TikTok advertisers are rapidly shifting to automated campaigns – eMarketer

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Key stat: 42% of US TikTok performance ad campaigns now use Tinuiti’s Smart+ automated solution, up from just 9% at the start of 2025, according to an October report from Tinuiti.
Beyond the chart:
Use this chart: Drop this into your next social media strategy review to show stakeholders the automation shift on TikTok. Use it to benchmark your team’s Smart+ adoption against competitors. If you’re still running manual campaigns, this chart shows you’re increasingly in the minority.
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Methodology: Data is from the October 2025 Tinuiti “Q3 2025 Digital Ads Benchmark Report.” Results are based on anonymized performance data from advertising programs with annual digital ad spend under management totaling over $4 billion. Samples are restricted to those programs that have remained active and maintained a consistent strategy over the time periods studied. Figures are based on same-client growth.
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