How TikTok’s algorithm and audiences are finally convincing Big Pharma to join
Welcome to PharmaTok, where TikTok algorithms, audiences, engagement time and entertainment value are drawing in heavyweight pharma advertisers like AbbVie and Pfizer.
Ad forecaster WARC estimates pharma and healthcare spending will top $470 million this year and jump to more than $650 million in 2024. While that’s still just a fraction of the sector’s total digital spending forecast of more than $17 billion this year, it’s also more than four times the $160 million spent by all sectors in 2021 in the early days of TikTok advertising.
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