TikTok is on track to rival Meta and Snapchat’s ad revenue success. Gen Z’s favorite social platform has doubled their ad revenue from last year, bringing it to almost $10B. Brands big and small are finding that their TikTok ads are reaching much larger audiences than Instagram and Facebook. For example, Tiffany & Co. released an ad on Instagram with Beyoncé covered in jewels that received 1.6M views, but their TikTok video featuring “social media personality Kate Bartlett talking directly to viewers from a bathroom and then trying on small trinkets at a Tiffany store” attracted 5.2M views. YPulse research shows that casual ads are growing more popular with 76% of young consumers saying brands should make ads that fit in with what’s already on their feed. (NYT)
