Today, do you get a better reach on TikTok or on Facebook?
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TikTok delivers 5-15 times higher organic reach rates than Facebook across all account sizes in 2025.
Small accounts under 10k followers see 25-30% reach on TikTok versus just 2.6-5.2% on Facebook. The gap widens for monetization potential, with TikTok Shop achieving 3.4% conversion rates compared to Facebook's 0.46% for external links, though Facebook maintains superior ad conversion rates at 8.78%.
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Summary
TikTok significantly outperforms Facebook for organic reach and early-stage creator growth, while Facebook excels in paid advertising conversion rates and audience targeting precision.
| Metric | TikTok Performance | Facebook Performance |
|---|---|---|
| Organic Reach (<10k followers) | 25-30% of followers reached per post | 2.6-5.2% of followers reached per post |
| Engagement Rate (Small Accounts) | 7.5-15% across niches | 1.0-1.7% across niches |
| Ad Conversion Rate | 0.46% external links, 3.4% TikTok Shop | 8.78% average across industries |
| ROAS (Return on Ad Spend) | 1.41-1.67 average | 1.59-3.10 average |
| Session Length | 15:41 per visit, 55 minutes daily | 8-12 minutes per visit |
| Primary Audience | Gen Z, Millennials (18-34) | Millennials, Gen X (25-44) |
| Growth Forecast 2026 | Fastest growth for creators and monetization | Stable but declining organic reach |
What's the current organic reach rate on TikTok versus Facebook for different account sizes?
TikTok delivers dramatically higher organic reach across all follower ranges, with small accounts seeing 10-15 times better performance than Facebook.
Accounts under 10k followers achieve 25-30% organic reach on TikTok compared to Facebook's dismal 2.6-5.2%. Mid-size accounts with 10k-50k followers maintain 20-25% reach on TikTok while Facebook drops to 2-3%.
Large accounts over 100k followers experience the steepest decline on both platforms, but TikTok still maintains 10-15% reach versus Facebook's mere 1.65%. This massive difference stems from TikTok's algorithm prioritizing content quality over follower count, while Facebook's algorithm increasingly favors paid content and friend connections over business pages.
The reach disparity becomes even more pronounced when considering that TikTok actively promotes new creators through its "For You" page, whereas Facebook has systematically reduced organic reach for pages since 2018 to drive advertising revenue.
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How do engagement rates compare by niche across both platforms?
TikTok consistently outperforms Facebook in engagement rates across every major content niche, with some categories showing 5-10 times higher interaction levels.
| Niche | TikTok Engagement Rate | Facebook Engagement Rate |
|---|---|---|
| Fitness | 14.6% (nano), 8-10% (micro), 3.1% (macro) | 1.0-1.7% across all account sizes |
| Beauty | 12.9% (nano), 7-8% (micro), 3.5% (macro) | 1.0-1.8% across all account sizes |
| Lifestyle | 14.3% (nano), 8-10% (micro), 4.5% (macro) | 1.0-1.7% across all account sizes |
| Finance | 4-7% (nano), 3-5% (micro), 2-3% (macro) | 0.8-1.5% across all account sizes |
| Entertainment | 15-20% (nano), 10-12% (micro), 5-7% (macro) | 1.2-2.0% across all account sizes |
| Business/B2B | 3-5% (nano), 2-4% (micro), 1-2% (macro) | 0.5-1.2% across all account sizes |
| Food/Cooking | 12-16% (nano), 8-11% (micro), 4-6% (macro) | 1.5-2.2% across all account sizes |
Finance and B2B content perform relatively poorly on both platforms compared to entertainment and lifestyle content, but even these "lower-performing" niches on TikTok still exceed Facebook's best-performing categories.
What are the actual like and comment numbers per post in 2025?
TikTok generates significantly higher absolute engagement numbers, with comment activity showing the most dramatic difference between platforms.
Small TikTok accounts typically receive 250-1,000 likes and 66+ comments per post, while equivalent Facebook accounts average just 261 likes and 17 comments. Mid-size accounts on TikTok see 1,000-5,000 likes with 40-60 comments, compared to Facebook's 569 likes and 17 comments for similar-sized accounts.
The comment disparity is particularly striking - TikTok posts average 66 comments (representing a 73% year-over-year increase), while Facebook comment activity has stagnated at 17 comments per post. This reflects TikTok's community-driven culture where users actively engage through comments, stitches, and duets.
Large accounts over 100k followers on TikTok can expect 5,000+ likes and 30-50 comments per post, while Facebook pages of similar size struggle to achieve consistent engagement beyond 1,000+ likes and 20-30 comments. The declining comment activity on Facebook indicates reduced user investment in page content.
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How do click-through rates compare for external links?
Facebook maintains a slight advantage in click-through rates for external links, but TikTok's in-app purchasing options deliver superior conversion performance.
Organic posts on both platforms achieve approximately 0.5-1% CTR for external links, but paid advertising reveals meaningful differences. TikTok ads average 0.84% CTR while Facebook ads range from 0.90-2.53% depending on targeting and industry.
The critical distinction lies in conversion paths - TikTok Shop's in-app purchasing eliminates the friction of external links, achieving 3.4% conversion rates compared to just 0.46% for TikTok posts linking to external sites. Facebook's established e-commerce integration and pixel tracking system enables more sophisticated retargeting, contributing to higher external link performance.
TikTok traffic converts at an impressive 74.8% rate for reaching destination sites versus Meta's 19.7%, indicating that while fewer users may click TikTok links, those who do are more committed to completing their journey to external websites.
How does the complete conversion funnel perform on each platform?
TikTok excels in the top-funnel awareness stage while Facebook dominates bottom-funnel conversions, creating distinct strategic advantages for different business goals.
TikTok's conversion funnel starts with massive reach potential (25-30% for small accounts) but faces challenges in the middle stages. The platform achieves 0.84% ad CTR and 0.46% conversion rate for external links, but TikTok Shop's native commerce environment jumps to 3.4% conversions by eliminating external redirects.
Facebook's funnel begins with limited organic reach (2.6% average) but compensates with superior conversion efficiency. Facebook ads achieve 0.9-2.53% CTR and maintain an impressive 8.78% average conversion rate across industries through sophisticated targeting and retargeting capabilities.
The fundamental difference lies in user intent - TikTok users browse for entertainment and discover products serendipitously, while Facebook users often engage with more purchase-ready mindsets, especially when retargeted based on previous website interactions or lookalike audiences derived from existing customers.
What are the conversion rates for different product types in 2025?
Product type significantly impacts conversion performance, with digital products and affiliate marketing showing varied results across platforms.
| Product Type | TikTok Conversion Rate | Facebook Conversion Rate |
|---|---|---|
| Digital Products | 0.46% (external links), 3.4% (TikTok Shop) | 8.78% (average across ads) |
| Affiliate Links | 1-3% average, up to 14-30% for micro-influencers | 1-3% average across account sizes |
| Physical Products (E-commerce) | 0.46% (external), 3.4% (TikTok Shop) | 8.78% (average for e-commerce ads) |
| Subscription Services | 0.3-0.8% (external links) | 6-12% (depending on trial offers) |
| Course/Education | 0.2-0.6% (external links) | 4-8% (with proper funnel setup) |
| App Downloads | 2-5% (direct from TikTok ads) | 3-7% (depending on app category) |
| Lead Generation | 1-3% (form submissions) | 8-15% (lead ads and forms) |
Micro-influencers on TikTok achieve exceptionally high affiliate conversion rates (14-30%) due to authentic audience relationships and niche expertise, significantly outperforming both platforms' average rates for affiliate marketing.
How do advertising returns compare between platforms?
Facebook generally delivers superior ROAS across most industries, but TikTok shows competitive performance in specific sectors and continues closing the gap.
TikTok ads average 1.41-1.67 ROAS across industries, with particularly strong performance in retail, beauty, and lifestyle categories where visual content drives impulse purchases. Fashion and beauty brands often see ROAS exceeding 2.0 on TikTok due to the platform's trend-driven culture.
Facebook maintains higher average ROAS of 1.59-3.10, excelling particularly in real estate, B2B services, and e-commerce categories that benefit from detailed targeting options and extensive customer lifetime value tracking. Financial services and professional services consistently achieve ROAS above 2.5 on Facebook.
The ROAS gap narrows significantly for direct-to-consumer brands targeting younger demographics, where TikTok's authentic content style and viral potential can offset Facebook's targeting advantages. TikTok's rapid growth in advertising sophistication suggests continued ROAS improvements throughout 2025-2026.
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What's the reality of bot traffic and fake engagement?
Both platforms face significant bot challenges, but their approaches to detection and removal differ substantially in transparency and effectiveness.
TikTok removed 6 billion fake followers and 7 million fake likes in Q4 2024 alone, demonstrating aggressive anti-spam measures but also revealing the massive scale of fake engagement attempts. The platform employs sophisticated shadowbanning for accounts suspected of artificial engagement, often without notification to creators.
Facebook experiences bot traffic accounting for up to 40% of interactions on some advertising campaigns, with particularly high concentrations in certain geographic regions and low-cost advertising placements. Meta's 2025 anti-spam initiatives include enhanced machine learning detection and stricter advertiser verification processes.
Industry-wide statistics show over 50% of all web traffic now consists of bots, with TikTok's parent company ByteDance operating some of the most aggressive web crawlers. This broader context suggests bot activity will remain a persistent challenge requiring ongoing platform vigilance and advertiser awareness.
Where do users spend more time and engage more deeply?
TikTok dominates user attention metrics with significantly longer session times and higher daily usage, creating more opportunities for content discovery and engagement.
TikTok users average 15 minutes 41 seconds per session and spend approximately 55 minutes daily on the platform, totaling over 34 hours monthly. The platform's infinite scroll design and algorithm-driven content delivery encourage extended browsing sessions and repeated app opens throughout the day.
Facebook sessions average 8-12 minutes with users increasingly focused on specific activities like group participation, marketplace browsing, or event coordination rather than general feed consumption. Video content receives 3.2x higher engagement than static posts in some markets, reflecting users' growing preference for dynamic content.
TikTok's vertical video format optimizes for mobile consumption and encourages deeper scroll behavior, while Facebook's mixed content types (text, images, videos, links) create more varied but potentially fragmented attention patterns. The platforms serve different user intents - TikTok for entertainment and discovery, Facebook for social connection and information sharing.
Which audience segments drive the most engagement on each platform?
TikTok skews significantly younger while Facebook maintains broader age distribution, creating distinct targeting opportunities for different brand strategies.
TikTok's most active users fall within the 18-24 age range, with strong representation from Gen Z and younger Millennials who drive the platform's trend creation and viral content sharing. Geographic hotspots include the United States, Indonesia, Brazil, and the United Kingdom, with emerging markets showing rapid growth in user engagement.
Facebook's largest demographic segment consists of users aged 25-34 (31.1% of the user base), with substantial engagement from parents, working professionals, and established consumers. The platform maintains strong penetration in Southeast Asia, North America, and Latin America, particularly among users seeking community connection and information sharing.
Behavioral differences significantly impact content strategy - TikTok users actively seek entertainment and trend participation, making them receptive to creative, authentic brand content. Facebook users prioritize social connection and information consumption, responding better to community-building content and detailed product information.
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How have reach and engagement trends shifted over the past year?
TikTok experienced slight engagement rate declines but maintained market-leading performance, while Facebook continued its multi-year trend of reduced organic reach for business pages.
TikTok engagement rates fell 5-10% year-over-year across most account sizes, largely attributed to increased creator competition and algorithm refinements favoring higher-quality content. However, comment activity surged 73% year-over-year, indicating stronger community engagement despite lower overall interaction rates.
Facebook's organic reach and engagement continued declining as the algorithm increasingly prioritizes friends and family content over business pages. Meta's 2025 focus on combating spam and fake engagement has led to more aggressive content filtering, affecting even legitimate business accounts.
Algorithm shifts on both platforms favor video content, with TikTok expanding support for longer-form videos (up to 10 minutes) and Facebook promoting Reels to compete with TikTok's format. These changes reflect user preferences for dynamic, entertaining content over static posts and traditional social media formats.
What does the 2026 forecast reveal about platform growth and creator opportunities?
TikTok is positioned for the fastest growth in organic reach and monetization opportunities, while Facebook will likely maintain stability in paid advertising effectiveness.
TikTok's expansion of creator monetization tools, including the Creator Fund enhancement, TikTok Shop integration, and improved affiliate program features, positions the platform for significant creator economy growth. Industry forecasts predict TikTok's global ad revenue reaching $34.8 billion by 2026, driven by increased advertiser adoption and improved targeting capabilities.
Facebook's mature advertising ecosystem will continue providing stable, high-converting paid opportunities, particularly for businesses targeting established consumer segments and B2B audiences. However, organic growth opportunities will remain limited, requiring increased advertising investment for meaningful reach.
Creator strategy recommendations differ by goals: prioritize TikTok for rapid organic growth, viral potential, and younger audience engagement, while leveraging Facebook for community building, detailed targeting, and high-conversion paid campaigns. Successful creators increasingly adopt multi-platform approaches, using TikTok for discovery and Facebook for monetization.
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Conclusion
TikTok clearly dominates organic reach and engagement across all account sizes and content niches, delivering 5-15 times better performance than Facebook for creators focused on growth and audience building.
However, Facebook maintains significant advantages in advertising conversion rates and targeting precision, making it the superior choice for businesses prioritizing direct sales and customer acquisition over brand awareness.
Sources
- TWF Digital - Social Media KPI Formula 2025
- Sprout Social - TikTok Statistics
- Social Insider - Social Media Reach
- Hootsuite - Average Engagement Rate
- Social Insider - Social Media Benchmarks
- Lebesgue - TikTok Ads Benchmarks
- Sprout Social - Facebook Statistics
- Zebracat - TikTok Statistics
- Varos - TikTok ROAS Benchmarks
- Exploding Topics - Time Spent on TikTok
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