The Explanation

Conventional wisdom says stick to Facebook and Google until you hit $30-40 million in revenue. I'm here to tell you that's outdated thinking that could be leaving serious growth opportunities on the table.

We're seeing brands hitting plateaus around $20M because they've saturated their primary channels without exploring secondary platforms. It's time to rethink when you diversify your channel mix.

Once brand has reached a certain scale and acquisition efforts are seeing a bit of a plateau, it’s time to expand into additional channels. Not a hard & fast rule but we generally recommend expansion at $20M+.

How To Set It Up

Identify which creative concepts are performing well on Meta
Adapt those winning concepts to fit the native environment of platforms like TikTok, Pinterest, and Snapchat
Start with small, controlled tests (5-10% of your ad spend)
Focus on new visitor percentage as a key metric to evaluate incrementality

What We've Seen Across Ad Accounts

The data here is eye-opening. While Meta might deliver a new visitor percentage of 65-70%, platforms like Pinterest and Snapchat regularly deliver 90%+ new visitors. That's genuine incremental reach you can't get elsewhere.

Here's where most brands get it wrong:

They think they need completely different creative for each platform. Our testing shows that creative concepts that win on Meta often translate surprisingly well to other platforms with minor tweaks.

Our process is simple:

Test creative concepts on Meta first (where you have the most data), then port winners to other platforms while simultaneously scaling them on Meta. This creates efficient creative production while maximizing your chances of success.