In the United States, advertisers continue to flock to TikTok

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TikTok is the fastest-growing social network since Covid, far ahead of Facebook and Instagram. Dado Ruvic/REUTERS
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According to specialist Sensor Tower, advertising spending there increased by 11% in March.

Final laps before the red flag? Threatened with a ban in the United States, or at the very least a forced sale, the Chinese viral video giant TikTok continues to attract advertisers. Despite the tough hearing of its boss by members of Congress and the tabling of proposed legislation, PepsiCo, Apple, Amazon, and Doordash continue to flock to the platform.

According to specialist Sensor Tower, advertising spending there increased by 11% in March. Some of these contracts were likely find your mobile number database before Washington's tougher stance. Given the complexity of the issue, advertisers are also likely playing for time, hoping that the outcome will be as far away as possible.

And for good reason: with 150 million users across the Atlantic, or nearly one in two Americans, TikTok remains essential for major brands. The platform is the most dynamic social network since Covid, far ahead of Facebook and Instagram. Its user base has expanded well beyond teenagers, with 90% of American users over the age of 18.

A similar dynamic is at work in France. In this market of 20 million users, TikTok is the target of a Senate inquiry. When asked, one advertising executive admitted that the trend isn't slowing down yet: "Spending is growing at a double-digit rate. Many are putting their money in before the end." This end is still hypothetical in Europe, it should be noted.