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:

• The automation wave is hitting Meta too. Advantage+ shopping campaigns accounted for 33% of all Meta retail and ecommerce spend between Thanksgiving and Cyber Monday, up from 26% during the same period last year, according to Tinuiti.
• Meanwhile, TikTok's ad environment is proving effective at driving action. Some 83% of weekly US TikTok users ages 13 and older have taken some type of action after seeing an ad, including 43% who made a purchase, according to a December 2025 report from Edison Research.

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.

Related EMARKETER reports

• US Social Commerce Forecast 2026 (EMARKETER subscription required)
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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.