[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fabout\u002Four-team\u002Fjames-taylor":3},{"name":4,"url":5,"description":6,"avatar_urls":7,"acf":9,"social":142,"head_links":143,"breadcrumbs":130,"posts":147,"pages":125,"head":833},"James Taylor","","I'm a Senior Paid Social Strategist at Impression. My day-to-day focuses are on account audits, reporting on performance, campaign creation\u002Foptimisation, client communication, campaign planning and forecasting. I am a massive football fan and have a love-hate relationship with Nottingham Forest ⚽️",{"24":8,"48":8,"96":8},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress&fit=fit&fm=jpg&h=96&q=90&w=96",{"job_title":10,"full_bio":11,"specialist_service_links":12,"photo":30,"page_content_modules":85,"hero":126},"Senior Paid Social Strategist","\u003Cp>Senior Paid Social Strategist. Joined Impression in July 2019.\u003C\u002Fp>\n\u003Cp>After graduating from the University of Lincoln with a degree in business and advertising my first role was as a digital marketing executive at Pendragon. Here, I was able to get stuck into a wide range of digital marketing activities including paid search, paid social and Google analytics. After gaining some really valuable experience, I was lucky enough to be offered a job at Impression as a paid media executive ensuring I could continue to work across both paid search and paid social channels. More recently I have decided to specialise in paid social.\u003C\u002Fp>\n\u003Cp>The great thing about working at Impression is that no two days are the same! However if I was to describe a typical day it would involve account audits, reporting on performance, campaign creation\u002Foptimisation, client communication, campaign planning and forecasting. Outside of that there is also time set aside for internal meetings and training to help stay up to date with the rest of the team.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBeing part of the team that won the 2019 ‘Shopping Campaign of the Year’ at the UK Biddable Media awards.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nI am a massive football fan and have a love-hate relationship with Nottingham Forest. I am also a keen gamer and can often be found sinking way too many hours into my PlayStation!\u003C\u002Fp>\n",[13],{"page":14,"link_text":18},{"ID":15,"post_author":16,"post_date":17,"post_date_gmt":17,"post_content":5,"post_title":18,"post_excerpt":5,"post_status":19,"comment_status":20,"ping_status":20,"post_password":5,"post_name":21,"to_ping":5,"pinged":5,"post_modified":22,"post_modified_gmt":22,"post_content_filtered":5,"post_parent":23,"guid":24,"menu_order":25,"post_type":26,"post_mime_type":5,"comment_count":27,"filter":28,"url_path":29},233,"98","2020-12-21 13:00:55","Paid Social","publish","closed","paid-social","2026-01-13 11:01:54",169,"\u002F?page_id=233",0,"page","0","raw","\u002Fpaid-media\u002Fpaid-social\u002F",{"ID":31,"id":31,"title":32,"filename":33,"filesize":25,"url":34,"link":35,"alt":5,"author":36,"description":5,"caption":5,"name":37,"status":38,"uploaded_to":25,"date":39,"modified":39,"menu_order":25,"mime_type":40,"type":41,"subtype":42,"icon":43,"width":44,"height":45,"sizes":46},7456,"James-Taylor","XICeHh4Z-James-Taylor.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&q=90","\u002Fjames-taylor\u002F","12","james-taylor","inherit","2021-06-29 09:39:58","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":47,"thumbnail-width":48,"thumbnail-height":48,"medium":49,"medium-width":50,"medium-height":51,"medium_large":52,"medium_large-width":53,"medium_large-height":54,"large":55,"large-width":56,"large-height":57,"1536x1536":58,"1536x1536-width":59,"1536x1536-height":60,"2048x2048":61,"2048x2048-width":62,"2048x2048-height":63,"post-thumbnail":64,"post-thumbnail-width":65,"post-thumbnail-height":66,"12_col":67,"12_col-width":68,"12_col-height":69,"default_landscape":70,"default_landscape-width":71,"default_landscape-height":45,"default_portrait":72,"default_portrait-width":45,"default_portrait-height":71,"6_col_and_margin_short":73,"6_col_and_margin_short-width":65,"6_col_and_margin_short-height":69,"11_col_and_margin":74,"11_col_and_margin-width":75,"11_col_and_margin-height":69,"9_col_rectangle":76,"9_col_rectangle-width":77,"9_col_rectangle-height":78,"11_col":79,"11_col-width":80,"11_col-height":69,"staff_image_696_600":81,"staff_image_696_600-width":44,"staff_image_696_600-height":45,"rectangular_thumbnail":82,"rectangular_thumbnail-width":83,"rectangular_thumbnail-height":84},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,[86],{"acf_fc_layout":87,"reduced":88,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":-1,"title":89,"posts":90},"author_posts",true,"James Taylor’s posts",{"data":91,"pages":125},[92,105,115],{"type_key":93,"title":94,"excerpt":95,"to":96,"postedAt":97,"readingTime":98,"image":99,"authors":100,"category":103},"post","Which paid social platform is right for your business?","\u003Cp>So, you’ve decided to push your business through paid social. But which platform should you focus on? Should you use a variety? What’s your objective? Is it cost-effective? The decisions can seem endless. Fear not, we have summarised the pros and cons of the most popular platforms using our own experience, research and expertise to […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhich-paid-social-platform-is-right-for-your-business\u002F","2025-03-05T17:40:22",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F12\u002Frahul-chakraborty-xsGxhtAsfSA-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[101],{"name":4,"image":102},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FXICeHh4Z-James-Taylor.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":104,"name":18},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"type_key":93,"title":106,"excerpt":107,"to":108,"postedAt":109,"readingTime":110,"image":111,"authors":112,"category":114},"An introduction to WhatsApp advertising","\u003Cp>WhatsApp is one of the most popular messaging apps in the world, with over 2 billion active users. As a result, it has become a popular platform for businesses to connect with their customers. WhatsApp advertising involves using the messaging app to reach potential customers and promote products or services through various means, such as […]\u003C\u002Fp>\n","\u002Fblog\u002Fintroduction-to-whatsapp-advertising\u002F","2024-09-30T09:52:22",8,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fmika-baumeister-uKdkh25_wc0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&rect=-1%2C376%2C1920%2C1920&w=640",[113],{"name":4,"image":102},{"to":104,"name":18},{"type_key":93,"title":116,"excerpt":117,"to":118,"postedAt":119,"readingTime":120,"image":121,"authors":122,"category":124},"Paid Social 2022 retrospective: Lessons we can take into 2023","\u003Cp>2022 has been another huge year in paid social with a multitude of changes and trends taking place across the industry. This blog is a retrospective look at the highlights of the past year, key trends and best practices. We’ve also explored what 2023 might bring. Revamp of Meta’s ad campaign set-up process The year […]\u003C\u002Fp>\n","\u002Fblog\u002Fpaid-social-retrospective-lessons-for-2023\u002F","2025-03-13T15:25:58",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fnathan-dumlao-kLmt1mpGJVg-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":4,"image":102},{"to":104,"name":18},"1",{"type":127,"style":128,"title":129,"heading":4,"intro":11,"services":12,"breadcrumbs":130,"photo":47,"social":142},"author","dark","Meet the Team",[131,134,137,140],{"path":132,"name":133},"\u002F","Home",{"path":135,"name":136},"\u002Fabout\u002F","About Us",{"path":138,"name":139},"\u002Fabout\u002Four-team\u002F","Meet the team",{"path":141,"name":4},null,{"twitter":5,"linkedin":5},[144],{"rel":145,"href":146},"canonical","https:\u002F\u002Fwww.impressiondigital.com\u002Fabout\u002Four-team\u002Fjames-taylor\u002F",[148,465,650],{"id":149,"date":150,"date_gmt":150,"guid":151,"modified":97,"modified_gmt":97,"slug":153,"status":19,"type":93,"link":96,"title":154,"content":155,"excerpt":158,"author":159,"featured_media":160,"comment_status":20,"ping_status":20,"sticky":157,"template":5,"format":161,"meta":162,"categories":165,"collections":167,"coauthors":168,"class_list":170,"acf":178,"head_links":179,"breadcrumbs":180,"url_path":96,"search_description":164,"featured_image_urls":187,"authors":222,"type_nicename":231,"reading_minutes":98,"category":232,"yoast_title":163,"yoast_meta":234,"yoast_json_ld":290,"_links":415},24779,"2023-09-07T13:50:57",{"rendered":152},"\u002F?p=24779","which-paid-social-platform-is-right-for-your-business",{"rendered":94},{"rendered":156,"protected":157},"\n\u003Cp>So, you’ve decided to push your business through paid social. But which platform should you focus on? Should you use a variety? What’s your objective? Is it cost-effective?\u003C\u002Fp>\n\n\n\n\u003Cp>The decisions can seem endless. Fear not, we have summarised the pros and cons of the most popular platforms using our own experience, research and expertise to help you navigate through the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">paid social \u003C\u002Fa>minefield. \u003C\u002Fp>\n\n\n\n\u003Cp>To understand which platform is likely to provide the best return on investment for your next advertising push, it’s important to understand the typical cost of 3 key metrics across each platform, namely Cost per Click (CPC), Cost per Mile (CPM) and Click-through Rate (CTR). We have a snapshot of this below;\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-overall-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24792\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-overall-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24794\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-overall-cpm.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24793\" width=\"447\" height=\"276\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Whilst these numbers are useful, they do not tell the full story of what each platform can offer. From targeting options, budget scales, content, and business objectives, there are many factors to bear in mind.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#meta\">Meta\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#audience-reach-and-scale\">Audience reach and scale\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#placement-fluidity-machine-learning\">Placement fluidity & machine learning\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#tiktok\">TikTok\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#content-format-and-user-experience\">Content format and user experience\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#audience-demographics-and-behaviour\">Audience demographics and behaviour\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#engagement-and-virality\">Engagement and virality\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#creativity-and-authenticity\">Creativity and authenticity\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#linkedin\">LinkedIn\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#audience-and-purpose\">Audience and purpose\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#professional-context\">Professional context\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#lead-generation\">Lead generation\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#twitter-now-x\">Twitter (Now ‘X’)\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#ad-hoc-trends-hashtags\">Ad-hoc trends & hashtags\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#conversational-engagement\">Conversational engagement\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#pinterest\">Pinterest\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#visual-discovery-and-inspiration\">Visual discovery and inspiration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#shopping-and-product-focus\">Shopping and product focus\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#final-thoughts\">Final thoughts\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"meta\">Meta\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audience-reach-and-scale\">Audience reach and scale\u003C\u002Fh3>\n\n\n\n\u003Cp>In terms of daily users, Meta owns some of the largest social platforms in the world. Facebook ranks 1st, WhatsApp ranks 3rd, and Instagram ranks 4th worldwide. This in turn can provide you with access to a vast range of audiences, which is beneficial for brands seeking widespread visibility, all from an advertising suite that encompasses Facebook, Instagram and WhatsApp (Threads is likely pending too).\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"placement-fluidity-machine-learning\">Placement fluidity & machine learning\u003C\u002Fh3>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fmeta-ads-agency\u002F\">\u003Cstrong>Meta Ads\u003C\u002Fstrong>\u003C\u002Fa> allow you to utilise its machine learning capabilities, arguably, more efficiently than other platforms, as Meta is able to deliver ads on a mixture of placements (primarily Facebook and Instagram) to deliver results. For instance, if you have set an objective of ‘maximise conversions’ then Meta will be able to divert traffic accordingly towards Instagram or Facebook based on the actions it’s seeing across those platforms.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-meta-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24790\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-meta-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24791\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">Meta performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>In terms of key metrics, Meta’s platforms tend to differ. Whilst Facebook and Instagram usually have similar CPMs, Facebook typically produces cheaper traffic thanks to its stronger CTR than Instagram. This difference has led to Facebook being one of the more efficient platforms for driving traffic.\u003C\u002Fp>\n\n\n\n\u003Cp>Much of this difference in performance can be attributed to the typical ad delivery on both platforms. Facebook ads tend to be delivered in-feed which are more likely to deliver traffic, whereas Instagram leans towards delivering spend across Reels and Stories which are often viewed without necessarily driving clicks.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"tiktok\">TikTok\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"content-format-and-user-experience\">Content format and user experience\u003C\u002Fh3>\n\n\n\n\u003Cp>TikTok is primarily focused on short-form video user-generated content (UGC), often set to trending music, visuals and audio effects. This is distinct from other platforms (Instagram Reels excluded) that may offer a more traditional mix of text, images, and videos. Successful advertisers on TikTok should create engaging video content that aligns with the platform’s unique style of having UGC front and centre of its offering.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audience-demographics-and-behaviour\">Audience demographics and behaviour\u003C\u002Fh3>\n\n\n\n\u003Cp>TikTok has gained popularity, especially among younger audiences. While other social platforms may have a broader user base, TikTok’s core demographic tends to skew towards younger age groups, primarily teens and young adults with 86.4% of male and 84.5% female users aged below 34. However, with over 1.09 billion active monthly active users, if this isn’t your audience, there may still be a niche for you, as older demographics \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.adweek.com\u002Fperformance-marketing\u002Ftiktok-is-growing-up-and-so-are-its-users\u002F\">are increasing rapidly\u003C\u002Fa>. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"engagement-and-virality\">\u003Cstrong>Engagement and virality\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>TikTok’s algorithm is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.theguardian.com\u002Ftechnology\u002F2022\u002Foct\u002F23\u002Ftiktok-rise-algorithm-popularity\">known\u003C\u002Fa> for its ability to quickly spread content virally, allowing even relatively unknown creators to gain significant organic traction. This can provide even small brands with the potential for wide exposure, provided their content resonates with users.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"creativity-and-authenticity\">\u003Cstrong>Creativity and authenticity\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>TikTok values \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fnewsroom.tiktok.com\u002Fen-us\u002Funlocking-even-more-opportunities-for-creators-with-the-creativity-program-beta\">creativity and authenticity\u003C\u002Fa>, with users responding well to content that feels genuine and relatable. If your brand also values this, your content may do well with content that feels native to TikTok’s environment.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-tik-tok-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24797\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-tiktok-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24798\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">TikTok performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>TikTok tends to sit in the middle range versus its competitors. This in itself can be surprising as its \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fstrikesocial.com\u002Fblog\u002Ftiktok-video-view-ads-metrics\u002F\">users tend to view content quickly\u003C\u002Fa> before scrolling through to the next video, this makes the CTR result impressive compared to its closest rival Instagram (in particular reels) which tends to drive more expensive traffic and delivers a worse CTR. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"linkedin\">LinkedIn\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"audience-and-purpose\">Audience and purpose\u003C\u002Fh3>\n\n\n\n\u003Cp>LinkedIn is a professional networking social media platform, which makes it suited for B2B advertising and targeting a more business-oriented audience. Other social platforms like Facebook and Instagram tend to have a broader user base that includes both personal and professional users. However, be aware that not everyone on LinkedIn might be as professional as you.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"professional-context\">Professional context\u003C\u002Fh3>\n\n\n\n\u003Cp>Users on LinkedIn are in a professional mindset when using the platform, which can influence the type of content and messaging that resonates. You can leverage this context to promote products and services relevant to business needs.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"lead-generation\">Lead generation\u003C\u002Fh3>\n\n\n\n\u003Cp>Despite the higher CPC, LinkedIn is well-suited for lead generation campaigns in the B2B space. Whilst most platforms offer this campaign type, you can use LinkedIn to drive high-quality leads, utilising the highly-specific targeting options to reach business decision-makers across various industries\u002Fsectors.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-linkedin-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24788\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-linkedin-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24789\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">Key metrics performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>LinkedIn is \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.webfx.com\u002Fsocial-media\u002Fpricing\u002Fhow-much-does-social-media-advertising-cost\u002F\">typically more expensive\u003C\u002Fa> in terms of CPC versus other platforms. This is despite having one of the cheaper CPMs, the reason for the expensive CPC can be attributed to the CTR which tends to be much lower. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"twitter-now-x\">Twitter (Now ‘X’)\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"ad-hoc-trends-hashtags\">Ad-hoc trends & hashtags\u003C\u002Fh3>\n\n\n\n\u003Cp>Hashtags and trending topics play a significant role on Twitter, allowing you to join ongoing conversations and trends. \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fbusiness.twitter.com\u002Fen\u002Fblog\u002Fhow-to-create-and-use-hashtags.html#:~:text=Don't%20forget%2C%20you%20can,when%20Branded%20Hashtags%20are%20included.\">This can lead to increased visibility and engagement if used effectively.\u003C\u002Fa>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"conversational-engagement\">Conversational engagement\u003C\u002Fh3>\n\n\n\n\u003Cp>Twitter encourages direct interactions and conversations between users. Ryanair is a classic example of this both through organic and paid content;\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-twitter-interaction.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24801\" width=\"502\" height=\"503\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Like Ryanair it’s great to engage with users through replies, retweets, and conversations, creating a more conversational and interactive advertising experience.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-twitter-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24799\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-twitter-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24800\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">Key metrics performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>Twitter is really competitive in terms of CPC. This is thanks to both having a really cheap CPM and one of the strongest CTR versus other social media platforms due to its ability to effectively leverage trending and relevant topics\u002Fhashtags as part of its targeting. With these really competitive metrics if you are looking to drive traffic at an efficient rate you should consider investing in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftwitter-advertising\u002F\">Twitter advertising services\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"pinterest\">Pinterest\u003C\u002Fh2>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"visual-discovery-and-inspiration\">Visual discovery and inspiration\u003C\u002Fh3>\n\n\n\n\u003Cp>Pinterest is focused on visual content and discovery. Users come to Pinterest to find ideas, inspiration, and products. This sets it apart from platforms that might prioritise social interactions or news updates.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpinterest-visual-discover-and-inspiration-2.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24804\" width=\"237\" height=\"494\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpinterest-visual-and-inspiration-1.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24802\" width=\"237\" height=\"494\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"shopping-and-product-focus\">Shopping and product focus\u003C\u002Fh3>\n\n\n\n\u003Cp>Pinterest is popular for shopping-related searches and product discovery. Users often use the platform to plan for purchases, making it an attractive space for e-commerce businesses.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-pinterest-cpc.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24795\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"742\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002Fpaid-social-pinterest-ctr.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-24796\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp class=\"has-text-align-center\">Key metrics performance vs Competitors\u003C\u002Fp>\n\n\n\n\u003Cp>Pinterest produces a mixed bag of statistics. Typically Pinterest has the most expensive CPM versus other platforms, however, this is offset by having the strongest CTR. When all things are considered this ends up producing a CPC which falls into the middle range when compared against its competitors. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"final-thoughts\">Final thoughts\u003C\u002Fh2>\n\n\n\n\u003Cp>As you can probably tell when it comes to picking out the perfect social platform there isn’t a one-size-fits-all answer. It’s always best to carry out audience research prior to launching your activity and ask yourself what is your ultimate goal, before selecting your platform or platforms of choice. \u003C\u002Fp>\n\n\n\n\u003Cp>Key avenues to consider can include using third-party tools such as SimilarWeb to pinpoint how much traffic is being driven by channels for competitors or businesses in similar verticals. It’s also a great idea to reference where your existing organic traffic is coming from using tools like the Google Analytics referral report as this could help paint a clearer picture of where your typical user base is.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003C\u002Fp>\n\n\n\n\u003Cp>Using this information we can gauge which platforms are most likely to support objectives. \u003C\u002Fp>\n\n\n\n\u003Cp>Here are two simple scenarios:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>If your objective is to \u003Cstrong>drive quality leads\u003C\u002Fstrong> for a \u003Cstrong>construction\u003C\u002Fstrong> company that specialises in high-rise buildings, you will most likely want to utilise \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Flinkedin-advertising\u002F\">LinkedIn’s\u003C\u002Fa> highly specific \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fsectors\u002Fb2b-marketing-agency\u002F\">B2B\u003C\u002Fa> targeting, despite the more expensive CPCs, as this will have more value to the business than driving cheaper traffic from irrelevant audiences. \u003C\u002Fli>\n\n\n\n\u003Cli>If your objective is to\u003Cstrong> raise awareness\u003C\u002Fstrong> for an FMCG brand, then LinkedIn is not the optimal choice. As the barrier to entry for these products is much lower you would be wiser to select a platform such as Facebook or \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Ftiktok-advertising\u002F\">TikTok\u003C\u002Fa> that will enable you to reach a broader audience for a cheaper cost.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Cp>This is of course not to say choices are set in stone, with so many options available it’s vital to test which approach works for your business by gathering data on each platform. Armed with this, you can feel safe in your ability to pivot to another platform when performance needs adjusting.\u003C\u002Fp>\n\n\n\n\u003Cp>For more tips and advice, check out our other \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">paid social blogs.\u003C\u002Fa>\u003C\u002Fp>\n",false,{"rendered":95,"protected":157},76,31294,"standard",{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":163,"_yoast_wpseo_metadesc":164,"inline_featured_image":157,"footnotes":5},"Which paid social platform is right for your business? | Impression","You’ve decided to push your business through paid social. But which platform should you focus on? 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As a result, it has become a popular platform for businesses to connect with their customers.\u003C\u002Fp>\n\n\n\n\u003Cp>WhatsApp advertising involves using the messaging app to reach potential customers and promote products or services through various means, such as text messages, images, videos, and even voice messages. The app also offers business-specific features, such as the ability to create a business profile, set up automated messages, and engage in direct customer communication. When done correctly with the right targeting strategies, WhatsApp advertising can be an effective way to engage your audience and increase awareness of your brand.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-link-whatsapp-to-a-meta-advertising-account\">How to link WhatsApp to a Meta advertising account\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#whatsapp-advertising-opportunities\">WhatsApp Advertising Opportunities\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#targeted-advertising\">Targeted advertising\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#automated-messaging\">Automated messaging\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#group-messaging\">Group messaging\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#rich-media-formats\">Rich media formats\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#business-specific-features\">Business-specific features\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#receive-orders-on-whatsapp\">Receive orders on WhatsApp\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#customer-assistance\">Customer Assistance\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#target-users-who-abandoned-their-cart\">Target users who abandoned their cart\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#whatsapp-advertising-limitations\">WhatsApp Advertising Limitations\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-whatsapp-advertising-can-feed-into-your-current-marketing-mix\">How WhatsApp advertising can feed into your current marketing mix\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#integrating-whatsapp-with-other-marketing-channels\">Integrating WhatsApp with other marketing channels?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#how-to-measure-the-success-of-your-whatsapp-campaign\">How to measure the success of your WhatsApp campaign\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fintroduction-to-whatsapp-banner-1.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22764\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-link-whatsapp-to-a-meta-advertising-account\">How to link WhatsApp to a Meta advertising account\u003C\u002Fh2>\n\n\n\n\u003Cp>To unlock WhatsApp as a marketing tool, you must first create a WhatsApp business account and then link it to your Meta advertising account. Luckily, this is an incredibly simple process with WhatsApp being owned by Meta. \u003C\u002Fp>\n\n\n\n\u003Cp>Once a WhatsApp Business account is set up, you can link it to your Facebook Business Manager account and create ads with a “Send Message” call-to-action button that directs users to a chat with the business on WhatsApp. This enables potential customers to start a conversation with you directly through WhatsApp, allowing for a more personalised approach. \u003C\u002Fp>\n\n\n\n\u003Cp>This is what the setup process looks like: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Create a WhatsApp Business account and verify it.\u003C\u002Fli>\n\n\n\n\u003Cli>Link this account to your Facebook Business Manager account.\u003C\u002Fli>\n\n\n\n\u003Cli>Create an ad campaign and select the “Send Message” call-to-action button.\u003C\u002Fli>\n\n\n\n\u003Cli>Choose the linked WhatsApp Business account as the destination for the call-to-action.\u003C\u002Fli>\n\n\n\n\u003Cli>Set up ad targeting and budget as desired.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whatsapp-advertising-opportunities\">WhatsApp Advertising Opportunities\u003C\u002Fh2>\n\n\n\n\u003Cp>Using \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fwhatsapp-advertising\u002F\">WhatsApp ads\u003C\u002Fa> can help strengthen your relationships with potential customers by engaging in one-to-one conversations. This personalised and direct approach can help to increase positive experiences with your brand and as a result, drive higher conversion rates. Some of the key features available via Whatsapp advertising include:\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"targeted-advertising\">\u003Cstrong>Targeted advertising\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It offers the ability to target specific audiences based on factors such as location, demographics, and interests, allowing you to reach the right people with your ads.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"automated-messaging\">\u003Cstrong>Automated messaging\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>Your business can set up automated messages, which can be used to greet new customers, provide information about products or services, and even share personalised offers.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"group-messaging\">\u003Cstrong>Group messaging\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>WhatsApp offers group messaging, which can be used to engage with existing customers and create communities around your brand.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"rich-media-formats\">\u003Cstrong>Rich media formats\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It supports a range of rich media formats, including images, videos, and voice messages, which can help you create more engaging and interactive ads.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"business-specific-features\">\u003Cstrong>Business-specific features\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>There is a range of features offering specifically designed for businesses, such as the ability to create a business profile, set up quick replies, and use WhatsApp Web for desktop access, which can help you better manage your marketing efforts.\u003C\u002Fp>\n\n\n\n\u003Cp>These features will enable your business to provide a better offering to users and will open up the following possibilities;\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"receive-orders-on-whatsapp\">\u003Cstrong>Receive orders on WhatsApp\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>By using the WhatsApp Business API, you may have set up a catalogue on your business profile to showcase your products or services. You can advertise this catalogue through Facebook and Instagram ads, offering exclusive deals that can only be accessed by messaging your business on WhatsApp. This way, you can take orders and bookings directly through the messaging app.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"customer-assistance\">\u003Cstrong>Customer Assistance\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s possible to utilise click-to-WhatsApp ads to assist consumers who may require additional information before making a purchase, this can be particularly handy for new or complex products that customers might require technical support with. As a result, it’s possible to direct users to the chat app where you can offer guidance on details such as available variants or sizing etc…rather than sending them through to a website page. Whilst this does require a degree of customer support, it is possible to streamline responses by creating template responses and auto-response messages for when the business is outside of operating hours.\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"target-users-who-abandoned-their-cart\">\u003Cstrong>Target users who abandoned their cart\u003C\u002Fstrong>\u003C\u002Fh3>\n\n\n\n\u003Cp>It’s common practice to retarget those who have previously abandoned their shopping basket. However, rather than simply redirecting the visitor to the page they left, WhatsApp ads allow your business to initiate a conversation with the user instead. Utilising click-to-WhatsApp ads enables you to connect with cart abandoners, provide assistance, and even suggest product recommendations, ultimately increasing the likelihood of securing the sale.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"whatsapp-advertising-limitations\">WhatsApp Advertising Limitations\u003C\u002Fh2>\n\n\n\n\u003Cp>While WhatsApp advertising can be an effective marketing tactic, it also has some limitations to be aware of:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Limited advertising options\u003C\u002Fstrong>: Currently, WhatsApp only offers limited advertising options, such as sponsored messages and WhatsApp Business API, which may not be suitable for all types of businesses or advertising goals.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Privacy concerns\u003C\u002Fstrong>: WhatsApp places a strong emphasis on user privacy, which means that businesses must be careful not to violate user privacy rights when using the platform for advertising.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Opt-in requirements\u003C\u002Fstrong>: WhatsApp requires users to opt-in to receive messages from businesses, which means that businesses must provide value and obtain user consent before sending messages.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Restricted audience targeting\u003C\u002Fstrong>: Unlike other social media platforms, WhatsApp’s targeting options are limited to basic demographics and interests, which may not be sufficient for businesses with specific targeting needs.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Limited metrics and reporting\u003C\u002Fstrong>: WhatsApp currently provides limited metrics and reporting capabilities, which may make it difficult for businesses to measure the effectiveness of their advertising campaigns and optimise them for better results.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"570\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002Fintroduction-to-whatsapp-banner-2.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-22765\"\u002F>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-whatsapp-advertising-can-feed-into-your-current-marketing-mix\">How WhatsApp advertising can feed into your current marketing mix\u003C\u002Fh2>\n\n\n\n\u003Cp>WhatsApp advertising can be effective at various stages of the customer journey, but it is particularly well-suited for the consideration and conversion stage. \u003C\u002Fp>\n\n\n\n\u003Cp>During the consideration stage, your business can leverage WhatsApp ads to nurture leads and build relationships. For example, you can use WhatsApp to send personalised messages, answer questions, provide more information about your products or services, and offer special promotions or discounts to help prospects to move closer to making a purchase.\u003C\u002Fp>\n\n\n\n\u003Cp>At the conversion stage, you can use WhatsApp advertising to close the deal and convert leads into customers. For example, you could send personalised purchase confirmation messages, provide order updates and tracking information, and offer customer support and post-sale assistance. These tactics will also help with retention and advocacy. \u003C\u002Fp>\n\n\n\n\u003Cp>Overall, WhatsApp advertising can be an effective tool for building relationships, engaging with potential customers, and driving conversions at various stages of the advertising funnel, but it is particularly effective for nurturing leads and closing deals.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"integrating-whatsapp-with-other-marketing-channels\">Integrating WhatsApp with other marketing channels \u003C\u002Fh2>\n\n\n\n\u003Cp>WhatsApp can be integrated with your wider marketing mix in several ways:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">\u003Cstrong>Social media advertising\u003C\u002Fstrong>\u003C\u002Fa>: Businesses can use WhatsApp as a complement to their social media advertising efforts by using WhatsApp to engage with customers and provide more personalised support.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Email marketing\u003C\u002Fstrong>: WhatsApp can be used as a follow-up to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Femail-marketing\u002F\">email marketing campaigns\u003C\u002Fa> to provide more personalised and immediate customer support and answer any questions or concerns that customers may have.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Mobile marketing\u003C\u002Fstrong>: WhatsApp is a mobile app, making it well-suited for mobile marketing strategies such as SMS marketing, push notifications, and in-app messaging.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fcontent-marketing\u002F\">\u003Cstrong>Content marketing\u003C\u002Fstrong>\u003C\u002Fa>: Businesses can use WhatsApp to share valuable content such as blog posts, videos, and infographics with their customers, which can help build trust and establish the business as an authority in their industry.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Event marketing\u003C\u002Fstrong>: WhatsApp can be used as a communication tool for event marketing, such as sending reminders and updates to attendees and providing customer support during the event.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Influencer marketing\u003C\u002Fstrong>: Businesses can use WhatsApp to communicate directly with influencers and build relationships with them, which can help drive brand awareness and sales through influencer marketing.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"how-to-measure-the-success-of-your-whatsapp-campaign\">How to measure the success of your WhatsApp campaign\u003C\u002Fh2>\n\n\n\n\u003Cp>Success in a WhatsApp campaign can be measured by several key performance indicators (KPIs) that are specific to the campaign’s objectives and goals. Some of the common KPIs for WhatsApp campaigns include:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Message delivery rate\u003C\u002Fstrong>: This measures the percentage of messages that were successfully delivered to the intended recipients. A high message delivery rate indicates that the campaign is reaching the intended audience.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Message open rate\u003C\u002Fstrong>: This measures the percentage of messages that were opened and read by the recipients. A high message open rate indicates that the campaign is engaging and interesting to the audience.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Conversion rate\u003C\u002Fstrong>: This measures the percentage of recipients who took the desired action after receiving the message, such as clicking on a link, making a purchase, or completing a form. A high conversion rate indicates that the campaign is effective at driving the desired action.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Customer engagement\u003C\u002Fstrong>: This measures the level of customer engagement with the campaign, such as the number of replies or inquiries received, the frequency of interaction, and the level of customer satisfaction. High customer engagement indicates that the campaign is resonating with the audience and building relationships.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Return on investment (ROI)\u003C\u002Fstrong>: This measures the financial return on the campaign investment, such as the revenue generated from the campaign compared to the cost of the campaign. A positive ROI indicates that the campaign is profitable and worth investing in.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Overall, success in a WhatsApp campaign depends on a combination of these KPIs, as well as the specific objectives and goals of the campaign. By tracking and optimising these metrics, you can ensure that your WhatsApp campaigns are effective and driving the desired results.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>If you want to learn more about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">WhatsApp advertising\u003C\u002Fa> and how it could integrate with your current marketing mix, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our team today.\u003C\u002Fp>\n",{"rendered":107,"protected":157},22769,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":477,"_yoast_wpseo_metadesc":478,"inline_featured_image":157,"footnotes":5},"An introduction to WhatsApp advertising | Impression","WhatsApp advertising allows you reach potential customers through various means, such as text messages, images, videos, and even voice 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21,422,423,424,425],[619],{"href":428},[621],{"href":431},[623],{"embeddable":88,"href":434},[625],{"embeddable":88,"href":626},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcomments?post=22733",[628],{"count":629,"href":630},28,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F22733\u002Frevisions",[632],{"id":633,"href":634},30563,"\u002Fwp-json\u002Fwp\u002Fv2\u002Fposts\u002F22733\u002Frevisions\u002F30563",[636],{"embeddable":88,"href":637},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia\u002F22769",[639],{"href":640},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fmedia?parent=22733",[642,644,646],{"taxonomy":454,"embeddable":88,"href":643},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcategories?post=22733",{"taxonomy":457,"embeddable":88,"href":645},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcollections?post=22733",{"taxonomy":127,"embeddable":88,"href":647},"\u002Fwp-json\u002Fwp\u002Fv2\u002Fcoauthors?post=22733",[649],{"name":463,"href":464,"templated":88},{"id":651,"date":652,"date_gmt":652,"guid":653,"modified":119,"modified_gmt":119,"slug":655,"status":19,"type":93,"link":118,"title":656,"content":657,"excerpt":659,"author":159,"featured_media":660,"comment_status":20,"ping_status":20,"sticky":157,"template":5,"format":161,"meta":661,"categories":664,"collections":665,"coauthors":666,"class_list":667,"acf":669,"head_links":670,"breadcrumbs":671,"url_path":118,"search_description":663,"featured_image_urls":676,"authors":708,"type_nicename":231,"reading_minutes":120,"category":716,"yoast_title":662,"yoast_meta":718,"yoast_json_ld":746,"_links":795},20913,"2023-01-11T17:39:35",{"rendered":654},"\u002F?p=20913","paid-social-retrospective-lessons-for-2023",{"rendered":116},{"rendered":658,"protected":157},"\n\u003Cp>2022 has been another huge year in paid social with a multitude of changes and trends taking place across the industry. This blog is a retrospective look at the highlights of the past year, key trends and best practices. We’ve also explored what 2023 might bring.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#revamp-of-metas-ad-campaign-set-up-process\">Revamp of Meta’s ad campaign set-up process\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#the-rollout-of-metas-dynamic-call-out-ads\">The rollout of Meta’s dynamic call-out ads\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#catalogue-custom-audiences-for-e-commerce-business\">Catalogue custom audiences for e-commerce business\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#ar-shopping-for-snapchat\">AR shopping for Snapchat\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#high-quality-audience-targeting-with-tiktok\">High-quality audience targeting with TikTok\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#new-trend-tools-for-pinterest\">New trend tools for Pinterest\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#woocommerce-tiktok-integration\">WooCommerce & TikTok integration\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#metas-advantage-automation-tools\">Meta’s ‘Advantage’ automation tools\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#paid-social-performance-2022-cpc-vs-cpm-vs-reach\">Paid Social Performance - 2022 CPC vs CPM vs Reach\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#winning-ad-formats-for-campaigns-in-2022\">Winning ad formats for campaigns in 2022\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#spotify-video\">Spotify - Video\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#sunexpress-snapchat-ar-lens\">SunExpress - Snapchat AR Lens\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#tiktok-branded-hashtag-challenge\">TikTok - Branded hashtag challenge\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#predictions-for-paid-social-in-2023\">Predictions for paid social in 2023\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#user-generated-content\">User Generated Content\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#artificial-intelligence-machine-learning\">Artificial Intelligence (Machine Learning)\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"revamp-of-metas-ad-campaign-set-up-process\">Revamp of Meta’s ad campaign set-up process\u003C\u002Fh2>\n\n\n\n\u003Cp>The year kicked off with a revamp of Meta’s ad \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.facebook.com\u002Fblog\u002Fpost\u002F2021\u002F12\u002F21\u002Fsimplifying-campaign-objectives-outcome-driven-ad-experiences\u002F\">campaign set-up process\u003C\u002Fa>, which helped streamline campaign objective options from 11 options to 6: traffic, engagement, leads, app promotion and sales. Meta argues the reason is to;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Simplify objectives\u003C\u002Fstrong>: Deliver widely applicable marketing goals that are used in the broader marketing industry, making it easier for you to communicate your true goals.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Provide Guidance\u003C\u002Fstrong>: Refined intent allows Ads Manager to provide more guidance for you through the campaign setup, making it easier for you to achieve your marketing goals.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>Our thoughts:\u003C\u002Fstrong> \u003C\u002Fp>\n\n\n\n\u003Cp>The overall impact of these changes is largely beneficial as it allows for a much more streamlined campaign creation process, whilst also limiting the risk of applying bad practices which may have been more likely prior to these changes. However, there is a trade-off for this new simplicity as we now must accept that there is less flexibility in terms of campaign options being available to you.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"the-rollout-of-metas-dynamic-call-out-ads\">The rollout of Meta’s dynamic call-out ads\u003C\u002Fh2>\n\n\n\n\u003Cp>Early in the year we also saw the rollout of dynamic call-outs which enabled you to showcase key business information in their ads outside of the core primary text including; \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Free shipping:\u003C\u002Fstrong> This enables you to set parameters around minimum spend to qualify for free shipping as well as the expected time frame for delivery.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Payment options: \u003C\u002Fstrong>To qualify for this call-out it is necessary for you to accept one of the following;\n\u003Cul class=\"wp-block-list\">\n\u003Cli>PayPal\u003C\u002Fli>\n\n\n\n\u003Cli>Amazon Pay\u003C\u002Fli>\n\n\n\n\u003Cli>Apple Pay\u003C\u002Fli>\n\n\n\n\u003Cli>Google Pay\u003C\u002Fli>\n\n\n\n\u003Cli>Klarna\u003C\u002Fli>\n\n\n\n\u003Cli>Affirm\u003C\u002Fli>\n\n\n\n\u003Cli>Afterpay\u003C\u002Fli>\n\u003C\u002Ful>\n\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Returns policy\u003C\u002Fstrong>: Allows you to input whether returns are free as well as the time period returns are accepted within.  \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The rollout of these new callout options will ultimately prove to be very useful as it allows you to showcase more information to the end user without taking up creative and ad copy space. This will enable you to use the limited space available for key brand\u002Fsales messaging.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"catalogue-custom-audiences-for-e-commerce-business\">Catalogue custom audiences for e-commerce business\u003C\u002Fh2>\n\n\n\n\u003Cp>In spring, Meta rolled out a handy targeting feature for e-commerce businesses – ‘catalogue custom audiences’. This introduced the ability to target users who have interacted with items from your catalogue in the following ways;\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"615\" height=\"502\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fcustom-audience-source-example.png?auto=compress%2Cformat&q=90\" alt=\"Text: Choose a custom audience source. Connect with people who have already shown an interest in your business or product.\" class=\"wp-image-20934\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"524\" height=\"484\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fproduct-set-example-1.png?auto=compress%2Cformat&q=90\" alt=\"Text: Events - People who viewed products from your product set.\" class=\"wp-image-20935\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>People who viewed products from your product set (default)\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>People who added products from your product set to cart\u003C\u002Fstrong>\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>People who purchased products from your product set\u003C\u002Fstrong>\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This is a variation on what had previously been available which was limited to users who had more broadly viewed a product page, added to cart or purchased. The key difference introduced here is that we are now able to isolate actions to items in your Meta catalogue allowing you to be much more precise with what you want to showcase in your ads.\u003C\u002Fp>\n\n\n\n\u003Cp>One huge advantage of this update is that it allows you to be much more targeted with your messaging based on a user’s previous interaction with a product. For instance, a business may be more inclined to offer a discount code message to users who had previously added an item to their cart. Another example would be to create specific messaging for users who have previously purchased from a product set that encourages users to ‘buy again’ or ‘try another’. This kind of specificity wasn’t available prior to this update and is a really useful tool in any advertiser’s armoury.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"ar-shopping-for-snapchat\">AR shopping for Snapchat\u003C\u002Fh2>\n\n\n\n\u003Cp>Outside of Meta we also saw innovations in \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fsnapchat-advertising\u002F\">Snapchat ads\u003C\u002Fa>. It introduced AR shopping through its ‘Snap’s lenses’ which enables Snapchatters to try on digital versions of real-life products before being able to click through and view the item on the website.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"708\" height=\"464\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Far-clothes-buying-campaign.png?auto=compress%2Cformat&q=90\" alt=\"AR transition in mobile app\" class=\"wp-image-20932\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n\u003Cfigure class=\"wp-block-image size-full is-style-default\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"708\" height=\"464\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Far-clothes-buying-campaing-2.png?auto=compress%2Cformat&q=90\" alt=\"AR transition in mobile app\" class=\"wp-image-20933\"\u002F>\u003C\u002Ffigure>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>This feature is potentially game-changing for clothing\u002Ffurniture retailers as it enables users to essentially ‘try before you buy’. This could lead to a stronger conversion rate and fewer returns. The AR lens is also likely to increase the level of time a user interacts with an ad leading to a much more interactive and engaged experience.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"high-quality-audience-targeting-with-tiktok\">High-quality audience targeting with TikTok\u003C\u002Fh2>\n\n\n\n\u003Cp>Value-based optimisation for web ads on TikTok was released in July. This enables you to set up TikTok campaigns that focus on reaching users with the intent of driving higher revenue. \u003C\u002Fp>\n\n\n\n\u003Cp>According to TikTok, VBO Web helps you find high-quality audiences by targeting those that are more likely to make a purchase and with a higher value per purchase, either by purchasing multiple products or buying products with higher price points. When using VBO, you are given two bidding strategies: ‘Highest value’ which allows for a more aggressive approach to drive as much revenue as possible versus ‘Minimum ROAS’ which sets stricter parameters to ensure campaign spend is profitable.\u003C\u002Fp>\n\n\n\n\u003Cp>As a result of this, you’re able to effectively tailor TikTok campaign setups to align with your business objectives. For instance, if your objective is to drive efficiency, you can opt for minimum ROAS, whereas if you’re looking to drive the maximum revenue possible within your budget, you can opt to choose a more aligned strategy within TikTok.  \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"new-trend-tools-for-pinterest\">New trend tools for Pinterest\u003C\u002Fh2>\n\n\n\n\u003Cp>Pinterest released updates to its trends tool that promised to help you discover emerging trends and measure success. The updates allow you to gain deeper insight into the following;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Discover what is trending amongst your engaged users and followers in the last 90 days\u003C\u002Fli>\n\n\n\n\u003Cli>Deeper demographic insights that allow you to filter by age, topic, time and place\u003C\u002Fli>\n\n\n\n\u003Cli>Insights into seasonal trends to help you align content and marketing calendars based on when Pinterest users are typically engaged with different topics\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"woocommerce-tiktok-integration\">WooCommerce & TikTok integration\u003C\u002Fh2>\n\n\n\n\u003Cp>WooComerce integrated into TikTok ads manager to help bridge the gap between TikTok’s incredible engagement metrics and attributed purchases. This integration has opened up a host of opportunities for you to reach users by unlocking the following features;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Sync your product catalogue – Allowing users to showcase products in the collection and dynamic showcase ads\u003C\u002Fli>\n\n\n\n\u003Cli>Advanced TikTok Pixel – Through automatic updates, it enables you to leverage advanced matching capabilities that help increase the visibility of products in front of shoppers who are more likely to generate a return on ad spend.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>As a next step, we’d like to see TikTok increase its level of integration with other third-party platforms. For example, there are currently only two CRM platforms that are compatible with TikTok (LeadsBridge and Zapier), improving its capabilities in this area would unlock opportunities to better utilise first-party data. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"metas-advantage-automation-tools\">Meta’s ‘Advantage’ automation tools\u003C\u002Fh2>\n\n\n\n\u003Cp>As of May 2022, advantage tools within Meta’s ads manager platform consist of a variety of options including:\u003C\u002Fp>\n\n\n\n\u003Cp>Advantage Lookalikes and Advantage Detailed Targeting (currently known as Lookalike Expansion and Detailed Targeting Expansion) are 2 products that allow you to optimise for conversions and improve performance by expanding audiences.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Advantage Lookalike – \u003C\u002Fstrong> Geared up to reach a broader group of users of people than those typically defined in Lookalike Audiences (if Meta deems this audience as more likely to improve performance).\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Advantage Detailed Targeting\u003C\u002Fstrong> – In a similar fashion to the lookalike feature Meta will explore audiences outside those set if it believes it will produce better results. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Advantage+ Placements\u003C\u002Fstrong> – Allows Meta to deliver content across all placements available within the platform based on where it believes it will drive the best performance. This is essentially a re-brand of the automatic placement options that were available before.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Advantage+ Creative – \u003C\u002Fstrong>Provides the option to toggle on\u002Foff allowing Meta to make the following creative optimisations including;\u003Cstrong> \u003C\u002Fstrong>Media enhancements, adjusting image brightness and contrast, applying artistic filters, varying aspect ratio, adding labels and text combinations.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"paid-social-performance-2022-cpc-vs-cpm-vs-reach\">Paid Social Performance – 2022 CPC vs CPM vs Reach\u003C\u002Fh2>\n\n\n\n\u003Cp>Now that we have cherry-picked some of 2022’s biggest platform changes, we’ve also reflected on platform performance to see where we can identify any trends;\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-table\">\u003Ctable>\u003Ctbody>\u003Ctr>\u003Ctd>\u003Cstrong>Platform\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003Cstrong>Reach (Billions)\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003Cstrong>CPC\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>\u003Cstrong>CPM\u003C\u002Fstrong>\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>YouTube\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>2.56\u003C\u002Ftd>\u003Ctd>$3.21\u003C\u002Ftd>\u003Ctd>$9.68\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Facebook\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>2.11\u003C\u002Ftd>\u003Ctd>$0.97\u003C\u002Ftd>\u003Ctd>$7.19\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Instagram\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>1.48\u003C\u002Ftd>\u003Ctd>$3.56\u003C\u002Ftd>\u003Ctd>$7.91\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>TikTok\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>0.88\u003C\u002Ftd>\u003Ctd>$1.00\u003C\u002Ftd>\u003Ctd>$6.06\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>LinkedIn\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>0.81\u003C\u002Ftd>\u003Ctd>$5.26\u003C\u002Ftd>\u003Ctd>$6.59\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Snapchat\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>0.56\u003C\u002Ftd>\u003Ctd>n\u002Fa\u003C\u002Ftd>\u003Ctd>$2.19\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Twitter\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>0.44\u003C\u002Ftd>\u003Ctd>$0.38\u003C\u002Ftd>\u003Ctd>$6.46\u003C\u002Ftd>\u003C\u002Ftr>\u003Ctr>\u003Ctd>\u003Cstrong>Pinterest\u003C\u002Fstrong>\u003C\u002Ftd>\u003Ctd>0.23\u003C\u002Ftd>\u003Ctd>$1.50\u003C\u002Ftd>\u003Ctd>$3.50\u003C\u002Ftd>\u003C\u002Ftr>\u003C\u002Ftbody>\u003C\u002Ftable>\u003Cfigcaption class=\"wp-element-caption\">Source: Statista\u003C\u002Ffigcaption>\u003C\u002Ffigure>\n\n\n\n\u003Cp>Throughout 2022, Meta continued to have the largest reach of active users across its platforms with Facebook having a cheaper CPC than most of its competition. However, this wasn’t replicated on Instagram, with CPM being relatively expensive versus its rivals. Elsewhere, we saw Twitter delivering the cheapest CPC whilst Snapchat delivered a substantially cheaper CPM but both at the expense of a more limited reach. \u003C\u002Fp>\n\n\n\n\u003Cp>Although these patterns aren’t surprising and follow trends that we have seen in previous years, analysing and understanding this information can shape future campaign creation as we can look to align marketing objectives with platforms that are more likely to deliver success. For instance, if you are running brand awareness campaigns, you should consider Snapchat to reach users on a cheaper basis, whilst if you were looking to run cost-effective traffic campaigns, you should consider Twitter.\u003C\u002Fp>\n\n\n\n\u003Cp>When considering which platform to use for your next paid social campaign, it’s essential to recognise the differences in ad format performance within each of those channels. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"winning-ad-formats-for-campaigns-in-2022\">Winning ad formats for campaigns in 2022\u003C\u002Fh2>\n\n\n\n\u003Cp>To help you determine what good looks like when it comes to the various ad formats available, we’ve handpicked three of our favourites from 2022:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-large is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fspotify-ad-gif-source-upwork.gif\" alt=\"Text: Spotify - sponsored. Play millions of songs, free. Install now.\" class=\"wp-image-20926\" width=\"318\" height=\"422\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">(source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.upwork.com\u002Fresources\u002Ffacebook-ad-examples#shopify\">upwork.com\u003C\u002Fa>)\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"spotify-video\">Spotify – Video\u003C\u002Fh3>\n\n\n\n\u003Cp>Spotify produced a simple yet effective animation to drive app installations across Meta. Using concise copy and a simple two-tone coloured background, they managed to produce content that was both eye-catching and easy to digest. \u003C\u002Fp>\n\n\n\n\u003Cp>This campaign was clearly aimed at new customers as it highlights features that users can unlock upon installation. A similar approach could be applied to existing customers with a message of ‘no ads’ and a CTA of ‘buy now’.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Fsunlife-ar-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-20936\" width=\"252\" height=\"450\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"sunexpress-snapchat-ar-lens\">SunExpress – Snapchat AR Lens\u003C\u002Fh3>\n\n\n\n\u003Cp>SunExpress delivered an entertaining, creative ad campaign on Snapchat, using its AR Lens feature. The campaign showcased various destinations that the airline flies to by manipulating the AR lens to virtually take Snapchat users to a location. \u003C\u002Fp>\n\n\n\n\u003Cp>This campaign delivered a truly unique experience for Snapchat users, driving awareness of the destinations that SunExpress caters for whilst driving engagement with its interactive nature.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Ftiktok-brand-glasses-2.png?auto=compress%2Cformat&q=90\" alt=\"TikTok - Branded hashtag challenge\" class=\"wp-image-20938\" width=\"311\" height=\"555\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\u003Cdiv class=\"wp-block-image is-style-default\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F01\u002Ftiktok-brand-glasses-1.png?auto=compress%2Cformat&q=90\" alt=\"TikTok - Branded hashtag challenge\" class=\"wp-image-20937\" width=\"311\" height=\"555\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"tiktok-branded-hashtag-challenge\">TikTok – Branded hashtag challenge\u003C\u002Fh3>\n\n\n\n\u003Cp>The ‘Poses with your glasses’ campaign by ‘Clearly’ was created to drive awareness and consideration amongst its Canadian audience. The campaign encouraged users to showcase their favourite looks with their glasses, including #ClearlyTransform.\u003C\u002Fp>\n\n\n\n\u003Cp>Whilst the idea alone was noteworthy, ‘Clearly’ was able to extract even better performance from the campaign by partnering with TikTok creators (notably \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.tiktok.com\u002F@davidsuh?lang=en\">David Suh\u003C\u002Fa>), using music and giving users the creative freedom to do what they wanted with the challenge. All of these extra elements led to the campaign gaining more traction and more users taking part in the challenge.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"predictions-for-paid-social-in-2023\">Predictions for paid social in 2023\u003C\u002Fh2>\n\n\n\n\u003Cp>As we enter 2023, one thing that’s certain, the innovations within social platforms are set to continue. Two trends that we are almost certain to see continue in 2023 include;\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"user-generated-content\">User Generated Content\u003C\u002Fh3>\n\n\n\n\u003Cp>This has been an emerging trend over the past few years. UGC or ‘lo-fi’ content tends to outperform polished professional content, especially on platforms such as TikTok and Instagram. App users typically react better to content that looks like it was posted organically and is more relatable. As a result, you should adopt an approach that focuses on authentic, personable and ‘real’ content it’s much more likely to resonate with users who are using the platform to view that type of content in the first place.\u003C\u002Fp>\n\n\n\n\u003Cp>You should consider incorporating more UGC into campaigns, especially since it’s often quicker and cheaper to produce than traditional social media content. App users don’t expect UGC to be perfectly polished so smart businesses will look to create ad-hoc content and should look to focus their UGC activity around whatever trends they can relate to on TikTok or Instagram Reels. Consider creating partnerships with influencers who are relevant to your product\u002Fservice through programmes such as TikTok creator marketplace. This will drastically help boost reach and improve trust amongst your target audience. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"artificial-intelligence-machine-learning\">Artificial Intelligence (Machine Learning)\u003C\u002Fh3>\n\n\n\n\u003Cp>Love it or hate it, it’s undeniable that AI will very likely continue to play a huge role in the way users are targeted across social media platforms. We envisage ad platforms will continue to encourage marketers to give AI learning systems more licence to deliver success, rather than relying on marketers creating detailed audiences. \u003C\u002Fp>\n\n\n\n\u003Cp>There are still however a few key areas for you to have a big impact on your account’s performance;\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Split testing and data-driven decisions\u003C\u002Fstrong> – although now very streamlined, paid social platforms still require manual input for key things such as campaign objectives, audiences, creatives, copy and more. Therefore continuing to trial different variants and comparing results is still a very important tool for understanding what is and what isn’t working. Understanding this data and making decisive decisions is vital for improving account performance, don’t be afraid to let the winners run and cut the losers.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Feeding the machine\u003C\u002Fstrong> – machine learning via paid social platforms is becoming ever more self-sufficient, however, marketers in general can assist by ‘feeding’ the machine useful information to improve performance. One key area to utilise is first-party data, selecting those high-intent\u002Fexisting customers to create lookalike audiences. This is especially useful for products\u002Fservices that have a limited amount of preset interest\u002Fbehaviour-based targeting options.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Whilst we can’t be 100% sure of what is around the corner, one step that you can take to prepare for this year is considering how to best utilise content within your accounts;\u003C\u002Fp>\n\n\n\n\u003Cp>As mentioned earlier, campaign creation and targeting are becoming ever more reliant on in-platform learnings, therefore it’s now even more important for you to differentiate and test with options that are still flexible within paid social platforms. Creatives and copy are the two clearest examples of this, regular testing and updates will help drive performance within paid social accounts, subsequently, a key part of driving success this year will be to ensure that there are sufficient creative and copy variations lined up for upcoming campaigns. \u003C\u002Fp>\n\n\n\n\u003Chr>\n\n\n\n\u003Cp>Here at Impression, we pride ourselves on staying ahead of the game and will be looking to utilise any new features\u002Ftrends that pop up this year. We are super excited to deliver these fresh techniques and deliver success for our clients in 2023. For monthly updates on everything that goes on in the world of paid social, be sure to check out our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F\">industry updates series\u003C\u002Fa>.\u003C\u002Fp>\n",{"rendered":117,"protected":157},20945,{"_yoast_wpseo_focuskw":5,"_yoast_wpseo_title":662,"_yoast_wpseo_metadesc":663,"inline_featured_image":157,"footnotes":5},"Paid Social 2022 retrospective: Lessons we can take into 2023 | Impression","This blog is a retrospective look at the highlights of the past year, key trends and best practices. We’ve also explored what 2023 might 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