If you are a small or mid-size company, you probably need to be pretty selective when it comes to choosing the platforms where you’re investing your paid advertising dollars. So where should you start when it comes to planning your paid social campaigns? Here is a high-level overview of the approach we take when planning for our clients.

In 2023, analytics capabilities have greatly improved and brands are better equipped to track the impact of their social media efforts. However, there is still one blind spot in the market, which is social media's ability to drive in-store traffic, and the attribution tracking that comes with it.

As we enter Q4 and begin to think about social media strategy for 2023, it is important to take note of the significant shift we have seen in social media consumption over the last six months. The continued success of TikTok and the rising popularity of BeReal can teach us a lot about what users want when they log into social platforms — and how brands can meet them where they are.

What is the new Meta Verified and what does it mean for you and your brand?

For many years, advertisers have invested large sums of money in social media platforms, largely due to their ability to precisely target shoppers and reach a more qualified customer base using data from cookies, tracking scripts, and pixels. Now that the government has regulated third-party data and consumers are better able to opt-out of tracking, direct-to-consumer advertising is not what it once was.

Increasing reach on TikTok and Instagram can result in tangible results for your business; from awareness to building your online community to converting on and offline sales. Here, we describe how to leverage the search functionality on both platforms to increase reach and drive action for your brand.