How To Increase Your Paid Social Performance in 2021

January 18, 2022

If 2020 has taught us one thing, it’s that the digital world has become ever more embedded within our daily lives as a result of Covid-19. The digital world has become a space for our social interactions, as well as our shopping. Yet, after what has felt like a lifetime in just over a year, there is a light at the end of the tunnel. England and Wales latest roadmaps, which outlines an easing of restrictions in the coming months, signals an end to the madness. The impositions that Covid-19 has brought upon our lives are on their way out. What remains however, is the increasing significance of the social media landscape in 2021.

Paid social

First let’s run through what paid social is and why it’s worth investing in for your social media marketing campaign. Paid social is a form of advertising on social media. Social networks such as Facebook, Instagram and LinkedIn, allow brands to pay to promote their organic content or content specially created for their social media marketing campaigns. With organic reach in decline and with an influx of daily social media usage, brands should be looking to incorporate paid social into their social media marketing strategy.

Paid social is very effective at increasing brand awareness and reaching new consumers that can ultimately lead to conversions. However, for paid social to be effective your organic content needs to be optimised and engaging in order to retain those new customers. Look at it in terms of the marketing funnel. Paid social is at the top of the funnel, where your paid ads cast a wide net to all potential customers. Organic social is at the bottom of the funnel, working on re-targeting existing customers and keeping them interested.

social media marketing funnel

The need for high quality visuals

High quality performing visuals are very effective and powerful features within a marketing campaign. It is said that effective visuals alone account for 56% of a brand’s sales within digital marketing. So it should come as no surprise to you that high quality visuals will outperform content that is not optimised. This is a key factor in driving your paid social performance. You want to stand out from the crowd in order to reach your targeted conversions.

Now more than ever, social media is becoming more and more saturated, consumers don’t want to be dulled by the same endless content, so bear this in mind when dealing with your paid social campaigns.

The best way to approach your paid social is by putting yourself in the consumers shoes and to ask yourself, would this ad catch my eye? Would it make me want to engage with the content? Would it make me want to find out more about the brand? Some great advice is to always look from the outside perspective and to view your own user behaviour when dealing with your paid social content.

Ultimately, engaging and high quality visual content with strong copy will always be effective within increasing your paid social performance. When you incorporate video into your marketing, you can expect to experience around 34% higher conversion rates. That’s why brands who want to elevate their potential and drive their awareness in 2021 should turn to a professional agency like We Should Create, who can take care of their paid social optimization, and ensure that they maximise on their investment.

Remember, paid and organic social go hand in hand

As we have stated earlier in this blog post, it’s all well and good to invest in your paid social, but without the right high quality visual content that will engage and draw new consumers to your brand, your paid social campaigns run the risk of not reaching your desired conversions or your ROI.

Thinking about investing in paid social and upping your game with more high quality content? Our team is on hand and ready to create the content that will help maximise your ad potential and grow your brand awareness. Please email us at and check out our Instagram

Related Articles

What Is Lifestyle Product Photography?

What Is Lifestyle Product Photography?

Lifestyle images can help scale your brand, improve your engagement, attract new customers, and increase your conversion rate. Learn how here.
Can Social Media Increase Brand Awareness?
Social Media

Can Social Media Increase Brand Awareness?

Yes, social media is a brilliant tool in developing brand awareness. Follow our effective step-by-step guide with tips.
What makes a good lifestyle image?

What makes a good lifestyle image?

The team get into the nitty gritty of the components of a good lifestyle image, using knowledge from our resident photographers.