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Millennial parents scroll differently—here’s how to reach them
From short-form video on TikTok to Facebook lead forms, I compare platforms and share insights on where your ad dollars work hardest.
This blog is part of the series: The State of Digital Marketing for Education in Singapore (2025 Report).
If you run a preschool, tuition centre, or enrichment programme in Singapore, you know who holds the decision-making power: parents. But not just any parents—millennial parents, aged 28 to 42, now dominate enrolment decisions.
Unlike Gen X, who relied on referrals or print ads, millennial parents live on their phones. They compare schools online, read Google reviews, and engage with ads on platforms like TikTok and Meta (Facebook + Instagram).
👉 A 2025 survey by CNA Singapore revealed that 81% of parents research schools on social media before enquiring. That means if you’re not visible where they scroll, you’re invisible.
But the question remains: where should your education ad budget go—TikTok or Meta Ads?
A flood of cheap clicks won’t help if they don’t convert. For example, a retail brand might run a Facebook ad with a catchy meme. The ad could generate a 5% CTR (well above industry averages), but most visitors may not buy because the creative attracted casual scrollers instead of serious buyers.
Compare this to a more targeted ad with only a 1.5% CTR but higher intent—such as Google search ads targeting “buy running shoes Singapore.” Despite the lower CTR, these clicks are far more valuable.
Connect with our expert team to transform your enrolment process with proven digital marketing strategies that deliver real results.
Connect with us! →Here’s a quick breakdown of what each platform offers for schools:
| Feature | TikTok Ads | Meta Ads (Facebook/Instagram) |
|---|---|---|
| Audience | Younger millennial parents, highly engaged, trend-driven | Broad base of millennial + Gen X parents, trusted for lead forms |
| Ad Formats | Short-form video (15–30s), interactive, viral potential | Static image, carousel, lead-gen forms, video |
| Strength | Attention-grabbing, high engagement | Reliable lead collection, detailed targeting |
| Weakness | Weak lead conversion tools, younger skew | Rising costs, declining organic reach |
| Best For | Brand awareness, preschool tours, enrichment trial ads | Enrolment leads, retargeting, cost-per-lead tracking |
Both platforms work—but how they work for education differs drastically.
Millennial parents are now part of TikTok’s 1.7 million active users in Singapore (2025). They scroll in micro-moments—between feeding, work, and bedtime routines.
That means your ad has 2–3 seconds to hook attention. Schools that succeed on TikTok show:
• Relatable parent moments (messy mornings, homework struggles)
• Short testimonials from happy parents or kids
• Behind-the-scenes “day in the life” at your preschool
For example, one Singapore preschool ran a 15-second TikTok campaign showing their “music & movement” classes. The ad didn’t push enrolments—it showed joy. Result? 72% view completion rate and a 4.1% CTR.
TikTok shines in awareness, but Meta wins in conversion. Why? Because Meta offers lead generation forms that sync directly with CRMs.
A tuition centre we worked with ran parallel campaigns:
• TikTok videos reached 40,000 parents at $0.02 CPM.
• Meta Ads generated 180 qualified leads at $14 CPL.
While TikTok got more eyeballs, Meta turned those eyeballs into actual enquiries.
📌 If your goal is enrolments this term, Meta should carry more of your ad spend.
Your business deserves more. Let ThriveMediaSG help your business Increase Sales through digital marketing.
According to Marketing-Interactive’s 2025 ad cost survey:
• TikTok Ads in Singapore: CPM averages $1.50–$3.20; CPC around $0.30–$0.60.
• Meta Ads in Singapore: CPM averages $6.50–$12.00; CPL ranges $12–$50 depending on targeting.
This explains why schools feel TikTok is “cheaper.” But cheap impressions don’t guarantee enrolments. As I explained in Why cheap leads cost you the most in the long run, chasing the lowest cost often backfires when you measure cost per enrolment, not just CPL.
• Budget: $2,000/month
• Channel: TikTok only
• Outcome: 200,000 impressions, 1,500 website clicks, but only 18 enquiries.
Why? Parents enjoyed the content but didn’t transition to filling a form.
• Budget: $3,000/month
• Channel: Meta Ads with remarketing
• Outcome: Doubled enrolments in 90 days without increasing spend.
(Read the full story here: Case study: tuition centre scaling with remarketing
👉 Lesson: TikTok builds interest; Meta seals the deal.
Common mistakes Singapore schools make on TikTok ads, MOE compliance, and metric tracking.
Many schools celebrate high CTR (Click-Through Rate) on TikTok. But as highlighted in Preschool ads: high CTR vs high enrolments, CTR doesn’t equal enrolments.
Singapore schools must comply with MOE & PDPA regulations when collecting parent data. This means no aggressive remarketing without consent. Learn more in MOE & PDPA rules every education marketer must know.
If you only track CPL (Cost per Lead), you miss the bigger picture. The smarter metric is CPE (Cost per Enrolment). See How to track cost per enrolment, not just CPL.
Education SMEs in Singapore face:
• High CPC industries (education, finance, property) where Meta costs climb fast.
• Cultural buying behavior: Singaporean parents prefer to research extensively before committing. That means multiple touchpoints.
• Budget stress: Many centres spend less than $2,000/month, expecting instant results.
This is why many fall into traps highlighted in The $10,000 lesson I learned about tracking the hard way.
• Showcase your culture, teachers, and facilities.
• Keep videos under 20 seconds.
• Use localised hashtags (#SGParenting, #SingaporeMums).
• Run Lookalike Audiences of past parents.
• Set up retargeting for website visitors.
• Use Lead Forms to reduce friction.
• Implement tracking systems to measure CPE.
• Avoid vanity metrics—see The hidden reason agencies push vanity metrics.
If you’re an education marketer in Singapore, don’t see TikTok and Meta as competitors. See them as partners in your funnel.
• Use TikTok to warm up millennial parents.
• Use Meta to close the loop with conversions.
• Always track cost per enrolment, not just cost per click.
Want to dive deeper? Read these key reports in our State of Digital Marketing for Education in Singapore (2025):
• Why SEO is underutilized in the education sector
• The rise of Xiaohongshu in preschool marketing
• Top 10 education marketing mistakes in Singapore
Learn which platforms are cost-effective and how to structure full-funnel marketing for preschools in Singapore.
TikTok ads are cheaper per impression, but Meta ads convert better into enrolments.
You risk awareness without leads. Pair TikTok with Meta for full-funnel marketing to maximize enrolments.
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from first click to final sale—across Meta, Google, TikTok, YouTube, and your CRM so you can see what’s working and what’s not.
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