Maximizing Paid Social ROI:
How to Adapt to Changing Consumer Behavior

Social media is constantly evolving, and so are the ways consumers interact with brands across these platforms. In 2024, with new features, algorithm updates, and emerging platforms like TikTok disrupting traditional engagement models, marketers need to adapt their paid social strategies to stay competitive. This guide will explore how brands can fine-tune their campaigns to maximize ROI by responding to shifting consumer behavior and platform changes.

Understanding the Evolution of Social Media Engagement

The way people use social media today is vastly different from a few years ago. Platforms like Meta (Facebook and Instagram), TikTok, X (Twitter), and Snapchat are continuously rolling out new features—such as short-form video, Stories, and shopping integrations—that require advertisers to rethink their creative and targeting strategies. Here’s how consumer behavior is changing:

• Shorter Attention Spans: Users are consuming more content, faster than ever before, making it critical for brands to capture attention within the first few seconds of an ad.
• Rise of Video: Video content, particularly short-form video on platforms like TikTok and Instagram Reels, is dominating engagement metrics.
• Shopping Integration: Social commerce is growing, with platforms integrating native shopping features that allow users to purchase products without leaving the app.
• Increased Focus on Privacy: As privacy regulations and platform-level changes (such as Apple’s iOS 14 update) limit tracking capabilities, brands must adapt their targeting strategies.

Key Strategies for Maximizing Paid Social ROI

To succeed in this fast-paced, evolving environment, brands must stay nimble and responsive to the latest trends. Here are five strategies for maximizing ROI on paid social:

1. Prioritize Short-Form Video Ads
   • Platforms like TikTok and Instagram Reels are pushing short-form, highly engaging video content to the forefront. Brands should invest in creative assets that can communicate their message quickly, using catchy visuals and sound to captivate users within the first few seconds. Experiment with user-generated content (UGC) formats or influencer collaborations to add authenticity and drive engagement.
2. Leverage Native Shopping Features
   • Social commerce is booming, with platforms like Instagram and TikTok enabling users to make purchases directly within the app. Brands should integrate product catalogs and use native shopping ads to streamline the path to purchase, reducing friction and boosting conversion rates. Focus on ad formats that highlight shoppable products and make use of shopping tags.
3. Adjust for Privacy Changes with Broader Audience Targeting
   • The iOS 14 update has made it harder to track users across apps, reducing the effectiveness of hyper-targeted ads. In response, brands should shift toward broader audience targeting, leveraging platform data to reach larger segments while using creative that resonates with multiple personas. In tandem, brands can focus on first-party data collection to better target and re-engage audiences through retargeting.
4. Incorporate More Interactive and Poll-Based Ads
   • Platforms like Instagram and X (Twitter) now offer poll-based ads, which encourage users to engage with brands in a more interactive way. Adding interactivity through quizzes, polls, or even gamified experiences can increase engagement rates and make ads feel less like traditional marketing. These formats often provide valuable consumer insights as well.
5. Test New Ad Formats and Stay Agile
   • As platforms introduce new ad formats, brands should adopt an agile mindset when testing and optimizing campaigns. For example, TikTok’s interactive ads or Instagram’s AR-based shopping ads may offer a fresh way to engage users. Constant experimentation—whether it’s with influencers, user-generated content, or trending ad formats—will help brands stay ahead of the curve.

Real-World Examples of Adapting to Changing Behavior

• Case Study: Evolving on TikTok
  Brands like Chipotle have embraced TikTok’s short-form video format by creating engaging, viral challenges. They tapped into consumer behavior trends by using user-generated content and influencer partnerships to build a relatable presence on the platform. This helped them increase both engagement and sales directly through TikTok’s social commerce features.
• Case Study: Instagram Shopping for eCommerce
  Fashion brands like H&M are using Instagram’s native shopping features to enable users to purchase products directly from their feed. By focusing on visually compelling content and tagging products in posts and stories, H&M has created a seamless path to purchase that significantly boosts ROI for their paid social efforts.

How Stringo Media Can Help Maximize Your Paid Social ROI

At Stringo Media, we specialize in helping brands navigate the fast-changing world of social platforms. Our paid social services are designed to keep your business at the cutting edge, ensuring you’re always leveraging the latest ad formats, targeting capabilities, and creative trends. Here’s how we help:

• Platform Expertise: We work across Meta, TikTok, X (Twitter), and Snapchat, understanding the nuances of each platform to build strategies that resonate with your audience.
• Creative Testing and Optimization: We focus heavily on creative testing, ensuring your ads are optimized for the most engagement and conversions possible.
• Social Commerce Integration: We can integrate native shopping features into your social media campaigns, making it easier for customers to purchase directly from your ads.
• Data-Driven Targeting: We use sophisticated data strategies, even in the face of privacy changes, to ensure your ads reach the right people at the right time.

Want to learn more? Check out our media services, data services or contact us directly to discuss how we can help you maximize your paid social media ROI.