What Works Best Beyond TikTok: Cross-Channel Marketing Examples

The Insights Behind the Cross-Channel Marketing Examples Ranking

TikTok has reshaped product and brand discovery with its hyper-personalized algorithm, driving unmatched engagement. In the US alone, its influence on brand performance grew by 122% year-over-year—but with a potential ban looming, brands must act fast. The US isn’t just a key consumer market; it’s home to globally influential creators who fuel brand visibility worldwide. If TikTok disappears, brands could lose up to half of their current Media Impact Value® (MIV®), disrupting both audience engagement and international influencer partnerships.

To future-proof social strategies, brands need to pivot now. Launchmetrics’ latest data brief, Navigating TikTok Uncertainty: How to Pivot & Future-Proof Your Social Strategy, reveals that Instagram Reels and YouTube Shorts are already delivering strong results:

- Instagram drives 57% of total MIV® in the US, reinforcing its dominance for brand exposure.
-YouTube Shorts presents a major opportunity, generating 7% more MIV® than a TikTok video and 30% more than an Instagram Reel.

Success in this shifting landscape means diversifying content, optimizing influencer partnerships, and maximizing brand presence across platforms. Social media remains the cornerstone of brand storytelling and cultural relevance—so to help brands navigate this change, we analyzed the social media performance of five industry leaders in January. Here are the best practices shaping success beyond TikTok:

• Leverage Instagram as the Core Platform for High-Impact Brand Campaigns: For brands investing significant budget and effort into large-scale marketing campaigns, Instagram remains the most effective platform to maximize engagement and ROI. Its ability to drive mass visibility, spark conversations, and sustain brand impact is unmatched—especially when paired with strategic influencer partnerships. Adanola’s campaign featuring Kendall Jenner exemplifies this, generating $880K in MIV from Kendall alone, with top-performing placements across Owned Media amplifying its reach. By integrating Influencer and Owned Media Voices, brands can create lasting engagement, ensuring sustained momentum and impact, particularly when entering new markets.
• Drive Long-Term Brand Loyalty with YouTube’s Influencer: YouTube is a key driver for deep audience engagement and long-term brand affinity, consistently delivering higher average MIV than other social channels. Mid-tier and mega influencers have proven particularly effective for brands like Adanola, Fabletics, and Beyond Yoga, with their blog-style videos ranking among top-performing placements. This format fosters authentic connections, keeping audiences engaged while nurturing a more committed and loyal following over time.
• Amplify Cross-Channel Impact Through Owned Media: A strong Owned Media strategy ensures brand messaging resonates across platforms, reinforcing key narratives while driving sustained visibility. Lorna Jane’s approach demonstrated how strategic placements on Instagram and YouTube can extend a brand’s reach. Their most impactful content featured influencer collaborations, including a standout YouTube video with media personality Maria Thattil. By seamlessly integrating Owned and Influencer Voices, brands can create a cohesive cross-platform presence, increasing engagement and brand equity across multiple touchpoints.

The recent news of a potential TikTok ban is a stark reminder of how volatile the social media landscape is—and how quickly brands must adapt. To stay ahead, businesses need a clear blueprint for navigating change, identifying new opportunities, and future-proofing their cross-channel strategies. Benchmarking your brand’s performance against competitors provides the critical insights needed to optimize influencer marketing, maximize owned media, and pivot with agility. Stay proactive, leverage data-driven intelligence, and ensure your brand remains resilient—no matter how the digital ecosystem evolves.