7 Underrated Growth Channels Startups Are Ignoring in 2025

But here's the catch: most startups are ignoring them.

If you're tired of fighting for ad space on oversaturated platforms or struggling with rising costs per click, it's time to think outside the box. Let’s dive into 7 overlooked growth channels that could be the game-changers your startup needs in 2025.

1. Podcast Advertising (Increased Niche Engagement)

Podcasting is becoming an increasingly effective channel for reaching niche audiences, especially as more Brits tune into podcasts. If your startup isn’t already using podcasts to amplify its reach, you’re missing a trick.

Example:

Brands like Monzo have used podcasts to target niche financial audiences, turning the conversational nature of podcasts into a conversion machine. The key here is finding podcasts that align with your industry and message, and then creating compelling, relatable ads.

Why it works:

The intimate and personal format of podcasts creates higher trust and engagement. People are far more likely to take action after hearing an ad in a podcast than they are with display ads or even video content.

2. Referral Programmes (The Power of Word-of-Mouth)

Word-of-mouth marketing has always been one of the most powerful growth strategies, and it’s now easier than ever to create a structured referral programme. But many startups overlook it.

Example:

Take Gousto, for example—its referral program allows existing customers to share discount codes with friends. This approach has not only boosted user acquisition but has also helped maintain strong brand loyalty.

Why it works:

It taps into your existing customer base, motivating them to bring in new customers through a reward system. It’s a simple yet highly effective way to grow organically.

3. Webinars (Build Real-Time Trust)

Webinars have proven to be a fantastic way to build trust and establish authority in your industry. But often, startups shy away from hosting webinars due to the misconception that they require massive production budgets.

Example:

The marketing platform HubSpot uses free webinars to drive leads for its software. The focus is on education, offering value to attendees, which in turn generates high-quality leads.

Why it works:

Webinars create a direct, real-time conversation with your audience, providing an excellent opportunity for you to educate them and build a lasting relationship. And you don’t need to be a tech giant to make them work!

4. SMS Marketing (A Personal Touch)

When people think of marketing channels, SMS rarely comes up. But it’s one of the most personal and effective ways to engage with your audience, especially in a world where we’re constantly glued to our phones.

Example:

Brands like ASOS and Gymshark use SMS marketing to keep their customers informed about sales, new product launches, and special offers.

Why it works:

SMS messages have a higher open rate than emails, making them a highly effective way to deliver timely information to your customers. And with the rise of WhatsApp marketing, the possibilities are only expanding.

5. Interactive Content (Engage & Educate)

Interactive content like quizzes, polls, and calculators may seem like a frivolous trend, but they can actually be extremely powerful in engaging your audience.

Example:

The fitness app MyFitnessPal uses an interactive quiz that helps users determine the best fitness goals for them. This not only boosts engagement but also helps in data collection for future marketing efforts.

Why it works:

Interactive content creates a more immersive experience for users, increasing both engagement and time spent with your brand. Plus, it allows for a fun and educational way to communicate value.

6. User-Generated Content (Turn Your Customers Into Advocates)

While user-generated content (UGC) isn’t a new concept, many startups still underestimate its impact. Encouraging your customers to share their experiences can help you build social proof and drive sales.

Example:

Fashion brands like Boohoo and PrettyLittleThing have mastered the art of reposting UGC, such as customer photos on social media, helping to create a loyal community of brand advocates.

Why it works:

Consumers trust content from real people more than they trust brand-created content. By embracing UGC, you can leverage this trust to build brand credibility and social proof.

7. Community Building (The Power of Nurturing Relationships)

Finally, let’s not overlook the power of community building. Whether it's through Facebook Groups, Slack communities, or Discord servers, creating a space where your audience can connect, share ideas, and engage with each other can lead to long-term brand loyalty.

Example:

Tech companies like Basecamp have fostered strong communities of users who not only become brand evangelists but also provide valuable feedback and product suggestions.

Why it works:

When you build a community, you’re not just selling a product—you’re fostering a relationship. These communities can provide invaluable insights into your audience, while also boosting retention rates.

The marketing landscape is vast, but the channels listed here are often underutilised by startups in 2025. The key to growth isn’t just about following the latest trends; it’s about thinking strategically and exploring overlooked opportunities. Don’t let your startup fall behind—start experimenting with these growth channels today.

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