2025年社交媒体广告研究报告基于TikTok和Meta两大平台数据洞察_39页_3mb

报告摘要

Social Ads Study 2025 Summary

Key Findings

Introduction

Social ads on TikTok and Meta (Facebook, Instagram, WhatsApp) were analyzed during Q1 2025 (January-March). The study examined 503,281 campaigns from 49,417 ad accounts, representing over $188 million in ad spend and generating over 114 billion impressions.

Top of the Funnel

Brands primarily use TikTok for awareness campaigns, investing 85% more on average compared to Meta
TikTok Reach campaigns ($0.32 CPM) and Meta Awareness campaigns ($0.33 CPM) are equally cost-effective for visibility
TikTok generated 2.9% of all conversions across platforms, while Meta generated 61.3%
Top performers: Adobe (30.8% shares), Loop Earplugs (1.5M unique users), Preply (10-20M unique users)

Middle of the Funnel

TikTok excels in Traffic campaigns with higher CTR (4.93%) and lower CPC ($0.01)
TikTok campaigns generate 74.8% of conversions
Meta dominates Sales campaigns ($0.15 CPA) and Sales Lead Generation ($0.13 CPA)

Bottom of the Funnel

Meta outperforms TikTok in conversions, with Meta campaigns generating 61.3% of total conversions
TikTok campaigns are 600% more expensive per lead
TikTok's Average Campaign Budget is $920, while Meta's is $1,183