TikTok vs. Meta: Creative and Advertising Differences

A look at some of the creative, stylistic, and practical differences, between advertising on Meta and on TikTok

Ciara Garcha

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6 minutes

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The advertising landscape for fashion brands is increasingly dominated by two key platforms: TikTok and Meta (Facebook and Instagram). While TikTok thrives on discovery and community-driven content, Meta’s strength lies in its precision targeting and polished creative formats. For fashion brands, understanding how to leverage these platforms effectively is crucial for building impactful campaigns that resonate with diverse audiences.

This article explores the core differences in advertising approaches between TikTok and Meta, with insights from brands like Gucci and Loewe that have mastered the art of adapting their strategies for each platform.

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TikTok vs. Meta Advertising at a Glance

TikTok: Known for its dynamic, discovery-focused environment, TikTok is a space where brands can create engaging and interactive content that feels personal and authentic. The platform is particularly popular for product discovery, with 52% of users searching for products on TikTok. Ad formats include top-view ads, in-stream ads, and branded hashtag campaigns that encourage user participation.

Meta: With over 5 billion monthly active users across Facebook and Instagram, Meta provides a more polished and structured advertising experience. It excels in precise targeting and analytics, with ad formats such as carousel ads, poll ads, and story ads that blend seamlessly into user feeds.

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How Fashion Brands Use Meta

Meta’s advanced analytics and targeting tools make it a strong choice for brands aiming to reach specific audiences with precision. Its algorithm, built over years of refinement, provides detailed insights into consumer behaviour, allowing brands to optimise their campaigns effectively.

Meta’s less intrusive ad formats, such as still images and story ads, allow brands to maintain their visual identity while driving conversions. For fashion brands, this means showcasing their products in a sophisticated and controlled manner.

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How Fashion Brands Use TikTok

TikTok’s raw, unpolished aesthetic makes it a platform for storytelling, community engagement, and discovery. Ads often mimic user-generated content, helping brands appear more relatable to younger audiences who value authenticity.

Fashion brands use TikTok to connect with consumers by joining trending conversations, creating interactive campaigns, and leveraging influencers. Unlike Meta’s polished visuals, TikTok ads often feature casual formats like “fit checks” or behind-the-scenes clips.

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Case Study: Gucci’s Approach on TikTok vs. Meta

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Gucci on Meta

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Gucci uses Meta to spotlight its products through carefully staged studio images and videos featuring celebrity ambassadors. The content highlights the artistry and glamour of Gucci’s offerings, focusing on aspirational appeal rather than relatability.

For example, a campaign featuring still images of their iconic handbags or jewellery creates an aura of timeless sophistication.
Behind-the-scenes videos of shoots with celebrities add a touch of accessibility while reinforcing the brand’s exclusivity.

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Gucci's Meta campaign for its fragrance, Flora, featuring Miley Cyrus

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Gucci on TikTok

Gucci plays on the idea of TikTok as a more laid-back and less polished platform, creating content designed to look ‘home-made’. This includes short TikTok videos in which feature models doing ‘fit checks’, switching the camera on and off themselves and modelling their outfit in much the same way one would do to a friend. Using the language, (‘fit checks’) and formats, used on social media, by younger consumers makes the content instantly recognisable and relatable in that consumers can see themselves in the TikTok ads, in spite of their being an exclusive luxury brand.

This gives a level of authenticity that users identify with TikTok: a study by Nielsen, commissioned by TikTok, found users associated the platform with ‘authenticity’ and a global average of 64% of users felt they could be their true selves on the platform (source).

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Case Study: Loewe’s Advertising on TikTok vs. Meta

Loewe on Meta

Loewe’s Meta advertisements are based off mostly still studio images featuring their products. Some of these stills also depict their celebrity ambassadors, such as French footballer, Kylian Mbappe, modelling their products. Their Meta ads also include behind the scenes videos of Mbappe’s shoot with the brand, however this is filmed in a far more professional and stylistic way.

The behind the scenes content with Mbappe at once makes the brand seem more approachable and more appealing to younger consumers, especially those in Mbappe’s fan base and of a similar age, however equally maintains the exclusivity and prestige of the brand, showing the careful work and effort put into the shoot and campaign. Other Meta ads include striking single still images of their products, with buttons for users to ‘shop now’ and access the product directly.

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Loewe's Meta Ads featuring footballer, Kylian Mbappe

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Loewe on TikTok

Loewe uses TikTok to engage with its consumers; as TikTok’s own research found, users see brands not just as advertisers, but active parts of the TikTok community (source). Globally, 60% of users follow a brand on Instagram Some of the main content on Loewe’s TikTok account is repost and duets of consumers’ videos that feature their products, in trending formats and audio. Much of this content is created by younger consumers, speaking to current social media and TikTok trends. This strategy appeals in particular to younger consumers; showcasing real people and real customers is particularly appealing to Gen Z, 82% of whom say they trust a brand more if it shows real people (source), as opposed to purely models and celebrity ambassadors. Their content also includes casual interviews with celebrity ambassadors and behind the scenes content filmed at their flagship store. Loewe also film videos in trending TikTok styles, featuring celebrity ambassadors.

Loewe have also collaborated with TikTok celebrities and filmed content with them at their flagship store. For example, their collaboration with the Q2Han twins, TikTok beauty and lifestyle influencers from South Korea, included dueted videos of the twins dancing in their store, showcasing their products.

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TikTok vs. Meta: Which Platform Should You Use?

For brands, the choice between TikTok and Meta depends on their goals:

For Awareness and Engagement: TikTok excels at driving conversations and creating buzz, especially among younger audiences. Its casual, community-driven content fosters authenticity and relatability.
For Precision and Conversions: Meta offers advanced tools to target specific demographics, making it ideal for highly curated campaigns designed to drive measurable results.

Brands like Gucci and Loewe demonstrate the power of adapting creative strategies for each platform. By balancing TikTok’s raw energy with Meta’s refined sophistication, they’re able to maximise their reach and impact across diverse consumer groups.

At Bravada, we help brands craft tailored strategies for TikTok, Meta, and beyond. From creating buzzworthy content to optimising campaigns for conversions, we’ll ensure your brand stands out on every platform.

Ready to refine your advertising strategy? Contact us at hello@bravada-uk.com

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Sources

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