at top-funnel awareness with engagement rates reaching 18% for small accounts.
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TikTok offers higher engagement but higher costs, while Pinterest delivers better ROI with lower acquisition costs and higher purchase intent. Pinterest users demonstrate stronger bottom-funnel conversion with 2-3x higher conversion rates than other social platforms.
| Metric | TikTok | |
|---|---|---|
| Average CAC | $25-$45 (e-commerce), rising due to competition | Generally lower or comparable, improved targeting reducing costs |
| CPM Rates | $6.21-$8.00 (e-commerce), $7-$8 (lifestyle) | $2.00-$5.00 (e-commerce), $2-$5 (lifestyle) |
| CPC Rates | $1.80-$2.00+ across niches | $0.10-$1.50 across niches |
| Engagement Rate | 7-18% (small accounts), 3-5% (large accounts) | 1-2% consistent across all account sizes |
| Conversion Rate | 1-3% e-commerce, up to 5% top campaigns | 2-3x higher than other social platforms |
| Average Order Value | Lower AOV, high impulse frequency | $58 (highest among social platforms) |
| Best for | Top-funnel reach, viral campaigns, impulse buying | Bottom-funnel conversion, planned purchases, higher ROI |
What's the average CAC across TikTok vs Pinterest right now in mid-2025, and how has it evolved over the past 12 months?
TikTok's Customer Acquisition Cost currently ranges from $25-$45 for e-commerce brands, representing a significant increase from 2024 levels due to intensified competition and ad inflation.
The platform experienced peak CPM costs in late 2024, but Q1 2025 brought some relief as advertiser spending patterns normalized. Despite this temporary reprieve, the overall trend shows CAC climbing steadily as more brands compete for the same highly engaged audience segments.
Pinterest presents a more favorable CAC landscape, though precise figures remain less publicly available than TikTok's data. The platform's enhanced targeting capabilities and algorithm improvements throughout 2025 have actually reduced acquisition costs for many advertisers. Pinterest's focus on purchase intent rather than entertainment consumption creates a more efficient conversion funnel, directly impacting CAC positively.
The 12-month evolution reveals TikTok's volatility versus Pinterest's stability. TikTok's CAC fluctuates based on viral trends, algorithm changes, and seasonal shopping patterns, while Pinterest maintains more predictable costs due to its evergreen content model and planning-oriented user behavior.
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What are the average CPM and CPC rates for TikTok and Pinterest across e-commerce, coaching, and lifestyle niches?
The cost structure between TikTok and Pinterest reveals significant disparities that directly impact campaign profitability across different verticals.
| Platform | E-commerce CPM | E-commerce CPC | Lifestyle CPM/CPC |
|---|---|---|---|
| TikTok | $6.21-$8.00 | $1.80-$2.00 | $7-$8 CPM / $2.00+ CPC |
| $2.00-$5.00 | $0.10-$1.50 | $2-$5 CPM / $0.10-$1.50 CPC | |
| Cost Advantage | Pinterest 40-60% lower | Pinterest 70-90% lower | Pinterest 60-70% lower |
| Competition Level | TikTok: High competition in fashion/beauty | TikTok: Premium pricing for impulse niches | Both: Similar competition, Pinterest more efficient |
| Coaching Specific | TikTok: $6-$9 CPM | TikTok: $1.50-$2.50 CPC | Pinterest: $2-$4 CPM / $0.15-$1.00 CPC |
| Best Value Niche | Pinterest for all e-commerce categories | Pinterest for lead generation | Pinterest for lifestyle and wellness content |
| Quality Factor | TikTok: High engagement, lower intent | TikTok: Fast clicks, impulse-driven | Pinterest: Slower clicks, higher intent |
What's the typical engagement rate on TikTok vs Pinterest for small, mid-sized, and large accounts?
Engagement patterns between TikTok and Pinterest follow completely different trajectories based on account size and platform mechanics.
TikTok demonstrates an inverse relationship between account size and engagement rate, with small accounts under 10k followers achieving remarkable 7-18% engagement rates. This phenomenon occurs because TikTok's algorithm prioritizes content quality over follower count, allowing nano-creators to achieve viral reach. Food and lifestyle nano-influencers frequently exceed 14-18% engagement, with individual posts garnering thousands of likes despite modest follower counts.
Mid-sized TikTok accounts (10k-100k followers) maintain solid 6-8% engagement rates, while large accounts typically see 3-5% engagement. This decline reflects audience dilution and algorithm distribution challenges as accounts scale, making authentic engagement increasingly difficult to maintain at higher follower counts.
Pinterest operates on fundamentally different engagement mechanics, maintaining consistent 1-2% engagement rates across all account sizes. This stability stems from Pinterest's search-driven discovery model rather than follower-based distribution. Engagement quality matters more than quantity, with saves and outbound clicks being more valuable than likes or comments for business objectives.
Micro-influencers on Pinterest (10k-50k followers) achieve the highest per-Pin engagement, particularly in DIY, fashion, and food niches where visual inspiration drives user behavior. The platform's evergreen content model means engagement accumulates over time rather than spiking immediately upon posting.
What's the average conversion rate for sales on each platform by funnel stage, and how do these differ for physical vs digital products?
Conversion performance reveals the fundamental difference between TikTok's impulse-driven commerce and Pinterest's intention-based shopping behavior.
TikTok's click-through rates range from 0.73-2.01%, with approximately 3-7% of clicks converting to cart additions depending on industry vertical. Final purchase conversions typically achieve 1-3% for e-commerce, though top-performing campaigns can reach 5% conversion rates. The platform excels at capturing immediate interest but struggles with sustained consideration phases.
Digital products on TikTok see slightly higher initial click engagement due to lower friction and immediate gratification appeal, but physical products often convert better at the final purchase stage due to tangible value perception. The impulse nature of TikTok consumption favors products that can be quickly understood and immediately desired.
Pinterest delivers substantially higher conversion rates, with up to 50% of users reporting purchases after Pin engagement. The platform consistently achieves 2-3x higher conversion rates than other social platforms across e-commerce categories. Click-through rates typically range from 0.2-1.5%, but the quality of traffic significantly exceeds TikTok's immediate-gratification clicks.
Physical goods particularly excel on Pinterest due to the platform's visual search capabilities and planning-oriented user behavior. Home decor, fashion, and beauty products benefit from Pinterest's longer consideration windows and higher average order values. Digital products perform well but face more competition from established content creators and course platforms.
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How do the audience demographics and behaviors differ between TikTok and Pinterest in terms of content engagement and spending patterns?
The demographic and behavioral contrasts between TikTok and Pinterest users create distinct opportunities for different business models and content strategies.
| Aspect | TikTok | |
|---|---|---|
| Core Demographics | 18-34 years old, 55% female, entertainment-focused | 18-34 years old, 69% female, planning-oriented |
| Content Preferences | Viral trends, entertainment, "how-to" content, product demos | Shopping inspiration, DIY tutorials, home decor, recipes, life planning |
| Shopping Behavior | High impulse buying, trend-driven purchases, 45% shop in-app | 88-93% use for purchase planning, longer consideration periods |
| Session Patterns | Shorter sessions, higher frequency, entertainment-driven browsing | Longer sessions, project-focused browsing, goal-oriented search |
| Purchase Triggers | Viral products, influencer recommendations, immediate availability | Visual inspiration, problem-solving needs, seasonal planning |
| Average Order Value | Lower AOV, frequent small purchases | Higher AOV ($58 average), planned larger purchases |
| Content Interaction | Likes, comments, shares, immediate reactions | Saves, clicks, long-term collection building |
What are the average likes and comments per post on TikTok vs Pinterest, broken down by niche and account size?
Engagement metrics between TikTok and Pinterest reflect their fundamentally different user interaction models and content consumption patterns.
TikTok engagement scales dramatically with content quality rather than account size, allowing small accounts to achieve viral performance. Nano-influencers in food and lifestyle niches regularly generate 1,000+ likes per post despite having under 10k followers. Comments typically represent 5-15% of total likes, with higher percentages indicating stronger community engagement and algorithmic favorability.
Account size on TikTok creates engagement dilution, where larger accounts must work harder to maintain proportional engagement rates. A 100k account might generate 3,000-5,000 likes per post, while a 10k account in the same niche could achieve 1,000-2,000 likes, demonstrating the platform's democratized reach potential.
Pinterest operates on entirely different engagement principles, where likes are less relevant than saves and outbound clicks. The platform's engagement is measured through repins, saves, and click-through actions rather than immediate social validation. Comments remain rare across all account sizes, with the platform functioning more as a visual search engine than a social networking site.
Micro-influencers on Pinterest (10k-50k followers) achieve the highest per-Pin engagement in DIY, fashion, and food niches because their content aligns with the platform's planning and inspiration use cases. Engagement accumulates over time as Pins gain search visibility and seasonal relevance, creating long-term value beyond immediate posting performance.
Which platform currently has a higher percentage of fake traffic or bot engagement, and how does that impact performance metrics?
Bot activity and fake engagement present significant challenges for accurate performance measurement on both platforms, though the nature and impact differ substantially.
TikTok faces notable bot activity across multiple engagement vectors, including fake followers, artificial likes, comments, and view inflation. Industry estimates suggest 10-15% of engagement may be inauthentic, particularly in lower-quality niches or campaigns targeting broad demographics. This artificial inflation can severely skew reported CTR and engagement metrics, making genuine performance tracking essential for accurate ROI calculations.
The prevalence of Made-for-Advertising (MFA) sites and automated engagement farms creates particular challenges for TikTok advertisers. Bot traffic often exhibits higher apparent engagement rates but delivers zero conversion value, leading to inflated CPM costs and reduced campaign effectiveness. Advertisers must implement sophisticated filtering and attribution tracking to identify genuine performance signals.
Pinterest experiences a different type of artificial content challenge, primarily through AI-generated "slop" content and automated pinning tools rather than engagement manipulation. The platform's focus on visual search and planning means bot activity is less likely to impact conversion rates, as users must demonstrate genuine purchase intent through multiple engagement steps.
Some reports suggest Pinterest has strategically expanded in lower-value markets to boost user metrics, but the platform's longer content shelf life and search-driven discovery model make fake engagement less immediately impactful on business results. The planning-oriented user behavior creates natural filtering mechanisms that reduce bot influence on actual conversion performance.
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What are the top-performing ad formats on each platform right now, and what's their typical CTR and ROAS?
Ad format performance varies significantly between platforms, reflecting their distinct user behaviors and content consumption patterns.
| Platform | Top Performing Formats | Typical CTR | ROAS Range |
|---|---|---|---|
| TikTok | In-Feed Ads, Spark Ads, TopView, Shopping Ads, Live Shopping | 0.73-2.01% | 3-8x (e-commerce), up to 142x (best cases) |
| Shopping Ads, Video Pins, Idea Pins, Carousel, Collection Ads | 0.2-1.5% (clicks), higher for saves | 2-4x typical, up to 32% higher than other platforms | |
| TikTok Spark Ads | Authentic creator content with native feel | 1.5-2.5% (above average) | 4-10x with strong creator partnerships |
| TikTok Shopping | Direct product integration within feed | 1.2-2.0% | 5-12x for impulse categories |
| Pinterest Shopping | Product-rich pins with purchase intent | 0.8-2.0% (clicks to site) | 3-6x consistently |
| Pinterest Video | Movement captures attention in static feed | 1.0-2.5% | 2-5x, especially for tutorials |
| Best Practices | TikTok: Creator collaboration, authentic content | Pinterest: High-quality visuals, seasonal relevance | Both: Mobile-optimized, clear CTAs |
Which platform tends to convert better for top-of-funnel, mid-funnel, and bottom-of-funnel strategies?
Funnel performance reveals each platform's natural strengths in the customer journey, with clear advantages at different conversion stages.
TikTok dominates top-of-funnel awareness generation through viral reach, trend participation, and low-friction content consumption. The platform's algorithm can expose brands to massive audiences quickly, making it exceptional for building initial brand recognition and capturing attention in crowded markets. Viral campaigns can generate millions of impressions at relatively low costs, establishing market presence rapidly.
Mid-funnel performance on TikTok requires sophisticated retargeting strategies and influencer content to maintain engagement beyond initial awareness. The platform's entertainment focus can struggle with consideration phases unless brands create educational or demonstration content that maintains interest while building trust and credibility.
Pinterest excels at mid-funnel and bottom-funnel conversions due to its planning-oriented user mindset. Users actively save content for future reference, creating extended consideration periods that benefit complex purchase decisions. The platform's search functionality allows prospects to rediscover brands when ready to purchase, extending the effective reach of individual campaigns.
Bottom-funnel conversion strongly favors Pinterest, where 88-93% of users engage for purchase planning purposes. The platform's integration with e-commerce tools and focus on visual product discovery creates seamless paths from inspiration to purchase. Higher average order values and conversion rates reflect the platform's effectiveness at capturing ready-to-buy audiences.
How much does the average user spend per session or per month on products promoted via TikTok vs Pinterest?
Spending patterns between platforms reflect fundamentally different purchase behaviors and user intentions during platform engagement.
TikTok users demonstrate frequent, smaller-value purchases driven by impulse and viral trends, with 45% of US users having completed in-app purchases. The average order value remains lower than Pinterest due to the immediate gratification nature of TikTok consumption, where users make quick decisions based on entertainment value rather than extensive research.
Session-based spending on TikTok varies significantly based on trending products and influencer promotions, with higher activity during viral product moments. The platform's strength lies in purchase frequency rather than individual transaction size, making it valuable for brands with lower-priced items or subscription models that benefit from recurring engagement.
Pinterest users spend 2x more per month compared to other social platforms, with an average order value of $58 representing the highest among social commerce platforms. This premium reflects the platform's planning-oriented user behavior, where purchases are researched, considered, and often part of larger projects or lifestyle changes.
The extended consideration window on Pinterest leads to more deliberate purchasing decisions with higher satisfaction rates and lower return rates. Users typically engage with multiple Pins before purchasing, creating a natural vetting process that results in more committed buyers and higher lifetime customer values for participating brands.
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What platform-specific algorithm changes or ad features rolled out in 2025 impacted CAC and performance the most?
Algorithm updates and feature releases in 2025 have significantly altered the advertising landscape on both platforms, creating new opportunities and challenges for marketers.
TikTok's major innovations include AI-powered Smart+ optimization, Catalog Ads integration, and Affiliate Creatives for Ads, enabling more sophisticated targeting and creative scaling capabilities. These features have reduced CPA for early adopters while improving CTR through better audience matching and dynamic creative optimization.
The Smart+ optimization system automatically adjusts bidding, targeting, and creative delivery based on real-time performance data, reducing the manual optimization burden while improving campaign efficiency. Early adopters report 15-30% improvements in CAC compared to manual campaign management, though the feature requires substantial spending data to optimize effectively.
Pinterest's enhanced AI targeting and predictive analytics have improved ad relevance while reducing acquisition costs across most verticals. The platform's expansion of AR Try On features and shoppable Idea Ads has created more immersive shopping experiences that drive higher conversion rates and customer satisfaction.
The predictive analytics system anticipates user intent based on search patterns and seasonal behaviors, allowing advertisers to reach users at optimal moments in their purchase journey. This capability has particularly benefited brands in fashion, home decor, and lifestyle categories where timing significantly impacts conversion likelihood.
What trends or forecasts for 2026 should creators and advertisers consider when choosing between TikTok and Pinterest to scale profitably?
The 2026 landscape promises significant evolution in both platform capabilities and user behaviors, requiring strategic positioning for long-term success.
TikTok's trajectory focuses on live shopping expansion, AI-driven creative tools, and deeper e-commerce integration through enhanced creator-brand partnership mechanisms. The platform will likely strengthen its position in impulse commerce while developing more sophisticated tools for sustained engagement and customer retention beyond viral moments.
Expected developments include more robust analytics for measuring long-term customer value, expanded shopping features that compete directly with traditional e-commerce platforms, and AI tools that help creators produce consistently engaging content. The platform's focus on authenticity and community engagement will likely drive new features that reward genuine creator-audience relationships.
Pinterest's 2026 roadmap emphasizes Gen Z adoption, expanded video and interactive ad formats, and smarter AI-driven targeting that anticipates user needs before conscious intent forms. The platform's investment in sustainability and ethical consumption content positions it well for evolving consumer values and purchasing priorities.
Anticipated features include enhanced AR integration for virtual product trials, expanded video content capabilities that maintain Pinterest's visual search strengths, and deeper integration with emerging social commerce technologies. The platform's focus on planning and inspiration will likely expand into new life stages and demographic segments.
Conclusion
The data clearly shows that Pinterest delivers superior ROI through lower acquisition costs, higher conversion rates, and more valuable customer relationships, while TikTok excels at viral reach and impulse-driven commerce.
For profitable scaling in 2026, successful brands will likely adopt a hybrid approach: leveraging TikTok for top-funnel awareness and viral product launches while using Pinterest for sustained conversion and higher-value customer acquisition across longer purchase cycles.
Sources
- UpCounting - Average eCommerce Customer Acquisition Cost
- LoyaltyLion - Average CAC eCommerce
- Gupta Media - TikTok Ads Cost Insights
- SQ Magazine - Pinterest Statistics
- Blade Commerce - Pinterest Ads Cost
- The Influencer Marketing Factory - TikTok Instagram ER
- Sprout Social - TikTok Stats
- DataFeedWatch - Sell on Pinterest
- Hello Roketto - Pinterest for eCommerce
- Printful - Pinterest Statistics
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