Facebook and Google are essential advertising platforms for most online marketers. With their broad audiences and comprehensive targeting capabilities, these platforms allow you to reach thousands of users. Not to mention, they are easy to navigate. There is no doubt that they are useful platforms. However, pairing alternative advertising platforms with your Facebook and Google campaigns can render better results. Alternative platforms can be useful, especially when you are trying to target very specific audiences.
In ‘Alternative Advertising Platforms to Reach your Target Audiences – Part 1’, we explored how Twitch, Pinterest, and LinkedIn could help you reach different audiences, and improve your ads’ performances.
Below, we are going to discuss four more alternative platforms you should consider using: Snapchat, YouTube, Reddit, and Foursquare.
Snapchat has a large audience base with roughly 187 million active users daily. Their ads work best when they are catered to a younger demographic. Snapchat is unique in that it is a mobile only app; therefore, their ads are designed to appeal to mobile users.
Targeting young users
Targets young people. Great way to connect to a younger demographic 71% of Snapchat users are under the age of 25. Although most of their users fit within this demographic, they offer great targeting options for advertisers. To help you reach your target audience, the platform provides you with the following filters:
- Predefine audiences: Choose from Snapchat’s 300 predefined audiences. Snapchatters are placed into predefined audiences based on their interests, where they go, and what they watch.
- Demogrpahics: Target users based on age, device type, household income, and more.
- Audience match: Build custom audiences.
- Lookalike expansions: Similar to Facebook’s lookalike audiences, you can build Snapchat lookalike audiences that resemble your best customers.
According to Snapchat, their users spend approximately 30 minutes a day on the app. They also reported that 76% of their users are online shoppers.
Again, this could be a challenge because younger audiences have less money to spend. Many might be under the legal age and wont have a credit card.
Advertising on Snapchat:
The following are Snapchat’s three advertising products:
Snap Ads – video ads
Sponsored Geofilters – filters based on location
YouTube has been a favourite among teens and young adults for years now. According to Youtube, users over the age of 18 spend more time watching YouTube videos than they do spend watching any television network.
YouTube is also increasing in popularity as an advertising platform. “Over the last two years, the number of small- and medium-sized businesses advertising on YouTube has doubled.” Says Youtube
Targeting with YouTube
YouTube has many targeting options that you can use to target the most relevant users. Some of their targeting options include: location, age, interests, and more. For example, you can target make up lovers in Los Angeles with your skin cream advertisement.
Advertising with YouTube:
YouTube has three types of advertisements: TrueView In-stream Ads, TrueView Discovery Ads, and Bumpers. If you want to run a longer ad, then you should be looking into TrueView ads. If your preference is to run a short ad, then Bumpers are a better option.
- TrueView In-stream Ads: This is a video that appears at the start of a video. Users can click “skip now” to skip these ads.
- TrueView Discovery ads: This format will place your ad on YouTube’s search results, homepage, and on the side of the screen under ‘related videos’.
- Bumpers: These are YouTube’s short ads. Since they only last 6 seconds, they are ideal for mobile devices.
In terms of pricing, you only pay YouTube when consumers watch at least 30 seconds of your ad, or if they click on your ‘TrueView’ ad.
YouTube ads are a great way to reach large audiences on a highly engaging platform, however, they do pose one challenge: Video ads are expensive. Production and editing videos is expensive. It’s true that video ads are effective, but they definitely cost more than other types of ads, like banners.
On the other hand, if you are in the United States or the UK, YouTube will provide you with a professional filmmaker when you commit to spending $350 on YouTube Advertising.
With over 280 million active users, Reddit is another massive advertising platform you should have on your radar. If you are looking to run your ads on a platform where engagement is high among users, Reddit is the place to do it. Their users are essentially part of a big community.
Unfortunately, many advertisers make the mistake of disrupting the Reddit community when they run their ads. Their users do not take well to advertisements that are irrelevant or disruptive to conversations on the platform.
While advertising on Reddit can present its challenges, marketers can be successful using this platform with the right targeting.
Targeting the Reddit Community
Using Reddit’s filters can help you target the right audiences for your advertisements. Their filters are designed to help marketers push their ads to users with relevant interests.
Targeting options include:
- Location: (Note: City-level targeting is only available in 210 metro areas in the United States)
- Subreddits: Subreddits are discussions on Reddit that revolve around a certain topic. There are over 50,000 active communities on Reddit. By targeting these communities, you an reach audiences that interested in very specific topics
- Device: This filter allows you to choose to target either desktop or mobile users.
- Interests: The interest filter allows you to show your ad to relevant audiences based on their “browsing behaviour on Reddit”.
Advertising with Reddit:
Sponsored posts are rotating ads in a box at the top of Reddit pages. They include a click-through URL for link posts, or you can choose to include a text post with a 500-character limit. You can enable commenting on these ads.
This is a standard banner that appears on the right side of the page. These advertisements are sold through their direct sales team, and they are not available on the self-serve platform.
These ads are specific to mobile web. They can have up to 100 characters and include a click-through URL. Reddit’s mobile ads are available on the self-serve platform.
Foursquare is an excellent alternative advertising platform for smaller businesses that wish to attract local customers. Over 50 million users use Foursquare to discover new businesses. Online marketers can advertise their businesses here to acquire new customers in their local area.
By using Foursquare’s ad platform, you also have the added benefit of being featured for free. You only pay to be features if someone acts on your ad by tapping on your business’ information or visiting your business.
Targeting users in your area
Foursquare targets users in your area that are looking for a product or service that is similar to what you offer.
Advertising with Foursquare
Below is what your Foursquare listing will look like.
All in all, Snapchat, YouTube, Reddit, and Foursquare are all excellent advertising platforms you should consider using in order to expand your reach and improve your ads’ performances. These platforms are easy to use, and have good targeting capabilities to help you reach relevant users. They are great alternatives to Facebook and Google, and we recommend giving them a try.