A new survey shows that TikTok has become the preferred choice for many brands and retailers for video marketing on social media.
In the summer of 2024, 67% of these brands posted content on TikTok in the past month, while 60% posted on YouTube, and only 16% used Snapchat.
Last year, YouTube was the most used platform, but now more brands are turning to TikTok, with a significant increase in ad spending on the platform.
In the summer of 2022, 42% of brands were posting on TikTok, rising to 67% in 2024. Ad spending on TikTok increased from 24% in 2022 to 40% in 2024, though growth has slowed recently due to concerns about the app being banned in the United States.
In contrast, YouTube saw the percentage of brands posting on it decline from 74% in 2023 to 67% in 2024. However, ad spending on YouTube increased from 35% in 2023 to 40% in 2024.
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As for Snapchat, it is still trying to attract the attention of brands, as the percentage of publishing on it decreased from 19% in 2023 to 13% in 2024. However, the platform witnessed a slight increase in advertising spending from 12% in 2023 to 13% in 2024.
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