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Super Bowl ads in the TikTok era: How brands are rethinking their playbooks

Article by Jeremy Goldman  |  Feb 10, 2025
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Super Bowl ads in the TikTok era: How brands are rethinking their playbooks
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Sports
Omnichannel Marketing
Social Media Marketing
United States

The news: The Super Bowl remains advertising’s biggest stage, but brands are no longer relying solely on a 30-second TV slot to make an impact.

  • Per Ad Age and Digiday, companies are increasingly shifting their focus to multiplatform campaigns, leveraging TikTok, Instagram Reels, and YouTube Shorts to amplify their messaging.
  • Some brands, like e.l.f. Beauty, are skipping national TV ads altogether, betting that real-time digital engagement can rival traditional broadcast reach; others, like Instacart, are blending TV spots with a robust social media push to maximize impact.

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