In today’s fast-moving digital landscape, independent musicians have more tools than ever to promote their work. But with options come questions — and one of the most common is: should I invest in Meta Ads (Facebook & Instagram), or go all-in with TikTok Ads? Both platforms offer powerful ways to reach new fans, but they serve different purposes, audiences, and creative styles. So which one is right for your next release?
Here’s a head-to-head comparison — made for artists, by an artist.
Reach and Viral Potential: TikTok Leads the Way
TikTok has revolutionized how music spreads. One viral sound, one creative video, and your track could hit thousands — or even millions — of users overnight. TikTok Ads give you the power to amplify that viral potential, pushing your song, video, or challenge to targeted communities.
But there’s a catch: TikTok rewards creativity above all. You need content that’s fast, eye-catching, and emotionally resonant within the first 2 seconds. If you’re camera-shy or not playing into trends, it might be harder to stand out.
Example: A young rapper launched a €20 campaign promoting a catchy 15-second hook paired with a simple dance. The result? Over 80,000 views, dozens of user-generated videos, and a noticeable spike in Spotify streams.
Targeting Precision and Conversion: Meta Is Still King
Where TikTok excels in visibility, Meta (Facebook and Instagram) dominates in precision targeting and conversion. With Meta Ads Manager, you can zero in on users based on musical interests, age, location, behaviors, or even past interactions with your content.
Want to re-target people who watched 75% of your latest video? Done. Want to create a lookalike audience from your Spotify listeners or email subscribers? Easy.
Meta allows you to build structured campaigns: one ad to introduce your music, another to drive traffic to Spotify, a third to sell tickets or merch. That’s powerful.
Example: An indie pop singer spent €30 on an Instagram ad targeting users who had interacted with her Reels in the past 30 days. She gained 400+ clicks to her Spotify and over 100 new followers — results that were hard to replicate with TikTok alone.
Creative Format and Flexibility
On TikTok, the format is tight: vertical video, short, dynamic, raw, authentic. The app loves spontaneity and lo-fi storytelling. It’s ideal for artists who feel comfortable speaking to the camera, performing live snippets, or launching viral challenges.
Meta, on the other hand, allows for much greater flexibility. You can run photo ads, video ads, stories, Reels, and even carousel formats. It’s a better fit if your aesthetic is polished, your visuals are strong, and you want to build a consistent brand story.
Cost and Performance
Both platforms offer competitive pricing, but their performance metrics differ. TikTok often has a lower CPM (cost per thousand views), but weaker click-through or conversion rates — especially for external links like Spotify or Bandcamp.
Meta can be slightly more expensive per click, but it usually delivers higher-quality traffic. People on Facebook and Instagram are more used to clicking on links, signing up, or making purchases.
So ask yourself: are you looking for exposure or action?
The Final Verdict: Why Not Both?
There’s no one-size-fits-all answer. If your goal is to go viral and generate buzz quickly, TikTok is a powerful ally. If you want to build a long-term audience, retarget warm users, and drive real action, Meta Ads are incredibly effective.
The best strategy? Use TikTok to grab attention. Use Meta to keep it.
In a music world ruled by scrolls and seconds, smart advertising can make the difference between getting skipped and getting saved. Understand your audience, define your goal, and choose your platform like you choose your next hook — with intention.
Want help setting up your first dual-platform campaign? Let’s make it happen.
