TikTok’s take-over is well established in the public consciousness, and other tech companies are clamoring to mimic their style. However, as viral as TikTok is, and as much as the Chinese company pushes its ability to push products on consumers, Facebook and Instagram are still on top. The primary difference is in the algorithms that underpin both companies. There is real consumer awareness on Instagram and Facebook and targeted paid posts hit the right audience. Whereas on TikTok the algorithm picks up on shopping interests sifting through the mud. Instagram’s paid and organic posts have relatively robust conversion rates of 18%, whereas TikTok’s organic posts have an 14% conversion rate, their paid content has a measly 2.3% conversion rate.