"Key stat: 42% of US TikTok performance ad campaigns now use Tinuiti's Smart+ automated solution, up from just 9% at the start of 2025, according to an October report from Tinuiti. The automation wave is hitting Meta too. Advantage+ shopping campaigns accounted for 33% of all Meta retail and ecommerce spend between Thanksgiving and Cyber Monday, up from 26% during the same period last year, according to Tinuiti."
"Meanwhile, TikTok's ad environment is proving effective at driving action. Some 83% of weekly US TikTok users ages 13 and older have taken some type of action after seeing an ad, including 43% who made a purchase, according to a December 2025 report from Edison Research. Use this chart: Drop this into your next social media strategy review to show stakeholders the automation shift on TikTok."
Smart+ adoption on US TikTok performance ad campaigns rose from 9% at the start of 2025 to 42% by October 2025. Advantage+ shopping campaigns accounted for 33% of Meta retail and ecommerce spend between Thanksgiving and Cyber Monday, up from 26% year over year. Weekly US TikTok users ages 13 and older show high ad-driven activity: 83% have taken some action after seeing an ad and 43% have made a purchase. The underlying dataset reflects anonymized performance data from advertising programs with over $4 billion in annual digital ad spend under management and samples restricted to consistently active programs.
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