So you think you’ve got paid social figured out. You might have a proven formula or a playbook that works every time. Or do you? I’m here to share my hot takes on paid social. Do you agree with these ten insights?
1. Creative > Targeting
Stop hyperfixating on targeting the right people when trying to attract new customers. Start fixing your creatives first. Use images and videos that grab attention, and convey your unique selling points in a way that’s engaging and appropriate for the platform. Take a chance and try something new to make your ads stand out in the auction. If you are still obsessed with targeting the audience that you know is the right fit, make that a part of your remarketing strategy.
2. Creatives do NOT need to be perfect and highly produced
If you want to stop people mid-scroll, you need to show realness. It may sound cliché, but your shoppers want authenticity. Often, the raw content outperforms glossy studio shoots. Advertisers don’t need to invest in expensive photo shoots. Start capturing content with your mobile phone, and turn it into ads that convert.
3. Paid Social ads are NOT only for promotions
If you are putting dollars behind ads only for sales and clearance events, you are missing out on opportunities to build brand awareness and grow trust. Implementing an evergreen strategy in your ads makes your business sticky.
4. Paid Social ads can appeal to a wide audience — even those who claim they won’t buy directly from social
Plenty of people swear they’d “never” shop from an Instagram or TikTok ad. But how many learn about a new product or brand because of a paid social ad? Sure, they might not buy directly from the ad, but they might head to a different channel, such as organic or paid search, to convert. If it weren’t for Instagram or TikTok ads, would they have ever discovered the product they can’t live without? 😏
5. Paid Social advertising is NOT only for aesthetically pleasing products like beauty, food, and fashion
I believe there is a seat at the table for almost any brand looking to expand. Be relevant, trustworthy, and willing to learn.
6. Stop using certain formats (video, carousel, single image) specifically for certain objectives
Once upon a time, each format had a specific role in the marketing funnel. But times have changed, and audiences are consuming all types of formats in their buying journey. You don’t need to launch videos only for awareness. You don’t need to stick to only carousels for your dynamic catalog sales ads. Test with different formats, and watch your sales grow.
7. Engagement is NOT social proof of attributed conversions
Stop confusing vanity metrics with actual ad performance. A post with thousands of likes might look good to you and your competitors, but it might not be driving revenue. There are dozens of placements that don’t have likes and reactions, but they are making the right impact on your business. Stop chasing after likes and arguing it’s “social proof”!
8. Even influencers with a modest following can contribute to conversions via partnership ads
Nowadays, we see more microinfluencers in our feed than big names and celebrities. Microinfluencers are more trustworthy and relatable. They often engage more with their audience. Consider implementing partnership ads in your strategy to further your reach and diversify your content. Microinfluencers can truly be an extension of your team that doesn’t cost you a boatload of money.
9. Facebook and Instagram are NOT the only platforms advertisers should use
Sure, your Meta ads are doing well, but have you considered expanding to TikTok, Pinterest, LinkedIn, Snapchat, or Reddit? Remember, your buyers are everywhere. Limiting yourself to Facebook and Instagram means leaving growth on the table.
10. Your audience isn’t tired of seeing your ads — they’re tired of seeing the same ad
Stop obsessing over the “f” word – frequency. And start thinking about the other “f” word – freshness. Your creative’s staleness might be killing your ad performance, so remember you can’t set it and forget it.
Staying open-minded and taking some creative risks with your paid social ads can help improve your campaign performance. This space is ever-changing, and it can be tough to keep up with it! Adapting to the space and keeping your customers’ experience in mind can help guide you as a storyteller and marketer.
