Every time a new ad platform launches, the same question pops up: “Should we run ads here?”
The truth? More platforms don’t always mean more results.
Not every channel is a goldmine – and chasing them all just drains your budget.
The pressure to be everywhere
Whenever a new platform enters the mix, brands scramble to get their ads up, worried they’ll miss out if they don’t claim their “spot” right away.
It’s almost like everyone’s chasing a shrinking pool of attention, convinced that the first to show up wins the prize.
But just because a new ad space is open doesn’t mean it’s the right fit for your brand – or your audience.
A lot of this comes from the fear of missing out – “FOMO,” as every marketer has heard a thousand times.
If a competitor grabs the spotlight first, it can feel like you’re already behind.
There’s also the myth that attention online is a finite resource, and the only way to get noticed is to be everywhere, all at once.
But in reality, spreading yourself thin means you have less time, money, and energy to devote to the places that actually matter.
The antidote to FOMO isn’t more ads – it’s clarity.
And clarity begins with a deep understanding of your audience.
Know your audience
Instead of jumping on every new platform the second it launches, take a step back.
Think about where your people are – and what actually matters to them. That’s where the real wins come from.
Before spending a dollar on ads, ask yourself:
- Who is my audience? Not in the generic “18-35, loves dogs and brunch” kind of way, but really – how old are they?
- Where do they scroll?
- What gets them excited enough to click, share, or buy?
If you don’t know the answers, you aren’t alone.
Many brands skip this step, thinking it’s obvious, but the truth is, audiences are more fragmented than ever.
Just because a platform is blowing up doesn’t mean your buyers are there.
For example:
- If you’re selling hearing aids, TikTok probably isn’t where you’ll find your best customers.
- If you’re marketing a new beauty product, LinkedIn is likely a dead end.
Here’s a broad look at where different age groups and audiences tend to spend their time online:
- Gen Z (16-24): Living for TikTok and Snapchat. They want creativity, quick laughs, and trends that feel like inside jokes.
- Millennials (mid-20s to late-30s): Instagram is their home base, especially for lifestyle, travel, and beauty content.
- Gen X (late-30s to 50+): They’re on Facebook, where groups and detailed audience targeting are king.
- Other key players:
- Pinterest is heaven for planners and shoppers (think: weddings, DIY, fashion).
- LinkedIn isn’t just for job-hunting – it’s where B2B deals and professional thought leadership play out.
- Google Ads? Almost everyone touches Google, but you’ll need a bigger budget – and a really clear plan.
If you try to be everywhere, you end up talking to no one in particular, and your message gets lost in the noise.
The best marketers pick their playgrounds based on where their audience truly hangs out, not just where the hype is.
Match the platform to your goal
Not all ads are created equal.
What you want to achieve should steer where you spend your money.
This is where most brands get tripped up – they see a new trend and jump on it, even if it doesn’t align with their business goals.
- Want brand awareness? Google Ads puts you at the top of search results, and Facebook’s “reach” campaigns let you saturate a target audience with your message.
- Need leads? LinkedIn is a powerhouse if you’re targeting business buyers. Instagram’s Stories (with interactive stickers or swipe-ups) are perfect for collecting info from curious scrollers.
- Looking to sell, right now? Pinterest is a dream for products that look good in pictures. TikTok turns trends into sales in seconds (at least, until it’s banned). Google Shopping Ads go straight to users with purchase intent.
Platforms are tools, not trophies.
The point: Pick the platform that fits your goal – not just the one that’s trending.
If your aim is to book more demos, LinkedIn will get you further than Snapchat.
If you want to move product quickly, try Pinterest or TikTok (while you can).
Don’t just follow the crowd – follow your strategy.
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The Discord dilemma: Sometimes niche is better
Discord isn’t for everyone – and that’s the point.
If you’re a skincare brand or bakery, skip it.
But for gamers, crypto fans, SaaS developers, or online educators, it’s a gold mine.
Unlike TikTok or Instagram, Discord isn’t about blasting ads to strangers.
It’s built on communities, where people gather around shared passions. That makes them more loyal and more engaged – if your message fits the culture.
Where Discord shines:
- Gaming and esports: Players, fans, and techies are already there, chatting in communities that eat, sleep, and breathe games.
- Web3 and crypto: DAOs, NFT drops, and blockchain projects use Discord as their online HQ.
- Tech and SaaS: Developers, creators, and productivity geeks gather in niche servers, swapping tips and tools.
- Education and e-learning: Study groups and course creators thrive in tight-knit, interactive channels.
The key: don’t advertise at people, join the conversation.
Test messages, listen for reactions, and lean into what sparks real engagement.
On Discord, the best ads feel like recommendations from a friend.
Measure what matters
Most of the examples here lean on Discord, but the lessons apply everywhere.
Engagement beats eyeballs. Look at clicks, conversions, and how people interact to see what really works.
Here are some practical ways to measure success.
Use unique links and UTM codes
This way, you know exactly where your clicks and conversions are coming from.
If you’re running the same offer on Discord and Instagram, separate tracking links will show you which one actually moves people to action.
Watch in-server behavior
Are people joining your Discord, chatting, dropping emojis, or asking questions?
It’s a good sign your message fits the vibe and is sparking real interest.
Focus on engagement, not just eyeballs
On Discord, a smaller group of vocal, interested users is more valuable than a big crowd that tunes you out.
The conversations and questions are the gold – pay attention to what gets people talking.
Double down on what works
If a certain message or offer pops off, test variations and explore similar servers. Don’t waste time fixing what’s not broken.
Sometimes, one well-placed ad in the right community is worth more than a thousand impressions somewhere else.
It’s also smart to look for “soft signals” that you’re on the right track:
- More server invites.
- Positive replies.
- Even memes or in-jokes that reference your campaign.
These may not show up in traditional ad dashboards, but they’re a sign you’re making an impact.
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Choose the right ad platforms – and stop wasting budget everywhere else
You don’t need to be everywhere – and you shouldn’t be.
The best brands focus on the platforms that matter to their audience and goals.
They follow their crowd when it makes sense, but don’t chase every trend.
So when someone asks, “Should we run ads on [new platform]?” pause.
Look at your audience, clarify your goals, and choose with strategy, not FOMO.
Platforms rise and fall, but focus and flexibility always win. It’s better to connect with the right people than shout into the void.
Pick with intention, track what works, and double down where it counts. That’s where the real, lasting results come from.