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Forget Google, Social Media Now Rules Brand Discovery | The Paid Social Marketer Newsletter

PLUS: The power of creative diversification on Meta

Author

Zihan Lyu
February 27, 2025 • Estimated Reading Time: 7 minutes

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Welcome to The Paid Social Marketer, your essential newsletter for social media marketers and eCommerce professionals.

The Growth Hack 🔥

@clickz_official

🚀 @Amazon ads: what you’re missing 🛒 For years, Amazon has been a black box - but what if your Meta ads were driving more impact than you ... See more

Nécessaire, like many brands, knew that their DTC ads drive Amazon conversions but simply couldn't measure this relationship. With Amazon representing one-third of US eCommerce sales, this lack of visibility is endemic.

With Halo, Nécessaire were able to see their Unified ROAS, a new metric that measures the combined return on ad spend across DTC and marketplaces like Amazon. They discovered that TikTok's Unified ROAS was twice as high and Meta's ROAS was 87% higher than previously measurable with DTC-only ROAS.

Armed with this knowledge, they adjusted their channel mix and achieved 47% higher Prime Day revenue than industry benchmarks.

Sector Spotlight 🎥

SOCIAL MEDIA POWER

Social media has emerged as a pivotal tool in brand research, paralleled by search engines, with 58% relying on it. TikTok and Instagram lead this trend, though misinformation challenges arise. To succeed, brands must prioritize authenticity. Increasing social media ad investment indicates its growing influence on future eCommerce marketing strategies.

ECOMMERCE MARKETING INSIGHTS

Harnessing social media's potential in eCommerce demands effectively selecting platforms and pinpointing demographics. Consistently generate authentic, engaging content while actively interacting with digital networks. Track pivotal metrics longitudinally to fine-tune approaches. Innovatively adapt content with compelling visuals like photos and videos to maximize platform efficacy and consumer engagement.

DIGITAL MARKETING TRENDS

AI transforms social media in eCommerce by automating content creation and offering deep audience insights, crucial for refining paid social strategies. Enhanced scheduling, precise ad targeting, and interactive chatbots drive improved efficiency and engagement, offering innovative solutions to elevate digital marketing performance.

DIGITAL MARKETING INSIGHTS

Creative diversification is crucial for elevating paid social marketing on Meta platforms. Employing diverse ad formats, visuals, and messaging, enhances engagement by aligning with Meta's algorithm. This approach is essential for mastering campaign optimization and ROI improvement.

AI-POWERED AD STRATEGIES

X launches Grok AI tools—Prefill for ad creation and Analyze for performance insights—tailored for eCommerce marketers focused on paid social strategies. These AI-driven tools, alongside integrations like Shopify, enhance consumer engagement, offering streamlined solutions to optimize digital marketing challenges with strategic precision and innovative efficiency.

Influencer Corner 📣

Barry Hott on LinkedIn: Make beautiful ads! Seriously. If your brand is at significant scale, you should invest in polished, high-production ads!

Yes, I, the "make ugly ads guy" am saying you can go make pretty ads and run them on TV, YouTube, or other placements where consumers want and expect to see that style of content (or where they can't skip it 😅) and it will probably benefit your business significantly...

BUT do not expect them to perform well or be relevant to your audiences on TikTok or IG/FB, especially not as an ad.

Attending eTail Palm Springs?

Performance Pulse 📈

AD PLATFORM EVOLUTION

Open-source marketing mix modeling (MMM) is gaining traction as a strategic tool, with Google's Meridian leading the shift towards transparent and privacy-compliant solutions. This model uses Bayesian causal inference to enhance budget allocation across digital platforms, attracting support from industry giants and promising more accurate, insightful marketing strategies.

"It's great to see the general shift from the old and fundamentally broken way of doing measurement - user level and cookie-based MTA, towards a machine learning probabilistic approach"

DIGITAL MARKETING EVOLUTION

The seismic shift in advertising is unlocking new avenues through AI-driven, hyper-personalized strategies, as highlighted by JGroup's Imad Jomaa. Embracing AI, big data, and automation enables brands to craft predictive, tailored experiences that optimize ad spend and elevate consumer engagement.

ECOMMERCE INNOVATION

Amazon's AI-driven advertising platform is transforming how brands engage consumers in eCommerce. Innovations like automated bid adjustments, data-driven keyword targeting, and predictive budget allocation boost ad spend efficiency. As AI advances, ethical considerations remain. Yet, marketers who embrace these tools can significantly enhance brand presence and consumer engagement by 2025.

DIGITAL BRAND STRATEGY

The creator economy's evolution offers valuable lessons amid TikTok's volatility. Influencer marketing is set for growth, as creators pursue impactful feedback and enduring brand alliances. Diversification across platforms is essential, fostering resilience and innovation. Anticipate AI's increasing significance in campaign strategies, optimizing brand integration and engagement opportunities in digital landscapes.

Social Media Marketing

📍 Seattle, Washington, USA

ClickZ is a Contentive publication in the DTC eCommerce division