TikTok’s Ad Revenue Awakening
TikTok’s advertising revenue has long been suppressed—not because audiences aren’t engaged (they are), but because ad executives have been hesitant. National security concerns, creative misunderstandings, and political pressure have kept big brands cautious. But that’s about to change, and the shift could be massive. The Hesitation TikTok has always had the audience. Users are engaged, scrolling, and ready to buy. Advertisers, however, have largely stayed on the sidelines. Hesitation stems from national security worries, misconceptions about the platform’s creative potential, and political scrutiny. This has kept major brands playing it safe instead of investing fully. The Prediction The coming presidential administration could mark a turning point—normalizing TikTok and ending its “suppressed spend” era. Once advertisers perceive TikTok as a safe, reliable platform, ad budgets are likely to pour in rapidly, putting TikTok on a competitive footing with Meta. The Numbers The math tells ...