In Episode 85 of Localogy’s This Week in Local podcast, my co-host Mike Boland and I look at some data suggesting that not all is well at TikTok. Ad spending growth is slowing (though it continues to grow) and usage, at least among its core younger demos, appears to be softening.
On this brief episode, Mike and I do what analysts do and ask why this is happening.
Regarding the slowing rate of ad spending growth at TikTok, one possible culprit is the pending TikTok “ban” which really isn’t a ban. Rather it is a mandate for TikTok’s Chinese owner ByteDance to sell off the U.S. arm of the short video platform.
Still, this uncertainty may be playing a role in leading some brands to question their ad spending investment in the platform.
On the usage front, one possible culprit is TikTok Shop, which is the platform’s eCommerce play. Many believe this has led to a glut of content related to TikTok’s eCommerce effort, degrading the user experience.
On the episode, we kick around these and other possible explanations for these shifts.
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