TikTok’s promoting momentum is slowing as uncertainty over a potential U.S. ban looms.
By the numbers:
- Advert spend on TikTok grew 19% year-over-year in March, cooling to 11% in April and 6% in Might.
- Complete advert spend from January to Might 2024 reached $1.5 billion, up 11% from the identical interval in 2023.
- 9 out of 20 promoting classes noticed month-over-month will increase in April.
Between the strains. Advertisers are shifting their deal with TikTok from model consciousness to extra performance-driven ROI targets.
- CPMs for upper-funnel metrics have been up 15% year-to-date at one company.
- Click on-through charges elevated 27% in April in comparison with March.
Why we care. Regardless of the uncertainty that the potential ban brings and a few gradual progress, the platform nonetheless reveals robust engagement metrics, which advertisers ought to maintain contemplating of their media combine.
Stagnating numbers. TikTok’s person progress is stagnating, notably amongst youthful demographics.
- The proportion of weekly customers aged 18-24 dropped from 35% in 2022 to 25% this yr.
- Customers aged 35-44 elevated from 16% to 19% in the identical interval.
The large image. Regardless of considerations, advertisers nonetheless discover worth in TikTok’s large person base and engagement charges.
What to observe. How advertisers and customers reply to ongoing discussions about TikTok’s future within the U.S. market.
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In regards to the writer
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra.
In 2008, Anu’s profession began with
delivering digital advertising and marketing campaigns (largely however not completely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising and marketing departments by inspiring management each on company, consumer and advertising and marketing tech facet.
Exterior modifying Search Engine Land article she is the founding father of PPC networking occasion – PPC Stay, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She can be a world speaker with a number of the phases she has introduced on being SMX (US), SMX (Munich), Buddies of Search (Amsterdam), brightonSEO, The Advertising and marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Stay, AdWorld Expertise (Bologna) and extra.
