TikTok is shifting advertising to YouTube after Meta says 'no thanks'
After Meta blocked TikTok's parent company, ByteDance, from running advertisements on its apps in certain markets, TikTok shifted its ad budget to competitors. Sensor Tower data shows TikTok increased its ad spending on YouTube, Pinterest, and mobile-app networks like Google's AdMob.
Why it matters
It illustrates the aggressive competition among major social media platforms and how brands quickly pivot their massive marketing budgets in response to platform bans.
Mark Zuckerberg's Meta has blocked Shou Zi Chew's company, TikTok, from advertising in some markets. Finn Gomez/Getty Images; Shawn Thew-Pool/Getty Images TikTok is moving on quickly after losing access to Meta's ads platform in some markets. It's shifted ad spend to YouTube, Pinterest, and mobile-app networks, according to Sensor Tower. TikTok was a prominent ad spender on Meta before its ousting on October 8. TikTok's message to Meta : If you won't take our ad dollars, your competitors will. Meta took a bold stance this month by blocking ByteDance, TikTok's parent company, from running ads on Meta apps in some markets. Why? Well, Meta's answer was pretty straightforward. It didn't want to "run ads from a competitor whose goal is to pull people off our apps." TikTok is now redirecting that ad spend elsewhere.
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