The Social Media Showdown: Meta vs TikTok

Alright, my friends, time to buckle up! We’ve got a clash of the titans happening in the social media sphere. Meta and TikTok are duking it out at the IAB NewFronts, all eyes on the prize – those delicious ad dollars.

We’re not just talking about a little disagreement here. This is a heavyweight fight. TikTok might have a ban hanging over its head, and Meta’s feeling the heat after a slower than expected Q1. But don’t you think for a second that they’re not ready to go all-in.

Check this out – Meta’s taking the stage with AR Ads, rolling them out globally on Reels (on both Instagram and Facebook) and Facebook Stories. You remember that AR ad by Sephora, right? The one that killed it with reach and engagement? Yeah, that’s what we’re talking about!

But hold up, Meta’s not done yet. They’re testing out larger call-to-action buttons and providing more info on Reels ads. Plus, users on Facebook can now pause video ads and sneak a peek at the linked destination. And let’s not forget about the new multi-destination product ads that let users browse through products without ever leaving a Reel.

For all you data nerds, Meta’s making Reels viewability accessible to third-party measurement partners for interstitial Reels Ads campaigns. They’re even partnering with DoubleVerify, IAS, and MOAT for viewability reports.

Alright, now let’s talk TikTok. They’re not just sitting back and watching. Nope, they’ve launched Pulse Premiere and a host of other updates to their Pulse ecosystem. Pulse Premiere is all about better targeting for audiences and some serious perks for publishers. They’ve even got some big names on board as launch partners like BuzzFeed, Conde Nast, DotDash Meredith, Major League Soccer, NBCUniversal, and WWE.

Pulse Premiere means brands can snuggle up next to premium publisher content on the platform. Ads are popping up right after videos from premium partners in categories from lifestyle and sports to entertainment and education.

This move by TikTok could be a game-changer. It’s a potential cash cow for premium publishers making engaging content while giving brands more control. They can place ads right after relevant premium publisher TikToks in the For You feed.

So, what’s it gonna be? Meta’s fresh features or TikTok’s Pulse Premier power move? Either way, it’s clear as day: the social media advertising game is ON.

Despite the potential US TikTok ban, advertisers aren’t running scared. Maybe it’s because almost half of US voters aren’t down with the ban, or maybe they just see it as unlikely to happen. Regardless, TikTok isn’t slowing down. They’re partnering up and rolling out ad products like there’s no tomorrow.

This is all happening while Snap is trying to corner more influencer marketing dollars, hot on the heels of their April partner summit announcements. The fight for short-form video dollars is in full swing, and YouTube’s jumping in with ways for advertisers to incorporate Shorts into their campaigns.

And let’s not forget Meta, pushing AR when more than one in four US adults are using the tech. By 2027, we’re predicting that 30.7% of the population and 33.8% of all internet users will be using AR. And here’s the real kicker – AR ads are boosting brand performance, particularly with Gen Z. Meta campaigns with AR effects are outperforming non-AR ones, enhancing ad recall for 18- to 24-year-olds in 87% of cases.

So here’s the final word: We’re expecting digital ad spending to jump 9.