"Ryan Schuster, the director of paid search and social at media agency Exverus by Brainlabs, exemplifies this strategy. While working with clients such as Premier Protein, Theralogix supplements, and New Belgium Brewing, Schuster says he typically puts 60 percent of their paid social budget toward Meta and 30 percent toward TikTok. Then, he either spends the remaining 10 percent on Reddit "or some sort of other test-and-learn" channel."
"Anderson and Schuster both say that Meta beats out other platforms in terms of its return on ad spend. TikTok, meanwhile, is great at building brand awareness and offers a wider array of ad placement options. "You can serve your ads along top-trending content, or be the first ad that opens up, or the first video, as soon as the user launches the app," Schuster says."
No single paid social strategy fits all brands; testing multiple platforms and leaning into top performers yields better results. A common budget split channels roughly 60% to Meta, 30% to TikTok, and 10% to experimental channels such as Reddit. Meta typically delivers the strongest return on ad spend, while TikTok excels at driving brand awareness and provides diverse ad placements, including placements adjacent to trending content and prime app-open positions. Reddit can support products that require education or have active niche communities by contextually aligning brands with conversations and helpful content. Continuous testing and reallocation based on performance remains essential.
Read at Inc
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