If you’re a D2C brand staring down the BFCM runway with a half-finished campaign plan and a triple-shot latte, you’re not alone. Every year, the same question haunts ad managers everywhere:

 Should I bet my budget on TikTok or stick with Meta?

The truth? Both platforms are powerful — but in very different ways. And knowing which one will actually drive conversions (not just likes, shares, and dopamine hits) could make or break your Q4.

Let’s break down where your ad dollars will actually pay off this BFCM — and how to make both work smarter, not harder.

Meta: Still the Conversion Workhorse

Despite TikTok’s meteoric rise, Meta Ads (Facebook + Instagram) still wear the conversion crown for D2C. Why?
Because Meta’s AI and data systems have had decades (literally) to mature. The platform’s audience targeting, creative testing tools, and conversion optimization features are just more grown up.

If you haven’t already read our piece on Meta’s New AI Ad Tools, go do that after this — it breaks down how Meta’s automation is redefining ad efficiency for brands.
Pair that with our 90-Day Full-Funnel Campaign Framework, and you’ve basically got the recipe for a Q4 campaign that sells while you sleep.

And yes, Meta CPMs are climbing. But so is the conversion quality — especially if your creative strategy is on point (which, BTW, we talk about right here).

TikTok: The Awareness Engine That Sells (When You Play It Right)

Now let’s talk about the wild child — TikTok.
TikTok is the land of creative chaos and scroll-stopping UGC. It’s unbeatable for brand discovery, community-building, and early-funnel engagement.
But here’s the catch: TikTok rarely drives conversions alone unless you have creative that feels native to the platform.

According to Shopify’s 2025 Social Commerce Report, over 70% of TikTok users say they’ve purchased a product after seeing it on the app — but that purchase often happens later via Meta or Google.

Translation: TikTok sparks the flame, Meta closes the sale.

If you’re running TikTok Ads, focus on high-volume testing with authentic creative — not polished campaigns. Keep your content fun, short, and relatable.
(Think: unboxing videos, behind-the-scenes moments, or creator collabs that feel organic, not “ad-y.”)

So… Which Platform Wins for BFCM?

If your goal is fast conversions and high ROAS, Meta is still the MVP.
If your goal is top-of-funnel buzz and organic virality, TikTok is your playground.

But the smartest brands in 2025 are playing both fields.
Use TikTok to warm up audiences and grow your brand affinity, then retarget those same users on Meta where they’re ready to buy.

It’s not TikTok or Meta — it’s TikTok and Meta, working together like caffeine and deadlines.

For extra impact, pair this dual-platform approach with our Budget-Friendly Paid Media Playbook — it shows how smaller brands can stretch every ad dollar this BFCM.

TL;DR (Because We Know You’re Scrolling Between Tabs)

TikTok is your discovery engine; Meta is your conversion machine.
For BFCM 2025, run both — just with purpose. Build hype and awareness on TikTok with authentic, thumb-stopping creative, then let Meta do what it does best: close the deal.
Your ROAS will thank you.

Final Take: The BFCM Power Move

Heading into Q4, your question shouldn’t be “Which platform is better?” — it should be “How do I make them work together?”
Because when TikTok drives your traffic and Meta finishes the sale, your brand gets the best of both worlds: reach and revenue.

And if you’re not sure where to start, our team at Good On builds cross-platform strategies that actually convert — no guesswork, no wasted spend, just results that look as good as they feel.