Last laps before the red flag?
Threatened in the United States with banishment, or at the very least with forced sale, the Chinese giant of viral videos TikTok still seduces advertisers there.
Despite the muscular hearing of its boss by members of Congress and the filing of legislative proposals, PepsiCo, Apple, Amazon and other Doordash continue to crowd the platform.
According to specialist Sensor Tower, advertising spending there increased by 11% in March.
Some of these contracts were probably signed before the hardening of the tone on the Washington side.
Given the complexity of the case, advertisers are also probably playing for time, hoping that the outcome will be as far away as possible.
Read alsoTikTok in the hot seat in the United States and Europe
And for good reason: with 150 million users across the Atlantic, or almost one in two Americans, TikTok remains essential for major brands.
The platform is the most dynamic social network since the Covid, far ahead of Facebook and Instagram.
Its user base has grown well beyond teenagers, with 90% of US users over the age of 18.
The same dynamic is at work in France.
In this market of 20 million users, TikTok is the target of a senatorial commission of inquiry.
Asked, an advertiser admits that the trend is not yet slowing down:
“Expenses are on a double-digit growth rate.
Many put their marbles before the end.
A still hypothetical end in Europe, it should be remembered.
