Vendor reportMetricool, 2026

91% of advertisers running paid social in 2026 advertised only on Meta; 4% used both Meta and TikTok and 5% only TikTok

Channel validation

Where advertiser accounts run paid social ads: Meta only vs TikTok only vs both (2026)

Both4%
Only Meta91%
Only TikTok5%

Where advertiser accounts run paid social ads: Meta only vs TikTok only vs both (2026)
Category	Number of accounts	Share of accounts (%)
Both	1,655	4%
Only Meta	40,589	91%
Only TikTok	2,111	5%

Reader Note:: Metricool customers only, not a random sample of advertisers. Text says 3.7% both / 4.7% TikTok only; chart rounds to 4% / 5%.
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.

Good for

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.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
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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11.4%

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)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

91% of advertisers running paid social in 2026 advertised only on Meta; 4% used both Meta and TikTok and 5% only TikTok

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