Comment by aerosmile

You should take a look at Tik Tok. Companies with large marketing budgets and focused on digital channels spend the majority of it on Facebook and Google. Traditionally, the rest went to Pinterest and Snapchat, but Tik Tok has 1) built a huge audience and 2) built a good enough ad platform (which only continues to improve) that they went from nowhere to choice #3 in a shockingly short amount of time. Sound familiar? Yes, that's exactly how to Facebook surprised Google as well, only much slower.