How to Keep Up with Social Media Ad Placement Changes
The social media advertising landscape is in constant flux, with platforms rolling out new features, changing algorithms, and introducing fresh ad formats at lightning speed. Businesses must remain agile and informed to stay competitive in this dynamic environment. To help navigate these changes, Denise Lorson, CEO of Cup O Content, shares her expert insights on staying ahead of the curve.
Stay Informed with Official Updates
Social media platforms regularly update their algorithms and introduce new ad placements that can affect visibility and engagement. Denise recommends following official sources to stay in the know. “First off, subscribe to the official business blogs and newsletters of the platform you want to advertise on —Meta’s blog, Pinterest’s ad updates, TikTok for Business, and so on," she says. "Many platforms offer webinars and certification courses, too, which are great for keeping up with best practices. By subscribing to these updates and staying connected with platforms, businesses can avoid being blindsided by major changes."
Testing Across Platforms is Critical
With each social media platform serving unique functions and audiences, testing is essential for campaign success. It's helpful to regularly experiment with ad formats and creative strategies. “Testing is non-negotiable," Denise emphasizes. "What works on TikTok might not resonate on Pinterest, and YouTube offers so many different ad formats—like skippable and non-skippable ads. A/B testing helps you figure out what works best where and ensures you can pivot when necessary. Whether it’s carousel pins on Pinterest or interactive content on TikTok, staying flexible and testing different approaches helps us determine what resonates with ad audiences."
Monitor Competitors to Stay Competitive
Competitor analysis is another essential part of keeping up with social media changes. Understanding how others in the industry respond to new platform features provides valuable insights. “Platforms like Facebook’s Ad Library and TikTok’s Creative Center are treasure troves for competitor research," she adds. "If your competitors are running Pinterest product pins or using shoppable ads on YouTube, that’s a clear signal of where the trends are moving. Keeping a close eye on competitors helps avoid costly mistakes and is also a great way to discover emerging strategies so you can adopt early."
Stay Connected to Marketing Communities
Staying connected with other marketing professionals helps businesses navigate updates more effectively. Denise encourages participation in online communities for firsthand insights.
“I love platforms like Reddit’s r/SocialMediaMarketing and Slack groups. You get to hear from other marketers dealing with the same challenges, and sometimes you pick up useful tips you won’t find in official resources. Social Media Examiner is also good about weighing in on updates. I'm a big fan of their YouTube channel. These communities provide opportunities to learn from others’ experiences and gain practical tips on how to respond to new developments."
Use Social Media Management Tools for Agility
Social media management tools can make all the difference in staying organized and responsive. Tools like Hootsuite and Sprout Social offer features that help monitor performance across multiple platforms and respond quickly to changes. “These tools help you catch trends early," Denise explains. "If your TikTok ads are getting impressions but engagement is dropping, you’ll know instantly and can adjust. It’s all about being proactive and adjusting in real time.”
Collaborate with Platform Representatives
For businesses that qualify, working with platform representatives offers a significant advantage. These reps often provide early access to beta features and insider knowledge. “Having access to platform reps can be a game-changer," Denise notes. "TikTok, Pinterest, and Meta offer partner programs that provide insights and early testing opportunities. Even if you don’t have a dedicated rep, joining their partner forums gives you access to useful updates.”
Data-Driven Strategies Keep Campaigns on Track
Data plays a crucial role in managing social media campaigns, especially when platforms introduce changes. Denise stresses the importance of monitoring key metrics to guide strategy.
“You need to understand what success looks like on each platform. Facebook might be all about clicks, while followers may be more important on X. Tracking those metrics allows you to spot patterns and optimize your strategy, no matter what changes come your way.”
By regularly reviewing data, businesses can make informed decisions and maintain strong performance across platforms.
Embrace AI and Automation
The rise of AI and automation tools is transforming social media advertising, making it easier to optimize campaigns. Denise advises businesses to embrace these technologies early to stay ahead, but also advises caution. “AI is changing the game with tools like Meta’s Advantage+ campaigns and TikTok’s automated targeting," she notes. "Automation can improve bidding strategies and recommend creatives based on audience behavior. Predictive analytics is another emerging trend that can help forecast campaign performance, further boosting ROI."
But AI isn't always "right." Denise urges advertisers to test before jumping in. "We've done lots of side by side test with AI campaigns, and our knowledge and insights almost always deliver better performance over AI. So, experiment, but don't assume that AI always knows more than an experienced media pro."
Explore New Platforms and Stay Open to Trends
While it’s essential to focus on well-established platforms, staying open to experimenting with newer ones. Denise recommends balancing investments across proven channels and emerging platforms. “Platforms like Threads might not be mainstream yet, but if your audience skews toward early adopters, it’s worth testing. At the same time, channels Facebook, LinkedIn, and YouTube continue to provide reliable returns.”
Being open to new opportunities ensures businesses can tap into trends early and stay competitive.
Leverage The Help of Experts
The social media advertising landscape will continue to evolve, and businesses must remain proactive and adaptable. With the right strategies in place, businesses can stay ahead of platform changes and continue to thrive in a fast-moving digital world.
Experienced social media pros can help. Cup O Content stays on top of social media ad trends, so our clients can focus on their business. If you want help maximizing your social media ad dollars, contact Cup O Content today to learn how we can help.
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