Where Should You Spend on Paid Social?

Should your ecommerce brand be moving paid social budget from Meta to TikTok? Or is Meta still the strongest platform for performance?

Paid social saw what can only be described as dramatic growth, with platform spend up 60% and revenue increasing by 24%.

Despite CPMs rising 13% year-over-year, creativity truly powered performance, and boosted click-through rates and conversion rates by 11% and 9%, respectively.

TikTok spend also exploded (by a cool 277%, no less), when compared to Meta's 46% growth, and now represents 15-25% of total paid social budgets.

In this video, Sam breaks down the key questions to ask when considering platform diversification:
• Is your target audience active on the platform?
• Is your creative team equipped to produce the right content?
• Can the platform support your objectives across the funnel?
• Is your industry a natural fit for the platform’s strengths?
• Can your team manage the creative and budget demands?

While platforms like TikTok and Pinterest offer unique advantages, Meta still delivers the most consistent results for ecommerce, especially when it comes to measurable ROAS in GA4. We’ll also explore how tools like Fospha can help uncover the true value of top-of-funnel platforms.

This isn’t about jumping on the latest trend. It’s about choosing the right platform for your audience, your creative team, and your objectives.

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