TikTok and Snap Utilise First-Party Data to Compete with Meta

Both TikTok and Snapchat are building relationships with influencer agencies in an attempt to compete with Meta’s dominance in social media spend.

TikTok and Snap rank in the top three in social media usage for Gen Z, whilst Instagram and Facebook remain in the top two in usage across all consumers. In an attempt to increase their incentives for creators and win over agency business, TikTok and Snap have been providing influencer agencies with access to first-party data and creator programmes according to Digiday.