Nailing Down Paid Social for Your Brand

Nailing Down Paid Social for Your Brand

Author: Convince & Convert September 20, 2024 Duration: 35:16
Social Pros Podcast
BusinessMarketing

We see paid social ads every day, scrolling through our feeds, watching YouTube videos… And a lot of the time it can leave us frustrated and eager to swipe past. So how can social pros pause that never-ending scroll and get people interested? Sammy Lent, Creative Strategist and Growth & Acquisition Specialist, joins Social Pros to take us through her strategies for winning the battle against low attention spans and ad-resistant consumers.

Full Episode Details 

Sammy Lent has worked with several different brands on paid social strategies that involve creative solutions to grab attention even when many are tired of endless advertising. Her top takeaway from this episode is to lean into empathy. Understanding consumers is step number one in any marketing push, but as social pros, who are no strangers to scrolling through our feeds, we can tap into the minds of consumers because we are them! 

In this episode, Sammy breaks down the top differences between paid and organic social, highlighting that they're two sides of the same coin and can complement each other well. She takes us through some of the creative projects she's worked on and how platform changes have shifted the way paid social works and compete for attention on your feed. We also hear her take on influencer marketing and why more consumers are resonating with smaller content creators and UGC.  

In This Episode:

  • 2:07 - Sammy takes us through her career story as a creative strategist for different brands
  • 5:07 - The top differences between organic and paid social
  • 7:10 - How paid and organic social can complement each other
  • 8:35 - Why marketers need to lean into empathy, especially in paid social
  • 14:52 - How social media platforms have changed and how paid advertisers react 
  • 19:25 - Why TikTok is the platform Sammy would use if she had to start her career from scratch 
  • 22:28 - Predictions for the future of TikTok for advertisers
  • 25:35 - How UGC and influencers fit into paid social today
  • 31:02 - How to connect with Sammy
  • 31:41 - Sammy shares her top tips for aspiring social pros

Resources 

Visit SocialPros.com for more insights from your favorite social media marketers.


For years, Social Pros Podcast has served as an essential meeting point for those who do the real work in digital marketing. Created by Convince & Convert, this isn't a theoretical discussion; it's a deep dive into the practical realities of managing social media within larger business ecosystems. The conversations here consistently explore how platforms intersect with brand strategy, content creation, public relations, and paid media, moving beyond hype to examine measurable impact. You'll hear directly from the people behind the profiles at major organizations like Google, Reddit, Uber, and Oracle, gaining insight into their successes and the challenges they navigate daily. The longevity of this podcast is a testament to its value, offering a accumulated wealth of knowledge from hundreds of candid interviews and expert commentaries. Each episode functions like a focused case study, breaking down the "how" and "why" behind decisions that drive genuine business results. If you're looking to understand the evolving role of social media beyond the latest trend, this series provides a grounded, insider perspective that has educated a generation of marketing professionals. Tune in to hear the actual pros discuss the work that rarely makes it into a polished tweet or case study.
Author: Language: English Episodes: 100

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