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It’s fair to say that Facebook has endured a challenging 2020. After COVID-19 caused its CPMs to crash in March, the social media giant’s post-pandemic recovery suffered a significant setback in June, when the Stop Hate For Profit campaign led to hundreds of brands boycotting the platform in protest at its failure to tackle hate speech and racism. 

Nonetheless, with so many DTC businesses dependent on Facebook and Instagram for sales, Facebook’s market share has remained relatively healthy. A lack of serious competition makes it hard for many SMBs to look beyond Facebook.  

Enter TikTok.

TikTok’s announcement, last week, that it is launching a Facebook-style ‘self-serve’ advertising platform that allows companies to buy and manage ad campaigns, puts it in direct competition for SMB ad spend with both Facebook and Google. By making it easier than ever before for small advertisers to diversify their ad spend, TikTok is parking its tanks on Facebook’s lawn and threatening to shake up the online ad space.