Temu Adjusts U.S. Advertising Strategy: Spending on Platform X Plummets 95%, Pinterest and Meta Become Primary Channels

June 5th news: Affected by the U.S. elimination of the $800 de minimis tariff exemption threshold and the imposition of additional tariffs, Temu significantly reduced its advertising spending in the U.S. market during the first five months of 2026. Spending on Platform X decreased by 95% year-over-year, dropping its rank from the number one advertiser in the U.S. to the 51st position. Spending on YouTube and TikTok was each cut by 74%, Snapchat by 46%, and Instagram by 10%. Of the remaining budget, 75% is still allocated to Meta's advertising ecosystem (with Facebook taking 59% and Instagram 16%). At the same time, Temu bucked the trend by increasing its advertising investment on Pinterest by 66%, reaching a seven-figure sum. This doubled Pinterest's share of the total budget to 12%, aiming to leverage its high-intent shopping search environment to improve conversion efficiency. [Source: Ebrun Go. This article is generated by Ebrun's automated writing robot, which uses algorithms to promptly deliver e-commerce industry intelligence. This bot is still very young; please contact run@ebrun.com or leave comments to help it grow.]