The state of social media marketing for publishers | Trends and tactics shaping paid social

This State of the Industry Report, produced in partnership with Piano, explores how publishers engage with social media, specifically paid social media, what strategies they use, the challenges they encounter and how they plan to overcome them.

As social platforms become more fragmented and organic reach continues to decline, publishers and media companies are leaning more heavily on paid social to meet specific business objectives. But without clear, effective strategies in place, paid campaigns risk falling short — leading to missed goals, budget overruns and underwhelming performance. Determining the most efficient and impactful ways to deploy paid social is ever-critical.

To successfully manage paid social campaigns that deliver impact while separating publishers and media companies from competitors and providing value to consumers, teams need a strategic approach that combines leveraging data, testing and thoughtful campaign design.

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