As Q4 progresses, the digital ad landscape, particularly within Meta platforms, is entering one of the most dynamic times of the year. Meta sees consistent significant shifts in ad KPIs as brands scale their efforts to capture holiday shoppers, maximize visibility, and close out the year with strong conversions.

Month by month, these rates reflect larger market trends, changing consumer behavior, and the Meta algorithm updates. At GeistM, we keep an eye out for key metrics like CTR, CPC, and CPM. We judge the trends and give our expert predictions. 

So here are the trends GeistM analysts noticed in Q4 of 2024:

• Mid-October 2024
• End-October 2024
• Mid-November 2024
• End-November 2024
• Mid-December 2024
• End-December 2024

Mid-October 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• We noticed a -3% decrease in CPMs
• The Fashion & Beauty vertical noticed the most significant drop in CPMs at -16%
• While the biggest increase came from the Sports & Supplements vertical of +18%

Meta CPCs

Key Takeaways:

• Our analysts noticed a -17% decrease in CPCs
• The Food & Beverage vertical noticed a substantial decrease of -20% in CPCs
• The Health & Wellness vertical noticed the largest increase of +24%

Meta CTRs

Key Takeaways:

• We noticed a +12% increase in CTRs during the first half of October
• The Sports & Supplements vertical saw the greatest increase of +22%
• While the biggest decrease of -30% came from the Fashion & Beauty vertical

Here’s what our analyst Cher had to say about these shifts in trends. 

 “There was a decrease in both CPMs and CPCs period-over-period. The election period will most likely drive up CPMs over the next two weeks, especially on Meta. The Black Friday Cyber-Monday Promo Period is slightly later than previous years, so let’s be mindful of pacing in November to adjust for these changes.”

End October 2024 (16th -30th)

Meta CPMs

Key Takeaways:

• Our analysts noticed that CPMs increased by +6% in the second half of October
• The Food & Beverage vertical saw the largest drop in CPMs of -7%
• While the Fashion & Beauty vertical noted the biggest increase of +42%

Meta CPCs 

Key Takeaways:

• We noticed a +10% increase in CPCs towards the end of October
• The Fashion & Beauty vertical saw the largest decrease of -13%
• The most significant increase of +30% came from the Home & Family vertical

Meta CTRs

Key Takeaways:

• Our Analysts noticed a -4% decrease in CTRs during the second half of October
• The Fashion & Beauty analysts saw an immense increase of +63%
• While the Food & Beverage vertical encountered a sizeable decrease of -24%

Here’s what Matthew, our analyst, had to say about these shifts in trends and how this affected the beginning of November: 

“There was an increase in both CPMs and CPCs period-over-period. The Black Friday Cyber-Monday Promo Period is slightly later than previous years so let’s be mindful of pacing in November to adjust for these changes.” 

Mid November 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• Our analysts noticed that CPM trends remained stable in the first half of November
• The largest drop of -15% was noticed by the Home & Family vertical
• The Health & Wellness vertical noted the biggest increase of +14%

Meta CPCs

Key Takeaways:

• We noticed a -14% decrease in CPCs during the first half of November
• The Home & Family vertical saw a decrease of -26%
• The biggest increase of +8% came from the Sports & Supplements vertical

Meta CTRs

Key Takeaways:

• According to our analysts, CTRs increased by +14% during the first half of November
• The Food & Beverage vertical saw a considerable increase of +27%
• Sports & Supplements vertical encountered the largest decrease in CTRs of -19%

Here’s what Cher, our Senior Marketing Analyst, had to say about these shifts 

“There was an increase in both CPMs and CTRs period-over-period. The election period drove up CPMs early in the month, with CPMs stabilizing afterward as we approached Black Friday.

The Black Friday Cyber-Monday Promo Period is slightly later than previous years so we paced to handle this.”

End of November 2024 (16th – 30th)

Meta CPMs

Key Takeaways:

• We noticed a +22% increase in CPMs in the second of November
• None of the verticals saw a decrease in CPMs during this period
• Home & Family vertical noted the biggest increase at +66%

Meta CPCs

Key Takeaways:

• We noticed a +14% increase in CPCs during the second half of November
• The International vertical (which consists of any campaigns running outside of the US) was the only vertical that remained stable during this period
• The largest increase came from Home & Family vertical of +75%

Meta CTRs

Key Takeaways:

• During the second half of November, our analysts noticed an +8% increase in CTRs
• The Fashion & Beauty vertical saw a significant increase of +26%
• The Home & Family vertical encountered a decrease in CTRs of -5%

Here’s what Cher, our senior marketing analyst, had to say about the trends at the end of November 

“There was an increase in CPMs, CPCs, and CTRs period-over-period. As Black Friday/Cyber Monday sales come to a close, it’s essential to be mindful of additional holiday sales clients have lined up for the rest of the pre-Christmas period.”

Mid December 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• As Cyber Week came to an end CPMs remained stable in the first half of December
• The Fashion & Beauty vertical saw the largest decrease of -18%
• The International vertical (all clients outside the US) saw the most notable increase of +25%

Meta CPCs

Key Takeaways:

• Our analysts noticed stable CPCs during the first half of December

• The biggest dip came from the Health & Wellness vertical with a drop of -26%

• The Home & Family vertical saw the biggest increase of +55%

Meta CTRs

Key Takeaways:

• According to our analysts, there were no major fluctuations in CTRs during the first half of December

• The largest increase of +33% came from the Health & Wellness vertical

• A notable decrease of -16% was seen by the Home & Family vertical

Here’s what Senior Marketing Analyst, Matthew, had to say: 

“CPMs, CPCs, and CTRs mostly remained stable period-over-period. Notable changes include the Health & Wellness vertical seeing a 26% decrease in CPMs but a sharp 33% increase in CTRs.”

End December 2024 (16th – 31st)

Meta CPMs

Key Takeaways:

• Our analysts noticed a -32% decrease in CPMs during the second half of December

• The International vertical (clients outside of the US) noticed the largest decrease of -29%

• None of the accounts saw a rise in CPMs

Meta CPCs

Key Takeaways:

• We noticed a -9% decrease in CPCs during the second half of December

• The Sports & Supplements vertical saw the largest drop in CPCs of -37%

• None of the verticals saw an increase in CPCs

Meta CTRs

Key Takeaways:

• CTRs decreased by -19% during the second half of December

• The Fashion & Beauty vertical saw the largest increase of +38%

• The biggest decrease in CTRs of -20% was seen by the Home & Family vertical

Here’s what Matthew, our Senior Growth Analyst, had to say about these shifts

“There were decreases in CPMs, CPCs, and CTRs. In fact, all verticals saw drops for CPMs and CPCs!”

Here’s How GeistM Can Help

At GeistM, our analysts are constantly monitoring industry trends and adjusting campaigns in real-time, ensuring they remain optimized and aligned with shifting dynamics.

With the new year upon us, there’s no better time to partner with a performance marketing agency like GeistM. Our expertise in navigating these rapid changes ensures your brand stays ahead of the curve during this critical time of year. Let’s make this season your most successful yet—contact us today!

Written by Nitanti Alur with insights from Matthew Whitaker and Cher Chen

Businesses use content marketing as a way to engage their audience and build brand loyalty. Content marketing can take many forms, from blog posts, articles, and social media updates to infographics and videos. With the right strategy in place, content marketing has the potential to drive traffic, increase conversions, and enhance brand recognition. 

Whether you’re working with a performance marketing agency or handling your marketing efforts in-house, understanding the key elements of a content marketing strategy can help you achieve long-term success.

Quick Tip: Content marketing nurtures organic growth over time and can generate significant results at a low cost.

1. Define Your Goals

The first and most important step in building a powerful content marketing strategy is defining clear and actionable goals. What do you hope to achieve with your content? Do you want to grow website traffic, improve brand awareness, generate leads, or boost customer retention?

Your goals should align with your overall business objectives. Say you’re looking to increase sales, your content might include product-focused articles, videos, or affiliate marketing initiatives. If your goal is brand awareness, consider producing UGC (User Generated Content) engaging videos or blog posts that highlight your company mission and values. Defining specific goals will allow you to measure success and calibrate your strategy as needed. 

Quick Tip: Don’t waste resources creating content that has no value for your company.

2. Know Your Audience

Once your goals are established, it’s time to dive deep into understanding your audience. Successful content marketing strategies always focus on the target audience—what they want, need, and how they consume content. Without knowing your audience, you can’t create content that resonates with them.

Start by creating buyer personas—fictional characters that represent the different segments of your audience. These personas should include demographic details such as age, gender, household income, job role and interests, as well as psychographics like their motivations, challenges, and pain points. The more you understand your audience, the more effective your content marketing will be.

3. Create High-Quality, Relevant Content

At the heart of any content marketing strategy is content itself. Creating high-quality, relevant content is key to building trust and engaging your audience. Content can come in many formats, including blog posts, articles, podcasts, or videos — and can be written in both the 1st or 3rd person. It’s important to choose the right format for your message and audience.

Incorporate topics that matter to your target audience. If your goal is to educate and inform, long-form blog posts and articles are an excellent way to take a deep dive into meaningful topics. If you’re looking to entertain, consider creating more dynamic content such as videos or interactive posts. 

Consistent, first-rate content can help you build authority in your industry—critical for both short-term and long-term marketing success.

4. Optimize for SEO

While content is king, without proper optimization, it may not reach your target audience (or any audience at all). Search engine optimization (SEO) is an approach focused on making your content discoverable in search engines like Google. By including appropriate keywords and ensuring the content is well-structured, you can boost its visibility.

Start by conducting keyword research to understand what your audience is searching for. Use these keywords naturally within your content to improve your chances of ranking higher on search engine results pages (SERPs). Make sure your content is fast-loading, easy to navigate, and mobile-friendly. This will enhance both the user experience and SEO performance.

5. Leverage Video Advertising

Incorporating video advertising into your content marketing strategy can significantly strengthen your results. Videos are a powerful tool to connect with your audience. Whether it’s a short ad, a cooking tutorial, or an explainer video, video content often performs better than other types of content in terms of engagement and conversion rates. In fact, statistics show that viewers retain 95% of a message included in a video compared to 10% when reading it in text.

When it comes to building brand awareness, video advertising is especially effective as it allows for a more dynamic and personal connection with your audience. You can showcase your products, tell stories, or even educate your audience, basically be an influencer. Social media platforms like Instagram, Facebook, and YouTube are ideal spaces to share these videos. Plus, they offer targeting options to ensure your content reaches the right people.

6. Promote Your Content

Creating great content is only half the battle. To build a successful content marketing strategy, you need to promote that content across various channels. Don’t rely solely on organic traffic—leverage social media, email marketing, and even paid advertising to amplify your message.

Affiliate marketing is an exceptional way to expand your reach. By partnering with affiliates who have their own audiences, you can tap into new customer segments without spending significant amounts on ads. Affiliates promote your content or products, and in return, you can earn a commission for any sales generated. This mutually beneficial arrangement helps grow both your audience and revenue.

7. Measure and Analyze Performance

A powerful content marketing strategy is not static—it evolves over time. To optimize your content and refine your strategy, you need to measure and analyze your performance regularly. Use analytics tools to track key metrics like traffic, engagement, lead generation, and conversion rates.

This data will help you identify what’s working and what needs improvement. For example, if you notice that video content is driving higher engagement than blog posts, it’s smart to invest more resources into creating videos. If certain keywords are driving traffic, optimize future content by including similar terms.

8. Build Relationships and Trust

The most effective content marketing strategies build long-term relationships and trust with your audience. Consistency, transparency, and authenticity are key to creating a loyal following. When your audience feels that they can trust your brand, they’re more likely to become repeat customers and even brand advocates.

Engage with your audience on social media, respond to comments on your content, and ask for feedback. This two-way communication can help you improve your content and solidify your audience relationship.

9. Keep Current With Industry Trends

The digital marketing world is in constant flux. Innovative technologies, tools, and strategies are constantly evolving. Remaining current with the latest trends in digital marketing, content creation, and SEO can give you a competitive edge and keep your strategy fresh.

Consider following thought leaders in the content marketing and digital marketing space. Subscribe to relevant blogs, participate in webinars, and attend industry conferences to stay informed. The more you know about the latest developments, the more effectively you can adapt your strategy and stay ahead of the competition.

Final Thoughts

Building a powerful content marketing strategy doesn’t happen overnight. It requires planning, consistency, and ongoing refinement. By defining your goals, understanding your audience, creating high-quality content, optimizing for SEO, and promoting your work, you can lay a solid foundation for success. Add video advertising, affiliate marketing, sponsored content and regular performance analysis into the mix, and you’ll create a content strategy that helps you build long-term relationships with your audience and achieve measurable results.

Whether you work with a performance marketing agency or handle things in-house, these core elements of content marketing will guide you toward creating a strategy that drives engagement, growth, and success.

How GeistM Can Help Accelerate Your Content Marketing Strategy

At GeistM, we specialize in helping brands accelerate their content marketing strategies and turn key components into results-driven actions. With our in-house team of content experts and extensive industry experience, we collaborate with you to create outstanding engaging content that amplifies your brand’s voice and connects with your target audience. Whether optimizing for SEO, developing video campaigns, or enhancing your digital marketing efforts, we ensure every element of your strategy works seamlessly to fuel growth.

As we venture into 2025, partnering with us is your opportunity to build a content marketing strategy that truly delivers. Contact GeistM today to see how we can make a real impact on your marketing goals.

Written by: Honor Molloy

What if there was a way to generate 6.9x higher engagement on your ads in a cost-effective manner? 

There is a way, and it’s called UGC (user-generated content). This powerful content strategy has risen to the top in recent years and shows no signs of slowing down. It’s authentic, engaging, and, most importantly — very impactful.

So, what exactly is UGC? Why is it so important? And how can it transform your digital marketing efforts? Here’s a full breakdown:

What Is UGC?

At its core, UGC refers to any content — photos, videos, reviews, or even social media posts — created by everyday consumers, not brands. Unlike traditional polished advertising or professionally produced content, UGC is raw, real, and relatable. This provides a sense of authenticity that resonates deeply with audiences and makes the content feel more native and less sponsored.

Creating UGC can be as easy as taking a picture of a product or service with your iPhone. Simply holding a product in your hand or showing a realistic use case prompts users to engage with and trust your content.

Types of UGC

UGC comes in all types of content formats — making it a versatile tool for marketers. Here are some popular examples:

• Videos:Think unboxing videos, product tutorials, talking to the camera, or TikTok-style reviews.
• Photos:Lifestyle/POV shots of consumers using your product/service, typically taken with a smartphone.
• Reviews:Leverage testimonials left by customers on your website or third-party platforms to boost credibility.
• Social Media Posts:Organic mentions of your brand by users sharing their experiences online can be used for social proof.

Why UGC Is a Game-Changer for Digital Advertising

Over the past few years, UGC has become a winning strategy in performance marketing, and for a good reason. Here’s why brands are leaning heavily into UGC:

1. Authenticity

Overly-produced ads stick out like a sore thumb when scrolling through your social media feed. UGC feels more relatable and genuine because it can appear as native content with real user sentiment. The numbers don’t lie — 84% of consumers trust UGC recommendations over branded content.

2. Boosts Engagement

If you’re looking to boost engagement on your content, UGC is the best place to start. According to recent data, UGC generates 6.9x more engagement and 4x higher CTRs (click-through rates). Potential customers are more likely to engage with your ads if they don’t even realize it’s an ad to begin with! It also encourages users to comment, share, and interact with the content — and with your brand.

3. Cost-Effective

Unlike professional studio-produced ads, which are expensive and time-consuming, UGC allows brands to tap into agile content that requires little overhead. Partnering with UGC creators or UGC agencies is far more affordable than a full-scale production — UGC ads see a 50% reduction in CPC (cost-per-click), and 85% of Marketers say UGC is more cost-effective. 

4. Content Diversity

One of the best parts about UGC is the variety it can bring to your marketing efforts. Testing different styles is a crucial part of running social media ads, and UGC allows for endless options. 

Plus, utilizing different backgrounds or UGC creators can help you appeal to more diverse audiences.

The Impact of UGC on Consumer Behavior

UGC doesn’t only look good on your feed, but can dramatically impact how people interact with your brand and funnel.

1. Drives Conversions

At the end of the day, marketers truly care about getting the most conversions. Leveraging real testimonials and showing products in a natural setting can help consumers reach the buying stage faster and more frequently. Websites that use UGC see 29% higher conversions. 

2. Increases Brand Loyalty

When customers see user content featured by a brand, it creates a sense of community and accountability. This helps consumers feel more seen and encourages active engagement with your content. Brands that effectively utilize UGC see a 162% increase in revenue per visitor, which shows its direct impact on customer retention and loyalty.

3. Emotional Resonance

UGC connects emotionally to audiences by portraying real-life experiences rather than polished ads. It’s no wonder that 60% of millennials find UGC more compelling and authentic than traditional advertising. This emotional sentiment also helps boost brand recall so consumers better remember your products.

How GeistM Can Help You Leverage UGC

Here at GeistM, we specialize in helping brands harness the power of UGC to create campaigns that drive serious results. With our team of in-house UGC experts and diverse network of UGC creators, we’re able to create engaging content specifically tailored to your brand’s voice. From social media to native online advertising platforms, GeistM ensures your UGC campaigns are optimized for maximum reach and impact. Whether that’s increasing brand awareness, boosting engagement, or driving conversions — we’ve produced incredible results across a wide range of verticals with UGC-driven campaigns.

User-generated content isn’t just a trend — it’s the future of digital advertising. So, let’s make your brand part of the conversation. Contact GeistM today to unlock your full advertising potential with UGC.

Written By: Simon Kuflik

What is Sponsored Content?

Sponsored content, sometimes referred to as advertorials, is a collaborative form of advertising in which a brand partners with a publisher to create content that resembles the publisher’s usual editorial style. According to Indeed, unlike traditional ads that stand apart from editorial content, sponsored posts blend seamlessly with the surrounding material, offering value to the audience while subtly promoting the sponsor’s message.

Brands often leverage sponsored content to extend their reach and connect with new or niche audiences. This approach is also beneficial for individuals or influencers seeking to enhance their credibility, as it combines paid promotion with authentic-seeming content that resonates with readers?.

Sponsored Content Vs. Organic Content Performance

It’s been several years since the FTC (Federal Trade Commission) began requiring influencers and publishers to label sponsored content with tags like “#Ad” or “#Sponsored.” At first, many marketers worried these requirements might reduce engagement, assuming audiences would ignore content clearly marked as an ad.

Now, however, we know that these labels don’t harm performance. Research from sources like Influencer Intelligence reveals that, as long as the content feels authentic, relevant, and aligns with the publisher’s typical material, audiences engage just as much with sponsored posts as they do with organic ones.

In fact, high-quality sponsored content — especially when it’s produced collaboratively and offers genuine value — can foster trust and resonate deeply with audiences.

This finding reflects an industry-wide understanding that rather than having a negative effect on engagement, paid and sponsored posts can even enhance credibility when brands prioritize quality and meaningful storytelling in their sponsored content.

The Benefits Of Using Sponsored Content In Your Content Marketing Strategy

Sponsored content offers a range of strategic benefits for brands looking to connect with audiences more effectively. Here are some key advantages:

1. Trust and Credibility Building: 

Sponsored content leverages the credibility of established publishers, allowing brands to benefit from the trust that audiences already place in these platforms. This “borrowed trust” can significantly enhance a brand’s reputation, making it more approachable for audiences who might otherwise be skeptical of direct advertising, according to McClatchy.

2. Enhanced Storytelling for Deeper Engagement: 

Sponsored content often aligns with the publisher’s editorial style, allowing brands to tell authentic, memorable stories that connect on an emotional level. LinkedIn explains that this narrative approach fosters richer engagement than traditional ads, as audiences feel they’re engaging with content that resonates rather than a sales pitch.

3. Clear ROI and Optimized Tracking: 

One of the main advantages of digital sponsored content is the transparency it offers, with brands able to track clicks, leads, and sales, providing a clear view of ROI. Hootsuite highlights that this insight enables data-driven adjustments in real-time, optimizing campaigns and budgets for better returns.

4. Longer and Less Intrusive Exposure: 

Unlike traditional ads — which many viewers find intrusive — sponsored content blends naturally into the user experience, giving brands longer exposure without causing ad fatigue or annoyance. This seamless integration encourages positive associations with the brand.

5. Precise Targeting and Broader Reach: 

As Hootsuite points out, Sponsored content on social platforms enables brands to target audiences with exceptional precision, reaching specific demographics and behaviors that would be harder to access through conventional channels. Brands can also use lookalike audiences to reach larger, highly relevant groups, enhancing visibility and influence.

Conclusion

In today’s digital landscape, sponsored content has evolved into a powerful tool for brands to expand reach, build credibility, and foster engagement in ways that traditional advertising cannot. By prioritizing high-quality storytelling, precise targeting, and seamless integration, brands can achieve meaningful and measurable outcomes through sponsored content.

At GeistM, we specialize in creating exceptional sponsored content through our extensive publisher network and talented team of content creators. Contact us today to discover how we can help elevate your brand’s presence and connect with your audience in impactful ways.

Written by: Emma McHugh

Businesses constantly seek ways to optimize their marketing efforts and ensure that every dollar spent yields measurable results. That’s where performance marketing comes in. 

What is performance marketing? 

According to Medium, “Performance marketing is a digital strategy where advertisers pay only when specific actions are completed. These actions can include clicks, leads, sales, or other measurable results.”

Other forms of marketing usually ask businesses to pay upfront without guaranteeing results; that is where performance marketing stands out. It’s no wonder performance marketing is quickly becoming the go-to approach for businesses looking to maximize efficiency and ROI in their campaigns.

How does performance marketing work?

For performance marketing to work efficiently, the interests of both advertisers and marketing partners need to be aligned. A successful performance marketing strategy involves the following:

• Set clear objectives: The advertisers need to have clear goals – Leads, sales, and how much they are willing to pay for specific actions.
• Pick your networks: With performance marketing, many different networks are available. But remember to be open to exploring new opportunities suggested by the advertisers. 
• Track actions: Performance marketing relies heavily on data analytics to track and measure how users interact with your campaign — where they drop off and what makes them convert. 
• Get started: Create launch plans, make engaging ads, keep track of optimizations to make them perform better, and finally pay for the outcomes. 

Who are the leading players in performance marketing? 

Retailers

This includes both B2C and B2B businesses that are looking to promote their products or services through partners or publishers. Big Commerce states, “49% of consumers depend on influencer (via publishers) recommendations to purchase.” So, retailers who work with performance marketing agencies drive huge sales. 

Publishers

Publishers come in many forms, such as blogs, apps, product reviews, and more. Essentially, these act as an extension of the brand and have much more freedom than the brand itself. Here at GeistM, our in-house content and creative team helps create content to inform and educate consumers about the brand. In addition, we host this content across our network of publishers, fostering greater trust with users by providing valuable information in a familiar and reliable environment. 

Tracking

Tracking platforms are essential for both retailers and publishers — they are a one-stop shop for information. Setting up tracking is the perfect way to keep track of leads, users, conversations, and overall campaign performance. 

If you don’t use a third-party tracking system, our analysts at GeistM have the expertise to set up performance tracking and make the right optimizations to maximize your ROI. 

What are the different KPIs?

Depending on your needed outcomes, there are a few different methods: 

• Cost per Click (CPC): Advertisers pay every time a consumer clicks on the ad. 
• Cost per Lead (CPL): When payment is made each time a user completes a form of signs up — popular for apps or monthly subscriptions
• Cost per Acquisition (CPA): Highly effective for e-commerce businesses looking to drive sales and only pay when consumers make a purchase.
• Cost per Mille (CPM): Mainly when advertisers pay for every 1,000 impressions of their ad. It’s mainly used for brand awareness campaigns.
• Life Time Value (LTV): This is not a payment metric but measures the lifetime relationship between the retailer and users.

What are the main types of performance marketing?

Performance marketing goes beyond ads; it focuses on various areas.

Sponsored Content 

Sponsored content is a form of content marketing where a dedicated article or video is featured on a website that regularly publishes content. Unlike traditional ads, sponsored content seamlessly blends with the surrounding editorial material, offering value to readers while subtly promoting a product or service. Users typically land on these articles through external ad links, and retailers pay for the content to be created, hence the term “sponsored content.”

At GeistM, we specialize in crafting high-quality sponsored content hosted on our trusted network of publishers. Our team creates engaging, informative content designed to educate consumers about products, helping them make well-informed purchasing decisions. By combining educational value with strategic promotion, we ensure that sponsored content resonates with readers while aligning with brand goals.

Affiliate Marketing

This is a type of digital marketing where businesses partner with individuals or companies (affiliates) to promote their products or services. They earn a commission for driving traffic or sales through their unique referral links, often through blogs, websites, or social media channels. 

Native Advertising

This form of advertising doesn’t look like a typical ad; it can be banners or display ads. They can be neutral and function on any site that they are placed on. They fit “natively” on the page and can be dynamically based on each user viewing the content. 

Several different native networks facilitate these kinds of ads. Here at GeistM, we are experts at advertising on native networks such as Outbrain and Taboola. We manage everything for our clients on these networks straight from Kick-Off, with daily reporting, constant communication, and detailed insights. 

Search Engine Marketing (SEM)

SEM is a strategy that promotes websites by increasing their visibility on search engine results pages (SERPs) through paid advertising. Advertisers bid on keywords relevant to their business and pay only when users click on their ads. At GeistM, we create result-oriented strategies tailored to our partners’ needs. We take the time to understand your business, perform our due diligence on competitors, and analyze all the data necessary to ensure we have everything we need to achieve your goals. Plus, since we use a third-party site (not the brand site), we have more freedom regarding brand promotion.   

Social Media Marketing 

We’ve all heard of social media marketing, which is when we use social networks like Facebook, Instagram, and TikTok to gain traffic and increase brand awareness. We know that advertising across more networks is better; you can’t just stick to one. We specifically write content that is catered to each network and succeed in optimizing campaigns for them. 

At GeistM, we maximize media spending and strategically collaborate with a diverse range of partners to secure lower rates, providing unparalleled opportunities for testing and optimization. This approach delivers real value by enabling more efficient experimentation and quicker scaling across platforms, helping brands accelerate growth while optimizing performance.

What are the benefits of performance marketing?

Performance marketing is the future of digital marketing, and here are a few of the benefits.

• Pay for results: As retailers, you only pay when you see results and not in the hopes of potentially getting a client after seeing an ad
• Trackable Performance: It’s completely measurable and transparent. Brands can now see the entire click-to-consume path of each buyer. 
• Targeted Audience Reach: With performance marketing, campaigns are typically hyper-targeted, allowing you to reach specific audiences based on demographics, behaviors, interests, and more. 
• Scalability: As you find winning campaigns and strategies, you can increase your spend in those areas to drive even more conversions.
• Real-Time Optimization: Because performance marketing relies heavily on data, you can monitor results in real time and make adjustments on the fly. This means you can continuously optimize your campaigns to improve performance and maximize ROI.

Why GeistM is the Performance Marketing Agency You Need

Since performance marketing is growing exponentially, there are lots of agencies that offer it. But here at GeistM, we are experts at it. Our in-house content team is designed to create content and graphics that attract users and create conversions. And let’s not forget about our growth team that continuously tracks performance and optimizes campaigns to ensure your brand succeeds. 

We are a team that’s always innovating and thinking outside the box regarding how we create content, the graphics we use, and the audiences we create — we understand the user journey and know what makes them convert.

Are you ready to get started with performance marketing? Contact GeistM today!

Written By: Nitanti Alur

As marketers, we eat, sleep, and breathe creativity. Every day, we’re surrounded by ads and campaigns that push the boundaries of innovation, storytelling, and strategy. We’re always on the hunt for ads of all formats that make us say, “Wow, I wish I’d thought of that!”

Once a month, we take a step back to appreciate the ads that stood out to us the most. Our team shares their top finds from “the wild” and we all vote to determine our ultimate favorite.

Now, we’re excited to share our top picks from Q3 2024. These ads not only impressed us but inspired ideas and set the bar even higher for what’s possible in marketing. 

So, without further ado, let’s dive into our selections—keep scrolling to see which ad came out on top every month, or skip to

• Best July Ads 2024
• Best August Ads 2024
• Best September Ads 2024

Our Favorite Ads from July 2024

First, let’s cover some honorable mentions:

Chicken Of The Sea

As millennials, we’ll always remember the 2003 reality TV moment when Jessica Simpson mistook tuna for chicken because of the brand name “Chicken of the Sea.” Now, 21 years later, this ad humorously revisits that iconic mix-up with the help of her daughter, Maxwell.

Love Holidays

We love this ad because it cleverly combines the power of positive reviews with a fun twist on a classic saying, making it both memorable and trustworthy. It’s a smart way to show that Loveholidays is all about happy customers.

Surreal Cereal

This one stood out because it speaks directly to us as marketers, hooking us with the bold “ROI” and then delivering a cheeky, unexpected punchline about cereal. It’s a super smart and playful way to grab attention while connecting with a target audience that appreciates a bit of humor.

Best Ad Runner Up:

Marc Jacobs x Nara Smith

@marcjacobs

The Tote Bag, made from scratch by @Nara Smith

? original sound – marcjacobs

This one perfectly blends Nara Smith’s creative flair with Marc Jacobs’ brand, making it feel fresh, fun, and completely on-trend. Not to mention the clever concept of “baking” a tote bag from scratch is captivating, hilarious, and totally unexpected. This ad nails the TikTok vibe.

Best Ad WINNER

Skin1004 SPF

@skin1004_official

No Skipping SPFs EVERYDAY!!! ; ) #skin1004 #centella #kbeauty #koreanskincare #skintok #glowyskin #glassskin #skincaretips #fyp #sunscreen #trustfall #spf

? original sound – SKIN1004 Official – SKIN1004 US

Now for our winner. This one combines the viral trust fall trend, with the “trust no man” saying. What makes it hilarious is the sound of him landing on the floor while she starts talking about why you should only trust SPF to protect you. The contrast between the physical comedy of the trust fall and the serious message about sun protection creates a memorable and amusing moment. 

Our Favorite Ads from August 2024

Honorable mentions from August:

WeTransfer

We love this ad because its serious appearance and hook that catches your attention. After reading a few sentences, you realize it’s a joke, which makes you want to keep reading. This ad cleverly turns an ongoing user frustration—expired links—into an inside joke between the brand and its users. By framing the update as a satirical “break-up” post, WeTransfer makes the audience feel understood in a humorous way. It’s an attention-grabbing, relatable way to connect with users while addressing a common pain point.

Best Ad Runner Up – August: Heinz x Marvel

We love how this ad mashes up two totally unrelated things—superheroes and condiments. It’s a fun, pop culture-meets-food pairing that you can’t help but remember. The trendy ‘can’t unsee it’ line sticks in your mind, keeping Heinz top-of-mind in a clever way. Plus, this campaign coincided perfectly with the movie launch, boosting its popularity even further.

Best Ad in August WINNER

Dentistry

We love this ad because it uses silly humor to grab attention. Immediately, your focus goes to the man’s missing tooth, even though he is, in fact, missing an eyebrow too! This makes the message of how important dentistry is witty, powerful, and extremely effective

Our Favorite Ads from September 2024

Honorable mentions from September

Kitkat

This is a brilliant example of how design can enhance a message. The KitKat bar fits perfectly into the visual structure of a calendar, which is very recognizable to us as marketers! It reinforces the product’s “take a break” slogan in a clever, visually satisfying way while resonating with the target audience of overworked professionals.

Best Ad Runner Up – September

Purple Mattress

This ad uses humor and an unexpected twist to grab attention while demonstrating the product’s key selling point: irresistible comfort. The narrative of robbers and cops falling asleep on the mattress is playful, memorable, and communicates the mattress’s ability to make anyone fall asleep instantly. The ad also highlights the Purple Mattress’s unique features in a fun and engaging way, making the product seem so good that even in a high-stakes moment, sleep wins.

Best Ad (or email marketing) WINNER in September

Get Phyllo

We’re obsessed with this creative and personal email from GetPhyllo. The meme format breaks the usual cold-email monotony, making it memorable and engaging. By using humour and a personal touch, GetPhyllo makes their outreach feel human, helping to create a connection with the recipient rather than just a typical sales pitch.

Conclusion

We hope you enjoyed our roundup of the best ads from Q3 2024! Each campaign showcased here brought something unique to the table, from playful humor to inventive storytelling. Make sure to check back next month for a fresh selection of our top ads of 2024.

Written By: Emma McHugh

Digital marketing is ever-changing, and understanding the mechanics behind Meta’s advertising metrics — like CPM, CPC, and CTR — can be the difference between a successful campaign and an unsuccessful one. 

If you’re reading this, you probably use these matrices every day. But in case you need a refresher, here’s a summary of what they mean: 

CPM

It stands for Cost Per Mille, or as we refer to it, Cost Per Thousand. It represents the cost marketers will pay for every thousand digital ad impressions. These impressions occur every time an ad is displayed on a user’s screen, regardless of whether they interact with it.

CPC

Cost Per Click determines how much we pay as advertisers for the ads placed on websites and social media based on the number of clicks the ads receive. This is also known as PPC (pay-per-click). 

CTR

Click-through rate, summarized by Investopedia, is “the percentage of individuals viewing a web page who view and then click on a specific advertisement that appears on that page. Click-through rates measure how successful an ad has been in capturing users’ attention. The higher the click-through rate, the more successful the ad has been in generating interest.”

Now that we have a slight refresher on key metrics, here are the CPM, CPC, and CTR rate trends that the GeistM analysts uncovered during Q3 of 2024: 

• Mid August 2024
• End August 2024
• Mid September 2024
• End September 2024
• How GeistM Can Help

Mid August 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• GeistM analysts saw a 5% decrease in CPMs at the beginning of August
• The Food & Beverage vertical saw the most significant drop in CPMs at -25%
• The Sports & Supplements vertical saw the most considerable increase of 38%.

Meta CPCs

Key Takeaways:

• GeistM analysts noted an 11% decrease in CPCs
• The Fashion & Beauty vertical saw the most significant reduction at -22%
• The Sports & Supplements vertical saw the most considerable increase of 14%.

Meta CTRs 

Key Takeaways:

• During the 1st half of August, GeistM analysts identified a 6% decrease in CTRs overall
• The Sports & Supplements vertical saw the largest increase at 21%
• The Food & Beverage vertical encountered the largest CTR decrease at -26%.

Here’s what GeistM Senior Growth Analyst, Matthew, had to say regarding these changes, and his predictions for the remainder of August:

“I have noticed an ebb and flow pattern for CPMs, CPCs, and CTRs during Q2 and Q3. In one period (half a month), the metrics will all improve at once, and in the next period, they will all decline again, and vice versa. It’s less common (though it still happens) for metrics to move in the same direction for two periods in a row.

Prime Day has a major effect on CPMs and CPCs, seeing a jump in the metrics as we approach and go through the sale day and a large drop after the sale is over.

In terms of my predictions, Back-To-School efforts are moving into full swing now, which will likely cause an increase in CPMs during the second half of August.”

End August 2024 (16th – 31st)

Meta CPMs

Key Takeaways:

• GeistM Data Analysts saw a 9% increase in CPMs towards the end of August
• The Sports & Supplements vertical saw the biggest decrease in CPMs at -33%
• The Food & Beverage vertical saw the biggest CPM increase at 24%

Meta CPCs

Key Takeaways:

• GeistM Analysts found a 2% increase in CPC at the end of August
• The Sports & Supplements vertical saw the largest CPC decrease of -14%
• A 1% CPC increase was seen in the Food & Beverage vertical

Meta CTRs

Key Takeaways:

• By the End of August the GeistM Data Analysts noticed an 8% increase in CTRs
• The Food & Beverage vertical saw the largest CTR increase of 23%
• The largest decrease came from the Sports & Supplements vertical with -21%

Our Senior Growth Analyst, Matthew, shared his insights on these changes and his expectations for September. 

“CPMs and CPCs both increased. With the majority of Verticals seeing a sizable scale in spend, we noted an increase in all rates.

We need to keep an eye out on performance during Q4. Costs may rise around this fall season going into the Election Day period and we’ll see consumer spending rise as well with Black Friday Cyber-Monday Promo Period conversations.”

Mid September 2024 (1st -15th)

Meta CPMs

Key Takeaways:

• GeistM analysts noticed that CPMs remained stable in the first half of September
• The Sports & Supplements vertical saw the largest drop in CPMs at -14%
• The International vertical noted the biggest increase of 3%

Meta CPCs

Key Takeaways:

• An increase of 4% was seen in CPCs during the first half of September by the GeistM analysts
• The Home & Family vertical saw the largest decrease of -11%
• While the largest increase of +21% was seen by the Food & Beverage vertical

Meta CTRs

Key Takeaways:

• GeistM analysts saw CTRs decrease by -4% during the first half of September
• The Home & Family vertical saw the largest increase of 15%
• The Food & Beverage vertical encountered the largest decrease in CTRs of -19%

Here’s what our Growth Analyst, Cher Chen had to say about these shifts in trends and what might happen towards the end of September 

“CPMs and CPCs both increased slightly. 

The Moments to look out for heading into spooky season are Columbus Day, Halloween, Election Day period, Thanksgiving, Black Friday Cyber-Monday Promo Period. 

With many accounts starting to run promos & varying spend levels in October, it is essential to put spend where it’s most cost-efficient!”

End September 2024 (16th – 30th)

Meta CPMs

Key Takeaways:

• GeistM analysts noticed stable levels of CPMs in the second half of September
• The Health & Wellness vertical saw the largest drop in CPMs at -7%
• The Fashion & Beauty vertical noted the biggest increase, with +16% in CPMs

Meta CPCs

Key Takeaways:

• Our analysts noted an 11% increase in CPCs
• The Health & Wellness vertical noticed the largest decrease of -10%
• The Fashion & Beauty vertical had the most significant increase of +34%

Meta CTRs

Key Takeaways:

• We noticed an 11% decrease in CTRs at the end of September
• The Sports & Supplements vertical noticed the largest increase of 7%
• The latest decrease of -19% was noticed by the Food & Beverage vertical

Here’s what Mathew, our Senior Growth Analyst, had to say about these trend shifts and what we need to keep an eye out for in October. 

“Overall CPMs increased 0.91%, with the Fashion & Beauty vertical seeing the largest increase in PoP at 16%.

Moments to look out for heading into spooky season: Amazon Prime Day, Columbus Day, Halloween, Election Day period, Thanksgiving, Black Friday Cyber-Monday Promo Period.

Pro Tip: Don’t be afraid to over-communicate in Q4 to navigate all projects & decisions.”

GeistM Can Help You Tackle Fluctuating Rate Trends

At GeistM, our paid social marketing analysts closely monitor all metric trends and optimize your campaigns accordingly.

As we move further into the year, partnering with us could be your pivotal step towards mastering Meta’s advertising. Contact us today to learn how we can help you navigate the ever-changing landscape of Meta and beyond.

Written by Nitanti Alur with insights from Matthew Whitaker

Managing advertising campaigns efficiently is crucial for success. If you’re venturing into Meta Ads for the first time or working with an Agency partner like GeistM, understanding the role of Business Manager is essential.

Here’s an overview from our growth experts that answers some key questions about Business Manager and its integration with agency partners.

What is Business Manager, and Why Do I Need It for Meta Ads?

Business Manager is a tool provided by Meta that allows businesses to manage their advertising activities, pages, and assets in one place. It’s particularly useful for companies that are working with multiple ad accounts, pages, or partners.

Why You Need Business Manager

• 1. Centralized Control: It helps you organize your advertising efforts and control who has access to your assets.
• 2. Collaboration with Agencies: If you’re working with an agency like GeistM, Business Manager simplifies the process of granting them access to your ad accounts and assets. Or, you can set up additional ad accounts under your Business Manager that are specific for them.
• 3. Improved Security: You can manage permissions and roles, ensuring that only authorized users can access sensitive data.

What Are the Requirements to Set Up a Business Manager with an Agency Partner?

To set up a Business Manager account, you’ll need:

• 1. Log In to Business Manager: Go to your Business Manager account.
• 2. Business Settings: Click on “Business Settings” from the main menu.
• 3. People and Partners: Select “Partners” in the left-hand menu.
• 4. Add a Partner: Click on “Add” and enter your agency partner’s Business Manager ID or email address.
• 5. Assign Roles: Choose the level of access you want to grant (more on permissions below).

When partnering with an agency, it’s crucial to discuss and finalize the roles and permissions in advance to ensure smooth collaboration.

How Can I Add My Agency Partner to My Business Manager?

Adding an agency partner to your Business Manager involves a few straightforward steps:

• 1. Admin Access: Full control over the Business Manager, allowing them to manage everything. This is generally not recommended unless necessary.
• 2. Advertiser Access: Can create and manage ads, view performance metrics, and edit ad settings. This is a common choice for agencies. RECOMMENDED.
• 3. Analyst Access: Limited to viewing ad performance without the ability to make changes.

Carefully consider the level of access based on the responsibilities you want your agency partner to have.

What Is a Facebook Pixel and Why Is It Important for My Ads?

Facebook Pixel or Meta Pixel is a piece of code that you place on your website. It collects data on user interactions and helps you track the effectiveness of your ads. This is also known as client-side tracking.

Importance of Meta Pixel

• 1. Tracking Conversions: It allows you to measure the actions users take after clicking your ads.
• 2. Audience Targeting: You can create custom audiences based on visitors to your site, helping you retarget users effectively.
• 3. Optimization: The pixel helps optimize your ad campaigns for specific actions, such as purchases or sign-ups, improving overall ad performance.

What Is a Facebook Conversions API and Why Is It Important for My Ads?

Unlike the Facebook Pixel, which operates client-side (tracking events from a user’s browser), Conversions API or CAPI sends event data directly from your server to Facebook. This means that it can capture events even if the user’s browser blocks cookies or JavaScript. This is also known as server-side tracking.

CAPI allows businesses to send various types of event data, such as purchases, sign-ups, and page views. This can include details about the user (like email or phone number, if hashed) and the actions they took on your website.

Importance of CAPI

• 1. Enhanced Data Accuracy: By reducing reliance on client-side tracking, CAPI improves the accuracy of the data you collect. This is especially important as browser privacy settings become more restrictive.
• 2. Improved Ad Targeting: With more reliable data, businesses can create better-targeted ad campaigns, leading to improved ROI.
• 3. Greater Control Over Data: CAPI provides businesses with the flexibility to choose what data to send to Facebook, enabling more tailored tracking and measurement strategies.
• 4. Better Cross-Device Tracking: Since the Conversion API captures events from the server, it helps track user behavior across different devices, enhancing the understanding of customer journeys.

Which Pixel Should I be Using? Should My Agency Use A Different One?

At the end of the day, choosing between CAPI and the Meta Pixel depends on your business’s needs and goals. If you’re concerned about data privacy and cookie blocking, then the Conversion API is the better choice. The Pixel is a good tool if you’re starting with Facebook advertising.

However, you do not have to choose anymore. It is now best practice to utilize both CAPI and the Meta Pixel at the same time. This ensures that nothing falls through the cracks and you can  track as much data as possible.

You might be wondering if we use both the Meta Pixel and CAPI, wouldn’t we be collecting multiple of the same events? Yes, you will, however, since Meta is able to see the same event come in through both the browser and server, they will keep one event and discard the rest, a process called deduplication. 

This duplication process is important and why it’s consideredbest practice to share the same pixel with your agency and to NOT create a separate pixel for them. When creating a separate pixel tracking the same events, you will see duplicating results and not understand who is providing the most value.

How Can I Add My Agency Partner to Manage My Pixels?

To give your agency partner access to your Facebook Pixel, follow these steps:

• 1. Log In to Business Manager: Go to your Business Manager account.
• 2. Data Sources: Navigate to “Data Sources” and select “Pixels.”
• 3. Select Your Pixel: Choose the pixel you want to share with your agency.
• 4. Assign Partner: Click on “Add People” or “Add Partner” and enter your agency partner’s Business Manager ID.
• 5. Set Permissions: Determine the level of access they should have regarding your pixel.

By providing your agency partner with access to your Pixel, you ensure they can optimize your ad campaigns effectively.

Conclusion

Using Business Manager in conjunction with an agency partner can streamline your advertising efforts on Meta platforms. By understanding the setup process, roles, and tools like Facebook Pixel and CAPI, you can enhance your advertising strategy and drive better results. Whether you’re new to Meta Ads or looking to optimize your existing campaigns, Business Manager is an invaluable resource for managing your digital presence.

Or, you can simply contact GeistM, where our expertise goes beyond helping you understand your data. We specialize in optimizing campaigns to maximize ROI, ensuring your marketing efforts deliver the best possible results.

Written By: Marc DeMattie

Diversifying networks has never been more important for marketers. 

Meta has long been the go-to for digital advertising or even information gathering. But, they’ve had a number of struggles over the last few years, and consumers have been moving to different platforms to get their daily dose of brand knowledge. 

Take Gen Z, for example, who predominantly gathers information from TikTok, with 35% expressing that a potential ban would critically impact their access to information, underscoring the platform’s engaging and interactive nature.

Advertising platforms are subject to shifts due to various demographic preferences and other factors. The unpredictability of networks means that relying solely on one could risk obsolescence. Diversification is not just beneficial; it’s essential for staying relevant in the ever-evolving digital landscape.

Essentially, you need a mix of social media advertising and native networks:

What is the difference between social media advertising and native networks?

“Social media marketing is a type of digital marketing that uses social media platforms to promote your brand and offerings to your ideal customers. Your posts will likely include a combination of text, images, videos, and stories that position your brand in a positive light and capture a relevant audience. Depending on your budget and particular goals, social media marketing might also include paid social ads that allow your brand to appear in front of the right people at the right times.”

According to Forbes 

“Native advertising is a paid strategy where ads fit seamlessly with organic content. Users most commonly see them as social media ads in their feeds, but they also appear on blogs and news websites, looking like other editorial posts. Native ads are subtle and use content that better engages users.” 

According to Single Grain

They are both different but also similar in many ways. Hence, the perfect marketing strategy balances the two well — relying on one marketing network simply isn’t enough anymore. 

Here at GeistM, we take that into consideration, offering a range of networks to help diversify your marketing strategy: 

5 Native Networks to Add to Your Marketing Strategy

TikTok

While you might think TikTok is only for GenZ and dance videos, you’d be surprised to find that all age ranges exist on the platform. While 36.2% of their audience falls within the 18-24 age range, forming the majority, it’s crucial not to overlook the 7.9% aged 45-54 and the smaller, yet still significant, 6.2% who are 55 and older.

Although it might be one of the newer platforms, with over 150 million users in the US and an estimated 55.5 million users making purchases through the platform in 2023, TikTok Shop is a great place to make a mark for your brand. 

It’s not just a platform that people doom scroll on. The viral #TikTokMadeMeBuyIt tag shows that it’s a great platform to advertise. In June 2024, the beauty brand, Canvas Beauty, set a TikTok US record with a 6-hour live stream that generated $1 million in sales.

Nextdoor

The neighborhood network is real. You can reach your consumers where they are by targeting them through location, demographic segmentation, and interests. With over 88 million users (known on the platform as “neighbors”), it’s a network with great potential. 

According to Nextdoor, 25% of all conversations involve neighbors asking for recommendations for local businesses. And 79% of customers say they trust online reviews as much as the personal recommendations they receive from those in their network. So, if you can get one neighbor talking about your brand, chances are you can get the whole neighborhood to chime in.

Pinterest

Pinterest is an exciting platform that depends heavily on engagement. Half of its user base considers it a shopping destination, and users save over 1.5 billion Pins across more than 10 million boards every week. 

It’s a platform that relies on visuals, and the more engaging the visual, the better the performance. Plus, its “ready to buy” consumer base is great for traffic and sales for premium products. A study by Pinterest recently showed that “content related to the seasons, holidays, or other everyday moments is incredibly popular on the platform. If your business offers products or services that fall into these categories, you’ll see 10 times more awareness and 22% more sales.”

Taboola

Many of us might not have realized, but Taboola has been around for years — a decade, in fact. It’s one of the most dominant native networks for advertisers, reaching over 1.4 billion unique monthly users. According to data released by Taboola, “it serves a staggering 450 billion content recommendations every month.” 

Taboola excels in advertising, offering robust ad placements and audience targeting options complemented by a user-friendly interface. What truly distinguishes Taboola ads is their credibility. Endorsed by leading publishers such as NBC News and Business Insider, these high-profile affiliations underscore Taboola’s reliability and effectiveness. This makes it an essential tool for anyone looking to enhance their content marketing strategy. 

Outbrain

This independent native advertising platform hosts thousands of publishers, enabling businesses to place native ads across the “open web”—beyond the confines of paid search and social networks. This strategy allows companies to engage with a vast consumer audience directly on their preferred websites, where they are spending increasing amounts of time. 

According to Outbrain, “these ads reach approximately 1 billion consumers each month outside of social media”, offering significant exposure and engagement opportunities. 

When a consumer clicks on a native Outbrain advertisement, they are directed to a content page—be it a blog, video, or product information page—tailored by the advertiser. A well-executed Outbrain native ad can significantly capture and hold people’s attention. In fact, Outbrain reports that native ad campaigns benefit from 28% higher time spent and 180% higher leads.

Why GeistM for Native Advertising? 

Incorporating a diverse range of networks into your marketing mix enhances stability and reach. At GeistM, our growth analysts possess extensive expertise that enables your brand to advertise across multiple networks effectively. We’ve cultivated strong partnerships with these platforms, ensuring a seamless integration of your campaigns.

Moreover, our in-house content and creative team specializes in crafting targeted content uniquely tailored for each platform. Leveraging our expansive network of owned and operated publishers, we can revolutionize your performance marketing strategy to not only identify but also directly engage your audience across various networks, maximizing your marketing impact.

Visual content is more than just an attention-grabber; it’s a powerful tool for conveying your brand’s story and forging a deep connection with your audience. 

In today’s fast-paced digital landscape, captivating visuals are essential for making an immediate impact. They’re more engaging than text alone, capture attention quicker, and can hold it longer. This is especially important since attention spans are getting shorter and shorter. 

Big digital advertising agencies understand the importance and power of ad creatives and invest tons of time and money into creating them. 

Before we delve into some effective visual storytelling strategies that can up your creative marketing game, let’s talk about the core principles of visual content and how it can elevate your brand’s narrative.

The Power of Visual Content and the Science Behind It

Visual content — like images, videos, UGC, and graphics — plays an important role in storytelling and emotional engagement. Our brains process visuals at astonishing speeds, with research indicating that images can be understood in as little as 13 milliseconds.

Here’s why visual content is indispensable:

• Memory Retention: Visuals enhance memory retention. After three days, people remember about 65% of visual content compared to just 10% of text.
• Emotional Resonance: Visuals evoke emotions more effectively than words, creating a lasting impact.
• Increased Shareability: Visual content is more likely to be shared on social media, increasing a brand’s reach and visibility.
• Boosts Conversion Rates: Visual content can influence purchasing decisions. High-quality images and videos of products or services can enhance their appeal, leading to higher conversion rates. The same goes for authentic UGC.
• Instant Storytelling: A single image can tell a complex story instantly, without lengthy explanations. We all know the saying that an image says more than a thousand words.
• Attention-grabbing: Visuals naturally draw attention, making them the first thing people notice online.
• Humanizes the Brand: Visuals, especially user-generated content that shows behind-the-scenes content or customer stories, can humanize a brand. This helps in building trust and a more personal connection with the audience.

Understanding these psychological principles is crucial for creating compelling visual content.

Visual Creative Marketing Strategies to Captivate Your Audience

Exploring various forms of visual content can uncover innovative ways to engage your audience. Here are some tips that can help you boost your performance. 

1. Focus on the story, not just the visuals.

Visual storytelling goes beyond mere images. Visuals should weave a clear and consistent narrative for your brand. Even if each visual asset doesn’t convey an obvious story on its own, your audience should be able to follow the overall narrative.

Our advice? Think like a storyteller. What is the message you want to convey? Then plan your visual media to represent and relate this message across all your platforms.

We love how the mindfulness app Calm executes this. 

https://www.instagram.com/reel/C9xYZeyORMh/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==

2. Capture Authentic Moments with Photos.

Photos serve as windows into the past, connecting your audience with the emotions and experiences captured in each frame. Whether it’s a candid team shot or a stunning product photo, images build authenticity and trust.

Dove’s #TurnYourBack campaign used simple yet powerful photos to raise awareness about the negative effects of social media filters. These images helped drive deeper connections while championing a cause.

https://www.instagram.com/dove/p/CpgUo0fvJdh/?img_index=1

3. Align Your Visual Storytelling with Your Marketing Content Strategy.

Simply posting a photo or video online and waiting for results to flood in is not a strategy. Nor is relying on the hope that your visual content will go viral — it most likely will not. Like any content marketing format, visual storytelling requires an effective strategy to convert views into conversions. 

Before your creative team starts brainstorming, ensure they address these crucial questions:

• What are we trying to accomplish with our visual content?
• Who is our target audience? What types of content experiences engage them?
• What problems does our brand solve?
• What is our vision of what makes our brand unique? How can we communicate these messages compellingly and consistently?
• What metrics will we use to measure success? For which search terms should this image appear in search engine results?

^{Photo Via: Tinder}

4. Simplify Complexity With Graphics

Graphics, such as charts and data visualizations, transform complex data into engaging visual stories. They make information more accessible and understandable, cutting through the noise with clarity.

We’re big fans of Spotify’s Wrapped campaign, which offers customers a personalized recap of their music journey. Using vibrant colors and striking graphics, Spotify transforms each user’s listening history into a fun and highly shareable data story.

^{Photo Via: Cosmopolitan}

5. Dynamic Storytelling with Video Formats

Videos combine moving images and sound to create a multisensory storytelling experience. Whether you create short clips like Memes that are humorous and highly shareable and can spread your message quickly or you hire a UGC creator to create authentic videos that gain trust — videos are versatile and impactful. They should play a major role in your overall marketing strategy. 

Embracing Visual Storytelling

Mastering visual storytelling enables you to capture attention, evoke emotions, build trust, and inspire action. It’s a highly powerful medium to convey your message and leave a lasting impression on your audience in an ever-evolving digital world when done correctly. Building a high-level visual storytelling marketing strategy takes experience and expertise, which is where digital advertising agencies and creative marketing agencies can step in. 

How can GeistM help?

At GeistM, we excel in enhancing visual storytelling strategies to maximize conversions through innovative and engaging content. Our expertise in user-generated content (UGC) videos allows us to create authentic and trustworthy visuals that resonate deeply with your audience, and combined with our unique content strategy they can help you to maximize results. 

Additionally, our comprehensive approach includes utilizing memes, infographics, animations, and other dynamic video content to ensure your brand’s story is compellingly told across all platforms, ultimately leading to higher engagement and increased conversion rates.If you’re ready to take your storytelling to the next level, contact us today.

Written By: Julia Steiner