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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 Could.
- Whole advert spend from January to Could 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 traces. Advertisers are shifting their concentrate on TikTok from model consciousness to extra performance-driven ROI targets.
- CPMs for upper-funnel metrics had 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 sluggish development, the platform nonetheless exhibits sturdy engagement metrics, which advertisers ought to hold contemplating of their media combine.
Stagnating numbers. TikTok’s consumer development 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 massive image. Regardless of considerations, advertisers nonetheless discover worth in TikTok’s large consumer base and engagement charges.
What to look at. How advertisers and customers reply to ongoing discussions about TikTok’s future within the U.S. market.
New on Search Engine Land
Concerning the creator
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 campaigns (largely however not completely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising departments by means of inspiring management each on company, shopper and advertising tech aspect.
Exterior enhancing Search Engine Land article she is the founding father of PPC networking occasion – PPC Dwell, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She can also be a global speaker with among the phases she has introduced on being SMX (US), SMX (Munich), Associates of Search (Amsterdam), brightonSEO, The Advertising Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Dwell, AdWorld Expertise (Bologna) and extra.
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