The news: Meta’s grip on purchase intent in the US personal care category is weakening as YouTube is gaining traction, according to Industry KPI data provided by MikMak.

Meta’s share of US average purchase intent clicks in personal care fell by more than half in less than a year—from 68.2% in Q4 2025 to 30.4% in Q3 2026.
Meanwhile, YouTube accounted for 15.9% of purchase intent clicks in the category in Q3 2026, a sharp rise from 2.8% in the previous quarter and a more modest increase from 13.2% in Q4 2025.

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Exclusive data shows YouTube gaining on Meta in personal care shopping

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