Paid Social

Paid social can be a hugely profitable element of a commerce brand’s marketing mix, with brands great and small leveraging platforms such as Twitter (okay, X, but it’s still a silly name), Facebook, YouTube, LinkedIn, Instagram, TikTok and more to amplify their product and content, narrate compelling stories, and foster connections with customers.

What is Paid social?

Paid social encapsulates paid ads and sponsored/promoted posts visible on social networking platforms. This form of social media advertising directs traffic to profile pages, shops or websites, creating an initial buzz around content or generating brand and product awareness.

Effective social strategies necessitate a connection with the target audience. Paid social acts as a catalyst, enhancing reach to either a new, untapped user base or reinforcing the bond with the existing audience.

What can paid social do for your business?

Paid social is ideal for brands seeking to enhance content reach and raise general awareness. Beyond improving the reach of specific posts or campaign assets, it positions your brand in front of the right audience, potentially enhancing overall organic social performance.

Our paid social service

Functioning as a social media advertising agency on your brand's behalf, we assess overall business objectives and marketing strategies. Through platforms like Facebook Audience Insights, we leverage business and industry data to match audience profiles with targeting options, ensuring budget optimisation and surpassing KPIs.

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Research & Strategy Creation

Initiating any paid social campaign mandates thorough research and strategy creation. Establishing an initial strategy based on account reviews, targets, and demographics, we drive your brand's paid social campaigns.

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Campaign Targeting

Each platform offers varying degrees of targeting, requiring a nuanced approach. Our experts, armed with the established strategy, build profiles for paid social campaigns, determining the ideal platform, demographic, content type, and more to meet KPIs.

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Creative testing and optimisation

Our in-house experts, using your branded creatives, will test, iterate and optimise the campaign. This helps us to improve performance and make sure the assets used are getting the cut-through and engagement you need for a successful campaign.

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Post Promotion

For brands with a robust organic social presence, a paid social campaign includes promoting top-performing social posts. This tactic enhances their reach and ensures the best work reaches the widest audience.

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Ongoing Optimisation

Recognising that no strategy is flawless initially, we implement ongoing optimisation for paid social campaigns. Whether adjusting budgets, amending targets, or modifying promoted content, we refine strategies based on campaign insights.

Paid social strategy

Initiating a successful paid social endeavour demands meticulous research and strategic planning. While strategies remain adaptable to evolving insights, establishing an initial plan is paramount for driving impactful campaigns. Through a comprehensive review of your accounts, targets, demographics, creatives and more, we lay the groundwork for your brand's paid social. Our paid social strategy service encompasses:

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Account Scrutiny

We meticulously evaluate your social media accounts, delving into historical performance to discern successful patterns. This analysis extends to ensuring alignment between consumer profiles and the actual demographics of your social media accounts.

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Audience Definition

Following the account review, we refine and define your audience. This step provides essential guidelines for asset and content production. By clearly outlining your brand's audience on each platform, we ensure the delivery of relevant content tailored to their demographics, timing, and platform preference.

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Funnel Insight

Armed with a deeper understanding of your audience, we delineate the role of each social media platform in your purchase funnel. This insight enables us to further fine-tune our targeting strategies and customise content to maximise results on each platform.Our commitment to refining strategies through continuous analysis ensures that your paid social campaigns consistently align with your evolving goals and capitalise on emerging opportunities.

Our paid social pioneers

Our team of paid social experts possesses a profound understanding of platforms, creative best practices and bidding strategies - as well as the analytical skills to pull genuine insights from the data available.. With a wealth of experience and passion for their craft, our team serves as paid social evangelists committed to the success of our clients.

Georgina Chalk Head of Social

Emma Garner Social & Email Manager

Rob Watts Social & Email Manager

Sam Fagan Email Marketing Manager

Paid social services

While we will take on paid social activities on any platform, our experts have found, through years of testing, that the following platforms deliver the best results for the lifestyle brands we represent and beyond.

→ Meta Advertising

In social media, Meta is a colossus, with almost 6 billion active monthly users between its two main social platforms - Instagram and Facebook. With a Meta app installed on three out of four smartphones globally, Meta is the social network for advertising.

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→ TikTok Ads & Shopping

Available in 150 markets in more than 75 languages, TikTok is the social media sensation that has taken over the world since its launch in 2016. With access to the younger demographics from its early days expanding to a broad cross-section of users over the few years, TikTok is the fifth largest social media platform by active users.

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→ Snapchat Advertising

With more than 400 million users (though reports are mixed, and Snap self reports almost double that) - and growing 10% per quarter for almost five consecutive years - Snapchat is an often overlooked platform for brands drawn to the promises of the major social media platforms. With active daily users eclipsing both Pinterest and Twitter (do we really need to call it X?), brands should be taking the platform seriously.

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Your partners in paid social

Paid social media is a difficult skill to master and, with changes to cookies and ever strengthening data protection legislation, is more and more difficult to understand and attribute - that’s where our team can help.

Join us in making sure your social media ads reach the right audience at the right time, with the right creatives for their position in the buyer’s journey, to boost your brand recognition and revenue.

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