2020 was an unpredictable year for paid social advertisers. For the first time in history, paid social platforms and their advertisers across all verticals had to reevaluate commitments to the causes they support, the products and services they sell, and the ways they market to consumers.
For many brands, it was a time to throw out the rulebook on traditional paid social advertising tactics. Although we can’t be sure what to expect in the new year, what we do know is the future success of advertisers on social media platforms will require a nimble and diversified strategy. In this year’s guide, we’ll take a closer look at innovations for social media platforms compared to last year. We’ll also highlight the issues most likely to impact advertisers in 2021 and share how they should prepare to stay ahead of the competition.