Think of TikTok as the stage and Reddit as the whisper network — both punch above their weight when you're tired of pouring money into the same oversized duopoly. TikTok accelerates discovery with algorithmic velocity: short vertical clips that turn fresh creative into low-CPM performance overnight. Reddit rewards relevance: niche subreddits deliver highly engaged, intentional audiences that tolerate longer-form messaging and community-guided trust. Together they let you build new demand, test bold creatives, and reach eyeballs Meta and Google either miss or overcharge for.
On TikTok, embrace volume and speed. Launch dozens of 6–15 second concepts, lead with a 3-second hook, and prioritize sound and native editing over polished banners. Use Spark Ads to amplify organic winners and run broad-interest campaigns with light creative constraints to feed the For You algorithm — you'll often find winners that scale at a fraction of Meta CPMs. Budget tip: earmark 20–40% of your spend as a creative test pool, then move scalable winners into a distinct CC/CA strategy.
Reddit demands humility and specificity. Target subreddits where users already talk about your problem, speak in their language, and frame ads as contributions rather than interruptions. Try Promoted Posts with authentic, comment-friendly copy or sponsor an AMA to build credibility fast. Targeting is powerful because it's intent-adjacent: long-tail communities convert with lower competition. Start small with manual bids, measure post-engagement signals, and use UTM-tagged landing pages plus your pixel to trace real conversion lift.
Blend them into a funnel: TikTok for upper-funnel reach and creative discovery, Reddit for mid-funnel proof and community resonance, then retarget across platforms. Run a 7–14 day pilot, test 5 creatives per platform, and only scale winners that beat your baseline CPA by ~15% or more. If you want to stop burning budget, let TikTok spark interest, let Reddit validate it, and fund the combos that actually move the needle.
LinkedIn lets you aim at accounts and people who actually sign contracts, not just generate clicks. For B2B campaigns that care about pipeline instead of vanity metrics, it is the precision tool in your toolbox. Expect higher CPMs than broad social platforms, but plan to pay for fewer, higher value interactions that move prospects toward a sales conversation.
Lean on the platform features that matter: Job Title, Company, Seniority and Company Size targeting for surgical reach, plus Matched Audiences for ABM and list retargeting. Use Sponsored Content to build credibility, Conversation Ads to start bilateral threads, and Lead Gen Forms to capture clean, high intent leads without asking prospects to jump through extra steps.
Creative and bidding are where campaigns win or bleed. Use single benefit headlines, short social proof bullets, and a clear next step. Test one CTA per ad and keep landing friction minimal. Optimize to form fills or conversion events, use automated bidding but set a target CPL guardrail, and cap frequency to prevent ad fatigue. Track the metrics that matter: qualified meetings, pipeline value, and win rate rather than raw lead volume.
Try a 30/60/90 plan: 30 days of tight ABM tests with two lists and two creatives, 60 days expanding winning audiences with lookalikes and nurture content, 90 days scaling winners and syncing leads to CRM for sales outreach. Align creative, targeting, and sales cadence and watch your ad spend stop being a ritual burn and start buying actual meetings.
Bottom-of-funnel shoppers are golden: they have compared, they know the price, and they are two taps away from conversion. Amazon's Sponsored Products and Walmart's search ads put your SKU in front of people who typed 'buy' and meant it. Treat product detail pages like landing pages—clear bulletized benefits, one-click buy, great photos—and you will turn intent into orders without spraying budget across audiences that are not ready.
Dial in your bids where it matters: prioritize high-intent keywords, boost bids on top-converting ASINs, and use Walmart Connect's behavioral audiences for cart-ready shoppers. Test Sponsored Display and native placements for cross-sell lift, but do not forget social proof—reviews and badges drive clicks. If you are also running brand awareness, supplement it with quick wins like buy Instagram likes today to accelerate perceived momentum.
Optimize creatives for intent: show the product in use, leading benefit first, and a single, clear CTA. On Amazon, A/B headline and image variations in Sponsored Brands; on Walmart, swap thumbnails and front-load price messaging. Keep shipping and return info visible—many shoppers bail at checkout over perceived hassles. Small changes in page clarity can shave acquisition costs and increase conversion rate dramatically.
Measure like a scientist: track ACOS, ROAS, and downstream lifetime value, but also measure incremental sales from each placement. Run 14–30 day lift tests before scaling; if Sponsored Products consistently beats Display on ACOS, move budget there. Finally, reprioritize: shift spend away from broad prospecting when acquisition costs spike and double down on placements that meet buyers at the bottom of the funnel.
Taboola and Outbrain flip the playbook: instead of interrupting people, they recommend your story where attention is already flowing. That native placement often yields lower acquisition costs and fresher audiences than crowded feeds and search auctions. Treat these networks like a discovery engine — your job is to move curious readers along a gentle path toward a conversion.
Start with content that earns clicks and trust. Lead with useful, curiosity-driven hooks, then deliver value on the landing page before asking for anything. Run three distinct angles per campaign — utility, social proof, and controversy — each with two strong images. Let headlines sell the click and the article sell the lead.
Set targeting to mix contextual relevance with audience signals: interest categories, publisher lists, and lookalike pools. Begin on CPC to gather creative data quickly, then shift to CPA once you understand which placements and creatives drive real actions. Use frequency caps to avoid ad fatigue and scale placements that show consistent conversion velocity.
Measure like a hawk: deploy pixels, tag your URLs with UTMs, and capture micro-conversions (time on page, scroll depth) to inform creative tweaks. A/B test landing layouts and CTA wording; promote winners and pause underperformers within days, not weeks. Attribution windows matter here — native discovery often requires a longer view.
Quick checklist to get started: seed three content pieces, test three headlines and two images each, track micro-metrics and CPA, then double down on winners. With disciplined creative testing and context-first targeting, Taboola and Outbrain can turn stories into customers without burning through budget.
Roku and Spotify are the two places you want to create attention that actually converts. Roku gives you lean back, living room reach where viewers are tolerant of longer, story driven spots; Spotify supplies intimate, earbud level moments where sound cues stick. Use them together to cook brand heat on the stove and siphon that warmth into razor sharp conversion tactics.
Start with creative that respects each medium. For CTV, lead with a clear visual brand cue in the first three seconds and use 15 to 30 second cuts for sequential messaging. For audio, craft a sound first open that works without visuals, then layer brand mentions and a simple, repeatable call to action. Keep messaging modular so you can remix the same assets across both platforms and test which beats drive the highest downstream lift.
Audience and measurement choices are where the magic happens. Layer Roku household targeting or interest cohorts with Spotify mood and playlist signals to find overlapped audiences with high intent. Route exposed users into your performance stack via site retargeting, connected TV-to-DPA feeds, or a short conversion funnel. Run small lift tests and conversion windows to prove incremental value before scaling.
Finally, treat this as a budget reweight, not a budget gamble. Start small, double down on winning creatives and audience pairings, then shift spend from overbidded social pixels into these high attention channels. The result is simpler: warmer demand, cheaper conversion, and a performance machine that actually likes your ads.
29 October 2025