TikTok’s global ad audience almost as large as Instagram

Celeste Huang

An overview of Instagram, TikTok, and the global social media landscape.

At 1.56 billion users each month, TikTok's global ad audience is almost as large as that of Instagram, according to the latest annual social media report by We Are Social and Meltwater. 

TikTok’s new global ad reach figure is only 5.5% lower than Instagram, clocking in at 1.65 billion at the beginning of 2024. Due to the different methodologies in reporting reach across regions, Meltwater estimates that TikTok’s reported ad audience may be “as much as 30% larger” than Instagram’s. However, Facebook’s reported ad reach exceeds both, with a 2.2 billion ad audience each month. 

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