When TikTok was thrown into regulatory limbo, advertisers naturally braced for impact. It’s not just a question of where users will migrate—it’s about how ad ecosystems adapt in real time. Here’s a quick look at some of the ad activity we observed across a few clients, from CPC dips to CPM lows and a curious shift in creative spend.

But first, a quick update on what’s going on with TikTok:

• All new and existing campaigns have resumed full delivery to US audiences and are operating as expected. 100% of campaigns and ad groups paused when ads were unavailable for US audiences are live and running.
• If you have manually paused, canceled, or deleted campaigns before January 19, they can be reactivated in TikTok Ads Management to resume delivery to US audiences.
• Further disruptions to delivery to U.S. audiences are not expected at this time.
• Another note to call out: TikTok saw some of their highest levels of demand for TopView during Jan 18-20 (during a period without a major tentpole) and continues to see sustained strong momentum from advertisers since then. The TopViews that did run during Jan 18-20th window had almost a 33+% increase in 2 sec+ view time, compared to all of 2024 TopViews, indicating our user base is also interested in seeing ads from our clients.

Here’s what we saw during the brief ban:

CPC Drops, Level CPAs

For one of our clients in the homebuilding space, we saw CPCs hit a 14-day low during the TikTok ban discussion, even as CPAs stayed within their normal fluctuation range.

Paused Campaigns

One of our perfume brand clients decided to pause early in response to the TikTok ban headlines, so while we didn’t observe immediate fallout in their CPC or CPA trends, it raises an interesting question:

How many brands will hedge their bets by diversifying spend to platforms like Reels or YouTube Shorts during periods of uncertainty?

Unexpected Creative Shifts

For a fundraising platform client, the TikTok turmoil coincided with an unusual shift in creative performance. Evergreen static ads had consistently dominated spend for months, but suddenly, an animated static ad—previously a minor player—took the lead. Our theory here is that the temporary surge in available video inventory on platforms like Reels, likely driven by TikTok users (and creators) testing new waters.

All-time Low CPMs

In the health sector, a client running a small-scale campaign saw CPMs drop to an all-time low during the TikTok fallout. While they’ve since started to rise, they remain slightly below average. Lower CPMs on platforms like Reels or Meta suggest a temporary window of opportunity for brands to stretch their budgets further.

Our Takeaways

• Opportunities in Uncertainty: Moments of platform instability can create unexpected efficiencies for advertisers willing to lean in rather than pause. Watch for dips in CPCs or CPMs as users explore alternative platforms.
• Creative Matters More Than Ever: The shift in creative spend on our fundraising client underscores the importance of having a diverse mix of ads. You never know when an underperforming format might suddenly shine.
• Test and Pivot: Inventory and audience behavior will shift as users migrate between platforms. Keep an eye on performance trends, and don’t be afraid to test new formats or adjust spend allocation quickly.
• Diversify Now: If you’ve been overly reliant on TikTok, now’s the time to spread the love across Reels, YouTube Shorts, and other video-heavy platforms. Audience migration means opportunity for those who are ready.

While the TikTok ban’s long-term implications remain unclear, these initial shifts are a reminder of how dynamic the ad landscape can be. For performance marketers, the key is to stay agile, seize opportunities, and let the data lead the way.

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