TikTok 向 Meta 传递的信息是：如果你们不接我们的广告费，你们的竞争对手会接。Meta 本月采取了大胆举措，在部分市场禁止 TikTok 母公司字节跳动在 Meta 旗下应用投放广告。原因何在？Meta 的回答相当直白：它不想“为一家竞争对手投放广告，而该竞争对手的目标是把用户从我们的应用中拉走”。TikTok 如今正将这笔广告预算转向其他平台。
TikTok's message to Meta: If you won't take our ad dollars, your competitors will. Meta took a bold stance this month by blocking ByteDance, TikTok's parent company, from running ads on Meta apps in some markets. Why? Well, Meta's answer was pretty straightforward. It didn't want to "run ads from a competitor whose goal is to pull people off our apps." TikTok is now redirecting that ad spend elsewhere.
据分析公司 Sensor Tower 向 CMO Insider 提供的分配估算，自 10 月 8 日禁令生效以来，TikTok 已将广告预算转移至 YouTube 和 Pinterest 等其他平台。10 月 9 日至 16 日期间，流向 YouTube 的 TikTok 广告支出占比升至 17%，高于 10 月第一周的 9%。同期，其在 Pinterest 上的广告支出占比增至 9%，高于 10 月第一周的 3%。
Since the ban went into effect on October 8, TikTok has shifted its ad budgets to other platforms like YouTube and Pinterest, according to allocation estimates provided to CMO Insider by the analytics firm Sensor Tower. The share of TikTok's ad spend that went to YouTube rose to 17% between October 9 and October 16, up from 9% in the first week of October. Meanwhile, its ad spend on Pinterest grew to 9% during the same period, up from 3% in the first week of October.
TikTok 大部分广告支出 —— 58% —— 流向了 Google AdMob 等移动应用广告网络，高于 10 月初 Meta 仍是选项时的 19%。Horizon Media 社交战略执行副总裁 Kate Black 表示，Meta 将 TikTok 拒之门外“凸显了数字领域竞争日益激烈，以及这两家公司之间的竞争加剧”。“对营销人员而言，这进一步强化了保持敏捷、构建均衡媒介策略的必要性 —— 别把所有鸡蛋放在一个篮子里。”
A majority of TikTok's spend — 58% — went to mobile-app ad networks like Google's AdMob, up from 19% at the start of October, when Meta was still an option. Meta's move against TikTok "highlights the growing intensity of the competition across the digital landscape and across the two of them," said Kate Black, EVP of social strategy at Horizon Media. "For marketers, this really just reinforces the need to be agile and build balanced media strategies — and not having all your eggs in one basket."
Meta 将 TikTok 逐出并非前所未有。Amazon 等其他平台此前也曾禁止竞争对手投放广告，而 Twitter（现 X）于 2022 年底限制用户链接至 Instagram 和 Mastodon 等社交应用的账号，称之为“免费推广”。“拒绝为竞争对手提供推广服务是各行各业的正常商业惯例，”Meta 发言人表示。Meta 的这一变动将影响美国、加拿大、埃及、印度尼西亚、日本、泰国和越南的广告政策。
Meta's TikTok ousting isn't unprecedented. Other platforms like Amazon have previously blocked competitors from running ads, while Twitter in late 2022 restricted users' ability to link to their accounts on social apps like Instagram and Mastodon, calling it "free promotion." "Declining promotional services to a competitor is a normal business practice across industries," a Meta spokesperson said. Meta's changes will impact advertising policies in the US, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam.
对于在2026年上半年营收达1170亿美元的Meta而言，失去一家广告商影响不大。不过，据Sensor Tower数据显示，TikTok及其母公司字节跳动曾是Meta应用上极为突出的大额广告投放方。Meta还将失去那些在广告中链接TikTok或其他字节跳动旗下产品的第三方营销商的广告支出，这将进一步扩大其潜在损失。原本可能希望引导潜在客户前往TikTok Shop的直面消费者品牌也将错失良机。
For Meta, a company that pulled in $117 billion in revenue in the first half of 2026, losing one advertiser won't hurt much. Still, TikTok and ByteDance were notably prominent spenders on Meta's apps, according to Sensor Tower. Meta will also lose ad spend from third-party marketers that link to TikTok or other ByteDance properties in their ads, further increasing its potential losses. Direct-to-consumer brands that may want to drive potential customers to TikTok Shop will miss out.
对TikTok而言，失去接触Meta旗下超过30亿月活用户的机会是一个挫折。像任何社交媒体巨头一样，TikTok的激励机制在于不断增长、增长、再增长。针对新用户投放广告、推动新增应用下载是其惯用策略——Meta也用这一策略推广自家应用，如Instagram。TikTok专注于用户获取的员工James Gao周日在LinkedIn上发帖呼吁，若有人拥有能助公司达成目标的广告库存，请与其联系。
For TikTok, losing access to Meta's more than 3 billion monthly users is a setback. Like any social media giant, TikTok is incentivized to grow, grow, grow. Ads that target new users and drive new app downloads are part of the playbook — a strategy Meta uses to promote its own apps, like Instagram, too. One TikTok staffer focused on user acquisition, James Gao, posted a LinkedIn callout on Sunday asking people to get in touch if they had ad inventory that could help the company meet its goals.
Horizon Media的Black表示，虽然Meta掌握着社交媒体广告预算的“绝大份额”，但若要通过广告驱动应用下载等行动，还有许多可行的替代方案。她称，除了Google、YouTube和Pinterest，营销人员越来越多地转向Snapchat和Reddit等其他平台。
Horizon Media's Black said that while Meta controls the "lion's share" of social budgets, there are plenty of viable alternatives when it comes to using an ad to drive an action like an app download. Besides Google, YouTube, and Pinterest, marketers are increasingly turning to other platforms like Snapchat and Reddit, she said.