🌍 The Future of Paid Social – Influencer and Platform Strategies | The Paid Social Marketer Newsletter

Masterclass Wrap Up ✨

🎯 What Marketers Learned at SXSW

ClickZ had the inside track at Fospha’s SXSW Masterclass series, where industry leaders unpacked the biggest challenges — and opportunities — shaping eCommerce in 2025. Here are the top takeaways:

1. The Amazon Measurement Struggle Is Real — But Now Solvable: At the Halo Masterclass, brands shared how they’ve struggled to measure the impact of off-platform ads on Amazon sales — a consistent challenge we’ve heard across the industry. Fospha’s latest research introduced Unified ROAS, a game-changing metric that connects external ad spend with Amazon performance for the very first time.

2. There’s More Headroom on TikTok and Snapchat Than You Think: Sessions with TikTok and Snap experts revealed that there’s still huge untapped potential for brands on these platforms. Full-funnel strategies, creative best practices, and better targeting are key — and data-driven approaches are already driving real results.

3. It's Time to Quantify the Power of Brand-Building: Upper-funnel investment can’t be ignored — but it also needs to be justified. Fospha’s data shows how to connect brand investment with business impact, making brand-building a measurable growth driver rather than a leap of faith.

📌 Like what you’re reading? There’s more to come. Fospha continues the Masterclass series at Shoptalk Spring (March 25–27, Las Vegas) with sessions on Amazon measurement, TikTok, Snapchat, Applovin, and measuring brand impact.

👉 Explore Masterclasses at Shoptalk Spring

🎯 Exclusive: Get 10% Off Shoptalk Registration

ClickZ will be on the ground at Shoptalk, sharing exclusive insights with our readers. Fospha will be attending too—book a meeting to discover how performance-driven measurement can transform your strategy.

👉 Register now using the code RBCLICK269.
👉 Book a Meeting with Fospha

Sector Spotlight 🎥

AI MARKETING INSIGHTS

Harness AI-driven strategies for cutting-edge eCommerce visibility and platform enhancement.

AI's ascendance in marketing emphasizes the shift from mere keywords to AI visibility, a critical pivot for those in paid social marketing. Large Language Models like ChatGPT and Google Gemini now steer consumer perceptions, sidestepping traditional search mechanisms. This demands a reevaluation of "Share of Model" metrics, where AI systems' recommendations determine brand salience. To maintain competitiveness, managing cross-channel online presence becomes paramount, ensuring alignment with AI's interpretative mechanisms. Engaging with AI proactively allows for maintaining influential brand positioning and optimizing consumer interaction across eCommerce platforms.

PAID SOCIAL STRATEGIES

Elevate brand performance with social media tactics and influencer-driven engagement.

Social media's vast user base, expected to reach 5.42 billion by 2025, presents unparalleled opportunities for eCommerce marketers. Platforms like Facebook, Instagram, TikTok, and YouTube are pivotal for optimizing paid social marketing efforts. By leveraging influencer collaborations and strategically crafted content, businesses can enhance brand visibility and consumer engagement. Focusing on platform-specific demographics, utilizing SEO-optimized content, and maintaining rapid customer interaction are essential for driving sales and consumer trust. Embracing video-focused strategies and influencer partnerships will significantly amplify eCommerce marketing effectiveness and market penetration.

SOCIAL COMMERCE INNOVATION

Innovative Social Commerce Tactics Driving Growth in 2025

In 2025, social commerce will focus on AI-driven personalization, shoppable live streams, and micro-influencer collaborations. Real-time interaction and seamless in-app purchases will become essential for driving consumer engagement and brand loyalty. Strategic content alignment with social platform trends will be key to maximizing visibility and conversion rates.

SOCIAL MARKETING STRATEGIES

Transforming Social Data into Strategic Business Metrics

Sprout Social's webinar explores how brands can turn social media data into actionable insights. Topics include quantifying ROI, enhancing engagement through targeted paid campaigns, and using data-driven storytelling to build stronger customer relationships. Insights from Forrester’s study will provide a framework for aligning social strategy with business growth.

Influencer Corner 📣

Optimization Hub ⚙️

PERFORMANCE STRATEGIES

Boost Google Ads success in 2025 with Performance Max essentials.

For successful 2025 Performance Max campaigns, start without target CPA or ROAS, leverage Google Ads' Conversion Tag, and focus on asset performance. Optimal audience signals and prudent budget adjustments are key. Regularly assess and tweak strategies post-50 conversions. Ensure asset quality and item alignment.

ECOMMERCE INNOVATION

Enhance eCommerce marketing with Pinterest's breakthrough AI-driven campaign solutions.

Pinterest's AI-powered Performance suite is set to transform eCommerce marketing by optimizing ad efficiency and improving CPA/CPC. Success hinges on high-quality creative content and leveraging data-driven targeting, aligning with strategic insights for enhanced platform performance.

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