Facebook defies China headwinds with new ad sales push

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By Paresh Dave and Katie Paul

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So, the typical prc tactic ......

"Facebook is committed to becoming the best marketing platform for Chinese companies going abroad," Facebook wrote in Chinese on local social network WeChat in November.

Bytedance, the parent company of social media sensation TikTok, used Facebook's advertising tools to do exactly that.

In late 2018, the company surged app-install ads on Facebook's ad network, becoming its biggest Chinese customer as it grew TikTok's footprint, a former Facebook employee said.

It cut back drastically in 2019, to nearly nothing, according to previously unreported data from research company Sensor Tower. One source said TikTok calculated it had reached most people likely to use the app, so it shifted to building an ads business to compete against Facebook's.

A TikTok spokesman confirmed the trend, saying the company"significantly scaled back spending and refined its ad strategy, resulting in an increased return on investment and stickiness among new users.

Attract Western tech know-how by pretending to be big spenders, steal the Westerners' know-how, then pull the rug from underneath them. Then proceed to copy and use cheaper version to compete with Westerners.


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