TikTok, the only social media giant that has bucked the trend of advertising revenue growth this year

As the media and entertainment industry entered the cold winter mode, the advertising market was shrouded in clouds, and only TikTok's advertising revenue increased significantly.
On December 5, the media reported that according to industry statistics, TikTok is the only large-scale social media platform with a substantial increase in advertising revenue this year, thanks to its growing market share.
A report released on December 4 by WPP's media investment company GroupM showed that TikTok's advertising revenue doubled in 2022.
According to data from Magna, a subsidiary of IPG Mediabrands, advertising spending on social media has increased by 4% year-on-year this year, down from 36% in 2021.
According to the agency, it is expected that the advertising expenditure of social media will increase by 7% in 2023.
Luke Stillman, senior vice president of Magna, said that users have gradually been attracted by vertical screen short videos, and advertisers will continue to pay attention to short video marketing in the future.
TikTok's advertising revenue grew against the wind thanks to the large amount of time that American users spent on TikTok.
In the ranking of time spent on social networks, TikTok firmly holds a leading position.
American users spend about 30 hours on TikTok every month, while they spend 8 hours on Instagram and 16 hours on Facebook.
In the third quarter of this year, YouTube's advertising revenue fell for the first time in three years, from $7.2 billion in the same period last year to $7.07 billion.
At the financial report meeting in February this year, Zuckerberg, CEO of META, mentioned several times that TikTok would be listed as a competitor.
Its advertising revenue in the third quarter of this year was $27.24 billion, down 3.8% from $28.28 billion in the same period last year.
The media predicted that TikTok's advertising revenue in 2022 would be close to the US $12 billion mark, which might exceed the comprehensive performance of Twitter and Snapchat.
This year, TikTok's annual advertising revenue is only 5 billion dollars less than YouTube's, and in 2024, this number will remain the same.
At the same time, the recent turmoil on Twitter has further consolidated TikTok's advertising market share.
Due to Twitter's "bloodbath" layoffs, many employees in advertising marketing positions have been fired, resulting in the interruption of Twitter's contact with advertisers.
In addition, Mask's so-called "free speech" has led advertisers to run away.
At present, General Motors, Ford, Audi, Pfizer, Olio manufacturer Yizi and Haagen Dazs manufacturer General Mills have suspended advertising on Twitter, and United Airlines has joined them.
In November, Omdia, a market research institute, predicted that online video advertising would generate more than 331 billion dollars in revenue in 2027, of which TikTok would account for 37%.
TikTok's advertising revenue may exceed the combined video advertising revenue of META and YouTube.
Data source: Omdia, but no matter how beautiful the advertising data is, TikTok also lowered its revenue forecast.
At the beginning of November, the media quoted insiders saying that TikTok CEO Zhou