With the fate of TikTok in the US hanging between the Supreme Court and President-elect Donald Trump, the competitors are moving to try to make its advertising.
Snapchat, for example, is not restricted. In recent market tests, the app’s advertising vendors have shown that the audience share between Snapchat and TikTok in the US, on a daily and monthly basis, according to two models shared with Digiday.
The first chart shows Snapchat’s statement that 60% of US users over the age of 18 use TikTok daily, while the second chart shows that 77% of Snapchat’s US users 18 years or older who use TikTok each month. Both examples strongly indicate that anyone looking for a replacement can find more of their TikTok users on Snapchat.
The similarities between Snapchat and TikTok’s the conditions are very popular, and the reception of the audience at this scale is almost expected. As explained by Colleen Fielder, vp of social networks and partners of marketing at Basis Technologies, after analyzing the shared models with Digiday: “It would not surprise me if that information is clearly stated in the sites buy.”
By numbers
User status (in revenue and/or internal statistics):
- TikTok: more than 1 billion users
- YouTube: 2.49 billion monthly active users (MAUs)
- Meta: 3.29 billion active users every day in its family of apps
- Snapchat: 850 million MAUs, 443 million DAUs
- Pinterest: 537 million MAUs
- Reddit: 97.2 million unique users per day (users)
- WeAre8: 2 million verified users
- Substack: More than 4 million paid accounts, ten million total subscribers on the website
The most popular is Snapchat’s timeline. Snapchat is actively reading TikTok’s advertisers who emphasize how much the short-form video has disrupted its rival. TikTok didn’t just compete with Snapchat for ad revenue in recent years – Snapchat used it to grow its own user base. In fact, TikTok is Snapchat’s biggest ad in 2020, a twist that adds another layer to the growing tension between the two platforms.
And it’s not just Snapchat that’s pushing.
YouTube’s sweet stuff
According to two advertising companies, YouTube has offered sweet things in recent weeks to encourage advertisers to spend more of their advertising dollars with them. Think “spend X amount and the platform will give you X amount in advertising.”
“YouTube is generous if you negotiate it right, generous in how you can use credits,” said one of those American publishers. , who shared the information with Digiday in exchange for anonymity.
For YouTube, TikTok’s meteoric rise is more than just a financial threat – it redefined the online video industry by changing the battle for attention to short content. inspired by viral trends, instant moments, and ephemeral magic of a good time dance. . If TikTok disappears, it will leave a huge gap in the media strategy, one YouTube is willing – and unique – to fill.
Not to be outdone, Pinterest is also making a move.
A comparable percentage was offered for advertisers to increase their investment at a low price, starting on January 22 or before January 22, said Fielder, after his contacts with the situation.
On those plans, Pinterest’s vp of global agency sales, Soniya Monga told Digiday: “We have bonus advertising campaigns linked to increased spending. With the changes happening in the industry, this is a great time for our partners to take advantage. As a place for people to find inspiration, advertisers can benefit from Pinterest’s positive environment, and studies show that it is effective at all stages of the sales process.
Like Pinterest, Meta also offers a similar percentage for additional expenses against advertising Reels or for additional budgets – without a specific product or free scale required – in the month of January 2025, continued Fielder.
Another US ad exec, who spoke on condition of anonymity, also confirmed that he saw Meta offering advertisers in January a 3:1 or 5:1 ratio for money added.
Reddit’s gambit
Reddit, too, is in the mix, reminding advertisers of its 70 million daily users in the US, and matching $1,000 in ad spend, plus credit, since the start of the year.
“We’ve definitely seen ad opportunities on the streets — Pinterest, in particular, has been pushing our team hard with these offers lately,” said Tucker Matheson, founder and CEO of Markacy.
Although he noted that it is not uncommon to find advertising opportunities at the beginning of the year when advertisers finalize their annual budgets.
“There may be a correlation with time [around the TikTok ban],” added Matheson.
Although a winner is yet to be crowned, YouTube seems to have the upper hand in going head to head with Meta. The challenge for Meta lies in the implementation – Reels does not measure on YouTube or TikTok, according to the media interviewed for this article.
“The TikTokification of social media will be more than likely to ban TikTok,” said Jasmine Enberg, vp and principal analyst, social and creative economy at eMarketer. “TikTok promotes short videos, and so almost all social media, including LinkedIn, is a short video. This is proof of TikTok’s lasting impact on social media.
Of the struggle for creative talent
These platforms do not just compete for advertising dollars, they pursue TikTok creators – a wheel of content, engagement and income. They know that creators bring users, who bring more creators, convert one-time visitors into daily traffic.
WeAre8 is one platform that clearly aims to enslave TikTok creators.
“We have been active this week to track down creators and bring more to WeAre8 because of the growing uncertainty over TikTok in America,” a spokesperson for WeAre8 told Digiday. As a result of continued outreach, more than 2000 creatives have joined WeAre8, they added.
Marketers are distributing a piece of content titled, “Why WeAre8 is the TikTok member you’ve been waiting for,” as well as what they describe as an “exclusive demo” — a live video (below) is similar to TikTok’s short version. -form format, which indicates that WeAre8 should be part of the “TikTok ban survival kit”. Links and videos were published continuously on all WeAre8 channels on social media, with direct communication with the creators, but additional ATL plans (publications) are being discussed, they added.
Substack not even sitting on the sidelines
The foundation is trying to create more publicity with its live video project, which is available to all publishers. But what is more important, Substack execs posted a part that clearly states that, in this limbo period of waiting for the Supreme Court to give its decision on the TikTok lawsuit, Substack is is “making it easier for more creators to join Substack, nurture their audience, and build a loyal community.” And that includes offering a $25,000 reward for TikTok creators who “creatively inspire others to join Substack and show a trend.”
Product creation, promotion, discounts – these are all parts of the playbook series used to keep publishers (and creators) engaged, especially in turbulent times. . With a lot of recent deals from YouTube, Snapchat and others, it’s clear that they’re back on those tactics, positioning themselves to grab any TikTok ad story that might come their way. The game is on, and no one is sitting out.
“The impact of TikTok reaches beyond short videos,” Enberg added. “Its powerful algorithm has become the envy of other social networks, and it has encouraged its rivals to use their own technology to match what TikTok has to offer. Although no platform has been able to replicate TikTok’s algorithm, it seems that they are still trying, and whether or not TikTok can compete.
Meta and YouTube did not immediately respond to Digiday’s request for comment. Reddit declined to comment. Snapchat declined to comment specifically on this article, but pointed to the creator’s new “Find what you like on Snapchat” feature. reserved.
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