TikTok remains a dominant force in digital advertising, ranking just behind Meta’s Facebook and Instagram in traffic, according to MikMak.
Despite TikTok’s parent company, ByteDance, faces a looming U.S. divestment deadline to avert a potential ban.
MikMak’s CEO, Rachel Tipograph emphasized TikTok’s remarkable 200% year-over-year growth in traffic, attributing its success to its ability to engage users and foster a strong sense of community.
This growth is happening amid heightened scrutiny, with TikTok’s parent company, ByteDance, facing a looming U.S. divestment deadline to avoid a potential ban.
“It captures your attention with the content and the algorithm, and through personalization, it drives you through the funnel to get you to convert,” Tipograph says. ”
“So it’s the power of the entire marketing funnel that exists within TikTok. You find some of that in Meta, you find some of that in Alphabet google but TikTok is the whole story.”
Tipograph suggests that a TikTok ban in the U.S. could lead to a major boost in ad revenue for Alphabet, while e-commerce giants like Amazon, eBay, and Walmart might gain from the decline of TikTok Shops as consumers shift their shopping elsewhere.
