04/07/2023 (Cambodia) - Social media platform TikTok, owned by ByteDance, expanded its reach in Cambodia's digital marketing space, surpassing Meta platforms during Q1 2023. Data from Datareportal.com showed that TikTok's ad reach accounted for 62.1% of the local internet user base, while Facebook's ad reach covered 62.0% of the total population.
ByteDance's ad planning tools indicated a significant increase in TikTok's potential ad reach in Cambodia, while Meta platforms experienced a decline. TikTok positioned itself to overtake Meta platforms in the future.
Despite TikTok's growth, Facebook and other Meta platforms maintained their lead in terms of user numbers and popularity. Facebook had the highest user count in Cambodia, followed by Facebook Messenger, TikTok, Instagram, LinkedIn, and Twitter.
ByteDance's figures highlighted that TikTok ads reached a significant portion of the adult population aged 18 and above in Cambodia. Additionally, TikTok's ad reach encompassed a considerable portion of the local internet user base.
Social media influencer Sopheak Chheng emphasized the importance of fair revenue sharing among platforms to balance the digital marketing space. This would attract more content creators, enhancing the reach of advertisements and digital marketing initiatives.
YouTube also made changes to its monetization program, lowering eligibility requirements and expanding its shopping affiliate program. These adjustments aimed to attract a new wave of content creators in Cambodia, fostering a diverse digital marketing landscape.