This in-depth **State of the Industry Report**, created in collaboration with **Piano**, examines how publishers leverage social media—especially **paid social media**—to meet their business goals, the strategies they employ, the challenges they face, and their plans to navigate these hurdles.
The Shift to Paid Social Media
As social media platforms fragment and organic reach dwindles, publishers are increasingly relying on paid social strategies to meet specific objectives. However, without a clear and effective approach, these campaigns risk not only falling flat but also exceeding budgets and underperforming in results. Determining the most efficient and impactful ways to deploy paid social has never been more critical.
Crafting a Strategic Approach
To create paid social campaigns that stand out and provide value to consumers, a strategic approach is essential. Michael Silberman, Executive Vice President of Media Strategy at Piano, emphasizes, “Media companies often don’t have extensive budgets for paid marketing. When they do invest, they look for channels that deliver efficient returns, and social media fits the bill.”
Indeed, 62% of surveyed publishers allocate between 21% and 40% of their media budget to paid social, while 33% allocate between 1% and 20%, aligning with industry expectations.
Validation of Paid Social Marketing
“It’s exhilarating to see paid social evolve from an experiment to a foundational element of business strategy,” says Craig Pentland, Senior Vice President of Client Services at SocialFlow by Piano. As 71% of respondents anticipate a budget increase for paid social in 2024-2025, this shift underscores the growing role it plays in strategic planning.
Publishers can no longer rely solely on organic traffic from platforms like Facebook or Google. According to Silberman, “Publishers need to pivot toward controlled traffic sources, and paid media offers that control.” This change has helped them successfully achieve marketing goals they once struggled to meet.
Practical Budget Allocation
When it comes to budget distribution, 42% focus primarily on one or two platforms, while 29% vary allocation by campaign and 28% maintain a balanced approach across multiple platforms. This distribution reflects specific goals, though Pentland cautions against a one-size-fits-all strategy: “Flexibility is key; your campaign goals and target audience must guide your platform choices.”
Team Dynamics and Organizational Structure
Most publishers operate with a medium-sized social media team of 6-10 members (79%). Interestingly, only 1% have teams of 20 or more, indicating a substantial demand for agility in team structures.
Furthermore, 86% of respondents work in organizations of 51-500 employees, demonstrating that small teams must continually adapt to the swift changes in social media dynamics.
“Having a small team poses challenges, especially when such teams juggle both organic and paid efforts. Streamlining workflows and partnering with strong agencies can help maintain effectiveness,” adds Pentland.
Tool Usage for Enhanced Performance
The tools employed for managing paid social campaigns largely consist of social media management and automation platforms like Hootsuite (74%) and analytics tools like GA4 (64%). For organic efforts, analytics remain paramount, reflecting the data-driven nature of modern marketing.
Interestingly, performance tracking wasn’t ranked highest in managing paid efforts, perhaps because respondents equate analytics tools with performance metrics.
Analyzing Channels and Strategies
Facebook remains the dominant platform for paid media efforts, with 93% of respondents utilizing it. The hierarchy follows with YouTube (84%), TikTok (80%), and Instagram (64%)—showing that while Facebook leads, other platforms are rapidly gaining traction.
Pentland notes that “Meta remains unparalleled for reach and precise targeting.” However, TikTok is also emerging as a cost-effective channel for engagement.
Selecting Content for Paid Promotion
When it comes to content selection for paid social, 77% prioritize sponsored content, and 72% look to the performance of organic content. Approximately 23% rely on relevance to current events, highlighting the challenges of timing in rapid news cycles.
Emphasizing Subscriber Acquisition
The primary intent for paid social campaigns remains subscriber and customer acquisition, as cited by 50% of respondents. Only 16% focused on retention, although strategies aligning with existing customers can provide significant returns.
In Pentland’s view, the effective use of CRM data for targeted retention efforts can keep existing subscribers engaged and invested in the brand.
Measurement and Overcoming Challenges
While the landscape of paid social marketing continues to evolve, so too do the methods of measuring success. Nearly 90% of publishers use data analysis to guide their strategies, but they also face challenges such as rising advertising costs (49%) and rapidly changing algorithms (43%).
Navigating Performance Attribution
Most respondents cite multi-touch attribution models as a significant challenge. As Silberman points out, “Attribution complexity remains a hurdle.” This challenge is compounded by shifting privacy regulations that impact conversion tracking.
Solutions for Improved Performance
Respondents are keen on integrating cross-channel analytics (67%) and leveraging AI-driven tools (54%) to enhance their understanding of performance metrics. Collaboration with influencers and improving audience targeting also play vital roles in achieving organic campaign objectives.
The Future of Paid Social Media
Looking ahead, publishers anticipate an even greater reliance on AI and automation (81%), with a notable emphasis on performance and ROI (77%).
Pentland concludes, “While automation brings efficiency, the human touch must not be sacrificed; it’s essential for maintaining an authentic connection with the audience.”
Conclusion
As paid social marketing solidifies its role at the heart of publisher strategy, it becomes evident that adaptability, data-driven insights, and robust engagement strategies will define success in this ever-competitive landscape. Publishers must not only enhance their acquisition strategies but also focus on retention, utilizing AI to drive efficiencies and create more personalized experiences.
With the decline of organic reach, investing in paid social has transitioned from optional to essential. Keeping pace with technology and leveraging enriched tools will empower publishers to unlock greater value and keep their audience engaged.
About Piano
Piano’s Digital Experience Platform empowers organizations to understand and influence customer behavior. With expertise spanning various industries, Piano aids brands in launching campaigns faster, enhancing customer engagement, and personalizing experiences across platforms. To learn more, visit piano.io.
