On the contrary, advertisers keep pouring money into the short-form video app even as they cut back elsewhere, such as on television and Facebook.
Advertising on TikTok has more than doubled year over year, Mekanism’s Brendan Gahan says. Advertisers are starting to run TikTok ads in conjunction with influencer marketing.
Many advertisers are testing TikTok in Q1, with plans to scale exponentially throughout 2023. Marketers get a sound-on, full-screen video ad opportunity when they advertise on the app. That’s a world away from advertising on Facebook, Instagram, and Twitter where efficacy is hard to come by.
There’s a big gap between the amount of money spent on online ads (less than 2%) and time spent (22% of the two trillion hours spent on social apps on Android devices).
The TikTok app has become more mainstream with more than 850 million users worldwide.