The social landscape changes rapidly. In fact, by the time you read this there will have been various updates to usability, algorithm signals, integrations and more. Our Head of Social, Sarah Adams, covers the latest trends within paid social advertising and explores the strategic considerations you need to bear in mind for 2024…
At Visualsoft, our social team takes pride in being pioneers of social change. Managing a combined media spend exceeding 6 million, we establish strong relationships with platform partners to swiftly adopt solutions, ensuring a positive impact and driving performance for our clients.
META: Meta's ongoing evolution in the Metaverse
Since the launch of the Metaverse, Meta and its suite of apps have been undergoing continuous updates. The most recent development is the integration of AI solutions, introducing new campaign options and ad set optimisations.
Advantage+ Shopping: Elevating efficiency in online sales
Advantage+ Shopping, Meta's innovative campaign product utilising machine learning, enhances efficiency for performance-focused advertisers. Despite its late 2022 launch, this product remains underutilised by many online advertisers.
Our agency was quick to adopt Advantage+ Shopping, conducting exclusive testing with Meta. A year later, in our recent Q4 QBR, we proudly reported a 72% adoption rate, far surpassing the industry benchmark of 21%. This product has become a staple in our strategies, consistently delivering exceptional results.
Several AI solutions are also integrated into standard campaigns, encompassing creative optimisations in text, sound, dimensions, and formats, along with copy enhancements generating automated content. Now’s the time to test and learn, and serve online consumers with tailored ads that have never been more engaging.
Pinterest: Thriving in engagement and innovation
As the leading agency partner in the UK, Pinterest remains a thriving platform with a distinct user experience. Pinterest is all about engagement, fostering curated boards that inspire and evoke happiness.
Direct to site Ads: Streamlining the path to purchase
Pinterest's latest changes aim to drive high-intent users directly to websites faster. Direct To Site ads eliminate the traditional close-up, guiding pinners straight to the selected landing page. Remarkably, 85% of advertisers adopting this solution report a 25% decrease in cost per outbound click.
Additionally, the platform introduces Outbound Clicks as a traffic optimisation strategy, outperforming standard Pin Clicks. Complementing these changes are new ad formats, including video shopping ads, catalogue ads, quiz ads, and spotlight ads, providing clients with more platform real estate to engage users effectively.
TikTok: Precision Targeting and Commerce Integration
TikTok continually enhances targeting solutions through its interface. While some options may seem limited compared to other platforms, others are revolutionary, targeting users with specific video, hashtag, purchase, and content creator interactions.
Dedicated Integration with TikTok Shop: Amplifying Commerce
Considering TikTok's influence on shaping new shopping habits, Visualsoft is set to launch a dedicated integration with TikTok Shop. This strategic move offers our clients a direct pathway to showcase and sell products on TikTok, leveraging the platform's vast audience and immersive content experience.
The integration not only facilitates seamless selling but also enables brands to create an engaging shopping environment through features like shoppable videos and interactive elements, fostering deeper connections with their audience. Additionally, TikTok Shop provides valuable insights into user behaviour, empowering our clients to refine marketing strategies based on real-time data and stay ahead of evolving consumer trends. This initiative signifies Visualsoft's commitment to propelling our clients into the forefront of TikTok's thriving commerce landscape.
When it comes to paid social, staying informed and adaptive is key. Embracing innovations from Meta, Pinterest, and TikTok ensures that you remain at the forefront of effective strategies. As we navigate 2024, the integration of AI, streamlined user experiences, and precise targeting will emerge as essential elements for success in the paid social sphere. Strategise thoughtfully, experiment with new features, and witness your campaigns thrive!
