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Social Media Marketing: Twitter Ads Vs Facebook Ads

The Power of social media advertising and marketing

With over 4.9 billion active users, social media has become a crucial part of modern-day life. It has also become an essential tool for businesses to reach their target audience. Social media platforms like Facebook and Twitter have been instrumental in connecting businesses with their potential customers, building brand awareness, and increasing conversions. In particular, social media marketing has become an indispensable tool for businesses of all sizes to promote their products or services to a vast and engaged audience.

However, with so many platforms available, it can be challenging for businesses to choose one for their marketing campaigns on social media. Twitter and Facebook are two of the most popular social media platforms, and each offers unique features and targeting options that can benefit businesses in different ways. In this article, we will explore the key differences between Twitter Ads and Facebook Ads with the aim of helping you decide which platform to choose and when to use it.

The difference between Twitter ads and Facebook ads

Twitter and Facebook are two of the most popular platforms for social media ads and marketing. However, their advertising approach is vastly different. Here are some key differences between Twitter Ads and Facebook Ads:


Twitter Ads are best for businesses that want to reach a large audience quickly. Twitter has a fast-paced, real-time feed that allows businesses to reach users right at the moment, making it ideal for promoting time-sensitive products or services.

On the other hand, Facebook Ads are better suited for businesses looking to build long-term relationships with their customers. Facebook has a larger user base and allows businesses to target specific demographics based on interests, behaviours, and location.

Ad Formats

Twitter Ads offer Promoted Tweets, Promoted Accounts, and Promoted Trends, each with different benefits. Promoted Tweets are regular tweets that businesses can pay to promote to a wider audience, while Promoted Accounts promote a Twitter account and increase followers. Promoted Trends allow businesses to promote a hashtag and appear at the top of the Trends list.

Facebook Ads offer a wider range of ad formats, including carousel ads, video ads, sponsored posts, and more. Carousel ads allow businesses to showcase multiple images or videos in a single ad, while video ads can be used to tell a story or showcase a product. Sponsored posts allow businesses to appear in users’ newsfeeds as organic posts. Facebook Ads are known for their extensive targeting options, allowing businesses to target users based on demographics, interests, behaviours, and more


While the cost of Twitter Ads and Facebook Ads varies depending on several factors, Facebook Ads are generally more expensive than Twitter Ads. This is due to Facebook’s wider user base and more extensive targeting options.

Targeting Options

Twitter Ads primarily offer targeting options based on a user’s behaviour on the platform, such as keywords, interests, and followers. This makes it ideal for businesses that want to target users who are actively engaging with real-time content on Twitter.

In contrast, Facebook Ads offer a wider range of targeting options, including demographics, interests, behaviours, custom audiences, and lookalike audiences. This allows businesses to target users based on their personal information and online behaviours, making it a great platform for reaching users with specific interests and lifestyles.

Now that you know the key differences between ads on the two platforms, you can almost choose which platform to focus on for your social media marketing campaigns. To better equip you with the knowledge you need, let us look at the advantages of advertising on each of these platforms.

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Advantages of Twitter ads

Twitter Ads offer several advantages that can help businesses reach their target audience, increase brand awareness, and drive conversions. Some of the key advantages of using Twitter Ads include:

Highly Targeted Ads

Twitter Ads allow businesses to target their ads to specific audiences based on demographics, interests, and behaviours. This means that businesses can reach the right people with their ads, increasing the likelihood of conversions.

Cost-Effective Advertising

Twitter Ads can be a cost-effective way to advertise, as businesses can set their budget and only pay for the engagements they receive (such as clicks, retweets, or likes). This makes it easy to control ad spend and get the most out of your advertising budget.

Increased Brand Awareness

Twitter is a highly active platform, with millions of daily users. This means that businesses can use Twitter Ads to increase their brand’s visibility and reach a wider audience.

Real-Time Engagement

Twitter is known for its real-time nature, making it a great platform for businesses to engage with their audience in real time. Twitter Ads allow businesses to join in on trending conversations and reach users when they are most engaged.

Access to Valuable Insights

Twitter Ads provides businesses with valuable insights into their campaign performance, including engagement rates, click-through rates, and more. This data can be used to optimize future campaigns and improve overall ROI.

Overall, Twitter Ads can be a powerful tool for businesses looking to increase their online presence and drive conversions. By leveraging the platform’s targeting capabilities, real-time engagement opportunities, and cost-effective pricing models, businesses can reach their target audience and achieve their marketing goals.

Choosing Twitter for your social media marketing campaigns is not a joyride, there are some disadvantages to using the platform.

Disadvantages of Twitter ads

Limited Ad Formats

Twitter offers a limited number of ad formats compared to other social media platforms like Facebook or Instagram. This can make it challenging for businesses to create ads that stand out and capture the attention of their target audience.

High Competition

Twitter is a highly competitive advertising platform, with many businesses vying for the attention of users. This can make it difficult for businesses to get their ads in front of their target audience and achieve their advertising goals.

Short Lifespan

Twitter is known for its fast-paced nature, with tweets quickly getting buried in users’ feeds. This means that Twitter Ads may have a short lifespan, with users quickly scrolling past them and not engaging with them.

Limited Targeting Options

While Twitter Ads offers targeting options based on interests, behaviours, and demographics, it may not be as robust as other advertising platforms. This can make it challenging for businesses to target their ads to specific audiences and get the best ROI on their ad spend.

Negative Comments and Feedback

Twitter is a platform where users are known to share their opinions and engage in discussions. This means that businesses may receive negative comments or feedback on their ads, which can potentially harm their brand reputation.

Advantages of Facebook ads

Huge User Base

With over 2.8 billion monthly active users, Facebook is the largest social media platform in the world. This means that you have a massive audience that you can reach with your ads.

Advanced Targeting Options

Facebook’s targeting options are some of the most advanced in the industry. You can target your ads based on demographics, interests, behaviours, and even life events.

Variety of Ad Formats

Facebook offers a wide range of ad formats, including image ads, video ads, carousel ads, and more. This means that you can choose the format that works best for your business and your audience.


Facebook Ads can also be very cost-effective, especially when compared to traditional advertising methods. You can set your budget and bid for ad placements, so you only pay for the clicks or impressions that you receive.

There are also some disadvantages to using Facebook Ads that you should be aware of.

Disadvantages of Facebook ads

Ad fatigue

With so many businesses using Facebook Ads, users may become overwhelmed by the number of ads they see on their newsfeeds. This can result in ad fatigue, where users start to ignore or tune out ads altogether.

Limited organic reach

Facebook’s algorithm favours posts from family and friends over business pages. This means that even if you have a large following, your organic reach may be limited.

Ad Policies

Facebook has strict policies on what can and cannot be advertised on its platform. Ads promoting certain products, such as tobacco or adult content, may be rejected or banned altogether.

Privacy Concerns

Facebook has faced criticism over its handling of user data and privacy concerns. This could potentially impact the way users interact with ads on the platform.

Choosing between Twitter or Facebook ads: What to consider.

Choosing between Twitter and Facebook Ads can be a tough decision for any marketer. Both platforms offer unique benefits that can help you achieve your marketing goals on social media. Here are some factors to consider when deciding which platform to use:

Business goals

Are you looking to increase brand awareness, generate leads, drive website traffic, or boost sales? Twitter and Facebook offer different ad formats that can help achieve these goals. For example, Twitter Ads are great for promoting specific products or services, while Facebook Ads are ideal for creating brand awareness and engagement.

Target audience

Who is your ideal customer? Twitter and Facebook have different user demographics and behaviour. Twitter users are generally younger and more tech-savvy, while Facebook users are older and spend more time on the platform. Consider your target audience’s interests, behaviours, and demographics to choose the platform that aligns with your audience.

Ad format

Twitter and Facebook offer different ad formats such as text, image, video, carousel, and more. Choose the ad format that resonates with your target audience and aligns with your business goals.


How much money are you willing to spend on ads? Twitter Ads generally have a lower cost per click (CPC) and cost per impression (CPM) compared to Facebook Ads. However, Facebook has a larger audience, so you may get more impressions and clicks for your budget.

By considering these factors, you can choose the platform that best fits your business needs and goals. It’s also important to test and experiment with different ad formats, targeting options, and budgets to optimize your ad campaigns and achieve the best results.

The Best Times to Use Twitter Ads and Facebook Ads

Timing is crucial when it comes to running a successful advertising campaign on Twitter and Facebook. Each platform has its own set of peak usage times and days, and knowing when to post your ads can help maximize your reach and engagement.

For Twitter, the best times to post your ads are typically weekdays between 12 pm to 6 pm, with the highest engagement rates occurring around 3 pm. On the other hand, Facebook has a wider range of optimal posting times, with weekdays between 9 am to 3 pm being the best times for B2B brands, and weekdays between 12 pm to 3 pm being optimal for B2C brands. Additionally, weekends tend to have higher engagement rates on Facebook, with Saturday being the best day to post for B2C brands and Sunday being the best day for B2B brands.

It’s also important to consider time zones when deciding on the best posting times. If your target audience is located in a different time zone, you’ll want to adjust your posting times accordingly.

Note however: These are just general guidelines, and the best posting times can vary depending on your specific industry and audience. It’s always a good idea to experiment with different posting times and analyze your ad performance to determine the most effective schedule for your business.

Conclusion: Which platform is right for your business?

When it comes to deciding between Twitter Ads and Facebook Ads, there is no one-size-fits-all solution. Each platform has its strengths and weaknesses, and the best choice for your business will depend on your specific marketing goals and target audience on social media.

Twitter Ads are ideal for businesses looking to build brand awareness, generate leads, and drive website traffic. They work best for businesses with a younger target audience, and those in the B2B and tech industries.

On the other hand, Facebook Ads are better suited for businesses looking to reach a wider audience, including those in the B2C sector. They are great for businesses looking to drive sales, boost engagement, and build brand loyalty.

Ultimately, the choice between Twitter Ads and Facebook Ads will depend on your business objectives, target audience, and budget. By considering these factors and taking the time to create a well-crafted social media ad and marketing campaign, you can ensure that you are making the most of your investment.

However, if after this you still cannot make a choice, contact our digital marketing experts during our free consultation sessions and we will guide you on which platform suits you best.