We love talking about channel diversification at Bowery Boost. But before we recommend adding another channel, there are a few things I’d rather have working first.
Most brands we start working with already have Meta and Google Ads running. (If we’re launching a brand from scratch, that’s a different process.) So when the question is, “Should we test TikTok? Pinterest? Reddit? AppLovin? Something else?” this is what I want to know first:
- Product-market fit. Is there enough differentiation in the product? Do we actually know why someone would choose this over the alternatives?
- Pricing. Does the pricing make sense for the market and for the economics of the channel we want to test?
- Offers. Do we already have an offer that works? The winning offer may change by channel – TikTok, for example, can behave very differently – but I want a starting point before we reinvent everything.
- Landing pages and funnels. Are conversion rates healthy enough to support the new channel? A channel with a higher CPC or lower-intent traffic can look terrible very quickly if the funnel isn’t doing its job.
- Creative. Do we have enough raw material to build content that actually feels native to the new channel? Taking the same Meta ads and putting them everywhere isn’t really channel diversification.
And finally: what exactly are we testing? How much are we willing to spend? How long are we giving it? What needs to happen for us to call the test successful?
Once those pieces are in place, then I’m a big believer in diversification. Because I also don’t love the alternative: waking up one morning and realizing 80% of your acquisition depends on one platform whose CPMs just went up 30%.
Diversification is important. But “we should be on more channels” isn’t a strategy.
