TikTok is shifting advertising to YouTube after Meta says 'no thanks'
Meta doesn't want TikTok's ads. ByteDance is putting its money toward YouTube and Pinterest instead.
TikTok, the popular video-sharing app, has shifted its ad spending to YouTube, Pinterest, and mobile-app networks following Meta's decision to block the platform from advertising in some markets. This move came after Meta, owned by Mark Zuckerberg's company, barred ByteDance, TikTok's parent company, from running ads on its apps in October due to Meta's concern over attracting users away from its own platforms.
According to Sensor Tower, TikTok's ad budget for YouTube increased to 17% during October 9-16, up from 9% in the first week of the month, while Pinterest saw a rise to 9% from 3%. A majority of TikTok's ad spending, at 58%, continued to go to mobile-app networks like Google's AdMob. This shift highlights the intense competition in the digital advertising landscape and emphasizes the importance of diversifying advertising strategies.
Meta's actions aren't new; other platforms like Amazon and Twitter have also blocked competitors from running ads in the past. However, the financial impact of losing a major advertiser like TikTok is unlikely to significantly affect Meta's overall revenue. Despite this setback, TikTok remains a significant player on Meta's platforms, with Meta losing access to over 3 billion monthly users.
The loss also affects third-party marketers who link to TikTok or other ByteDance properties in their ads. Marketers are now exploring alternatives like Snapchat and Reddit to reach audiences, as Meta controls the lion's share of social media ad budgets.
Written by urgent.news from Business Insider's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
