Lab Insider #11
The return of paid media in an organic renaissance
In the traditional Meta heydays, paid media was the undisputed king of social strategies, dominating feeds and driving reach. But today, the social landscape is undergoing a seismic shift, ushered in by the organic renaissance led by platforms like TikTok. As content becomes more creator-driven and lo-fi, audiences are gravitating toward authentic, unpolished interactions that feel more relatable, which brands have had to adopt.
Yet, this doesn’t mean paid media has lost its relevance. Instead, it has found a new purpose—as the engine that amplifies organically resonant content. The synergy between organic and paid has created a powerful formula: organic content builds authenticity and cultural relevance, while paid media enhances reach, targeting, and impact. Together, they form the backbone of a culture-first social strategy, helping brands thrive in this new era of social engagement.
Paid as the Cultural Amplifier
Paid media serves as the ignition that enhances the reach of culturally resonant content. Backing up organically thriving posts with paid support allows brands to deepen their impact during cultural moments. For example, TikTok videos with initial organic success can see amplified reach through paid media, ensuring they’re seen by broader, qualified audiences. This strategy has shown impressive results, with brands like Orange experiencing significant boosts in video views and new followers when leveraging paid amplification.
Leveraging Platform Targeting for Community Growth
Paid capabilities also allow brands to target specific communities that align with their cultural objectives. By identifying niche interests and behaviors, brands can foster deeper engagement with both existing and potential community members. Vans, for instance, utilized Meta’s targeting tools to reach skateboarding enthusiasts, achieving high video views and link clicks while building stronger connections with its core audience.
Empowering Creators Through Paid Distribution
Another key role of paid media is in promoting creator-made content. By amplifying collaborations with creators, brands can ensure that authentic, culturally relevant content reaches wider audiences. This approach not only enhances visibility but also bolsters trust and authenticity—critical factors in today’s social landscape. Campaigns such as Vans’ “Custom Series” highlight how paid formats can elevate creator partnerships, generating significant reach and engagement.
Unlocking Advanced Measurement Capabilities
Paid media isn’t just about reach—it also provides access to advanced metrics and insights that organic content alone cannot deliver. By supporting posts with paid distribution, brands can measure ad recall, lift, and conversion rates with greater precision. This data-driven approach allows brands to refine their strategies and optimize future campaigns for maximum cultural impact.
In the new social media paradigm, paid media isn’t just an add-on—it’s an essential tool for brands to amplify their presence, engage communities, and stay culturally relevant. By combining the power of paid with culture-first strategies, brands can thrive in the ever-evolving digital landscape.
2024: A platform-by-platform vibe check
2024 served up a wild mix of trends, viral moments, and cultural shifts on social media. Each platform brought its own flavor to the table, making the online world feel like one giant, unpredictable group chat. Here’s what blew up across the big players:
Facebook: where nostalgia hit different
Facebook brought the vibes with throwbacks like Beetlejuice and Deadpool dominating convos (some growing by over 490%). Meanwhile, travel topics like Carthage, Texas (random, but it hit) and “all-inclusive” vacations got people daydreaming about their next escape. Even practical shopping finds—shoutout to Lululemon—kept the platform relevant for everyday scrolls.
Instagram: all about the aesthetic
Instagram stayed on its aspirational grind, with #allinclusive travel goals popping up in over 2.1M posts. Movie buzz (hi again, Beetlejuice) crossed over from Facebook, but Insta took it further with dreamy destinations like Naples and Portland lighting up feeds. Lululemon made a quiet but solid splash, proving that quality > quantity for this crowd.
TikTok: where culture happens first
TikTok did what TikTok does best: set the trends. Tracks like Gata Only exploded with 50M video creations, while viral moments like the “very demure” vibe and #Asoka makeup challenge ruled our For You Pages. And let’s not forget #BookTok—1.2M posts later, it’s still driving book sales like a boss.
YouTube: fandoms in their feelings
YouTube doubled down as the home of fandoms and niche communities. Fan-made content for The Amazing Digital Circus racked up 25 billion views, while super-specific channels like @11foot8plus8 proved there’s room for every obsession. Creators like AllySheehan kept cultural moments alive (looking at you, Taylor Swift stans), showing how YouTube makes fandoms feel seen.
Reddit: where the geeks (and everyone else) hang out
Reddit stayed unapologetically itself, from gaming slang (“gacor” was everywhere) to heartfelt mental health convos. It’s the only place where Taylor Swift, Beyoncé, and discussions about domestic violence can coexist in their own quirky, thoughtful threads.
Pinterest: where plans get pinned
Pinterest balanced practicality and aesthetic goals like no other. Makeup searches spiked over 10,000% in France (bonjour, date night beauty), while home decor and fashion pins helped users turn vibes into action. It’s still the go-to for those who dream and do.
What’s next? Stay tuned. If 2024 taught us anything, it’s that social platforms thrive on their unique personalities, but culture, community, and creativity tie them all together. Whatever 2025 brings, you’ll find us riding the wave—and maybe starting a few trends of our own.
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See you in 2025!