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.
You Might Also Like
TikTokHow TikTok is transforming video entertainment for brands
TikTok offers hyper-relevant, full-screen content that captures 73% of users' attention. It drives 15% of product discovery and provides 2x better retail ROAS than linear TV. Tools like Channel Forecaster and Pulse Lineups help brands reach new audiences effectively.
TikTokTikTok accelerates growth for beauty brands: insights from KIKO Milano's Marketing Mix Model by GroupM Italy
Kiko Milano's study shows TikTok drives 11.5% of e-commerce sales with only 6% of media spend, achieving 32% higher ROI for retail and 60% higher ROI for e-commerce vs. other platforms.
AppsFlyer2025 App Marketer Survey
The mobile advertising industry is optimistic heading into 2025, with 80% of marketers expecting the year to be as strong or stronger than 2024. Non-gaming apps are driving growth, with downloads up 12% YoY and IAP revenue increasing 20%+. Marketers are prioritizing profitability and ROAS, with over half reporting more aggressive KPIs. Generative AI is already benefiting creative production and optimization. iOS re-engagement remains underleveraged, and most marketers are still adapting to SKAN. Budgets are increasing, with a focus on ad networks and self-attributing networks.
TikTokIntroducing TikTok Agentic Hub: AI Skills to streamline your ad workflows | TikTok For Business Blog
TikTok launches Agentic Hub, a marketplace for AI-powered advertising solutions built on TikTok for Business MCP. It connects AI agents to advertisers' tools, enabling automated campaign creation, management, analysis, and optimization. The ecosystem includes first-party and third-party AI skills from partners like HubSpot and Wix. Advertisers can reduce manual work, gain insights, and make data-driven decisions. A limited promotion offers ad credits for new SMB accounts spending $100-$1500 within 30 days, with restrictions on eligibility.
TikTokIntroducing Streaming Ads on TikTok | TikTok For Business Blog
TikTok's Streaming Ads, powered by Smart+, are a catalog-fueled performance solution for streaming services to drive subscriber acquisition. Key formats include Multi-Show Experience, Media Card, and Singular Media Card. Early tests show 80% of campaigns outperformed non-Streaming Ads. The New Title Launch solution helps turn tentpole moments into efficient conversions. A limited-time offer provides ad credits up to $1500 plus expert support for new advertisers.
TikTokIntroducing Streaming Ads on TikTok | TikTok For Business Blog
TikTok's Streaming Ads leverage Smart+ AI to drive subscriber acquisition for streaming services. Key features include catalog-fueled performance ads, interactive formats (Multi-Show Experience, Media Card, Singular Media Card), and advanced optimization using intent signals. Early tests show 80% of campaigns outperformed non-Streaming Ads. The New Title Launch solution boosts performance during major releases, with 60% of promotions exceeding CPA goals. Streaming Ads enable efficient conversions, operational ease through automation, and reduced creative fatigue. TikTok also offers a limited-time spend match promotion for new advertisers.
SensorTowerSensor Tower APAC Awards 2024
Mobile users spent $150B on App Store and Google Play in 2024, up 13% YoY. APAC publishers dominate the top 100 highest-grossing mobile publishers globally. Key trends: short drama apps and hyper-casual games thrive; AI boosts productivity in education; mobile apps enable cross-border communication. Sensor Tower APAC Awards 2024 highlight standout games and apps from the region, recognizing innovation in user experience and market insights.
TikTokAnnouncing the DACH winners of the TikTok Ad Awards 2024!
TikTok Ad Awards 2024 celebrated standout brands in DACH. Sony Music won for viral 'Pedro the Raccoon' campaign. CHECK24, Ford, Fleurop, and Miralina's also won for creative, branding, performance, and small business excellence.
More from SensorTower
India Mobile App Market in Q2 2026: IAP Hit a New High of $345 Million (Up 35%); Story TV Emerged as India’s No.1 Short Drama App, While Meesho Led Shopping App Downloads
India's mobile app market hit record revenue of $345M in Q2 2026, with non-gaming up 50% YoY. For ad ops, key opportunit...
Traffic, Engagement & Demographics: An Advertiser’s Guide to Reddit
Reddit's engaged, niche audiences offer advertisers a high-intent opportunity. With 33% retention (beating X and TikTok)...
H1 2026 Digital Gaming Market Index: Mature Markets, Tougher Ads, and a World Cup Lift
H1 2026 gaming market shows stable demand but tighter competition. Mobile IAP held at ~$40B while downloads fell 12%. Ad...
Sensor Tower collaborates with Google Ads to integrate social creatives into cross-platform campaigns
Sensor Tower's integration with Google Ads via Pathmatics enables advertisers to directly access Meta and TikTok creativ...
Beyond the Game: The Sports Report 2026
The 2026 Sports Report reveals key trends for ad ops: FIFA World Cup drove record sports app downloads (137M in Q2 2026)...
Introducing The Sensor Tower MCP Server
The Sensor Tower MCP server bridges AI chatbots to Sensor Tower and Pathmatics data, enabling ad ops teams to query app ...