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- Don’t put all your eggs in one channel | The Paid Social Marketer Newsletter
Don’t put all your eggs in one channel | The Paid Social Marketer Newsletter
PLUS: How the influencer effect turned eCommerce to social commerce
Zihan Lyu
April 16, 2025 • Estimated Reading Time: 8 minutes
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Welcome to The Paid Social Marketer, your essential newsletter for social media marketers and eCommerce professionals.
Sector Spotlight 🎥
SOCIAL MEDIA MARKETING
B2B social creative optimization hinges on human-centric messaging and innovative use of video to engage users effectively. Testing creative elements on platforms like LinkedIn and Meta requires strategic variations and careful audience segmentation to derive actionable insights. Recognizing and avoiding common pitfalls, such as poor creative variation and misaligned targeting, is crucial for maximizing campaign impact.
The flow to test paid social creative at Jordan Digital Marketing
BUSINESS REALIGNMENT
AppLovin plans to divest its gaming app business for $900 million, directing focus on becoming a pure advertising platform and deeper integration into eCommerce. This move aims to tap into a large advertiser base globally, with a focus on productivity, automation, and lean teams, aligning better with current trends in mobile advertising and consumer behavior.
SOCIAL MEDIA UPDATES
LinkedIn, Meta, YouTube, and other platforms have introduced updates that enhance advertising tools, content creation options, and user privacy, offering marketers innovative ways to optimize campaigns and engage audiences effectively.
Notably, LinkedIn's content strategy hub and Meta's expanded file-sharing features exemplify key advancements designed to drive marketing success.
INFLUENCER MARKETING INNOVATIONS
Sprout Social enhances its influencer marketing platform with AI capabilities for more effective creator discovery and brand alignment. These updates help marketers quickly find creators that resonate with brand values, addressing the need for authentic partnerships in a social media-driven market.
SOCIAL COMMERCE EVOLUTION
Social commerce evolves as influencers turn inspiration into action, contrasting traditional eCommerce’s intent-driven nature. Platforms like Motom's Anchor empower brands by blending creator recommendations with brand control, enhancing data ownership. Tools like The Cirqle unite influencer activities with measurable ROI, providing strategic insights for marketers.
SOCIAL MEDIA INNOVATION
OpenAI, led by Sam Altman, is exploring the launch of a new social media platform inspired by its image-generation tool, potentially competing with Elon Musk's X. This strategic move follows a rejected $97.4 billion bid from Musk's consortium and addresses the growing trend of integrating AI-driven content creation into social platforms. Marketers should monitor this development as AI's influence on consumer engagement in social media deepens.
Expert Insights 🧠
Tariff Whiplash: How U.S.-China Trade Moves Are Reshaping Paid Social Ad Costs and eCommerce Margins
Every paid social professional knows that volatility is the only constant, but few disruptions hit as close to home as tariff swings between the U.S. and China. When tariffs on electronics are paused, eCommerce brands and media buyers might see a brief window of relief—lower product costs, a temporary boost in ROAS, and a chance to reallocate spend. But this is a mirage. The real challenge is the unpredictability: one week, your margins look healthy; the next, a policy shift erodes your CPA targets and forces a scramble to protect profitability.
What’s often missed in the headlines is how these trade moves force real-time pivots in paid social strategy. Performance marketers are delaying launches, shifting budgets to higher-margin SKUs, and rethinking creative to address price-sensitive audiences. Even giants like Apple are diversifying supply chains, but for most, the answer is agility—weekly cost monitoring, rapid A/B testing, and constant recalibration of ROAS benchmarks.
The winners in this environment aren’t just those with the biggest budgets, but those who can adapt fastest. It’s about building systems that sense cost changes early, empowering teams to act before the competition. For agencies and in-house leads alike, the edge comes from relentless iteration and a willingness to challenge assumptions about what works.
Optimization Hub ⚙️
ACCOUNT-BASED MARKETING
LinkedIn stands out as the premier platform for account-based marketing due to its unmatched targeting capabilities that effectively reach specific companies and roles. Leveraging LinkedIn's tools, such as matched audiences and layered targeting approaches, significantly enhances conversion rates and ROI, as engagement-based strategies increase retargeting prospects by 40%. To maximize LinkedIn's power, marketers should define precise ideal customer profiles and integrate AI-powered tools for dynamic audience optimization.
AI SEARCH STRATEGIES
Google's AI Mode is transforming search by integrating AI-driven, conversational interactions akin to ChatGPT into its platform, reshaping SEO efforts. This demands a focus on generative engine optimization and enhanced content quality, leveraging structured data, and developing authoritative backlinks to remain visible and competitive. AI tools and insights are critical for adapting strategies to this new search paradigm.
AI INVESTMENT STRATEGY
Amazon CEO Andy Jassy underscores the necessity of significant AI investments to enhance customer experiences and maintain competitiveness. With around $8 billion invested in AI startup Anthropic, Amazon integrates AI into its offerings, such as the revamped Alexa voice assistant. This positions the company at the forefront of providing enriched, personalized experiences, serving shareholders and aligning with industry trends.
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