4 Alternatives to Advertising on Twitter
Strategically, Twitter has never been a particularly effective channel for either lead generation or lower-funnel conversion. However, it does offer high-engagement brand exposure and enables advertisers to align their brand with unique cultural moments quickly. But they aren’t the only platform that is capable of this.
1. Meta can assist with top-of-funnel objectives
Meta, no stranger to boycotts, can offer an even broader audience base and efficient upper-funnel objectives on Facebook and Instagram. Despite Meta’s new focus on automation and broad targeting, advertisers can still take advantage of plenty of Twitter-esque interest and detailed targeting options. You may see higher overall CPMs compared to Twitter, though, especially this time of year when Q4 competition heats up.
2. TikTok offers lower CPMs and detailed targeting
In addition, TikTok has recently risen in popularity among a larger number of advertisers. Lower overall CPMs and surprisingly detailed targeting options (like hashtag targeting) make it a solid alternative for advertisers who may be looking to diversify their footprint, especially if you’re looking to target the valuable 18-29 demographic. Just be aware of the specific content you’ll need to be successful on TikTok.
4. Complement your strategy with programmatic
Outside of social, programmatic advertising can offer an excellent alternative or complement to your existing strategy. Native advertising in particular is an intriguing option for advertisers looking to reach both broad and niche audience segments. Platforms like Outbrain and Taboola can drive efficient CPMs and strong CTRs, while driving engaged traffic to your website.
Regardless of your stance on Twitter or your opinion of Elon Musk, moments like this give us an opportunity to sit back and reassess. Now’s the time to take a good look at your media mix and proactively develop a replacement strategy if you decide the potential brand safety risks of advertising on Twitter outweigh the benefits.
Options are plentiful, and it never hurts to have a Plan B ready to go, should the need arise.