Despite ongoing regulatory uncertainty, TikTok is experiencing a significant surge in advertising traffic from major brands. In a recent Bloomberg interview, MikMak Founder and CEO, Rachel Tipograph, shared the latest commerce insights for TikTok from the MikMak Shopping Index, offering a closer look at how brands are investing in the platform, and the role tariffs play in the greater media and commerce landscape right now.
While headlines focus on potential U.S. bans or ownership shifts, marketers are moving forward with confidence. MikMak’s real-time data reveals that TikTok has not only recovered from earlier advertiser hesitation but is now outperforming historical benchmarks.
Using real-time data to unlock commerce insights for TikTok helps brands measure the pace of recovery, analyze content performance, and determine when to reallocate budgets. The result is a full rebound and ongoing investment from major advertisers.
MikMak tracks commerce activity for 2,300 of the world’s largest brands, offering a unique view into how shoppers engage across platforms. According to Tipograph, TikTok now delivers higher ad traffic than during the platform’s busiest period. “Our traffic on TikTok right now is 20 percent higher than Q4 levels,” she said.
Q4 is traditionally the most competitive and high-performing season for digital campaigns. TikTok surpassing those numbers outside of a seasonal spike amid uncertainty is notable.
Advertising on TikTok is Core to Many Brands
When advertiser activity stalled in January following news of potential legislative action, TikTok acted quickly. “TikTok did a lot of advertising themselves to communicate this is a safe place for you to advertise,” Tipograph explained. That message was key to helping marketers understand they could continue using the platform as a core piece of their advertising mix.
Despite ongoing discussions about TikTok’s long-term availability in the US, advertisers have not slowed their spending. “Until US advertisers hear that they shouldn't be advertising on that platform, I believe that they will continue to do so,” Tipograph said.
TikTok’s unique value proposition continues to drive marketer interest. “You can build brand and drive conversion all at once,” Tipograph noted. This ability to address both awareness and performance goals in a single platform makes TikTok a strategic asset in any commerce media plan.
Tariffs and Economic Uncertainty Present Challenges
While regulatory questions remain top of mind, Tipograph highlighted another pressing concern: economic pressure tied to tariffs. “This isn’t about TikTok or Meta or The Trade Desk. This is about tariffs and consumer goods,” she said. As brands face narrower margins, every budget decision becomes more complex.
According to Tipograph, companies typically respond to these pressures in three ways. They may raise prices, which is unpopular with retailers and consumers. They may reduce SKUs, which limits variety and product availability. Or, most concerning, they may pause or cut media spend entirely. “If you stop investing in the brand, you will lose market share,” Tipograph warned.
As marketers are actively looking to mitigate shrinking margins amidst tariffs and economic uncertainty, using data to unlock commerce insights for TikTok and other channels provides an opportunity to spend smarter rather than spend less. By understanding exactly what is working and where, brands can stretch their budgets further while delivering results. To see the most eCommerce success and uncover commerce insights your brand can trust, schedule a demo with MikMak today.