The challenger platforms powering the next wave of paid social

For years, paid social strategies have been built on the gravitational pull of Meta and Google. But the landscape is shifting, and challenger platforms like Reddit and Snapchat are quickly proving they’re more than just “nice to have” budget add-ons.

Their latest growth figures tell the story: Reddit’s ad revenue jumped 84% year-on-year in Q2 2025, while Snap is closing in on one billion monthly active users. Both platforms are investing heavily in ad tech innovation, brand safety, and creative formats that deliver measurable performance, making them powerful new engines for growth. 

Why brands are looking beyond the major players 

Diversifying away from major players isn’t just about spreading risk. It’s about tapping into audiences that aren’t fully captured in the usual mix. Reddit and Snap open the door to incremental reach, giving brands access to highly engaged communities and discovery-first environments. 

High-intent, mid-funnel engagement 

Reddit’s audience often sits in a sweet spot: actively researching products, comparing options, and discussing categories in detail. For retail advertisers, that means engaging people in consideration mode, when purchase intent is already high. 

The platform’s evolution into a more performance-driven ad environment with tools like Dynamic Product Ads and automated bidding makes it a stronger contender for campaigns designed to drive traffic and new customer acquisition. 

Brand safety you can trust 

Brand safety remains a sticking point for social advertising, but Reddit’s recent upgrades set it apart. Improved moderation tools, third-party verification, and granular inventory controls mean advertisers can run campaigns with confidence knowing their ads won’t appear alongside irrelevant or unsafe content, including within user comment threads. 

Younger, mobile-first discovery 

Meanwhile, Snapchat offers a direct line to a younger, mobile-native audience that engages deeply with immersive formats like AR lenses and short-form video. Along with brand-building opportunities, Snap’s ad offering has matured to deliver lower-funnel performance too, with formats designed to drive measurable action. 

Ad product innovation on both fronts 

Both platforms are rapidly expanding their ad toolkits: 

Snap is leaning into AR commerce tools and Sponsored Snaps to connect entertainment with shopping. 

Reddit is refining its performance stack with automated bidding strategies and more shoppable formats. 

Both resulting in more ways for brands to show up natively in environments where audiences are receptive and ready to engage. 

Why now is the time to test 

For many retail advertisers, Reddit and Snap are still under-utilised, which means lower competition, more efficient costs, and the ability to build first-mover advantage. Testing now not only delivers incremental reach today, but also creates a bank of learnings to fuel more effective campaigns ahead of peak season. 

For brands willing to move early, they offer fresh audiences, improved brand safety, and performance-driven formats that can turn challenger channels into core revenue drivers.