“It’s easier to test on TikTok since it’s people who don’t follow [the page] that view your content,” said Agbitor. “If we lose TikTok, we lose our testing strategy.”
And with the potential of a ban looming, that’s not out of the question, so the DTC brand is building up its audience elsewhere.
Driving more sales on YouTube and Snap
In the last six months, Mad Rabbit has started posting content to Snap’s Spotlight feed to grow its younger audience, aged between 18 and 21, hiring an additional social media associate. While follower growth is steady, it’s not been as rapid as TikTok.
The brand is also now posting Snap story ads, but “customers’ lifespan is not as long as it is on Instagram or TikTok,” said Agbitor
While it has been posting to YouTube for years, subscribers have grown by 95% from 2023 to 2024, the company said. Admittedly, that will have been from a small base: it currently has nearly 21,000 YouTube subscribers.
After seeing YouTube drive 5% of sales, Mad Rabbit is increasing spend on YouTube ads, allocating 7% of its digital ad spend to the platform.
Mad Rabbit resumed buying paid ads on TikTok last month following a period without incidents on TikTok Shop. But, lingering questions about TikTok’s privacy, the possibility of a future ban, and technical issues like recurring product takedowns from TikTok Shop have deterred the brand from investing more.
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