Across 2024 and 2025, TikTok advertisers showed a clear divide in both investment levels and outcomes. per month than the average advertiser, scaling budgets steady monthly spend around $200-$250. This pattern The impressions data reinforces this trend. Median Treat TikTok as a core channel, not a test reach on TikTok. While impressions for all advertisers lifts during major campaign windows, indicating more Together, these charts highlight a consistent takeaway: Advertisers who treat TikTok as a core channel, rather Flat, minimal budgets limit delivery and keep brands than an experimental one, achieve markedly better reach