Our newsletterVendor reportMetricool, 2026
Tiny advertisers using both platforms now give TikTok 44% of their budget vs 56% to Meta, the most even split of any spend tier
Budget allocation
44%
TikTok share of budget among tiny accounts using both Meta and TikTok for advertising, 2026
- Reader Note:
- Tiny here is a spend tier — the advertisers spending least per month — not a company size. Across all tiers running both platforms TikTok takes 25.7% against Meta's 74.3%, so the Tiny tier is the outlier rather than the trend. This is measured only among advertisers running on both platforms, 3.7% of those in the sample, and the Tiny tier is a slice of that slice.
- 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.
Reader Note:
Evidence:
Vendor interest:
Sample: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.
- 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.
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