When should you add another paid media channel to your marketing mix? This is a complex question, and the answer is highly dependent upon the state of your business and what you need from your business right now. That said, if you're finding success on one channel, I would argue that it doesn't make sense to expand to another channel, because why not just scale the heck out of the channel that's working?
For example, if you're doing really well on Instagram, posting content and boosting posts or running ads with Meta, why not double, triple, or quadruple the amount you're spending to see if you can max out that platform? You could try this first before running content on TikTok, for example, which has a different workflow, calls for a different type of content, and ultimately requires a learning curve.
In sum, first try to maximize the predictable and repeatable business you're getting from one channel before adding another paid media channel to your marketing mix.
