TikTok Alternatives to Expand Your Brand’s Reach
In the days leading up to the US TikTok ban of January 19th 2025, creators and businesses were posting their emotional goodbyes to their audiences on the app. However, just a short 14 hours after the ban came into effect, the app was reinstated.
But unfortunately, the future of TikTok remains uncertain. The law banning TikTok in North America was delayed for just 75 days, giving the app’s Chinese owners, Bytedance, the opportunity to reach a deal with American buyers.
In the countdown to the possible second ban of TikTok, marketers need to prepare. But where should paid ad efforts be redirected if TikTok does go dark again? We explore three potential TikTok alternatives below.
The Best TikTok Alternatives
With 55% of TikTok users under the age of 30, it’s safe to say that Gen Z are most active on the app. So, if a permanent US TikTok ban is announced, you’ll need to find a suitable TikTok alternative that is used by this same demographic.
It can also be useful for brands to see which platforms major US creators are encouraging their audiences to follow them on. These tiktok alternatives include YouTube Shorts, Snapchat, and Pinterest.
You can also read our complete overview of social media channels for luxury brands here.
YouTube Shorts: Leveraging Video-First Discovery
WHY YOUTUBE SHORTS ARE GOOD TIKTOK ALTERNATIVES
Released in September 2020, YouTube ‘Shorts’ was Google’s response to TikTok. Leveraging its powerful search data, Shorts can target very specific audiences that are already accustomed to video-first content.
As of 2024, most users were between 25 and 35 years old (21%), followed by 35 to 44-year-olds (17.9%) and 18 to 24-year-olds (15.7%). For brands targeting Gen Z and Millennial luxury consumers, this makes Shorts a promising alternative to TikTok. Especially when YouTube reports that their Shorts ads are viewed for 90% longer than ads on other social competitors.
Just like TikTok, luxury brands can use YouTube Shorts to tell their brand story across short, attention grabbing videos, and leverage user-generated content.
YOUTUBE SHORTS AD FORMATS
Like any short-form video, YouTube Short ads should be brief and engaging. Shorts ads are currently available for a range of YouTube advertising types, including discovery campaigns, video reach campaigns, video action campaigns, and app campaigns for install.
YouTube Shorts’ main ad formats include:
Skippable in-stream ads
Non-skippable ads
Shorts-specific video placements
YOUTUBE SHORTS BEST PRACTICES
Ad viewers are ready to swipe onto the next video. Only the best, most engaging, and targeted ads will truly capture a viewer’s attention to the end. That’s why you should follow these best practices:
Have a compelling hook within the first three seconds
Align your ads with other organic content on the app to keep your audience interested
Communicate a single, clear message and call-to-action (CTA) for your product
Make sure it’s in the same vertical format as every other video on the feed. If your ad appears in a horizontal format, it will instantly put a lot of viewers off
You don’t have much time on a short-form ad, so you need to make the most of it.
YOUTUBE SHORTS EXAMPLE
Armani is a luxury brand nailing their YouTube Shorts marketing. This Shorts ad for their fragrance demonstrates how vertical, short form videos don’t have to limit advertising creativity, but can actually nurture it.
Pinterest: Tapping Into High-Intent Shoppers
IS PINTEREST A GOOD ALTERNATIVE TO TIKTOK?
If your brand is all about the visuals, like showcasing luxury fashion on influencers or displaying luxury homeware, then your brand should be on Pinterest — Tiktok ban or no TikTok ban.
Users come to Pinterest to discover, just like TikTok. They may be looking for something specific (like ideas for a new handbag) or they might just be there to scroll.
The high quality aesthetics on Pinterest prime users for luxury shopping. In fact, Pinterest is the go-to destination for luxury shoppers, with weekly users in the US being more than half as likely to research luxury brands and products on Pinterest over other platforms.
The growing interest in luxury shopping on Pinterest shows no sign of slowing either, up 31% year on year and growing three times faster than the overall user base.
PINTEREST AD FORMATS
This TikTok alternative for marketing luxury brands has the following ad formats:
Promoted pins
Video pins
Shopping ads
PINTEREST BEST PRACTICES
While TikTok afforded brands more relaxed, unpolished content, Pinterest doesn’t do the same. Every visual — whether it’s an image or a video — needs to be high quality. But that shouldn’t be a problem for luxury brands.
Keep your creatives vertical, and don’t forget to keep up with Pinterest Trends to align with any seasonal or viral content. As another search-powered social media app, Pinterest users can find your content through keywords, so don’t neglect the copy side of your content either.
LUXURY BRANDS ON PINTEREST
Fendi maximizes Pinterest’s potential by showcasing its collections, craftsmanship, and behind-the-scenes moments through carefully curated content. Each of their boards includes the brand name in the title, ensuring that they never miss out on a branded search term.
Snapchat : Engaging a Younger, Interactive Audience
WHY USE SNAPCHAT AS A TIKTOK ALTERNATIVE?
One of the best alternatives to TikTok is Snapchat. As the app that pioneered ‘stories’, people use snapchat to communicate and keep up with their friends and favorite brands.
There’s a reason luxury brands are active on Snapchat. When users watch the same ad on Snapchat vs other platforms, they’re 34% more likely to make the purchase for the products seen advertised on Snapchat.
Snap is also great for targeting your younger audience for brand awareness, with 15- to 25 year-olds making up 48% of the app’s user demographic.
SNAPCHAT AD FORMATS
Advertising on Snapchat takes on these formats:
Snap ads
Story ads
Collection ads
AR lenses
filters
SNAPCHAT BEST PRACTICES
On Snapchat, the best performing ads are short, visually striking, and immersive. Users love engaging with new filters and AR lenses, so make sure to do some research into what will surprise and delight your target luxury audience.
Similar to the Facebook Pixel, Snapchat has Snapchat Pixel to help retarget customers more precisely and track conversions more accurately. In the long run, this will drive better results for your luxury brand.
LUXURY BRANDS ON SNAPCHAT
Cartier set the bar for luxury brands on Snapchat in 2024 with their AR experience. To celebrate the 100th anniversary of ‘The Trinity Collection’ they allowed users to virtually try on the ring and even make the purchase through the AR lens.
Expand Your Reach With TikTok Alternatives and Block & Tam Today
While there are plenty of social media platforms out there, you need to know which ones will be optimal for your luxury brand to transition to following a TikTok ban in the US.
To prepare your brand for a potential ban and refocus your paid ad social strategy, get in touch with the luxury paid ad specialists at Block & Tam.
