Marketers Aim To Boost Spending On Retail Media Off-Site Ads

About a third of U.S. adults say they use TikTok, the social video platform owned by Chinese tech giant ByteDance that has emerged as a source of news, information and entertainment that rivals other media outlets.

As brands post organic content or pay for advertising, they are most likely to reach people who use TikTok primarily to view videos made by a comparably small group of creators. About half of U.S. adult TikTok users have ever posted a video at all, and an even smaller group of 40% of users have posted videos that are visible to the public, according to a study by nonprofit Pew Research Center.