Of course the fact that, in the neighborhood of $x=0$, $$ (1+x)^r=1+rx+o(x) $$ can be easily proven for integer $r$. For positive values, it's a trivial consequence of the binomial formula. For negative values it is possible to use the formula for geometric progression.
What about non integer $r$? I know everything about Taylor expansion, but I am looking for a non calculus proof. Maybe it is trivial, or there is something on this site, but I was not able to find it.
We need a formal statement of what we want to prove, namely $f(r):=\lim_{y\to1}\frac{y^r-1}{y-1}=r$. You already noted the binomial theorem covers positive (in fact, non-negative) integers $r$, and @Ian notes we get the rational case easily, viz. $$m,\,n\in\Bbb Z,\,n>0\implies f(m/n)=\frac{\lim_{x\to0}\frac{y^m-1}{y-1}}{\lim_{x\to0}\frac{y^m-1}{y^{m/n}-1}}=\frac{f(m)}{f(n)}=\frac{m}{n}.$$We then cover irrational $r$ by checking $f$ is continuous. Indeed, if a sequence $x_n$ satisfies $\lim_{n\to\infty}x_n=r$, and we define $y^r$ to be $r$-continuous so $f$ is increasing,$$|x_n-r|<\delta\implies\left|f(x_n)-f(r)\right|=\lim_{y\to1}\left|\frac{y^{r}(y^{x_n-r}-1)}{y-1}\right|=|f(x_n-r)|<\Delta$$for all rationals $\Delta>\delta$, i.e.$$|x_n-r|<\delta\implies\left|f(x_n)-f(r)\right|=\lim_{y\to1}\left|\frac{y^{x_n}(y^{r-x_n}-1)}{y-1}\right|\le\delta.$$