Social Media Marketing Best Practices for Brands | The Paid Social Marketer Newsletter

PLUS: Meta's AI Ad Tools Set to Challenge Traditional Agencies

Author

Zihan Lyu
June 11, 2025 • Estimated Reading Time: 5 minutes

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

Editor’s Pick 🌟

Does AOV feel like a mystery? A new research report from Fospha reveals the key: consistent brand investment directly drives AOV and pricing power.

Fospha's research, using Bayesian network modeling, reveals a causal link for the first time: brands investing over 5% in Awareness campaigns see AOV improve yearly. Unlock your brand's value. Read the full research and learn how to boost your pricing power.

Sector Spotlight 🎥

SOCIAL MEDIA MARKETING

Orange 142 has released a guide to enhance social media marketing, providing practical strategies for brands to engage audiences and maximize ROI through platforms like Instagram and TikTok.

The guide addresses challenges like declining organic reach and privacy regulations, offering data-driven solutions for setting goals, content creation, and real-time engagement. It emphasizes the importance of emerging platforms and AI in content personalization and showcases successful case studies to illustrate effective marketing tactics.

MARKETING TECHNOLOGIES

Meta's AI advertising tools are on track to challenge traditional agencies, offering cost-effective, automated solutions for ad creation and optimization. This shift demands that creatives evolve into more advisory roles, leveraging unique human insights for brand identity. Marketing professionals must adapt quickly to this paradigm, focusing on strategic acumen over execution.

DISPLAY ADVERTISING

Display advertising in 2025 remains effective by leveraging AI-driven personalization and cookieless targeting, enhancing brand recognition and consumer engagement.

Marketers benefit from advanced metrics over CTRs, focusing on strategic touchpoint management across multi-channel platforms. Emphasizing ethical, innovative interaction, display ads add value by increasing brand awareness and influencing purchasing decisions.

SOCIAL MEDIA STRATEGY

Social media platforms' continuous evolution is vital for agencies to engage audiences effectively. Key updates include Instagram's focus on Reels, Metas ad transparency, and TikTok's in-app shopping, offering marketers new avenues to enhance connection and optimize ad spend through insightful interactions and AI tools.

Optimization Hub ⚙️

INCLUSIVE MARKETING

Brands dialing down Pride campaigns in 2025 risk more than bad PR—85% of LGBTQ+ consumers say they’ll spend elsewhere if inclusion efforts are dropped. This year’s approach is quieter but more considered: Levi’s focuses on safe public spaces, MAC commits $1M to LGBTQ+ causes, and Nike co-designs sneakers with queer athletes. Flashy rainbows are out; sincerity and year-round support are in.

SOCIAL MEDIA MARKETING

Pinterest's updated TransActV2 ranking model significantly enhances user engagement by analyzing 16,000 user actions, compared to the previous 100 actions, resulting in a more personalized experience. The model's improvements include a 2x increase in re-pin actions, 12.8% fewer Pin hides, and more diverse timelines, making it essential for marketers to revisit Pinterest as a potential platform for brand engagement. These enhancements underscore Pinterest's growing strategic relevance for brands seeking personalized interactions and higher user engagement.

ClickZ is a ClickZ Media publication in the DTC eCommerce division