In 2024, TikTok experienced a surge in brand activity, but this momentum shifted in early 2025 as the prospect of a U.S. ban became more imminent. Research shows that while 73% of brands still utilized the platform, this was a noticeable decrease from 88% just six months prior. Additionally, marketing budgets earmarked for TikTok saw a significant reduction, dropping from 87% to 70%. This shift indicates brands are reconsidering their TikTok investments due to growing concerns over the platform's longevity in the U.S. market.
Brands are increasingly cautious about TikTok as a marketing platform, with usage dropping from 88% to 73% in six months amidst concerns of a potential U.S. ban.
In Q1 2025, marketing spend on TikTok diminished for the first time since 2023, signaling a shift in brand strategies as uncertainty about the platform grows.
Collection
[
|
...
]