The Paid Social Marketer Newsletter - 01.23.2025

🎯 Discover how understanding reach vs. impressions can optimize your eCommerce campaigns and boost brand visibility.

Author

Nandini Sehgal
January 23, 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.

Editor’s Pick 🌟

What’s driving the success of high-growth brands in 2025?

The Growth Accelerator Guide uncovers the strategies that are setting industry leaders apart, with exclusive benchmarking data, actionable insights, and proven frameworks for eCommerce growth.

One key takeaway? Upper-funnel campaigns are the foundation for robust ROAS.

🔍 Fospha analyzed tens of billions in eCommerce revenue, and the results are clear:

Brands allocating over 5% of their budget to Awareness & Consideration campaigns see dramatically higher ROAS—especially larger brands, achieving an average of 218% higher ROAS above this threshold.

For large brands, the rewards keep growing. Investing 10%+ of the digital budget in upper-funnel campaign leads to a staggering 110% higher ROAS compared to brands spending under this threshold.

📥 Download the full report here to discover how to build a high-impact full-funnel strategy.

What happens when AI meets marketing at the world's most influential business summit?

At Davos 2025, the message was clear: AI is now the driving force behind advertising and the entire customer journey.

Imagine AI powering your ad campaigns on platforms like Google Performance Max and Meta Advantage+, freeing you to focus on what humans do best: creativity and strategy. Meanwhile, social media transforms into a shopping haven, blurring the lines between content and purchase.

This is the new reality of omnichannel retail, and the brands that master AI and social commerce will dominate the next decade.

Sector Spotlight 🎥

Meta plans to cut 5% of its workforce, focusing on removing "low performers." CEO Mark Zuckerberg aims to intensify performance management to secure top talent.

Previous cuts in 2023 reduced staff by 10,000. Severance will be offered, aligning with a broader strategy emphasizing efficiency and strategic performance improvement.

Indie beauty brands such as Nectar Life utilize social media for product personalization, a cornerstone for maintaining customer loyalty and growth.

Through platforms like TikTok and Instagram, real-time insights guide product development and marketing strategies, creating a customized consumer experience while ensuring data privacy and compliance with industry standards.

Deciphering social media reach versus impressions is pivotal in eCommerce marketing. Reach denotes unique user visibility, key for elevating brand presence. Impressions reveal display frequency, crucial for sustaining message impact. Strategic adaptation using these metrics refines paid social campaigns, striking a precise balance between visibility and consumer engagement for optimal performance.

Mavely introduces a transformative social commerce platform, enhancing brand-creator synergy and empowering creators to maximize sales via influencer marketing.

Co-founder Evan Wray outlines Mavely's strategic trajectory, significant achievements, and unique positioning within the influencer economy, aimed at revolutionizing social commerce through the Creator Performance Network's innovative strategies.

Influencer Corner 📣

THAT TikTok Ban in the USA: A Marketer’s Crisis or Opportunity?

If you read this article for any reason today, let it be to watch John Oliver's take on the #TikTokBan in the US📵🤳🏼... Oh, and to understand the implications for #digitalmarketing folk, obviously. 🤔 Sadly, no example TikToks from me during the pandemic feature in this article... what a time to be alive!

Alex Lieberman on LinkedIn: I’m running this marketing plan for all of my businesses in 2025.

I'm running this marketing plan for all of my businesses in 2025.

It is a must if you're in B2B, but i think it can also work for B2C.

Tactic 1: SME-driven content motion (which we run for biz's at storyarb)

Step 1 - Identify your market of one (read: ICP).
Step 2 - Identify subject matter experts that have unique insights your ICP cares about.
Step 3 - Interview SME for 60 minutes about a specific tactic that led to a big success.
Step 4 - Turn SME interview into (email-gated) site playbook.
Step 5 - Weekly editorial newsletter (combo of SME playbook + curated industry content).
Step 6 - Weekly exec/company social to drive traffic to playbook & newsletter.

Optimization Hub ⚙️

Identify and resolve six common Google Ads pitfalls to boost ecommerce success:

  • Misjudging performance

  • Mismanaging bids

  • Neglecting prioritization

  • Products too niche

  • Conversion tracking errors

  • Outdated campaign structures

Strategic adjustments can dramatically enhance campaign efficacy and revenue, leading to sustainable growth and achieving six-figure targets.

The article outlines crucial international SEO strategies to enhance website visibility across multiple regions. Key practices include optimizing URL structures using subdirectories, subdomains, or country-code top-level domains.

These strategies ensure targeted search engine presentation, catering to both multi-regional and multilingual audiences for strategic expansion and competitive advantage in global markets.

Influencer Marketing

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Global Marketing

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Marketing & Comms

 📍 Austin, TX, USA

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