TikTok has been a big hit with younger users and that’s partially because of the app’s aggressive advertising strategy.
Now it has emerged that the video app spent 80% of its US ad spending on Snapchat – the messaging app predominantly used by teens.
According to MediaRadar data, TikTok contributed to 4.4% of Snapchat’s ad revenue in 2019, ahead of global brands such as Coca Cola (3.3%), Comcast (3%) and Disney (2.4%).
But it makes sense for TikTok to search for users on Snapchat given the messaging app’s focus on younger audiences in the US. Snap previously claimed that its app reaches 90% of people aged 13 to 24 years.
According to the report, TikTok also advertised heavily on Gen Z-heavy platforms such as Tastemade, BuzzFeed, and The Dodo.
But Snapchat isn’t seeing TikTok as competition. Evan Spiegel, CEO of Snap, previously said that the company was an advertising partner with a very different community.