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Alternatives to TikTok and Meta Advertising

If you had to play Snog, Marry, Avoid with the major social media platforms right now, what would your choices be?

Slim pickings right?

In the US, TikTok seems to have landed squarely in the "Avoid" camp with an imminent ban on the horizon. Over here in the UK, X has been ghosted by many businesses for quite a while now. And thanks to Mark Zuckerberg’s eyebrow-raising comments about “masculine energy” and announcements about scaling back fact-checkers, Facebook and Instagram might not even make it onto a reluctant Snog list anymore.

Sure, you could marry LinkedIn (you weirdo), but for most advertisers, the price tag feels more like marrying a minor royal – fancy but high-maintenance.

So, if paid or organic social is a big part of your sales strategy, but you’re feeling a little icky about the leading platforms what’s next?

Let’s explore some advertising alternatives.


Don’t make big decisions - but do plan

While people are (ironically) flooding social media to announce their plans to leave, the reality is that we’ve seen similar scenarios before.

Cast your mind back to 2016 (yes, I know, painful). Mark Zuckerberg was grilled in the Senate, the Cambridge Analytica scandal dominated the headlines, and many were predicting the decline of social media as we knew it.

Yet, 60% of global internet users still access one of Meta’s services daily.  Social platforms may wobble, but they’ve historically proven resilient.

However, the potential TikTok ban could be a game-changer. Many brands have invested heavily in the platform, building partnerships with content creators and cultivating vibrant communities. Losing access to the US market would be a huge blow to both brands and creators.

Here in the UK, there’s no immediate threat of a ban, but the ripple effects of the US pulling out could be seismic—or, frankly, it could fizzle out. Either way, now’s the time to plan for all possibilities without making any knee-jerk decisions.

I’m out - what are my options? 

While I’d always suggest that, as long as a platform serves your needs, the best option is to keep calm and carry on, for various reasons, you may want to move away from the toxicity surrounding our major social platforms. So, let’s talk through some alternatives. 

The Big Guns of Google 

Let’s start with the obvious. If you’re not already investing in Google Ads, now might be the time to consider it. While search ads work pretty differently from social media ads—focusing on capturing intent rather than sparking interest—they can deliver highly targeted results by appearing when someone searches for your product or service.

If you’re looking for something more akin to social media ads, Display Ads are worth exploring. These work by placing visually engaging ads on websites across Google’s Display Network, targeting audiences based on interests, demographics, or even previous website visits. However, while they allow for broad audience targeting, they don’t quite replicate the dynamic engagement of social media ads.

Another option is Demand Gen Ads (currently being upgraded from Discovery Ads), which blend seamlessly into Google’s Discover feed and YouTube’s homepage, making them a bit closer to the “scroll-and-stop” experience of social media. However, there are limitations: Discovery Ads primarily target Android users and those engaging with Google’s ecosystem, which might narrow your audience reach.

Want some help with Google ads? We offer a range of support, from Google Ads Training to a full PPC management service, so if you want to explore whether it’s the right fit, get in touch with us for a no-obligation discovery call. 

But Google does own another property, which really does offer a GREAT alternative to socials… 

YouTube


Now let’s talk about one of Google’s crown jewels: YouTube. Often overlooked by advertisers, YouTube is an incredibly versatile platform that blends content marketing with paid opportunities.

If TikTok creators and audiences begin migrating to YouTube, it could quickly become a critical space for brands to capture attention and engagement and it doesn’t just have to be about long form content. What’s been created for TikTok or reels can easily be repurposed for YouTube too thanks to….

YouTube Shorts


YouTube Shorts are the platform’s answer to TikTok and Instagram Stories. These short, vertical videos are designed for quick consumption and cater to the growing demand for snackable content. Like TikTok videos, they’re easy to scroll through and allow for music, filters, and engaging effects, making them an ideal format for creating eye-catching, relatable content.

From a brand perspective, Shorts offer a fantastic opportunity to reach audiences in a familiar way. They appear prominently on YouTube’s homepage and within the dedicated Shorts tab, ensuring high visibility. They also work similarly to Instagram Stories in terms of fleeting, highly engaging content that thrives on immediacy and visual appeal.

Looking for YouTube marketing agency support? Get in touch with us.

Emerging Social Platforms


While TikTok and Meta platforms dominate now, others are gaining traction:

Bluesky

Still in its infancy, this decentralised platform is building momentum, especially among users disillusioned with mainstream platforms. While it’s not fully business-ready yet, keeping an eye on its development is worthwhile. I’d suggest that you at least reserve your handles. 

Mastodon

A decentralised alternative to Twitter, Mastodon allows for niche targeting through its community-based structure. While ad opportunities are limited, brands looking to organically engage with tight-knit communities might find value here.

RedNote (Xioahongshu)

Ok this one has come out of the left-field, but as the shadow of a TikTok ban hangs over the US, tons of users have flocked to the platform (as of today it’s the most downloaded app in the USA). As it’s also Chinese-owned, who knows how things here will proceed - your guess is as good as ours!

Pinterest

Not just for wedding planning, Pinterest is a powerhouse for visual discovery and planning, making it a strong platform for industries like home décor, fashion, food, and ok, ok also weddings.

 Its advertising options, such as promoted pins and shopping ads, cater well to businesses targeting purchase-ready users. What’s more, Pinterest has one of the lowest CPAs on the social ads side of things. 


Reddit

Ok, we’ll be straight - Reddit can be BRUTAL for advertisers, but if you get it right, you can tap straight into an audience who’s REALLY into your product or service offering. 

Reddit offers highly engaged, niche communities known as subreddits. While it requires a nuanced approach (users can sniff out insincere ads instantly), it’s an excellent space for brands that want to authentically engage with passionate audiences. Reddit Ads provide robust targeting options based on interests and community participation.

Retail Media Networks


Marketplaces are in no way new, but as more retail giants jump on the media network wagon, there are increasing opportunities for those who sell products to access a vast customer base. 

  • Amazon Advertising: Ideal for brands that sell physical products, allowing you to reach consumers right at the point of purchase.

  • Etsy:

  • Tesco Media & Insight (UK): Provides access to Tesco’s vast shopper data for targeted ad campaigns.

While, of course, these networks have their drawbacks (lack of brand building, commission fees and other costs), they do give product sellers a leg up in getting immediate sales from a ready-to-buy audience.

Streaming Services (OTT Ads)


With the rise of platforms like Netflix, Disney+, and Amazon Prime Video offering ad-supported tiers, brands now have opportunities to place video ads within premium content. This is especially effective for reaching cord-cutters and younger audiences who consume most of their entertainment online.

Want a top tip? If you’re in the US, some OTT ad placements are available via the LinkedIn Ads platform. 

Advertising on Podcasts


The popularity of podcasts has skyrocketed, and podcast advertising allows brands to reach highly engaged audiences in niche categories. Whether through host-read ads or pre-recorded spots, this format offers a personal touch and high listener trust.

Email Marketing and CRM Retargeting


Sometimes, the best audience is the one you already have. Investing in email marketing platforms or leveraging CRM data for personalised retargeting campaigns can yield high ROI with relatively low costs.

Influencer Marketing on Niche Platforms


If TikTok’s future feels uncertain, consider collaborating with influencers on platforms like YouTube, Instagram, or even Twitch. Each of these platforms has its own strengths and unique audience demographics, making them excellent alternatives to expand your reach. YouTube influencers can create in-depth, long-form content that builds trust with their audience, while Instagram influencers excel at showcasing visually appealing products or services. Meanwhile, 

Twitch streamers are perfect for live interactions, providing an authentic connection to engaged communities. These partnerships allow you to leverage the trust and credibility influencers have with their followers, offering a more organic way to promote your brand without relying solely on paid ad networks.

Approach Websites in Your Niche

Sometimes, the direct approach is the best approach! If there is a website that caters well to your target audience, don’t hesitate to reach out. Start by researching which websites your ideal customers visit regularly. Look for blogs, resource hubs, or industry-specific platforms that align with your niche. Once identified, contact them to explore their advertising or partnership options. 

This could include banner ads, sponsored content, or exclusive promotions tailored to their audience. Such collaborations not only drive targeted traffic but also help establish your brand’s authority within the industry. Plus, building relationships with these platforms can lead to long-term partnerships that continually benefit your business.

Targeted Forums

From the giants of forums like Mumsnet or Petrol Heads to smaller, more niche communities that often fly under the radar, forums remain a goldmine for targeted engagement. These platforms gather people with specific interests, making them ideal for personalised marketing efforts.

 Dive into forums where your target audience hangs out and join the conversation—but do so authentically! Offer value by answering questions, sharing insights, or starting meaningful discussions. You can also explore opportunities to promote your products or services through sponsored posts, banner ads, or partnerships with forum moderators. When done right, engaging on forums fosters trust and positions your brand as a helpful, knowledgeable resource in your niche.

So, while the world of social media seems uncertain right now - there are plenty of other opportunities you can explore. 

If you want help with your ads strategy, get in touch with us today for a friendly, no-obligation chat.