The need to eradicate platform dependence
It is fair to say that the advertising industry is undergoing a seismic shift. Connected TV (CTV), Retail Media Networks (RMNs), and omnichannel strategies are rapidly redefining how brands engage with consumers. As digital privacy regulations evolve and platform dynamics shift, advertisers must recognise a fundamental truth. You cannot build a sustainable business on borrowed ground.
The recent uncertainty surrounding TikTok is a reminder that no single platform is invincible. Whether through regulatory challenges, algorithm updates, or shifts in user behaviour, brands that rely too heavily on any one channel risk losing control over their reach, engagement, and revenue. In 2025, diversification is not just best practice, it is a necessity.
Putting all eggs in one basket
For years, advertisers have ridden the waves of emerging platforms. From Facebook’s in the 00s, to the rise and fall of Tumblr, we have seen brands thrive, only to struggle when platforms change the rules overnight. TikTok, which has been a powerhouse for engagement and discovery in recent times, now faces uncertainty across several key markets. Whether or not restrictions will come to fruition, the situation underscores a broader lesson: putting all your eggs in one basket is a high-risk strategy.
Social platforms are incredible amplifiers, but they are also volatile. Algorithms change, features get retired, and entire platforms can vanish. Brands investing heavily in just one platform, without a broader strategy are in danger of finding themselves scrambling if their primary channel falters.
Even creators who have built their audiences natively on a specific platform understand the risks that entails. In the last few weeks many have been proactively mixing up their activities with YouTube, Instagram Reels, and even newsletters to retain control over their audiences. The same principle applies to businesses. It is not just about reaching audiences but ensuring you can continue to do so regardless of platform volatility.
Think like investors
Brands must start thinking like investors and build a diversified media portfolio. Just as smart investors spread their bets across multiple assets, advertisers must distribute their budgets across a mix of owned, earned, and paid media. This means:
● Exploring new channels: CTV and RMNs are growing rapidly, offering scalable, measurable, and privacy-compliant advertising options. Retail media alone is projected to hit $166 billion by 2025, making it a critical channel for brands looking to monetise first-party data. CTV ad spend, meanwhile, is expected to surpass traditional TV by 2028.
● Investing in owned platforms: Websites, mobile apps, and email lists provide a direct connection to customers that no external platform can take away. Mobile apps, in particular, are underutilised by many brands despite offering superior user engagement and retention. While social media and search engines can drive discovery, brands that guide users to owned properties mitigate risks associated with platform changes.
● Omnichannel integration: Consumers today engage across multiple touchpoints − apps, web, in-store − and expect seamless, personalised experiences. Brands that break down data silos and create cohesive cross-platform strategies will gain a competitive edge.
● Expanding into emerging platforms: The rise of decentralised and AI-driven platforms means that brands need to experiment with new channels. Investing in areas like AI-generated content, AR/VR experiences, and community-driven platforms or niche apps can give brands an edge in capturing consumer attention in innovative ways.
What this means for brands
Brands have a unique opportunity in this shifting landscape. Social commerce remains a strong driver of discovery and engagement, but brands should view it as one piece of a larger strategy rather than the foundation of their digital presence.
Our data shows that while social media apps have seen fluctuations in engagement, consumer behaviour remains strong. There has recently been a 44% increase in app installs, signalling a renewed interest in digital-first experiences. Brands can maximise their impact by:
● Leveraging user-generated content (UGC): Authentic customer experiences drive trust and engagement. UGC helps brands connect with audiences in a meaningful way across multiple platforms. By incentivising customers to share their experiences and featuring them across channels, brands can strengthen their credibility and foster deeper engagement.
● Diversifying platform presence: Rather than relying solely on one platform (TikTok, Instagram, or Facebook), brands should spread their efforts across multiple channels to reduce dependency. Establishing a presence on Pinterest, YouTube Shorts, and even traditional search-optimised content can drive sustained traffic and conversions.
● Creating seamless shopping experiences: Whether through native social commerce features or owned digital storefronts, reducing friction in the customer journey leads to higher conversions. Investing in first-party data solutions and integrating real-time personalisation across multiple channels can enhance user experience and boost sales.
● Optimising first-party data usage: With third-party cookies fading out, first-party data is becoming more valuable than ever. Brands who build robust data strategies − collecting insights through loyalty programs, CRM integration, and in-app engagement − will gain a critical advantage in understanding and serving their customers effectively.
The need for diversification
It remains to be seen which channels will lead social commerce in the long term, but the lesson remains the same: brands cannot be overly reliant on one platform. Diversification should not be thought of as a reactionary move. It is a proactive strategy for long-term success. By investing in a balanced mix of social, retail media, CTV, and owned channels, advertisers can future-proof their strategies and maintain stability in an ever-changing landscape.
Embracing agility will be vital. Brands that monitor performance across multiple channels, iterate on strategies quickly, and stay ahead of consumer behaviour shifts will be best positioned for success. The digital advertising landscape in 2025 is dynamic. Those who remain adaptable will be able to evolve and thrive. Instead of waiting for the next disruption, smart advertisers should take action now to ensure they remain in control of their customer relationships, data, and future growth.
