Gen Z Chooses Social Media Over Search Engines for Purchases | The Paid Social Marketer Newsletter

Editor’s Pick 🌟

Brands Are Missing 87% of YouTube's True Impact? 😵

New research reveals that brands scaling Google's YouTube and Demand Gen budgets are growing 32% faster in 2025. So, why aren't more brands prioritizing these high-impact campaigns?

Fospha's analysis of over $500M in ad spend uncovers why businesses mis-measure YouTube and how to accurately track the impact of Google’s upper-funnel channels.

Get the full research and a step-by-step guide to maximizing these channels for your brand here.

Sector Spotlight 🎥

SOCIAL MEDIA ADVERTISING

How Social Media Ads Transform Brand Engagement Across Platforms in 2025

Professional social media advertising services in 2025 are crucial for enhancing brand visibility and engagement as organic reach declines. These services offer precise targeting, data-driven strategies, and real-time analytics that boost return on investment. Partnering with seasoned agencies ensures campaigns are optimized with cutting-edge tools and industry insights.

LIVE STREAMING SUCCESS

Netflix's Tudum Turns Fan Events into Live Streaming Entertainment

Netflix's Tudum event turns fan gatherings into a strategic marketing spectacle, providing exclusive content and live programming previews. Leveraging the popularity of successful shows like Stranger Things, the event taps into the enthusiasm of dedicated audiences, showcasing Netflix's ambition to expand its scope in live streaming. This strategic shift highlights an opportunity for marketers to engage audiences through entertainment-driven promotional tactics.

SOCIAL MEDIA TRENDS

Gen Z Chooses Social Media Over Search Engines for Information and Purchases

Gen Z now prefers social media over traditional search engines, significantly impacting marketing strategies. Sprout Social's research reveals that 76% of users report social content influenced recent purchases, illustrating its pivotal role in consumer decisions and mental wellbeing. Marketers should prioritize social media as a key channel for product discovery and customer engagement.

SOCIAL MEDIA MARKETING

Meta Advantage Unveils AI-Driven Tools for Better Paid Social Campaigns

Meta Advantage offers AI-powered tools for digital advertising, enhancing efficiency with features like Advantage Placements and Shopping Campaigns. However, certain tools, such as Advantage Creative and Budget Allocation, require manual oversight to maintain brand consistency and strategic balance. Advertisers must strategically blend automation with manual control for optimal performance.

Influencer Corner 📢

Upcoming Events📅

Marketing Measurement Takes the Spotlight at Cannes Lions 2025

Cannes Lions is no longer just about creativity — this year, marketing measurement is stepping into the spotlight.

If you’re heading to the Croisette and want to cut through the noise on what’s really working in digital, Fospha is the team to speak to. From breakthrough research to real-world results, we’re helping brands make every marketing pound count.

👉 Book a meeting with Fospha

Optimization Hub ⚙️

MULTI-CHANNEL MARKETING

Goal-Oriented Marketing Drives Effective Multi-Channel Strategies for Enhanced Results

Goal-oriented marketing enhances multi-channel coordination by aligning with business objectives, such as increased ROI, rather than focusing on individual channels. Notable examples like Blenders Eyewear and SwimOutlet demonstrate improved conversion rates and revenue through effective channel orchestration and AI-driven personalization. Emphasizing goals first ensures optimized resource allocation and a comprehensive marketing approach.

INNOVATIVE AD STRATEGIES

Performance Max Gains Asset Testing, Expanded Negatives, and Precise Search Term Reporting

Google’s Performance Max updates provide marketers with in-campaign asset AB testing, support for up to 10,000 negative keywords, and a comprehensive Search Terms Report—transforming campaign optimization and control. These features are essential for eCommerce professionals seeking granular campaign management and actionable data-driven decision-making.

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