TOFU Expansion with Snapchat, TikTok & Pinterest

Broadening Tradesy’s Reach with New Social and Emerging Platforms

The Challenge

Tradesy’s top-of-funnel (TOFU) marketing efforts were heavily reliant on Facebook and Instagram, which posed risks due to increasing ad costs and algorithm changes. The company needed to diversify its marketing mix to reach new customers efficiently while ensuring that attribution remained accurate. Additionally, measuring the impact of new TOFU channels posed a challenge due to less sophisticated tracking capabilities.

The Solution

Tradesy tested new TOFU marketing channels, including Snapchat, TikTok, and Pinterest, to attract new customers at a lower cost. Each platform required a unique approach to maximize effectiveness:

• Snapchat: Focused on native-style ads that blended seamlessly with user-generated content. The campaign also leveraged remarketing strategies to re-engage high-intent users.

• TikTok: Prioritized influencer-style video ads that aligned with TikTok’s native user experience, increasing engagement and organic reach.

• Pinterest: Implemented last-click attribution optimization to ensure accurate tracking and improved conversion measurement.

To further enhance efficiency, budget allocations were restructured based on cost-effectiveness. Given LinkedIn’s high CPCs, Tradesy reallocated funds toward TikTok and Pinterest, where engagement rates were higher, and ad costs were lower.

The Results

Diversifying TOFU channels mitigates platform dependency and helps lower acquisition costs. Tailoring creative strategies to platform-specific user behavior improves engagement. Advanced attribution solutions are crucial for measuring the true impact of emerging channels.

• Spend for TOFU increased by 306% YoY

• Snapchat CPMs were 36% lower than Meta

• TikTok CPMs were 100% lower than Meta

• Pinterest ROAS improved by 159% from Q3 to Q4

• Total TOFU reach increased by 562% YoY.