TikTok Ad Traffic Up More Than Half While Twitter, Instagram, Facebook Clicks Decline

TikTok Ad Traffic Up More Than Half While Twitter, Instagram, Facebook Clicks Decline

TikTok ad traffic has jumped by 51.5 per cent year-on-year last month, while ad clicks on Twitter, Facebook, and Instagram dropped by around 11 per cent.

The news comes as Twitter has recently rolled out its Blue subscription plan but, according to Similarweb, the signup page has attracted “well under one million” visits. It seems that despite the hype, Twitter users are not convinced on the much-lauded “Edit” button available to Blue subscribers.

The decline in ad clicks will also be a worry for prospective new owner Elon Musk and marketers. Overall traffic was up 4.5 per cent last month to 6.8 billion users. However, the decline in ad clicks might lead some to think that users no longer trust the ads they are served on the platform – or that they simply gloss over them.

Musk believes that taking Twitter off the stock market and moving it to a subscription model will boost engagement and make the app better for users.

“Whether the deal will really, truly close remains in question,” said David F Carr, senior insights manager at Similarweb.

“But if Musk really does wind up owning Twitter and taking it private, he will be buying a company damaged by turmoil he helped cause and that in any case suffers from many intractable problems, including its reputation as a hotbed of bots and misinformation. By focusing so much on the bot problem, he may have further undermined confidence in Twitter as an advertising channel, which was already under pressure due to economic and demographic forces, such as the affinity of young people for TikTok.

“One of the remedies Musk has proposed for Twitter’s business challenges is to shift to a subscription model, rather than an advertising model. This change could even help weed out some of the bots by positively identifying humans with a credit card in hand.”




Please login with linkedin to comment

Elon Musk Facebook Instagram TikTok Twitter

Latest News

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm
  • Advertising

G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm

Digital consultancy G Squared has launched a performance media creative division that will be led by The Hallway’s former general manager, Chris Murphy. The new capability enables G Squared clients to tap into a team of creative specialists who will develop, optimise and scale effective campaigns across digital media channels. G Squared said that it […]

Want your business to become more competitive? Invest in people
  • Opinion

Want your business to become more competitive? Invest in people

Learning and development can sometimes fall into the “nice to have” bucket – but John McNerney, managing director AUSEA at Yahoo, makes the case that in a tech-driven age marketing leaders should prioritise their employees’ development if they want to get a leg up on competitors. Good businesses are like ships. They’re places where everyone […]

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025
  • Marketing

Gabby’s Dollhouse Stage Show Set To Tour The World From 2025

Universal Live Entertainment Announces Global Partnership with TEG Life Like Touring to Produce a Live Show Version of DreamWorks Animation’s Gabby’s Dollhouse. DreamWorks Animation, Universal Live Entertainment, and TEG Life Like Touring will be collaborating on a live touring show inspired by the magical world of hit series Gabby’s Dollhouse. TEG Life Like Touring revealed […]