
TikTok will stop ads in the US this Sunday (and much of them will be gobbled up by Meta)
Time is slipping through TikTok’s fingers on the other side of the pond and if it does not give up its business in the United States before this Sunday, the social network from China will disappear from the application stores in the North American country. For this reason, TikTok has already informed its advertisers in the United States that it will pause its advertising on November 19 (unless the Supreme Court decides to delay the application of the rule aimed at banning the social network in the North American country). This has been confirmed Adweek after consulting three different agency executives.
However, and despite the fact that if the Supreme Court does not remedy it, TikTok will stop advertising in the United States this Sunday, lAdvertisers will continue to have access to the historical data of their campaigns on this platformto the performance reports and the creatives focused on the social network, says Shuree Jones, group director of paid social & influencer media at the agency Rain the Growth Agency, in statements to Adweek.
The other agency executives consulted by Adweekwho prefer to hide behind anonymity, They also confirm that advertisers will continue to have access to TikTok Ads Manager and that they will, therefore, have the possibility of exporting the historical data of their advertisers. Additionally, advertisers based in the United States will be able to continue purchasing inventory to deploy international campaigns.
TikTok would have informed advertisers, on the other hand, that They will be refunded the money for all inventory already reserved on the social network.
The Supreme Court could reveal this Friday whether or not it postpones the application of the rule approved in April of last year by Congress that forces TikTok to change hands in the United States before January 19 or otherwise disappear from application stores across the seas. In a hearing held on Friday of last week, the judges of the highest judicial body in the United States seemed to be in favor of applying the rule, understanding that it does not actually violate the First Amendment of the Constitution (as TikTok argues).
If the Supreme Court does not finally grant a grace period to TikTok, The social network will fade to black this Sunday in the United States and it will no longer be possible to download the app in the application stores. Those who already have the app installed on their phone will, however, still be able to access TikTok, although they will not benefit from updates and this could affect the operation of the application in the long run.
In the United States, where TikTok has more than 170 million users, Advertisers based in this country have until now invested billions in advertising that will flow mainly to Meta, according to a report by Emarketer.
Meta will be the great beneficiary of the TikTok ban in the United States
According to this research, in 2024 alone TikTok brought in $12.34 billion into its coffers from advertising in the United States. And assuming that the TikTok subsidiary could be stripped of between 50% and 70% of its advertising revenue as a result of the blackout, between 6,170 million and 8,640 million of advertising spending will find accommodation on other platforms.
Emarketer analysis estimates that Metathe parent company of Facebook and Instagram, could gobble up an additional $2.46 billion to $3.38 billion in advertising investment with TikTok’s ban on U.S. soil.
If TikTok ends up closing the shutter in the United States, Instagram and Facebook will absorb 22.8% and 17.1% respectively of advertising spending on this social network, while YouTube will capture approximately 10% of the investment.
Similarly, Morgan Stanley analysts assume that Meta will emerge as the great beneficiary of the TikTok veto in the United States. And the closure of ByteDance’s social network in the North American country could add between 5 and 9 percentage points to Meta’s earnings per share for the fiscal year corresponding to 2026, Morgan Stanley analysts say.
On the other hand, it seems that Instagram will replace a good part of the time invested so far by TikTok users on the other side of the pond.
Emarketer estimates that TikTok users in the United States invested almost an hour a day on this social network in 2024 and almost three quarters of these users are also present on Instagram, where they will likely spend more time after the “blackout” of the BytedDance subsidiary.
Morgan Stanley analysts estimate that in 2026 Meta will add between 30 and 60 cents to its earnings per share for every 10% of the time previously spent on TikTok that the company manages to redirect to its own platforms.
YouTube and Snapchat will also benefit from the closure of TikTok in the United Stateswhich have similar functions to the social network from China.
For advertisers The seemingly imminent demise of TikTok in the United States would also be a warning, in no way trivial, that no platform, no matter how large, is untouchable and that in this sense it is perhaps advisable not to put all our eggs in the same basket and diversify advertising budgets on different platforms. And the same also applies to creators, since those with a presence on more channels will predictably be the ones who will successfully survive the TikTok ban in the United States.
«The brands and creators that thrive in uncertain times are those who prepare for the unexpectedthus ensuring that their stories can continue to be told regardless of the platform,” emphasizes James Poulter, head of AI & innovation at the agency House 337, in statements to Business Insider.
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