Summary
TikTok is the dominant platform for shopping and CPG advertising, with these categories accounting for 22% and 18% of total US ad spend on the platform in 2024. Brands like Uber (30% of ad spend), Coca-Cola (25%), and DoorDash (25%) rely heavily on TikTok within social media, potentially pivoting to Instagram if banned. According to Sensor Tower, 8% of US social ad spend would redistribute to Instagram (+3ppts), Facebook (+1ppts), YouTube (+2ppts), and Snapchat (+2ppts), benefiting Meta and Alphabet.
During the January 18-19, 2025 shutdown, TikTok users increased time spent on Instagram by 16% day-over-day, more than other platforms. ByteDance allocated 77% of its US ad budget to TikTok, which would be lost in a ban. However, the company could shift spending to CapCut and Lemon8, which are growing rapidly in US downloads and monthly active users.
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