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EMARKETER

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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Report
The One-Pager
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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)
E-Mail ChartDownload

KEY STAT: TikTok’s US net ad revenues will rise by 184.4% to $5.96 billion in 2022, per our inaugural forecast.

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
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