Pay-per-click (PPC) advertising is increasingly becoming the preferred advertising method for brands of all sizes due to its return on investment, scalability, and quick turnaround times. Five current trends are reshaping the landscape of social media advertising.
First, video content is becoming much shorter. Short-form videos have become extremely popular online, with platforms like TikTok leading the way. Platforms such as Facebook and Instagram have also adopted this trend with features like Reels. For paid ads, shorter is often better due to dwindling attention spans. A series of creatives lasting between 15 to 30 seconds are now used to capture attention, with longer-form videos being used for remarketing and pushing through the sales funnel.
Second, artificial intelligence (AI) is enhancing user experiences on social media. AI-powered advertising technology can transform a brand’s existing still image ad by reworking its creative elements, such as images, music, and background, with the aim of personalizing content. This leads to more optimized ads.
Third, companies are now utilizing direct messaging (DM) instead of waiting for prospective customers to call. Younger audiences prefer to text rather than call, and DMs have evolved beyond simple text exchanges. AI-powered preformatted questions and