Paid Social Cheat Code (You’re Gonna Love This)

Heyyyy!

Here’s what we’re serving up this week @ The Social Brief —

💡 Big News: TikTok’s New Targeting Tools Are a Game-Changer
TikTok just launched some spicy new ad targeting features, and they’re perfect for brands that want to get real specific without scaring off users.

Here’s what’s new:

1. Enhanced Interest Categories: Drill down into niche interests like never before. Want to target people obsessed with plant care, but not just plant care—specifically rare orchids? Now you can. 🌱

2. Behavior-Based Targeting: TikTok is analyzing user behavior even closer (think: shopping patterns, video engagement, and more). It’s like Lookalike Audiences but leveled up.

3. Shopping Interest Bundles: Perfect for eComm brands—TikTok’s bundling shopping-related behaviors so you can hit buyers where it counts.

How to use these tools without creeping out your audience:

• Keep your messaging relevant but not overly personal. (No “Hey, we know you just bought a cactus” vibes.)

• Focus on delivering value—why should they care about your product or service?

• Use TikTok’s creative tools to keep your ads feeling natural and on-brand.

🎯 Quick Tip: The “3-Second Rule” to Stop the Scroll
Let’s be real—most people aren’t even looking at your ad for more than a couple of seconds. That’s why mastering the “3-Second Rule” is non-negotiable.

Here’s how it works:

1. Grab Attention Instantly: Use bold visuals, unexpected text, or movement to stop people mid-scroll.

2. Lead with Value: Don’t wait until the end of the video or copy—hit them with the “why this matters to you” immediately.

3. Simplify Your CTA: Make it obvious and easy. “Shop Now,” “Get the Deal,” “Learn More”—don’t overthink it.

Pro tip: Test different hooks to see what works best for your audience. What grabs a Gen Z user may totally flop with Millennials.

💻 Tool Spotlight: Why You Should Be Using Facebook Advantage+ Campaigns
If you’re tired of tweaking campaigns manually for hours on end, Facebook’s Advantage+ is about to be your new best friend.

What’s the deal?
Advantage+ Campaigns are Facebook’s AI-powered solution that optimizes everything from audience targeting to ad placement for better results with less effort.

Why we’re loving it:

• Faster A/B Testing: The algorithm handles testing variations so you don’t have to.

• Lower Costs: Many advertisers report higher ROAS and lower CPCs compared to manual campaigns.

• Time-Saving: Less guesswork = more time for brainstorming creative ideas.

💡 Hot Tip: Pair Advantage+ with fresh creative assets. Facebook’s AI thrives when it has a variety of options to test.

When Your Campaign Tanks (I promise…I’m TOTALLY FINE!)

We’ve all had that moment—your campaign launches, you’re hyped, and then… nothing. Zero engagement. Crickets.

First of all, it’s not you. Paid social is a wild ride. But here’s how to bounce back:

• Audit Your Creative: Is it too busy? Not clear enough? Sometimes a simple design tweak can make all the difference.

• Revisit Targeting: Maybe your audience is too broad or too niche. Adjust and test again.

• Check Your CTA: Are you asking too much too soon? People need a reason to click, but it shouldn’t feel like a commitment.

What’s Working in 2024?
If your ads aren’t visually exciting, they’re probably not converting. The feed is noisy, and you need to stand out.

Here are the creative trends we’re seeing crush it right now:

1. Bold, Minimalist Text: Think BIG fonts and short phrases. Less is more when it comes to ad copy.

2. Fast-Paced Edits: People love short, snappy clips that get to the point.

3. Relatable UGC Vibes: Authentic content that feels “home-made” still reigns supreme. Bonus points if it looks like something your audience would post themselves.

💡 Pro Tip: When in doubt, A/B test two wildly different creative styles. You might be surprised what resonates!

📬 Final Thoughts

Whew, that was a lot—but you’re now fully loaded with the tips and tools to crush your campaigns this week. Whether it’s dialing in on TikTok’s new targeting, nailing the 3-Second Rule, or using AI tools to save time and money, you’ve got what you need to stay ahead of the curve.

Got questions? Need help with a tricky ad setup? Or just wanna share a funny campaign fail? Hit reply—we’d love to hear from you.

Stay winning,
Team Social Brief
Making paid social simpler, smarter, and way more fun.

P.S. Next week, we’re diving into Instagram Reels ads and why they might be your secret weapon for Q4. Don’t miss it. 👀