As social media continues to evolve, paid social advertising is also likely to continue to grow in effectiveness as a marketing tool in the future. Furthermore, as more and more people use social media platforms, the potential reach for advertisers will continue to increase.
Let’s take a closer look at how social ads are likely to adapt to the constant changes in the platforms in the future.
AI & Machine Learning Will Play a Big Role
AI and machine learning technology can help businesses optimise their campaigns in real-time, identify the most effective targeting strategies, and even help to create personalised ad content for different segments of their target audience.
With this in mind, pairing AI with a human touch will become the ideal strategy to dig deeper into insights and make an informed final decision.
In the upcoming months, the platform will continue to value automated ad formats such as dynamic ads, and the automated template from the collection ads (e.g. instant forefronts and lookbooks).
By doing so, AI will play a decisive role in analysing the most effective creatives, and further improving any paid social advertising strategies.
The Development of Video Creatives
With the growth in users across social media platforms and the introduction of new ad formats (Instagram Reels and TikTok ads), it doesn’t come as a surprise that these platforms will keep rewarding advertisers who continue to invest in video content, especially short-form ones.
A/B testing will remain crucial when it comes to making data-driven decisions and optimising the campaigns for maximum results. By implementing this, advertisers will be able to understand what resonates with their audiences and continue to deliver engaging video content.
Interactive Ads That Will Shape the Shopping Experience
With the development of AI, social media platforms are starting to offer more interactive and immersive ad formats such as augmented reality, virtual reality, and shoppable posts, making the ads more engaging for consumers.
As the demand for online shopping increased during and post pandemic, social media platforms became an increasingly popular shopping outlet, with Instagram being one of the leading social ecommerce marketplaces. However, TikTok will likely expand as it continues to experiment with product links and interactive shopping ads.
Increased Focus on Data Protection & Privacy
As privacy concerns continue to grow, social media platforms are implementing stricter data protection policies affecting the way brands collect and use consumer data for advertising purposes.
Brands will lead the way in the ethical use of consumer data and change the narrative on consumers’ privacy. As a result, we can expect brands to take ownership over the use of consumer data and educate consumers on how their data is collected, stored, and accessed. This, in turn, will allow consumers to make more informed decisions on their data, whether they choose to opt in or out, and what this will mean for their online experience.
Social media platforms are constantly updating and improving their advertising capabilities. Overall, social media advertising will continue to be an important part of a business’s marketing strategy as more people use social media and the platforms continue to improve their advertising capabilities.
If you’re looking for help to shape your paid social strategy, GA Agency is an international digital marketing agency ready to assist you with all your digital marketing needs. Get in touch for a free consultation and find out how our paid media services can help take your business to the next level.