For: Releasing artists (RA) and label managers (LM) on a plan that includes Ads You'll need: A connected Meta account, a connected TikTok account, or both Time: 3 minutes (reading)
Meta and TikTok ads share the same wizard, but the audiences, formats, and goals are different. Pick the one that matches where your audience already spends time and what kind of creative you have ready.
Quick answer
Meta (Instagram + Facebook) is broad-reach, supports both image and video, and offers four goals including promote playlist and promote Instagram profile. TikTok is video-only, vertical-first, and currently supports two goals: promote track/album and grow fanbase. Both run from the same Ads → Create Ad wizard.
Side-by-side comparison
| Meta Ads | TikTok Ads |
Where ads run | Instagram (default), Facebook (optional) | TikTok feed |
Format | Image, video, carousel | Vertical video |
Goals available | Promote track/album, promote playlist, promote artist page, promote Instagram profile | Promote track/album, grow fanbase |
Audience strength | Broad, all ages, music-engaged users | Younger-skewing, video-native |
Setup before first ad | Connect Meta, then pick ad account + Facebook Page + Instagram account | Connect TikTok in Integrations |
Editing after launch | Quick Edit drawer for live campaigns | Pause / resume only |
Approval time | Usually a few hours | Usually a few hours |
Step-by-step: choose the right one
Look at where your fans engage. If your audience comments on Instagram Reels or your Stories, lean Meta. If they remix your audio on TikTok or your demographic skews younger, lean TikTok.
Match the creative you have. Got a 9:16 short-form video clip? Both work — TikTok is built for it. Got a strong artwork or photo set? Meta lets you use static images.
Match the goal. If you want playlist followers or Instagram-profile growth specifically, only Meta supports those goals today.
Run both if you can. Many artists run a small test on each, compare results in the Insights tab on each campaign, and double down on the platform that performed better.
Why it works this way
Each platform's ad system optimizes differently. TikTok's algorithm rewards short, vertical video with a hook in the first second; Meta's lets you reach people based on broader interest signals across Instagram and Facebook. The wizard only shows you the goals each platform actually supports — that's why TikTok has fewer options.
Common problems
TikTok platform card says "Connect first" — see How do I connect a Meta account… for the equivalent flow under Settings → Integrations.
I want to edit a live TikTok campaign — TikTok campaigns currently support pause and resume only. To change creative or budget, pause the campaign, delete it, and create a new one.
My creative is rejected on one platform but not the other — Meta and TikTok have different ad policies. Read the rejection reason on the campaign detail page and adjust for that platform.