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4 Paid Social Predictions to look out for in 2024

Posted In: Social by Fran Haigh,
January 31, 2024


Fran Haigh, Senior Account Executive, Digital

The dynamic world of digital marketing is ever-evolving, and staying ahead of the curve is not just a challenge but a necessity. As a Paid Social geek with a keen eye on industry shifts, I’ve compiled a list of my predictions that may reshape the landscape of digital advertising. Get ready for a thrilling ride into the future!

The powerhouse that is Meta (formerly known as Facebook) has been a dominant force in the world of paid social for quite some time. Its launch of the AI driven Advantage+ campaigns which uses machine learning to identify and aim for the highest value customers across all of Meta’s platforms changed the game for e-commerce advertisers. With brands reporting a 20% increase in conversions YoY with Meta’s latest technologies.

And with the ever-growing success and popularity of the Advantage+ campaign, I predict a significant expansion of Advantage+. I believe it will grow beyond its traditional role in shopping campaigns and become an accessory for all advertisers and campaign types (similar to Performance Max in Google). We have started to see this rollout with the Advantage+ audiences and placements.

This move is bound to provide advertisers with unprecedented opportunities for audience targeting, engagement, and conversion across the entire customer journey. The IOS14 update challenges now seem like a distant memory! 

In 2023, we saw users increasingly turning to TikTok and Instagram to explore their interests, whether it be for travelling tips or new hairstyle trends. This shift in user behaviour is making these areas the new hotspot for ads. The Search placement is already available as an automatic placement on TikTok, but with the rise in popularity of social media as a search engine, I presume this will become a standalone platform, giving advertisers the chance to tap into user intent, delivering targeted ads that seamlessly fit into the user experience, enhancing both engagement and conversion rates.

Imagine users searching for content within these platforms and stumbling upon relevant ads seamlessly integrated into their search results. This shift not only opens up new avenues for advertisers but also aligns with the evolving user behaviour of seeking information and products directly within their favourite social apps.

Artificial Intelligence (AI) has been a game-changer in the world of digital advertising, and 2024 is set to witness an even more profound integration of AI technologies in paid social. Earlier, I mentioned Meta’s growth in Advantage+ campaigns, but I believe based on the success of AI on Meta and Google, we should be expecting similar options on other social platforms. 

From advanced algorithms optimizing ad placements to machine learning models refining audience targeting, AI will play a pivotal role in enhancing the efficiency and effectiveness of paid social campaigns. Marketers who embrace these AI-driven tools will have a competitive edge in delivering personalized, relevant content to their audiences.

As we progress into 2024, user-generated content (UGC) is set to claim its throne as the most engaged form of video content in the paid social space. Back in 2023, we started to introduce UGC-generated content in our advertising campaigns and saw increased engagement and performance from this type of content

Audiences crave authenticity, and UGC delivers just that. Consumers are more likely to trust recommendations from their peers, making UGC an invaluable asset for brands. By incorporating authentic user-generated videos into advertising strategies, marketers can create a genuine connection with their target audience, driving higher engagement and, ultimately, conversions.

As paid social specialists, our ability to adapt to these trends and leverage emerging technologies will be crucial in crafting successful campaigns that resonate with today’s digital audience. So, buckle up and get ready for a year of innovation, creativity, and unparalleled opportunities in the ever-evolving realm of paid social!



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