TikTok continues to gain traction in the digital advertising space, according to Skai‘s “Q2 2025 Quarterly Trends Report.” Despite ongoing regulatory uncertainty in the United States, the platform reached 46% adoption among paid social advertisers (up 11 percentage points y-o-y), with spend share rising to 13% during the quarter.

Data from the report reveals TikTok’s consistent upward trajectory throughout 2024 and into 2025. Account adoption among paid social advertisers has climbed steadily:

Image source: Skai

This growth pattern demonstrates TikTok’s resilience and indicates that marketers view the platform as a sustainable, long-term investment rather than a temporary experiment.

The report notes that TikTok’s share of paid social spend has also increased to 13% in Q2 2025 (up one percentage point y-o-y). This metric suggests existing advertisers are not only maintaining their presence on the platform but are actively increasing their investment levels.

Performance Trumps Political Considerations

Despite regulatory challenges that have surrounded TikTok in recent years, Skai’s report indicates that marketers continue to make decisions based on performance metrics rather than political factors.

“The resilience suggests TikTok has become integral to social media strategies rather than experimental,” the report states, pointing to a maturation in how brands view and utilize the platform.

Looking ahead, Skai’s report suggests that social’s unpredictability—including TikTok’s continued rise—will influence 2026 budget planning. The report recommends that marketers include room for quick pivots and testing as new trends and formats emerge.

“Social’s pace isn’t slowing, and neither are its demands,” the report notes, suggesting that next year’s budgets should prioritize flexibility to accommodate platform shifts and emerging opportunities.

The report also highlights that across all social platforms, marketers are getting “sharper about when and where to scale,” indicating a more strategic approach to social media investment decisions.

Skai’s findings are based on over 1 trillion impressions, 8.2 billion clicks, and $8.7 billion in platform activity across retail media, paid search, and paid social advertising in Q2 2025 (April 1–June 30). The data is aggregated from Skai accounts.

The full “Q2 2025 Quarterly Trends” report is available here.

Checkout Our Latest Podcast