If TikTok is banned in the US, over half of the platform’s ad spending could be shift to Meta and Google.

Instagram is projected to capture 22.4% of the reallocated ad budget, while Facebook will take 17.1%, and YouTube may secure 10.7%.

Other social media platforms like Snapchat, LinkedIn, Pinterest, Reddit, and X, could collectively gain 18.3%. Additionally, Connected TV and other digital platforms receiving around 30%.

Meta and Google have invested significantly in their short-video products, Reels and YouTube Shorts, to prepare for this situation.