Beyond TikTok: How CPG brands are diversifying their marketing strategy

LearnFebruary 12, 20255 min read
Philip Chen, Growth

The landscape: The House passed a bill that could potentially ban TikTok in the United States unless its owner (ByteDance) divests. While the situation continues to evolve, many CPG brands aren’t taking any chances.

Learning from successful brands TikTok’s algorithm was extremely effective for targeted ads, so many CPG brands are feeling the heat. If the ban goes into effect, many brands will likely notice a short-term drop in sales from Gen-Z audiences. While they might see reduced visibility in viral products, the best strategy is to diversify. 

Where successful brands are going

Pinterest: Pinterest’s visual search capabilities and shopping features are huge for CPG brands in the beauty and food categories.

Instagram reels: Short-form video content from TikTok is perfect for Instagram Reels.

YouTube Shorts: CPG brands like Olipop are using YouTube to combine educational content with entertainment.

Meta Ads: For brands that are open to moving away from an organic strategy into paid media, Meta Ads are perfect for connecting with audiences who are ready to buy.

Email marketing: Nothing beats having a system and platform that you own, and many CPG brands are turning to email marketing to build their sales funnels.

The new ecosystem The winning CPG marketing strategy isn't about finding a single TikTok replacement — it's about building an ecosystem that leverages each platform's unique strengths–and they’re not all made equal. 

Platform specific strategies

One of the mistakes brands make when moving platforms is trying to use the same content across every platform. But what outperforms on TikTok might flop on YouTube shorts. Each platform has its own requirements and user expectations. Here’s what to consider before you make the jump.

YouTube strategy: YouTube functions like a search engine and a content platform all at once, and this is the key to its differentiators.

  • YouTube Shorts are often more educational than TikTok, so those trend-driven videos might not perform as well.
  • YouTube’s searchable content means that each video has a longer shelf life than TikTok. Focus on educational content or TOFU content that can withstand multiple seasons.
  • YouTube’s demographic focuses more on research, so they’re less likely to make impulse buys.

Instagram strategy: Instagram’s core strength is in visual storytelling and community building.

  • Viewers expect beautiful photos mixed with UCG content.
  • Short-form often outperforms static images, so take a look at porting over some of your best-performing TikTok content.
  • KPIs like shares, likes, and comments are high priority when it comes to Instagram.

Pinterest: As a visual discovery platform, Pinterest is perfect for CPG brands who have a trove of high-quality photos.

  • Create content that reflects seasonal trends and shopping behaviors.
  • Pin consistently to increase visibility.
  • Engage with your community by creating group boards and collaborative posts.

Meta ads: CPG brands rely on broad reach and strong data integration to drive performance on Meta.

  • Use broad targeting and let Meta’s AI optimize for conversions.
  • Ensure data accuracy with Meta Pixel and Conversions API for better ad delivery.
  • Test Advantage+ shopping campaigns to automate and refine targeting.
  • Re-engage high-intent users with dynamic retargeting and personalized offers.

Email marketing

While you may have heard that “email is dead,” it’s actually the opposite. Many CPG brands find long-term success thanks to their email marketing strategies. Because you own the platform and the relationship, your brand isn’t at the whim of platform restrictions and changes.

Here’s how CPG brands are using email marketing alongside social for continued success: 

  • Use a social media platform to grow their email list
  • Offer exclusive discounts for subscribers
  • Segment audiences based on consumer actions and preferences
  • Cross-promote social content through email

Key considerations

If you’re running a fast-moving consumer goods brand with really high inventory turnover rates and short lead times, you may want to focus on marketing platforms that drive quick conversion.

If you have premium products with high landed costs and longer lead times, educational content on YouTube might be a great strategy to start with. This will allow you to build long-term relationships with customers and leverage high LTV.

For DTC CPG brands with strong visual appeal, Instagram is going to be your best bet. Focus primarily on shopping features and direct conversion and focus on views, shopping interactions, and engagement rates.

Omnichannel brands should consider landed costs by location. A multi-platform content approach is usually the best bet–you can create channel-specific content and monitor performance across channels.

Getting started

Instead of getting all of your content over to a new platform in one day, consider a step-by-step approach. The key is to build thoughtfully and measure consistently. 

Remember: no two marketing strategies need to look alike, and you don’t necessarily need to pump a lot of your capital into marketing at this stage. Now’s the time to get on the platforms, try out one or two clear strategies, and track the outcome. Pay special attention to channel-specific ROI, customer acquisition costs, LTV, and platform engagement rates.

Once you have 3 months (or more) of data, you can make an informed decision on which channels work best and which you may want to retire.

Ready to build a more resilient marketing strategy? Start by digging into your ops and making sure you have the financial flexibility and resources to test new channels. With the right tools–and proper planning–you can turn this period of uncertainty into an opportunity

Here’s to future financial growth 🥂

P.S. Want more tips on how to expand your CPG marketing efforts? Check out some of our favorite resources below:

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