US TikTok Advertising 2022

Revenues Soar as Opportunities Emerge for Brand and Performance Advertisers

Report by Jasmine Enberg  | May 23, 2022
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Table of Contents
Executive Summary
Key Points
TikTok’s Ad Business Is Booming
Advertisers Should View TikTok as a ‘Social Entertainment’ Platform
There Are Still Major Challenges to TikTok Advertising
Building a TikTok Advertising Strategy
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
TikTok’s advertising suite is becoming more sophisticated with more ad formats, targeting techniques, and measurement capabilities. In 2022, its ad revenues will rise by 184.4% as new advertisers lean in and existing advertisers spend more.
Topics
Digital Video Ad Spending
Social Media Ad Spending
United States
Table of Contents
Executive Summary
Key Points
TikTok’s Ad Business Is Booming
Advertisers Should View TikTok as a ‘Social Entertainment’ Platform
There Are Still Major Challenges to TikTok Advertising
Building a TikTok Advertising Strategy
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

TikTok is no longer an experimental play—it's a must-buy for an increasing number of advertisers. But advertising on TikTok isn’t the same as on Facebook, Instagram, or YouTube. To excel on TikTok, advertisers must use paid media strategically to support and build on creator-led, user-generated, and owned content.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How big is the TikTok advertising opportunity, and what makes it unique?
  2. How can advertisers overcome privacy, targeting, ad creative, and other challenges to TikTok advertising?
  3. What are best practices for advertising on TikTok in 2022?

WHAT’S IN THIS REPORT? Our first-ever forecast for US and worldwide TikTok ad revenues, an analysis of the opportunities and obstacles in TikTok advertising, as well as strategies for success in 2022.

US TikTok Net Ad Revenues, 2021-2024 (billions, % change, and % of digital ad spending)
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KEY STAT: TikTok’s US net ad revenues will rise by 184.4% to $5.96 billion in 2022, per our inaugural forecast.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

11expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. TikTok’s Ad Business Is Booming
    4. Advertisers Should View TikTok as a ‘Social Entertainment’ Platform
    1. There Are Still Major Challenges to TikTok Advertising
    2. Building a TikTok Advertising Strategy
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    US TikTok Net Ad Revenues, 2021-2024 (billions, % change, and % of digital ad spending)US Ad Revenues of Select Social Media Platforms, 2022 (billions)
    TikTok Net Ad Revenues Worldwide, 2019-2024 (billions)US TikTok Users, 2019-2025 (millions, % change, and % of internet users)
    Allocation of Digital Video Ad Spending by US Senior Ad Buyers, by Platform, 2021-2023 (% of total)Select Social Ad Platform Costs per Thousand (CPMs) Relative to Meta* Ads, Q1 2022
    US TikTok Users, by Age, 2022 (% of total)

    Interviewed for This Report

    Avi Ben-Zvi
    Tinuiti
    Vice President, Paid Social
    Interviewed April 22, 2022
    Harley Block
    IF7
    Co-Founder and CEO
    Interviewed May 2, 2022
    Alessandro Bogliari
    The Influencer Marketing Factory
    Co-Founder and CEO
    Interviewed March 11, 2022
    Shamsul Chowdhury
    Jellyfish
    Vice President, Paid Social
    Interviewed April 8, 2022
    Eric Dahan
    Co-founder and CEO
    Open Influence
    Interviewed April 20, 2022
    Brendan Gahan
    Mekanism
    Partner and Chief Social Officer
    Interviewed April 13, 2022
    Jason Harris
    Mekanism
    Co-Founder and CEO
    Interviewed April 13, 2022
    Kim Nguyen
    Huge
    Head of Distributed Commerce
    Interviewed April 11, 2022
    Junior Scott Pence
    Peace Out Skincare
    CMO and Creative Director
    Interviewed May 3, 2022
    Rachel Tipograph
    MikMak
    Founder and CEO
    Interviewed April 22, 2022
    Charlotte Watson
    Olaplex
    CMO
    Interviewed April 20, 2022

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    authors

    Jasmine Enberg

    Contributors

    Zach Goldner
    Junior Forecasting Analyst
    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Debra Aho Williamson
    Principal Analyst