Digiday+ Research Briefing: A look at the state of social marketing as the TikTok ban draws near
Briefly

from Digiday1 month ago
A recent survey by Digiday+ reveals that Instagram and Facebook continue to dominate marketing budgets among surveyed professionals, while TikTok and YouTube fall behind. TikTok usage decreased by 17 percentage points in Q1 2025 due to a service interruption and impending U.S. ban. The survey indicates that if TikTok is banned, younger users may migrate to platforms like Instagram and YouTube, which offer similar short-form content formats. While Snapchat could be considered as an alternative by marketers, it might not replicate TikTok's unique appeal.
Marketers' use of TikTok fell by 17 percentage points in Q1 2025 compared to Q3 2024, following the platform's brief outage in January and as the April 5 deadline for a U.S. ban approaches.
Digidayhttps://digiday.com/marketing/digiday-research-briefing-a-look-at-the-state-of-social-marketing-as-the-tiktok-ban-draws-near/
Among all age groups, YouTube is the most-used platform, Pew's study found. Gen Z uses Snapchat and TikTok more heavily than other generations.
Digidayhttps://digiday.com/marketing/digiday-research-briefing-a-look-at-the-state-of-social-marketing-as-the-tiktok-ban-draws-near/
Read at Digiday
#social-media #digital-marketing #tiktok #instagram #gen-z
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