Paid social is all about getting the right message in front of relevant customers and really, it’s now a must for brands’ marketing strategies. So how is it changing, and how will it continue to change in 2019?

Social media is now much more than sharing content to start conversations. It’s an established channel for acquisition, re-targeting and retention. With over 3 billion social media users who are spending upwards of two hours a day online, marketers that want to stay ahead of the competition understand how important and effective paid social is. Digital teams are really ramping up investment in this area despite paid social being relatively new compared to search and email marketing.

As social media continues to grow with thousands of posts being shared every second, our news feeds are becoming much more competitive. Brands need to work out what people want to see, and prioritise personalisation to avoid significant drop-off. According to data from Hubspot research, 91% of respondents feel that ads are much more intrusive compared to two or three years ago. With the progression of smartphones, AI and algorithms, paid social will have to continue to evolve alongside marketing.

According to Crowdtap 64% of 3000 people surveyed use social for shopping inspiration. This holiday season alone, 67% of customers with a mobile device will use their smartphone to make a purchase. There’s no doubt many of these purchases will be inspired by social media influencers who get paid to tell you how much they love that new skincare product or superfood. Brands opting to engage micro influencers (less than 10K followers) will likely be more successful in growing consumer engagement, especially in light of all the recent follower buying scandals.

As consumers continue to be bombarded with more and more information, they’re also becoming more selective when it comes to the data they share. Paid social is increasingly driven by intelligent data so we are finding that marketing tools within this area have grown massively. But, with GDPR, consumers are taking more control over what they share, so building trust and maintaining transparency are key for social media marketing in 2019!



JoyThis blog post was written by Joy Wheeler, our Senior Digital Recruitment Consultant specialising in performance marketing, ecommerce and account management.

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