{"id":661308,"date":"2025-04-07T23:10:20","date_gmt":"2025-04-07T20:10:20","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/advertisers-pull-back-from-tiktok-boost-meta-amid-ban-uncertainty\/"},"modified":"2025-04-07T23:10:20","modified_gmt":"2025-04-07T20:10:20","slug":"advertisers-pull-back-from-tiktok-boost-meta-amid-ban-uncertainty","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/advertisers-pull-back-from-tiktok-boost-meta-amid-ban-uncertainty\/","title":{"rendered":"Advertisers pull back from TikTok, boost Meta amid ban uncertainty"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3077905abef\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3077905abef\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/advertisers-pull-back-from-tiktok-boost-meta-amid-ban-uncertainty\/#TikTok_advertising_confidence_continues_to_erode_New_data_shows_double-digit_CPM_declines_and_significant_budget_shifts_to_Metas_platforms\" >TikTok advertising confidence continues to erode. New data shows double-digit CPM declines and significant budget shifts to Meta&#8217;s platforms.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"TikTok_advertising_confidence_continues_to_erode_New_data_shows_double-digit_CPM_declines_and_significant_budget_shifts_to_Metas_platforms\"><\/span>TikTok advertising confidence continues to erode. New data shows double-digit CPM declines and significant budget shifts to Meta&#8217;s platforms.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>Already facing a sale or ban order, TikTok faced additional pressure in Q1 as major brands scaled back advertising spending and shifted budgets to Meta, according to new data. <\/p>\n<ul class=\"wp-block-list\">\n<li>The pullback came due to uncertainty about the platform\u2019s future in the U.S. <\/li>\n<li>President Trump once again extended TikTok\u2019s ban by 75 days on Friday.<\/li>\n<\/ul>\n<p><strong>By the numbers:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>TikTok\u2019s U.S. cost-per-thousand-impressions (CPMs) dropped sharply, posting double-digit declines since January.<\/li>\n<li>8 of TikTok\u2019s top 10 advertiser categories cut spending in Q1 2025 compared to Q1 2024.<\/li>\n<li>User activity dipped in January during a temporary service blackout, further rattling confidence.<\/li>\n<\/ul>\n<p><strong>The big picture<\/strong>. Despite the turbulence, TikTok is expected to rake in $14.8 billion in U.S. ad revenue this year, according to eMarketer. That puts it behind <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Facebook<\/a>\u2019s $36.9 billion but ahead of YouTube\u2019s $9.9 billion.<\/p>\n<p><strong>Behind the shift<\/strong>. Advertisers aren\u2019t abandoning TikTok entirely, but many are hedging. They\u2019re shifting parts of their budgets to platforms with less uncertain futures.<\/p>\n<ul class=\"wp-block-list\">\n<li>\u201cNo one\u2019s acting like TikTok is gone \u2013\u00a0but no one\u2019s pretending it\u2019s business as usual, either,\u201d said Raul Rios, head of strategy at independent creative agency Saylor.<\/li>\n<li>\u201cBrands that swiftly resumed advertising on TikTok post-ban are staying the course, but many remain hesitant, keeping media spend lower despite months of attractive incentives,\u201d said Toni Box, EVP of brand experience at Assembly.<\/li>\n<\/ul>\n<p><strong>Meta\u2019s moment.<\/strong> While TikTok wobbles, Meta is cashing in. Facebook and Instagram have leaned hard into short-form video:<\/p>\n<ul class=\"wp-block-list\">\n<li>Facebook and Instagram\u2019s short-form video CPMs are rising fast as advertisers reallocate spend.<\/li>\n<li>\u201cIt\u2019s undeniable that Facebook and Instagram have made CPM growth a key initiative,\u201d said Jason Krebs, GM of media at Varos.<\/li>\n<\/ul>\n<p><strong>Why we care. <\/strong>This shifting ad spend carries immediate financial risks and strategic disruption. TikTok\u2019s lower CPMs may seem like a short-term bargain for brands. However, if the platform faces a full ban after mid-June, those investments could evaporate. For brands that have optimized for TikTok\u2019s unique algorithm and culture, moving to other platforms could mean starting over \u2013\u00a0new content formats, new metrics, new audiences.<\/p>\n<p><strong>What\u2019s next<\/strong>. All eyes will be on Washington and ongoing acquisition talks. If a deal saves TikTok, <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.adweek.com\/media\/tiktok-cpms-dropped-ban\/\" target=\"_blank\" rel=\"noopener\">advertisers may return<\/a>. If not, Meta\u2019s gains could become the new normal.<\/p>\n<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Anu Adegbola<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\t<span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/ppc.live\" target=\"_blank\" rel=\"noopener\">PPC Live<\/a> and host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.themarketinganu.com\/podcast\" target=\"_blank\" rel=\"noopener\">PPCChat Roundup<\/a>.<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/tiktok-meta-advertisers-q12025-454041\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>TikTok advertising confidence continues to erode. New data shows double-digit CPM declines and significant budget shifts to Meta&#8217;s platforms. Already facing a sale or ban order, TikTok faced additional pressure in Q1 as major brands scaled back advertising spending and shifted budgets to Meta, according to new data. The pullback came due to uncertainty about&#8230;<\/p>\n","protected":false},"author":1,"featured_media":661309,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/05\/tiktok-search-1920.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[107942,47912],"class_list":["post-661308","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-ppc","tag-tiktok"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/661308","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=661308"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/661308\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/661309"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=661308"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=661308"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=661308"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}