TikTok’s advertising momentum is slowing as uncertainty over a potential U.S. ban looms.
By the numbers:
Between the lines. Advertisers are shifting their focus on TikTok from brand awareness to more performance-driven ROI goals.
Why we care. Despite the uncertainty that the potential ban brings and some slow growth, the platform still shows strong engagement metrics, which advertisers should keep considering in their media mix.
Stagnating numbers. TikTok’s user growth is stagnating, particularly among younger demographics.
The big picture. Despite concerns, advertisers still find value in TikTok’s massive user base and engagement rates.
What to watch. How advertisers and users respond to ongoing discussions about TikTok’s future in the U.S. market.