Tiktok threatens to end digital advertising monopoly who make up the meta (Facebook, Instagram or WhatsApp) and the alphabet (Google, YouTube, etc.), and although rapid progress According to analysts, it will not come until 2024 inside intelligenceThe Chinese company has already stepped on the accelerator.
according to an investigation by financial TimesTikTok is offering advertising rates to advertisers with higher levels of user exposure on its platform than its competitors.
i.e, Brands reach more people and do better EngagementBy investing less money. All this at a time when digital marketing budgets are expected to be lower than in previous years.
Marketing agency VaynerMedia shared with the British medium that in 2022, getting 1,000 impressions on TikTok with one ad video cost About half of those same impressions are worth on Instagram Reels And a third cheaper than Twitter.
4 facts that show the extent to which TikTok has taken over the world and our lives
In the last quarter of last year alone, the top 1,000 advertisers in the US increased their ad spend on TikTok by 66%, reports feet With data from intelligence firm Pathmatics.
Social networks in general have had a turbulent 2022. On its part, TikTok, one of the big winners of the post-pandemic era, also faced the consequences of a macroeconomic situation marked by a slowdown in inflation and consumption.
In fact, The platform had to cut its advertising revenue forecast by 20%, and everything indicates that it ends in 2022, billing close to 10,000 million only in commercials. Although most of its business is in Asia, in Europe it multiplied its revenue by 6 in 2021, ending the year with 1,000 million, coinciding with the period in which advertising landed on the social network.
However, despite the high growth of TikTok, it is far from the monopoly of the current Meta and Alphabet.
Although ByteDance (TikTok) had an advertising market share of 2% in 2019, it has grown to 5% in just two and a half years, according to data inside intelligenceMeta-Google’s monopoly accounts for about 20% of digital advertising.
You’ve talked to several experts recently business Insider They assure that although TikTok is currently a platform of extreme growth, Instagram will remain the queen in Spain in 2023 and YouTube still has a lot to say.