Michele Majidi
Researcher
TikTok advertising and marketing in the United States - statistics & facts
TikTok is fighting for its survival in the United States. In September 2024, the social media colossus was in federal court, asking a panel of judges to retract a law that would put the app out of business in the U.S. in January 2025 unless it completely divests from its Chinese parent company, ByteDance. The bill ruling in favor of TikTok’s sale was passed by Congress and signed into law by the White House in April 2024. In May, TikTok filed a lawsuit against the U.S. government to block the bill, arguing that its enforcement would violate constitutional protections of free speech.
A potential TikTok ban stateside could have far-reaching effects in the country’s advertising ecosystem, considering the increasing share of marketing professionals using the app for their promotional campaigns. Previously deemed a short-lived teen phenomenon, TikTok’s U.S. userbase enjoyed continuous growth throughout the first half of the 2020s.
Amazon and TikTok have enjoyed an advertising relationship that has been described as “symbiotic” – with the Seattle giant ranking at number one among TikTok’s top advertisers in the U.S. In 2024, Amazon announced it would be integrating shoppable ads of its “Buy with Prime” service with TikTok. This would allow TikTok users to buy a Prime item without having to leave the social media app. Apart from reflecting the growing trend of in-app shopping in the U.S., this mutually beneficial move would enhance Amazon’s social presence while strengthening TikTok’s rising e-commerce operations. The growing cooperation between the two e-commerce rivals could aid TikTok in consolidating its foothold in the U.S. economy and securing its position amid the threat of a ban.
As TikTok strives to maintain its presence in the U.S. market amidst its legal challenges, its strategic partnerships shine a light on an actor that is far from giving up on its ambitions to ascend to the market’s very top.
A potential TikTok ban stateside could have far-reaching effects in the country’s advertising ecosystem, considering the increasing share of marketing professionals using the app for their promotional campaigns. Previously deemed a short-lived teen phenomenon, TikTok’s U.S. userbase enjoyed continuous growth throughout the first half of the 2020s.
TikTok and Amazon: a tale of two “frenemies” and one alliance
Aside from promoting their products and services via influencers, companies can also create their own profiles, upload videos, and kick off creative challenges to feature on TikTok’s For You page and potentially be viewed by a plethora of users worldwide. Among digital platforms in the U.S., TikTok had the slightest difference between its share of total digital ad spend and the share of time adults spent on digital platforms. One brand that has successfully capitalized on TikTok is Netflix, ranking second among the most popular brands on TikTok worldwide and following no other than TikTok itself. Amazon has also proved itself as a key TikTok player, coming out on top as U.S. brand with the highest earned media value (EMV) on the app.Amazon and TikTok have enjoyed an advertising relationship that has been described as “symbiotic” – with the Seattle giant ranking at number one among TikTok’s top advertisers in the U.S. In 2024, Amazon announced it would be integrating shoppable ads of its “Buy with Prime” service with TikTok. This would allow TikTok users to buy a Prime item without having to leave the social media app. Apart from reflecting the growing trend of in-app shopping in the U.S., this mutually beneficial move would enhance Amazon’s social presence while strengthening TikTok’s rising e-commerce operations. The growing cooperation between the two e-commerce rivals could aid TikTok in consolidating its foothold in the U.S. economy and securing its position amid the threat of a ban.
Different age groups, different views on a TikTok ban
Given that the U.S. represents the largest market for TikTok, it comes as no surprise that a potential restriction of the social video app has provoked reactions among the country’s public, while content creators are already thinking of a plan B to keep their business in motion. Almost one-third of U.S.-based TikTok content creators said they would migrate to YouTube in the event of a ban, while other competitors like Instagram Reels or Snapchat’s Spotlight could also reap rewards. In 2023, six out of 10 U.S. adults were found to support a potential TikTok ban. When considering different age groups, younger respondents were more likely to oppose a prohibition, while those older than 65 were most likely to be in favor of it. Since TikTok’s user base skews younger, it follows that young adults who are more likely to use the app would also be among those opposing its outlawing in the U.S.As TikTok strives to maintain its presence in the U.S. market amidst its legal challenges, its strategic partnerships shine a light on an actor that is far from giving up on its ambitions to ascend to the market’s very top.
