After Meta's Ban: TikTok Budgets Shift to YouTube and Pinterest

Sensor Tower estimated that TikTok's share of ad spend on YouTube rose to 17% from 9%, on Pinterest to 9% from 3%, and on mobile app ad networks to 58% from 19%, between October 9 and 16.

These figures come after Meta banned ByteDance ads on Facebook and Instagram in seven markets starting October 8, prompting advertisers to reallocate their budgets.

The figures clarified that these are spend distribution model estimates rather than measured billing data, meaning they reflect a general trend and are not an exact measurement of every dollar spent.

Thus, the rapid shift in budget allocation demonstrates advertisers' sensitivity to platform restrictions and their ability to move spend to alternative channels within days.

What do these terms mean?

App ad networks: Platforms that display ads within mobile applications, typically used to reach a wide audience at a low cost.

Spend share: The proportion of an advertising budget directed to a specific channel compared to total spend.

Estimation model: A method relying on available data and assumptions to estimate the scale or distribution of a phenomenon, which is not a substitute for actual billing.