More states in the United States have banned the use of TikTok on government-owned devices as New York City has also directed its employees to delete Chinese-owned social media from their city-issued phones, joining the federal government and more than half of U.S. states.
“While social media is great at connecting New Yorkers and the city, we have to ensure we are always securely using these platforms,” Jonah Allon, a spokesperson for Mayor Eric Adams, said in a statement Thursday. Allon said the city’s top information security officials determined that TikTok posed a security threat to the city’s technical networks and directed the app’s removal from city-owned devices within 30 days.
The ban of the social media platform in more than half of the states in the US may have also informed the poor patronage of TikTok for social media advertising, ramping up only 26 percent of commercials on the internet.
The federal government ordered employees to delete TikTok from government-issued cellphones earlier this year amid concerns that its parent company, ByteDance, could give user data to the Chinese government. More than half of U.S. states have enacted similar bans.
New York state has prohibited the use of TikTok on state-owned devices since 2020 with some exceptions for promotional accounts.
TikTok officials have said that fears that the app’s use could pose cybersecurity risks are unfounded. There was no immediate response after a message seeking comment on the New York City ban was sent to a TikTok spokesperson.
About 90 percent of social media advertising goes to Facebook according to OnlyAccounts.io which shows that patronage for the platform in 2023 was 10 percent more than Instagram and three times more than TikTok.
The social media landscape is constantly changing and evolving, with new players fighting for attention from audiences and marketers, but no platform stands close to Facebook which has since its inception dominated social media advertising. Buoyed by an active user base of 2.9 billion, the social media giant remains the most important platform among marketers on both the B2B and B2C sides.
The huge preference for Facebook shows that the social media must have raked in huge revenue social media according to Statista which noted that brands spent a whopping $189.5bn on social media ads last year. This figure is expected to increase to $207bn in 2023 and then jump to $247bn by 2027.
Although Facebook is one of the oldest players in the social media landscape, its wide acceptance has made it the number one choice for most marketers according to a Social Media Examiner survey, which shows that Facebook was the most commonly used social media platform among marketers worldwide in 2023, with 89 percent of them using the network to promote their business.
Instagram ranked as the second most used platform for social media advertising, garnering 80 percent share among respondents. Almost 65 percent of marketers have chosen to promote on LinkedIn, making it the third most used platform and YouTube and Twitter followed with 54 percent and 44 percent shares, respectively. Statistics show that only 26 percent of respondents named TikTok as their top platform for social media ads, or three times less than the leading Facebook.
The survey also revealed interesting data about how marketers plan to use social media platforms in the following years. Around 53% of them stated they would increase their usage of Facebook shortly, while only 5 percent planned to cut their budgets for Facebook ads. Statistics also show that 66 percent of marketers will increase their usage of Instagram and YouTube, compared to 43 percent of those who plan to boost TikTok advertising. But, at the same time, 45 percent of them were not planning to use the video-sharing app for ads at all.
With brands pouring tens of billions of dollars into Facebook and Instagram ads each year, Meta remains the biggest brand in the global social media advertising landscape.
According to a Statista survey, Meta had a massive 55 percent market share last year, nearly four times more than LinkedIn, the second-largest social media advertising brand. Snapchat, Reddit, Pinterest, Twitter, and ByteDance all had around 5 percent shares in global social media advertising revenue.
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