With the Supreme Court officially upholding the TikTok ban, advertisers are now facing a reality where one of the most popular short-form video platforms will no longer be an option. Given TikTok’s massive audience, quick-hit content style, and competitive CPMs, this move is poised to shake up digital advertising strategies across industries.
But rest assured, there are still plenty of platforms offering comparable (or even superior) CPMs and conversion rates (CVRs).
Below, we’ll explore the best alternatives for each industry, ensuring you can seamlessly reallocate your TikTok budget and continue driving results.
1. E-Commerce & DTC Brands
Why TikTok Mattered for E-Commerce
- Influencer Marketing: Quick-hit videos often led to impulse buys.
- Powerful Algorithm: Niche products found the right audiences fast.
- Short-Form Video: Rapid demonstrations and real-life reviews boosted conversions.
- TikTok Shop: In-App purchases and deals with high CVR
Where to Invest Next
Meta (Facebook & Instagram)
- CPM: Comparable to TikTok (sometimes slightly higher, but still competitive).
- CVR: Strong for visually appealing products; great for influencer partnerships.
- Advantages: Seamless product tagging and a native shopping feature.This allows for ads targeting to be based in buying behavior that occurs in-platform.
- Short comings: Meta sees a lot of CPM fluctuation as a result of seasonality. During high-shopping seasons, costs can increase 300-400%.
YouTube
- CPM: Typically higher than TikTok, but strong user engagement can offset costs.
- CVR: Lower than TikTok, but works well for brand awareness and lead generation campaigns.
- Advantages: Robust targeting through Google Ads and synergy with full-length YouTube content.
- Short comings: UI/UX of the platform isn’t the most optimum for impulse-buying. But if your e-comm shop has higher ticket items that require some education to them, this is a strong platform to get your message across and foster leads.
Pinterest Video Ads
- CPM: Moderately higher; however, user intent to purchase is often very high.
- CVR: Excellent for brands in DIY, home, fashion, and lifestyle niches.
- Advantages: Audiences use Pinterest for discovery, making them prime for conversions.
- Short Comings: Pinterest generally requires a higher frequency per ad in order to drive sales so for many brands, produces a lower ROI than TikTok.
2. B2B & Professional Services
Why TikTok Mattered for B2B
- Humanizing B2B: Showcased brand personality in an otherwise “dry” space.
- Next-Gen Decision Makers: Reached younger professionals in a more authentic way.
- Recruitment: Often used to showcase company culture and attract young applicants.
Where to Invest Next
LinkedIn Video Ads
- CPM: Higher than TikTok but offers precise targeting by role, seniority, and industry.
- CVR: Strong when focused on delivering clear, value-driven content to a niche audience.
- Advantages: Perfect for thought leadership, product demos, and educational content.
- Short Comings: Depending on your industry space, your results will vary. If you are selling into legacy industries, you may see less user presence on LinkedIn. For example, construction decision makers may not be as active on LinkedIn as Tech Industry decision makers.
Meta (Facebook & Instagram) Feed Videos
- CPM: Moderate, backed by Facebook’s extensive ad infrastructure.
- CVR: Effective for remarketing to site visitors or email subscribers.
- Advantages: Massive reach and straightforward scaling for brand awareness campaigns.
- Short Comings: While TikTok’s targeting algorithm relies on user behavior to categorize users into “job title” and “industry” groups, Meta uses self-reported data. This does run the risk of being inaccurate, however, if you are targeting senior level decision makers, this data is generally filled out on their profile.
YouTube (Longer-Form Content)
- CPM: Variable; you pay only when viewers watch a significant portion.
- CVR: High if content is educational or addresses a clear B2B pain point.
- Advantages: Ideal for in-depth demos, expert interviews, and case studies.
- Short Comings: Direct response is generally slower on YouTube. You will need a higher frequency to achieve the same results.
3. Gaming & Entertainment
Why TikTok Mattered for Gaming
- Viral Content: Quick adoption and massive word-of-mouth.
- Core Audience: Gaming and entertainment content thrives on TikTok.
- Analytics: TikTok’s pixel provided in-depth analytics for app downloads and in-app purchases.
Where to Invest Next
Snapchat Ads
- CPM: Competitive for the 13-24 age range.
- CVR: Strong if you leverage playful creative (AR lenses, filters).
- Advantages: Highly interactive ad formats that resonate with younger audiences.
- Short Comings: Generally requires a larger minimum investment than TikTok and placements require user to interact with the explore section of the platform.
Twitch Advertising
- CPM: Higher, but the gaming audience is very engaged.
- CVR: Excellent if your product fits into esports or live-stream culture.
- Advantages: Sponsorships, influencer integrations, and live demos can capture dedicated fan bases.
- Short Comings: High-density of gaming advertisers makes it difficult to stand out.
YouTube Shorts & In-Stream Ads
- CPM: Flexible; optimized through Google Ads.
- CVR: Great for reaching viewers already interested in gaming content.
- Advantages: Gaming and entertainment communities are already entrenched on YouTube.
- Short Comings: Direct response is generally slower on YouTube. You will need a higher frequency to achieve the same results.
4. Fashion & Beauty
Why TikTok Mattered for Fashion & Beauty
- Viral Tutorials: Quick styling or makeup demos spurred instant product demand.
- Influencer Trust: Easily showcased social proof, leading to high engagement and sales.
Where to Invest Next
Meta (Instagram Reels & Stories)
- CPM: Slightly higher, but the short-form format is very TikTok-like.
- CVR: Strong for OOTDs, tutorials, and product showcases.
- Advantages: In-app product tagging and swipe-up links for immediate shopping.
- Short Comings: This is a fairly dense market on meta so creatives really need to stand out. There is also a strong impact from seasonality on returns.
Pinterest Idea Pins
- CPM: Mid-range; pinners often look to buy or try new trends.
- CVR: Excellent for visually driven products such as clothing, makeup, or accessories.
- Advantages: Pins generate evergreen traffic, reducing reliance on fleeting trends.
- Short Comings: This is a fairly dense market on meta so creatives really need to stand out.
YouTube Shorts & Community Tab
- CPM: A bit higher, but viewers recall brands well.
- CVR: Ideal for quick tutorials and product comparisons.
- Advantages: Expanded opportunities for long-form product reviews and how-to guides.
- Short Comings: Requires high frequency for the same results.
5. Food & Beverage
Why TikTok Mattered for Food & Bev
- Viral Recipe & Taste Tests: Encouraged trial and repeat purchases.
- Engaged Foodie Community: Eager to share new recipes, hacks, and daily meal inspirations.
Where to Invest Next
Meta (Instagram Reels & Guides)
- CPM: Comparable or slightly higher than TikTok.
- CVR: Strong when paired with crave-worthy visuals and straightforward recipes.
- Advantages: Instagram Explore page can push your content to new audiences quickly.
- Short Comings: Targeting options for food creators on Meta are brand new and aren’t as refined yet.
YouTube Shorts & In-Video Ads
- CPM: Higher, but brand recognition can be substantial.
- CVR: Great for recipe walk-throughs or cooking tips.
- Advantages: Longer shelf life for food-related content, which often remains popular over time.
- Short Comings: Food and Beverage advertisers invest heavily in this placement. Creative needs to be really strong and focused on brand recall in order to see positive ROI.
Pinterest Video & Rich Pins
- CPM: Mid-range; pinners actively seek recipe inspiration.
- CVR: High for innovative food ideas and easy-to-shop links.
- Advantages: Seamless path from inspiration to purchase when linked to your website or store.
- Short Comings: Cost to serve compared to the other two available options is higher.
Key Takeaways
- Diversify Your Channels
With TikTok exiting the scene, testing other platforms is no longer optional. A multi-channel strategy ensures you’re prepared for future disruptions.
- Leverage Short-Form Formats
Short-form videos, user-generated content, and authentic storytelling are still in demand. Adapt your creative to platforms like Reels, Shorts, and Snap.
- Refine Targeting & Creative
Each platform has unique best practices. Tailor your message and visuals to the audience and ad format you’re using.
- Monitor Performance Metrics
Keep an eye on CPM and CVR to measure efficiency. Continually split-test creatives, audiences, and placements to optimize performance.
- Pivot Your Influencer Relationships
If your influencers were TikTok-based, move those partnerships to other platforms. Most creators have cross-platform presences, so leverage them.
Final Thoughts
While the Supreme Court’s decision to ban TikTok marks a significant shift, it also opens the door to discovering new audiences and refining your strategies. Platforms like Instagram Reels, YouTube Shorts, Snapchat, Pinterest, and LinkedIn can offer similar—or even better—results, depending on your content and industry.
In times of change, adaptability is key. Keep experimenting, track your data diligently, and stay nimble. By diversifying your ad spend and optimizing creative across multiple channels, you’ll continue to thrive—no matter where your target audience scrolls next.