The Paid Social Marketer Newsletter - 01.09.2025

What happens when brands ignore the algorithm? Growth, apparently..

Author

Ankith Udupa
January 09, 2025 • Estimated Reading Time: 7 minutes

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Welcome to The Paid Social Marketer, your essential newsletter for social media marketers and e-commerce professionals. It’s 2025, and we’re kicking things off with fresh ideas to supercharge your campaigns and keep your customers hooked!

Top Reads 🌟

🚀 AppLovin’s Breakout Year
Early data from Fospha shows AppLovin is a top 3 channel for acquiring new customers and the 2nd largest source of paid traffic for some brands.

🛍️ Social Commerce Boom (Hello, TikTok Shop!)
Social commerce is set to hit $80B in the US, with TikTok Shop leading the way with its seamless shopping experience.

📱 Third-Party Sales Channels on the Rise
As disposable incomes are squeezed, shoppers are turning more to Amazon, but also its budget competitors like Temu and Shein. In 2024, Temu quietly became the most downloaded app on the US App Store.

The challenge? Brands still struggle to understand how their advertising on platforms like Meta and TikTok drives demand on third-party sales channels.
(Stay tuned—Fospha is working on a solution for 2025! 👀)

ClickZ is Live at CES—Let’s Spotlight Your Vision🌟

CES 2025 is here, and ClickZ is in action!

As part of our coverage, we’re hosting exclusive interviews with visionary thinkers to spotlight groundbreaking ideas, unveil new innovations, and engage a global audience of decision-makers.

This is your chance to share your vision and connect with a worldwide audience! 👇

Sector Spotlight 🎥

Meta's integration of AI-generated accounts on Facebook and Instagram reflects a strategic push towards AI-driven engagement. These bots will mimic human interaction, potentially reshaping user experience. Marketing professionals should consider the implications of AI in social media, balancing innovation with concerns like misinformation and user trust.

Assembly predicts the rise of "anti-algo" strategies in advertising by 2025, as brands seek authentic consumer engagement. This approach, diverging from algorithm reliance, encourages exploration of diverse perspectives, challenging conventional audience targeting. Although niche, it offers potential benefits in countering algorithmic biases and fostering genuine connections with audiences.

Ubun's strategic advertising for Orbis on Amazon boosted brand exposure and new-to-brand (NTB) sales by 41%, enhancing customer acquisition and retention. Utilizing Amazon DSP and Marketing Cloud, they focused on NTB conversion and tailored campaigns to elevate Orbis's presence in the competitive skincare market.

Walmart's strategic investments in value, generative AI, and advertising propelled its growth in 2024. By capturing diverse consumer segments, enhancing its marketplace, and venturing into CTV advertising, Walmart advanced its ecommerce and media goals. These moves position Walmart strongly for sustained growth, despite potential tariff challenges in 2025.

Influencer Marketing in 2025: Where Should Brands Invest?

With over 50% of brands set to increase creator budgets in 2025, the question isn’t if influencer marketing will grow—it’s how brands should allocate these dollars.

Experts emphasize the shift toward scale and centrality in the marketing mix. Brands need to align spending with their goals—whether driving sales or boosting awareness.

Nick Theriot on LinkedIn: 6 settings you must change before launching your next Facebook ad in…

6 settings you must change before launching your next Facebook ad in 2025🚀 
✅ Manual sales campaign

✅ advantage campaign budget

✅ optimize for purchases

✅ exclude purchases 180 days

✅ original audience

✅ turn off all creative optimizations

Performance Pulse 📈

As e-commerce evolves, growth in 2025 hinges on mastering the basics: clarity, optimization, and personalization. SMART goal-setting ensures campaigns stay focused, while refined website usability and core platform expertise enhance customer experiences. By leveraging deep audience insights and streamlining ad strategies, marketers can prioritize long-term, sustainable growth over fleeting trends, positioning their brands for measurable success.

Retail experts predict the convergence of physical stores and digital innovation, like live shopping, will transform retail by 2025. Physical stores will evolve into interactive experience hubs, integrating omnichannel strategies.

Key Tactics Include:
- Blending digital with in-store journeys
- Utilizing AI
- Enhancing customer engagement through personalized experiences

Influencer Marketing

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Global Marketing

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