Question
As of February 2022, the cost per impression on Instagram and Facebook is 4 times higher than on TikTok. This means that for the same amount of money, you can reach 4 times more people on TikTok than on Instagram or Facebook.
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While search ads placed with Google or Amazon reach users at the "buy stage" of the marketing funnel where they're already intent to find and purchase something, Facebook ads reach users earlier in the funnel to create an impression while they are trying to socialize with friends and family. But as of February 2022, Instagram and Facebook's cost per impression is 4x higher than TikTok - so if you're paying for impressions anyway, why pay 4x the price?
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