2020 Paid Social Playbook

Get More Value From Your Social Media Marketing

Today’s brands and digital marketers recognize the power of social media marketing. From 2016 to 2020, advertising spending on social networks worldwide grew by 141%—from around $16B to $38B. Paid social has unique advantages because it offers premium targeting of verified users versus the less reliable world of cookies and IP addresses.

At the same time, it can be a challenge to keep up, stay informed, and best leverage the many social platforms on the market. That’s because the social media landscape is rapidly evolving with the launch of new platforms, targeting capabilities, ad formats, and policy announcements. 

With such a wide variety of opportunities, advertisers must build their media strategies around the right channels and the right audiences. Download Merkle’s paid social playbook to get up to speed and compare your paid social strategies against Merkle’s best practices.

You’ll learn about:

  • The structure of different social platforms, key targeting capabilities, creative formats, and unique features to develop a comprehensive paid social strategy that best fits your business needs and resonates with users.
  • Key comparisons, insights, and best practices for leveraging Facebook, Instagram, Snapchat, Pinterest, LinkedIn, TikTok, and Twitter for the right audience and demographic.
  • The benefits of incorporating social listening to inform your media strategy and measure and act on customer engagement and sentiment.