Vendor reportMetricool, 2026

Running ads on both Meta and TikTok is something only the biggest budgets do

Channel validation

Reader Note:: Share of advertiser accounts running ads on both Meta and TikTok in the January-June 2026 window, by the account's average monthly ad spend: 0.78% of Tiny accounts (under $100 a month) rising to 19.71% of Huge ones ($10K+). Everyone else is overwhelmingly on Meta alone, from about 94% of Tiny accounts down to about 74% of Huge ones; TikTok-only sits near 5% in every tier. The data says who runs both, not whether running both pays off. Metricool customers only, not a random sample of advertisers.
Evidence:: Observed behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: 44,355 advertisers worldwide running paid campaigns on Meta and TikTok; 628,969 campaigns; $471,491,072.74 in ad spend; compares January-June 2025 vs January-June 2026; grouped by advertisers' average monthly ad spend.

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Comparing yourself against a similar segment, and choosing what to test next.

Not for

Saying that one thing caused another, or predicting what you would get.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The two groups were not split at random — they picked their own side. The difference may have been there before anything was measured.
The source says how much it looked at, but not how any of it was chosen.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

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Running ads on both Meta and TikTok is something only the biggest budgets do

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