Tag: performance marketing

Top Holiday Marketing Trends for December and Beyond: 2025/2026 Guide

nitantialur

Written by Shannon Purcell

  • Content
  • Performance Marketing

The holiday season represents one of the most significant periods for brands to connect with customers, drive sales, and build brand loyalty. With the increasing importance of early shopping, mobile commerce, and data-driven strategies, staying ahead of emerging trends is crucial. Here’s your ultimate guide to holiday marketing trends for the 2025 and 2026 season, including actionable strategies to help your brand stand out during the festive season.

1. Leverage Early Holiday Shopping and Record E-Commerce Growth

The holiday shopping season is starting earlier each year, and consumers are beginning their shopping months in advance. In 2024, U.S. holiday sales grew by 4.3% to a record $1.343 trillion, with more than 20% of those sales coming from e-commerce. This trend is expected to continue into 2025 and beyond, making it essential for brands to act early and capture those early-bird shoppers.

Actionable Tips:

  • Launch Early Campaigns: Start your promotions as early as October or November to capture early-bird shoppers. Use teaser campaigns, exclusive pre-holiday deals, and early access offers to build anticipation well before the busy December rush.
  • Create Sneak Peek Content: Generate excitement by giving consumers a preview of your holiday collections with behind-the-scenes looks or early product reveals.
  • Expand Gift Guides: Curate gift guides based on specific demographics or interests, such as “Tech Lovers” or “Eco-Conscious Shoppers,” to target different consumer segments early in the season.

Why It Works:

With more consumers beginning their shopping earlier, you’ll capture a larger share of the market by acting proactively. Early promotions help build momentum, ensuring continued engagement through the entire holiday season.

2. Optimize for Mobile Shopping: The Rise of M-Commerce

Mobile commerce (M-Commerce) continues to dominate, with mobile sales expected to make up 56.5% of U.S. holiday e-commerce sales in 2025. As consumers increasingly turn to their smartphones to shop, optimizing your campaigns for mobile is non-negotiable.

Actionable Tips:

  • Mobile-Optimize Your Website: Ensure your site is responsive, fast, and easy to navigate on mobile devices, particularly for product pages and checkout.
  • Leverage SMS and Mobile-Optimized Emails: Reach customers on the go with SMS marketing and ensure your email campaigns are designed for mobile users.
  • Create Shoppable Content: Use platforms like Instagram and TikTok to make your content shoppable, enabling consumers to buy directly from your social media posts.

Why It Works:

Consumers are increasingly shopping on mobile, and making your content mobile-optimized will ensure a seamless experience, improving conversions and reducing friction in the purchasing process.

3. Full-Funnel Marketing: Engage Consumers from Discovery to Purchase

Holiday campaigns must go beyond simple sales pushes. A full-funnel marketing strategy engages consumers at every stage of their journey — from awareness to consideration, and ultimately, conversion.

Maintaining a balance of upper- and mid-funnel marketing drives better results, ensuring visibility throughout the entire customer journey.

Actionable Tips:

  • Top of Funnel: Focus on awareness by using social media ads, influencer collaborations, and video content to introduce your brand to new audiences.
  • Middle of Funnel: As shoppers move into the consideration phase, provide value with product reviews, demos, and comparison content to help them make informed decisions.
  • Bottom of Funnel: Post-purchase, foster loyalty with thank-you emails, loyalty rewards, and personalized offers to encourage repeat business.

Why It Works:

A well-rounded strategy keeps customers engaged, moving from initial interest to purchase and beyond, which is crucial for driving long-term brand loyalty.

4. Personalization: Meeting Consumer Expectations for Tailored Experiences

Personalization remains a key driver of customer engagement. By delivering individualized experiences, brands can build trust and foster stronger connections with their audience. With the rise of AI and data analytics, this trend will continue to grow in importance.

Actionable Tips:

  • Leverage AI Tools: Use AI-driven product recommendations, dynamic website content, and personalized email campaigns to offer tailored suggestions based on consumer behavior.
  • Target by Behavior: Use browsing history and previous purchases to send customized offers, making your messages feel more relevant to each customer.

Why It Works:

Personalized content boosts engagement, increases conversions, and enhances the customer experience. By giving your audience what they want, you build stronger, long-term relationships.

5. Embrace Sustainability and Ethical Marketing

Sustainability continues to shape consumer purchasing decisions, especially during the holiday season. Brands that demonstrate a commitment to eco-friendly practices and social responsibility can build strong connections with environmentally-conscious buyers.

Actionable Tips:

  • Promote Sustainable Products: Highlight eco-friendly items, sustainable packaging, or carbon-neutral shipping in your campaigns.
  • Support Green Initiatives: Partner with environmental organizations to donate a percentage of your sales to sustainability efforts, and communicate these actions clearly in your marketing materials.
  • Showcase Transparency: Be open about your sustainability practices and the impact of your initiatives.

Why It Works:

Consumers are more likely to support brands that align with their values, particularly those that prioritize the environment. Sustainability builds trust and can help set your brand apart during the competitive holiday season.

6. Maximize the Power of Short-Form Video and Live Shopping

Video content, especially short-form video, is thriving across platforms like TikTok, Instagram Reels, and YouTube Shorts. These platforms allow brands to connect with consumers in an authentic, engaging way during the holiday season.

Actionable Tips:

  • Leverage Short-Form Video: Create quick, impactful videos that showcase products, share behind-the-scenes moments, or offer tutorials and unboxings.
  • Host Live Shopping Events: Engage your audience through live-streamed events where customers can ask questions and purchase items in real time.

Why It Works:

Video and live shopping events are interactive and entertaining, making them highly engaging and effective at converting viewers into buyers, particularly during the busy holiday season.

7. Capitalize on New Year’s Resolutions and Wellness Trends

Once the holiday season winds down, many consumers focus on self-improvement and wellness. Brands can seamlessly transition their messaging to align with New Year’s resolutions, capitalizing on this shift in consumer mindset.

Actionable Tips:

  • Promote Wellness Products: Market fitness equipment, organizational tools, and self-care products as part of consumers’ New Year’s resolutions.
  • Incorporate Motivational Messaging: Update ad creatives to inspire action and goal-setting, reflecting a forward-thinking tone that aligns with the start of the year.

Why It Works:

As consumers set new goals and embrace wellness, aligning your products with their resolutions can increase sales and customer engagement as they look to start the year strong.

8. Utilize Data-Driven Insights for Predictive Campaigns

AI and data analytics are revolutionizing the way brands approach holiday marketing. By leveraging predictive analytics, brands can forecast consumer behavior, optimize inventory, and personalize campaigns to better align with demand.

Actionable Tips:

  • Use Predictive Analytics: Leverage AI to forecast trends, predict consumer preferences, and tailor campaigns to meet demand.
  • Optimize Campaigns in Real-Time: Use real-time data to adjust your advertising spend and messaging, ensuring your campaign is always aligned with consumer behavior.

Why It Works:

Data-driven marketing helps brands make smarter decisions, ensuring campaigns are optimized for maximum impact and higher conversion rates.

How GeistM Can Elevate Your Holiday Marketing

At GeistM, we specialize in creating high-impact holiday marketing campaigns tailored to your brand’s unique needs. From strategic planning to multi-channel campaign execution, our expertise ensures that your brand stands out during the holiday season.

  • Custom Solutions: Tailored strategies to meet your brand’s specific needs.
  • Expertise in Trends: A deep understanding of consumer behavior and emerging trends.
  • Proven Success: A track record of delivering successful campaigns across social media, email marketing, and affiliate marketing channels.

Get in touch with GeistM to make your holiday marketing season unforgettable and start the new year on a winning note.

Personalization doesn’t have to be expensive. Segment your email list based on past customer behavior and offer tailored product recommendations. Use dynamic email content and affordable social media tools to target specific audience segments.

Engage early with social media giveaways, “early access” sales, and interactive content like polls or quizzes. Encourage customers to share their holiday shopping plans to help you build organic buzz.

Integrate both approaches into a cohesive strategy. Use short-form videos to build awareness and excitement, backed up by more detailed content on your website or via email to guide consumers through the consideration phase.

Avoid focusing too heavily on discounts alone — offer value beyond price. Ensure your website is optimized for mobile devices and avoid generic, impersonal messaging. Tailor your campaigns to specific needs and preferences.

Ensure your website is mobile-responsive and create quick-loading, mobile-friendly ads. Use SMS marketing and mobile-optimized emails to reach customers directly on their phones.

Encourage customers to share their holiday experiences or product unboxing through a branded hashtag. Feature UGC on your social media, in email campaigns, or even in your ads, making it authentic and relatable.

Highlight eco-friendly products, sustainable packaging, or charitable donations. Create a “Gift with Purpose” campaign that promotes environmentally responsible gifting options.

Track key metrics like engagement rates, website traffic, and conversion rates in real time. Use A/B testing to optimize ads and emails based on performance data.

Try new formats like live shopping or gamified promotions. Focus on unique aspects of your brand, like customer stories or behind-the-scenes content, to keep your messaging engaging and innovative.

Yes! GeistM specializes in crafting tailored holiday marketing strategies that align with your brand’s needs. Our expert team ensures campaigns are optimized across all channels, delivering real-time results and maximizing ROI.

Q3 Meta Ad Trends: What Marketers Need to Know About Performance This Season

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Written by nitantialur

  • Rate Trends

A significant seasonal shift occurs in Q3, affecting not just the seasons but also consumers. As vacations wind down and consumers re-engage with planning, shopping, and scheduling, we see momentum pick back up across digital channels. Brands that took a breather in Q2 are now sharpening their strategies to align with shifting intent and fresh demand. 

At GeistM, we’re closely tracking these seasonal shifts across key metrics like CPM, CPC, and CTR. The trends we’re seeing aren’t just noise — they’re signals that can inform smarter strategy as we head into the final stretch of the year. Q3 isn’t just a bridge to Q4; it’s a high-impact window to reset, re-engage, and maximize performance.

So let’s break them down period-over-period (PoP) and what these can mean for your campaigns. 

Mid-July 2025 (1st-15th)

Meta CPMs 

Key Takeways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

End July 2025 (16th – 31st)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

Here’s what Senior Analyst, Matthew Whitaker, had to say about these shifts — and what to watch for moving forward. 

“There are several key moments to watch for in Q3, starting with the Back-to-School season, which is already underway — so be sure your BTS campaigns are ready to launch. Additionally, Labor Day is approaching, and since it’s a long weekend, it’s important to plan your budget accordingly to make the most of the opportunity.”

Mid August 2025 (1st-15th)

Meta CPMs

Key Takeaways: 

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways: 

End August 2025 (16th -30th)

Meta CPMs

Key Takeaways: 

Meta CPCs 

Key Takeaways: 

Meta CTRs

Key Takeaways: 

Mid September 2025 (1st -15th)

Meta CPMs 

Key Takeaways: 

Meta CPCs

Key Takeaways: 

Meta CTRs

Key Takeaways: 

Here’s what Senior Analyst, Matthew Whitaker, had to say about these changes and what to watch for moving forward. 

“With Black Friday, Cyber Monday, and the holiday shopping season approaching rapidly, the pre-holiday period in October is the perfect time to check in with clients about their Q4 plans and start planning your content and creative accordingly.”

End-September 2025 (16th-30th)

Meta CPMs

Key Takeaways: 

Mets CPCs

Key Takeaways: 

Meta CTRs 

Key Takeaways: 

Here’s what Senior Analyst, Matthew Whitaker, had to say about these changes and what to watch for moving forward. 

“With Black Friday and Cyber Monday just around the corner, the holiday shopping season is officially underway. Now is the time to start planning content and creative strategies. When engaging with clients, make sure to clarify timelines and budgets, provide a clear campaign layout, and establish a shared understanding of responsibilities to ensure campaigns run smoothly.”

How GeistM can help

As the digital landscape continues to shift heading into the final months of the year, there’s no better time to partner with a team that truly understands the nuances of platforms like Meta and beyond. At GeistM, we don’t just monitor industry trends; we turn them into actionable strategies that fuel real results. With real-time insights and data-driven execution, we ensure your campaigns stay agile, effective, and a step ahead of the curve.

Ready to turn shifting trends into strategic wins? Contact GeistM today and let’s build what’s next, together.

Written by: Nitanti Alur with insights from Matthew Whitaker

How to Avoid Common Black Friday Marketing Pitfalls

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Written by Matthew Whitaker

  • Performance Marketing

Black Friday is a massive opportunity for brands, allowing them to drive sales volume unseen at any other time of year. The shopping holiday can also be a minefield of common marketing mistakes that can result in huge losses in potential profit. Whether brands wait until it’s too late to start their Black Friday campaigns, use ineffective creatives, or make many other potential mistakes, brands’ best bet is to know and plan for these pitfalls ahead of Q4.

That’s where GeistM comes in, using a data-first approach to help brands avoid costly errors during the Black Friday frenzy while making smarter, more profitable decisions. 

Here are the most common pitfalls that companies run across and how you can solve them

Pitfall 1: Waiting Too Late to Start Your Black Friday Campaigns

What goes wrong: Many brands start their Black Friday campaigns as late as November, forgoing the chance to warm up audiences and prime them for conversion. Starting late can often result in overspending on last-minute purchases as well as poor funnel performance.

GeistM’s fix: Begin campaigns as early as September and, at a minimum, by October. This pre-Black Friday period is a great opportunity to use content-driven strategies that can educate, engage, and energize audiences before the peak season. Starting early also gives brands time to build awareness, test creatives, and nurture potential customers, setting themselves up for stronger conversions when peak shopping season arrives.

Pitfall 2: Targeting Too Broadly and Ignoring Audience Segmentation

What goes wrong: Targeting is key during Q4, as brands want to ensure their ad spend isn’t wasted on low-intent or irrelevant audiences. Unfortunately, many brands overlook this pitfall and allocate significant amounts of spend to unqualified users. Poor targeting not only drains budgets but also leads to missed opportunities with high-value customers who are ready to convert. 

GeistM’s fix: Our team builds detailed, data-backed personas and continuously refines targeting for precision. This ensures that ad spend is directed towards the highest-intent audiences, maximizing ROI and minimizing wasted budget. 

Pitfall 3: Using Generic, Discount-Heavy Creative That Fails to Engage

What goes wrong: There are plenty of brands that consider a generic creative with “50% off” messaging to be sufficient for their Black Friday campaigns. A creative of this quality will not be effective in the long run, as it will likely face creative fatigue in a short time, as well as overall low engagement. 

GeistM’s fix: We develop person-driven, emotionally resonant creatives focused on value and urgency. By tailoring messaging to specific audiences and refreshing creatives regularly, we keep engagement high and prevent fatigue throughout the season.

Pitfall 4: Skipping Content Marketing to Warm Up Audiences

What goes wrong: Another common mistake brands make is missing the chance to build trust and nurture prospects before hitting them with an offer during November. Without pre-Black Friday content, brands risk appearing pushy or purely sales-focused, failing to engage potential customers and missing the opportunity for prime audiences for conversion. 

GeistM’s fix: We leverage editorial content, such as gift guides and product reviews, in mid-funnel campaigns. A benefit GeistM possesses is that its owned-and-operated publishers offer a third-party perspective, helping build trust and authenticity for consumers.

Pitfall 5: Network diversification 

What goes wrong: There are brands that exclusively run Black Friday campaigns on Meta, relying solely on one platform to reach their audience. This narrow approach causes them to miss out on a multitude of users active on other networks, such as Taboola, Google, or TikTok, limiting their reach and potentially leaving significant revenue on the table. Diversifying ad channels not only expands audience exposure but also provides more opportunities to test messaging, optimize performance, and maximize ROI during the high-stakes holiday season.

GeistM’s fix: We are experts in several networks, ensuring brands can access users across a far broader part of the Internet than just Meta’s limited scope. Our multi-network approach helps brands optimize performance, reduce their reliance on a single channel, and capture more revenue during critical campaigns, such as Black Friday.

Pitfall 6: Optimizations

What goes wrong: A surprise to many marketers is that some brands launch their Black Friday campaigns and make no edits throughout the holiday shopping season. Without ongoing optimizations, campaigns can underperform due to shifting audience behavior, fluctuating competition, or creative fatigue. 

GeistM’s fix: We understand that making optimizations and testing different ideas at every level of a campaign is pivotal to ensuring maximum efficiency during Q4. In fact, we do not stop testing; instead, we continue to find new opportunities for efficiency and scale.

Pitfall 7: Neglecting Deep Post-Campaign Analysis to Inform Future Strategies

What goes wrong: A major mistake that can be made is neglecting to perform deep post-campaign analysis to inform future Q4 strategies. Without reviewing key data, brands miss critical insights that could improve targeting, messaging, and overall campaign ROI in subsequent years. 

GeistM fix: Fortunately, we always perform comprehensive post-mortem analyses to drive more efficient and profitable campaigns in future Q4 periods and ensure we apply the learnings to the next year. 

Conclusion

Success during the Black Friday period requires data-driven budget management, audience focus, creative relevance, content marketing, real-time optimizations, segmentation, and post-campaign insights. 

GeistM does not miss any of these pivotal aspects and focuses on opportunities for sustained growth. Considering the importance of the Black Friday period for a major portion of brands’ yearly sales, working with a partner who understands the intricacies of digital marketing is of paramount importance. 

Contact GeistM to prepare your next Black Friday campaign with precision and confidence.

Meta 101: Analysing and Interpreting Ad Performance Metrics

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Written by nitantialur

  • Performance Marketing

Ever feel like you’ve just been handed he keys to a spaceship, but the dashboard has a thousand blinking lights you don’t understand? That’s what looking at your Meta Ads data can feel like. It’s enough to make you want to throw your laptop out the window. (Don’t do that.)

You’ve launched your campaign, but now you’re faced with a sea of numbers. CTR, CPC, ROAS… and you’ve no idea if you’re flying to the moon, or crashing back to Earth.

In our Meta 101 series, we’ve already discussed the foundational pillars of a successful campaign:

Now that your foundation is set, it’s time to learn how to read the most important map of all: your ad performance metrics.

Your Ad Performance Metrics Cheat Sheet

Trying to analyze every single metric is a surefire way to get overwhelmed. The key is to focus on a few core numbers that directly tie back to your campaign objective. We’ll break these down by their place in the marketing funnel, providing you with a clear guide on what to look for and what it all means.

The Awareness Funnel (Visibility & Reach)

These metrics tell you how well your ad is performing at the very top of the funnel. Are they effective at getting your brand in front of the right audience?

Pro Tip: Your audience will get bored. As your frequency rises (typically around 2-3), your ad performance often starts to decline. When you see this happening, it’s a sign that you need to refresh your ad creative to keep your audience engaged.

The Consideration Funnel (Engagement & Interest)

Once people see your ad, are they interested enough to take action? These metrics answer that question.

The Conversion Funnel: The Metrics That Fuel Profit

This is the ultimate test of your campaign’s success. These metrics tell you if your ads are not just getting eyeballs and clicks, but if they’re actually making money for your business. 

Pro Tip: Don’t chase a high ROAS in isolation. A high ROAS might come from a small, high-value audience. By monitoring your CPA as you scale, you can ensure that your growth remains profitable. The goal is to maximise profits, not just your ROAS.

Understanding the Metrics Hierarchy

Not all metrics are created equal. Think of them in two tiers:

The Troubleshooting Playbook

Metrics are just numbers until you put them into context. Let’s run a quick diagnostic to put these concepts into practice. 

Imagine you’re running a campaign for a new line of children’s toys and are struggling to generate sales. Here’s how you’d use your metrics to diagnose the problem:

Low CTR + High CPCs: 

You’re spending a lot to get clicks, but few people are clicking. This suggests that your ad creative or target audience is likely the issue. Your ad isn’t compelling enough, or you’re showing it to the wrong people.

How to Fix: Test new creative assets, or refine your audience targeting.

High CTR + Low CPC, but no conversions: 

People are clicking on your ad, but they’re not buying. This indicates that your ad is effective, but your offer or landing page has an issue. 

How to Fix: Re-evaluate your LP. Is the checkout process clunky? Is there something stopping people from continuing through?

High Frequency + Low ROAS: 

People are seeing your ad, and your conversion rates are dropping. Your audience is exhausted.

How to Fix: Time to launch new ad creative to avoid ad fatigue and prevent your audience from tuning out. Or, send them to bed and let the audience rest and wake them again in a few weeks. 

FAQ: Your Top Questions Answered

How do I know if my ad creative is working?

The first place to look is your CTR. If your CTR is low, it’s a strong indicator that your creative isn’t resonating with your audience. The ad might not be compelling enough to stop them from scrolling, or you might be targeting the wrong people. Conversely, a high CTR indicates that your ad is capturing attention and is a good candidate for further testing.

My campaign costs are rising. How can I diagnose the problem?

The first metric to check is your frequency. If your frequency score is high (above 3), it’s likely that your audience is becoming saturated and is experiencing ad fatigue. You’re paying more to show the same ad to the same people, who are no longer interested in it. You can also check your CPR. If it is steadily increasing, it means your audience is either getting more expensive or is less likely to convert.

My CPA is high, but my ROAS is good. How can my campaign be expensive but still profitable?

This is the perfect example of why you can’t rely on a single metric! It indicates that while the cost to acquire a customer is high, those customers are spending a lot of money with you, making the overall campaign profitable. In this case, your focus should be on finding more of those high-value customers, not just lowering your CPA.

How can I tell if my audience is getting too small?

Look at the relationship between your Reach and Impressions. As your campaign runs, if your impressions are climbing but your reach is flat or growing very slowly, it means you’re showing ads to the same group of people repeatedly. This is a clear sign that you’ve saturated your audience and need to either refresh your creative or expand your targeting to reach new people. 

How a Performance Marketing Agency Can Help

Navigating the data, troubleshooting issues, and making real-time adjustments can be complex and lead to analysis paralysis. That’s where GeistM becomes your most valuable partner. 

The key to mastering Meta Ads is to move beyond being overwhelmed by data and to start using it as a tool for making smart, strategic decisions. With these metrics in your arsenal, you’re no longer staring at a blinking dashboard in the dark. Or contact GeistM, and we can help!

Written by: Conor Dargle

The Top 5 Strategies for Lowering CAC Without Sacrificing Quality

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Written by nitantialur

  • Performance Marketing

Customer acquisition is critical for any business, but rising marketing costs can make it challenging to grow sustainably. The good news? There are actionable ways to lower customer acquisition cost (CAC) while maintaining the quality of your new customers.

In this article, we’ll explore the top five customer acquisition strategies that help brands reduce CAC, improve marketing ROI, and drive long-term growth.

1. Refine Your Targeting

The first step in any effective marketing plan is ensuring your ads reach the right audience at the right stage in the funnel. Narrowing your audience to those most likely to convert can significantly reduce CAC in the short term, but this is not a recommended long-term strategy.

You can lower CAC without losing quality by leveraging:

By improving targeting, brands can optimize marketing spend and ensure every dollar contributes to high-quality conversions.

2. Leverage Cost-Effective Customer Acquisition Channels

Not all marketing channels are created equal when it comes to cost-effective customer acquisition. Channels like organic social media, referral programs, and content marketing can bring in high-quality leads at a fraction of paid ad costs.

CAC optimization tips for brands:

Focusing on cost-effective channels enables brands to enhance marketing ROI without compromising lead quality.

3. Optimize Your Conversion Funnel

A leaky funnel can inflate CAC, as you spend more to replace users who drop off. Streamlining your conversion path is key to improving customer acquisition efficiency.

Tips include:

Optimizing the funnel reduces wasted spend and ensures that the leads you generate are high-quality, helping lower CAC in digital marketing campaigns.

4. Enhance Customer Retention and Lifetime Value

High churn can make CAC reductions short-lived. Investing in retention strategies ensures customers stay longer, which helps increase customer lifetime value (CLV) and effectively spreads the acquisition cost over a longer revenue period.

Strategies to consider:

By focusing on retention, brands can improve customer acquisition efficiency and turn existing customers into advocates, lowering the need for costly new customer acquisition.

5. Leverage Data and Analytics for Continuous Improvement

Finally, innovative brands continuously analyze performance to find ways to reduce CAC without compromising quality. Data-driven insights allow you to allocate resources wisely and make adjustments in real-time.

CAC optimization tips for brands in this area include:

By relying on data, marketers can optimize marketing spend, implement strategies to reduce CAC, and improve marketing ROI.

How GeistM Can Help

Lowering CAC doesn’t mean sacrificing customer quality. By refining targeting, diversifying channels, optimizing conversion funnels, enhancing retention, and leveraging data, brands can reduce acquisition costs while driving sustainable growth.

That’s where GeistM comes in. Our expert team applies advanced funnel architecture, scientific creative testing, and precise audience development to maximize the effectiveness of every dollar. With robust attribution modeling and continuous optimization, we identify and eliminate inefficiencies that inflate CAC, unlocking higher ROI and more substantial lifetime value from every customer.

Partnering with GeistM means building a scalable acquisition strategy rooted in measurable results, not vanity metrics so that you can grow faster, smarter, and more efficiently. 

Contact GeistM today to unlock sustainable growth.

Written by: Marc DeMattie

UGC 101: Strategies to Leverage User-Generated Content Across Every Marketing Channel

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Written by nitantialur

  • Creative

User-Generated Content (UGC) isn’t just a buzzword — it’s one of the most effective ways to build trust, expand reach, and drive conversions for your brand.

UGC typically consists of raw, unedited content created by users and shot with their personal phones. These images and videos provide a more authentic feel compared to high-budget, commercial photoshoots.

A recent study found that 56% of consumers say they are more likely to buy a product after seeing it featured in a relatable or positive UGC photo.

In other words, people trust people (not brands).

Social media is the natural starting point for UGC, but it shouldn’t stop there. Here’s a full breakdown on how to fully activate your UGC marketing efforts across social, email, website, and even IRL (yes, offline still matters too).

Social Media Integration: Make UGC the Heart of Your Feed

UGC originated on social media and thrives on platforms such as TikTok, Instagram Reels, and Instagram Stories. Many brands simply repost user content, but miss out on opportunities to take their UGC strategy to the next level.

Here are 3 Ways to Elevate Your UGC on Social Media:

1. Adapt UGC specifically for each social platform

2. Create a UGC-focused series on your feed

3. Convert high-performing UGC into paid social ads

With these strategies, one UGC asset can easily become dozens of high-performing social posts. The best part? UGC costs 50% less than traditional ads and delivers 4x higher click-through rates.

Email and Website: Bring UGC Into the Conversion Funnel

Many brands limit their UGC marketing strategy exclusively to top-of-funnel content. By incorporating UGC into your email flows and website, you can further build trust and strengthen your overall consumer experience.

Recent studies have shown that UGC improves email click-through rates by 73% and product pages with UGC experience a 91% lift in conversion rates.

Here’s How to Embed UGC Deeper into Your Digital Experience:

Email Marketing:

On-Site UGC Strategy:

When users see others loving your brand across emails and your site, it creates the nudge they need to click “Add to Cart.” Overall, this can make your brand feel more “human” and better resonate with your customers — especially when they see users who look like them using your products.

Offline Channels: Yes, You Can Bring UGC Into the Real World

UGC doesn’t need to live and die online. Agile brands are taking their user-generated content offline and turning it into tangible trust builders at retail, events, and beyond.

Some ideas for bringing UGC to life:

The bottom line is that UGC is portable. Whether your product is sitting on a store shelf or your brand is hosting a pop-up, showing real people using your product makes it feel less like marketing — and more like a recommendation from a friend.

UGC Works — But Only When It’s Strategic

? Quick Recap:

Why Partner with GeistM?

We’re not just a UGC agency — we’re a performance powerhouse. At GeistM, our in-house expert team combines high-impact UGC creation with strategic distribution across all channels. From TikTok-style videos to Instagram-worthy style inspo, we help brands create UGC that converts.

Let us help you turn likes and comments into clicks and conversions. Reach out to GeistM today to unlock your next wave of UGC-driven growth.

Written by: Simon Kuflik

Meta Ads in Q2 2025 — What the Numbers Are Really Telling Us

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Written by nitantialur

  • Rate Trends

Q1 always starts off strong, fueled by ‘new year, new me’ energy, big budgets, and a surge in consumer intent. Brands come out of the gate swinging, eager to capitalize on resolution-driven demand and high engagement. But as the calendar flips to Q2, things start to shift. We’re in that in-between season: the post-Q1 cooldown before summer’s Q3 ramp-up, then the holiday season’s strong finish in Q4.

At GeistM we keep a close eye on spans shifting and audience behaviour evolving. We’ve seen movements in key ad metrics like CPM, CTR, and CPC. Whether you’re an advertiser calibrating your spend or a marketer fine-tuning your funnel, understanding these Q2 trends is crucial to staying ahead.

Let’s dive into the key Period-Over-Period (PoP) trends we’re seeing this quarter — and what to watch moving forward.

Mid-April 2025 (1st-15th)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

When asked, this is what Senior Analyst, Matthew Whitaker, had to say:

“CPMs held steady this quarter, while CPCs saw a noticeable decrease and CTRs experienced a healthy lift. Additionally, it’s important to monitor any tariff-related impacts or shifts in client pricing, inventory, or supply chain dynamics, as these external factors can influence campaign performance and strategy in subtle but meaningful ways.”

End-April 2025 (16th-30th)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

According to our Senior Analyst, Matthew Whitaker, these are some moments to look out for, 

“With the tariff impact, now is the time to check on our clients for any updates to their prices, inventory, or supply chain. And with Memorial Day around the corner, it’s also a good time to check if any clients are running promotions during that period.”

Mid-May 2025 (1st-15th)

Meta CPMs 

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

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End May 2025 (16th-31st)

Meta CPMs

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Meta CPCs

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Meta CTRs

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According to Senior Analyst, Matthew Whitaker, here are some moments to look out for in June: 

“With Father’s Day and summer approaching, brands planning seasonal promotions or campaigns should align their messaging accordingly — and ensure budgets are allocated to support these key marketing moments.”

Mid-June 2015 (1st-15th)

Meta CPMs

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Meta CPCs

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Meta CTRs

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

“If any brands are running promotions or aiming to leverage important marketing moments, it’s up to the account teams to budget accordingly. This includes events like the July 4th weekend for Independence Day as well as summer campaigns throughout Q3 that focus on seasonality-driven messaging and content.”

End-June 2025 (16th-30th)

Meta CPMs

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Meta CPCs

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Meta CTRs

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According to Senior Analyst, Matthew Whitaker, these are some moments to look out for during the beginning of Q3: 

“It’s officially Prime Week, with Prime Day extending across four days this year—from July 8th to July 11th, 2025. During this period, some brands may increase their spending not only on Amazon but across multiple platforms, so it’s worth scaling in the coming days. Additionally, the Back-To-School season is fast approaching in August, making this a key time to plan ahead.”

How GeistM Can Help

At GeistM, staying ahead of industry trends isn’t just what we do — it’s what we excel at. Through real-time optimizations and data-driven strategy, we ensure your campaigns stay efficient, effective, and always one step ahead of the curve.

As the year progresses and the digital landscape continues to evolve, now is the perfect time to partner with a team that knows how to navigate the complexities of platforms like Meta — and beyond. Let’s work together to turn shifting trends into strategic wins. Reach out today and see how GeistM can help you lead the charge.

Written by: Nitanti Alur with insights from Mathew Whitaker

Meta Ads 101: Smart Budgeting & Scaling Strategies for Maximum ROI

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Written by nitantialur

  • Performance Marketing

Okay, we’ve talked about your Meta ad objectives (your “where to go”) and audiences (your “who to take with you”). Now, let’s get down to the nitty-gritty of it all: Ad budget. 

This is the fuel in your Meta ads engine, and without an innovative approach to it, even the best objectives and audiences can fizzle out.

You might be thinking, “I can just throw more money at it, right?” WRONG! While it’s tempting to simply crank up the daily spend when things are looking good, that’s often a fast track to wasted budget and plummeting performance. Scaling your ad campaigns efficiently isn’t about brute force. It’s about finesse, strategy, and understanding how Meta’s algorithm works.

Why Ad Budgeting Matters More Than You Think

Your Meta advertising budget isn’t just a number; it’s a strategic allocation of resources that directly impacts:

A well-planned budget, coupled with smart scaling techniques, is the key to achieving consistent growth and avoiding a rollercoaster of unpredictable results.

Setting Your Initial Meta Ads Budget: No Magic Number, But Smart Starts

There’s no single “right” answer to how much you should spend on Meta ads. It truly depends on your objectives, audience, and what you ultimately want to achieve. However, here are some of my guiding principles and approaches:

The 30/50/20 Rule

Daily vs Lifetime Budget

Scaling Your Ad Campaigns: The Art of Growth

So, you’ve found a winning ad, a great audience, a creative that won’t quit, and your CPA is looking sweet. Time to start throwing money at it, right? WRONG AGAIN, CHAMP! 

Scaling Meta ads is a delicate dance. Increase your budget too quickly, and you can throw the algorithm into a frenzy, triggering the “learning phase” again and potentially burning your audience. 

Here’s how to scale efficiently:

As you scale, testing both to see what works best for your specific setup is a smart move.

Common Ad Budgeting and Scaling Mistakes

Why You Need GeistM: Your Budgeting & Scaling Wizards

Let’s be honest: managing Meta ads budgets and scaling efficiently is complex. It requires constant monitoring, data analysis, and a deep understanding of Meta’s platform. That’s where GeistM steps in as your strategic growth partner.

Here’s how GeistM becomes your indispensable ally in efficient Meta budgeting and scaling.

Don’t let your Meta ads budget become a black hole. With a strategic approach to budgeting and efficient scaling techniques, you can turn your ad spend into serious growth. And if you need a seasoned hand to navigate these waters, GeistM is here to ensure every cent you spend works as hard as possible.

Ready to scale smart? Let’s talk!

Written by: Conor Dargle

How to Build a Winning Back-to-School Marketing Strategy

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Written by nitantialur

  • Performance Marketing

Back-to-school isn’t just another chance to sell products. It’s a massive billion-dollar chance! If you play it smart, it can pay off. Think of it like a mini Black Friday, but with more pencils and less trampling.

People spend a ton during back-to-school season, second only to the Holiday season. Everyone knows this, which means your rivals are ready to fight for sales, ad costs go way up, and parents are bombarded with ads.

How do you even get seen at all? Plan ahead, be smart, and get going. NOW.

Why You Shouldn’t Skip Back-to-School Season

Think about it: families suddenly realize their kids need everything, from notebooks to devices, all at once. It’s chaotic and has a deadline.

Parents stop browsing and start hunting for specific items. College kids are suddenly short-term spenders. Teachers look for deals on class supplies. Your standard performance marketing tactics won’t be effective. You need focused ideas that are explicitly tailored to this time of year, meeting their needs.

The tough part? Everyone wants attention. Ads cost more, and it’s harder to get noticed without paying. If you wait until the end of summer, you’ll pay a lot more for less attention.

The best approach is to start early, plan thoroughly, and do things correctly. Here are a few things you can do to convert your back-to-school marketing into huge sales:

Tip 1: Plan Early and Ground Your Strategy in Data

Pexels/Keira Burton

Your old campaigns can show you what works. You just have to look closely.

Look back at what you did last year. What ads got the most sales? What did people respond to? When were people the most interested? Don’t just look at the main points, dig into why things succeeded or failed. Every little thing matters!

Your information is only part of it. Your rivals also ran campaigns, and you can learn from what they did, too. Check out their ads, offers, and where they advertised. What did they do that you missed? What failed for them that you can learn from?

See what people are looking for online right now. Google Trends, ChatGPT and other social media tools can reveal what people are currently interested in. Are parents worried about costs? Are college students interested in being sustainable? Is there a new trend you can jump on?

This data isn’t just extra, it’s crucial. Every decision you make should come from this research.

Tip 2: Know Your Audience—and How the Season Impacts Them

Knowing who people are is not enough. Knowing how they feel during back-to-school is essential.

Your target audience isn’t just parents and students. There are different people, and they have varying reasons for making a purchase. Parents of younger kids plan carefully and hunt for the best deals. College students often wait until the last second and then rush to buy everything. Teachers often spend their own money to enhance their classes.

Source: https://capitaloneshopping.com/research/back-to-school-shopping-statistics 

This time of year changes how people act. Parents who usually save money might spend more on things that make their kids happy. College students work part-time jobs to earn money for laptops or clothes. Teachers try to stretch their limited funds.

Source: https://capitaloneshopping.com/research/back-to-school-shopping-statistics 

How they use devices also changes! Parents may browse using a computer, but make purchases on their phones. Meanwhile, college students are heavy mobile users, so they might compare prices on their laptops. Knowing this helps you show them the right info on the right device, at the right time.

Source: https://www.pewresearch.org/

Some products excel during back-to-school season, while others struggle. Clothing might see a sales boom, while the latest devices are super popular. Meal kits can be great for busy parents and college kids, too. Fancy brands or other services might drop sales as families spend their money on school needs.

The key is to match your ads to what people are feeling and what they need. Parents want to set their kids up for success, students want to showcase who they are, and teachers want to improve their classrooms for better learning experiences.

Tip 3:  Build a Full-Funnel Strategy That Converts

The best back-to-school ads are guides that take people from just learning about you to recommending you.

Your funnel needs to match where people are. When they’re becoming aware, capture their attention with ads that are on-trend and match the platform. Try creating TikTok videos that showcase your products and share UGC-style photos on Instagram to let students envision themselves with your gear.

When people are thinking about buying from you, change your focus. Now they want proof that your product is good. User and influencer content can work great here. Show real students wearing your clothes, parents recommending your product, or teachers using your supplies. Helpful guides can help them compare product and brand options.

When it’s time to buy, create some excitement. Limited-time sales, countdowns, ads that target people who looked at items – these all scream, ‘Buy now or lose out!’ But make it helpful, not aggressive.

The places you advertise should match your crowd and goals. TikTok, Instagram, and Snapchat are suitable for younger people. Emails are effective for sales and follow-ups with customers. Search ads want people who want something right away. Don’t advertise everywhere. Focus on where your audience actually is.

It gets better when these things work seamlessly together. A TikTok video can get attention and drive traffic to your site. A website pop-up can convert users into subscribers, and targeted ads can encourage them to return and make a purchase.

Tip 4: Make Content That Connects—UGC and Emotion Win

Pexels/Mary Taylor

When regular ads are everywhere, being real really matters.

User-generated content is key here. When young people see real students wearing your brand or parents saying good things about your product, it has the same effect as recommendations from friends.

Your ads should align with the sentiments of the back-to-school season. For parents, that’s often ‘happy sadness’. They are excited to see their kids growing and moving forward. For students, it’s nerves about meeting new people.

Make sales, but make them real. Limited-time offers work when there is a genuine reason.

The best back-to-school ads match big dreams with real life. Show the awesome dorm room, but also the mess of moving in, and feature the backpack alongside the reality of stuffing everything in at the last second.

Tip 5: Nail Your Promo Strategy and Optimize Relentlessly

Your sales should resemble a personal service, tailored specifically to each group.

Families like deals that make shopping easier and save money. Teachers want special discounts. Students opt for sales that seem significant and can share with their friends.

Timing the sales is essential. Start with teasers that create excitement, then offer unbeatable deals, and finish with last-chance offers for those ready to buy. This benefits both those who buy early and those who buy at the last minute.

However, sales without good information can be big trouble. Monitor how each ad is performing. Which offers do the best? What ads get the most attention? When do people respond best?

A/B testing is essential. Test ads and headlines. Do UGC images get more sales than stock photos? All tests produce data that improves future ads.

If your ads and sales don’t align correctly, everything falls apart. Ensure that everything works smoothly and that data is transferred seamlessly between platforms.

How GeistM Can Help

You can put together a brilliant back-to-school plan yourself, or you can reach out to the team of experts who have done it before: GeistM.

We’ve helped hundreds of brands turn their back-to-school ads into cash cows. Our track record speaks for itself.

What makes us unique? We start early. We’re already digging into data, checking out rivals, and learning about your people. By the time back-to-school shopping starts, your ads aren’t just ready, they’re planned for the best results.

Our in-house marketing team makes us who we are. Our writers make ads that get sales because they know what makes people buy during back-to-school. Our team creates authentic content that people trust.

But most importantly, we stay with you. Back-to-school marketing isn’t set-it-and-forget-it – it’s wild and needs constant care. When TikTok trends change, we switch up your ads. When rivals change their deals, we change yours.

The brands that win at back-to-school aren’t those with the biggest budgets – they’re the ones with the smartest helpers. They’re the brands that understand that it takes more than good intentions to make it work. It takes innovative thinking, perfect execution, and a constant drive to improve.

Your rivals are already planning. Every day you wait is a day they get ahead. But here’s your chance: you found us. And we’re ready to make this your best back-to-school ever.

Ready to win this back-to-school season? Let’s talk. Contact us today.

Written by: Brent Barnhart

Boosting Customer Acquisition While Reducing Costs: The Power of Paid Social and Whitelisted Editorials

nitantialur

Written by nitantialur

  • Performance Marketing

In today’s hyper-competitive digital landscape, brands are under increasing pressure to scale customer acquisition while reducing costs. Traditional strategies are no longer sufficient to capture attention and drive action. Instead, savvy marketers are turning to a powerful combination of paid social advertising and whitelisted editorial campaigns to drive more efficient outcomes.

The Challenge: Balancing Growth with Cost Control

Scaling a business requires a robust customer acquisition strategy, but doing so efficiently is no easy feat. With rising customer acquisition costs (CAC) and an oversaturated social media marketing space, brands must innovate to stay ahead.

That’s where paid social and whitelisting come into play.

What is Paid Social Advertising?

Paid social media advertising involves placing ads on platforms such as Facebook, Instagram, TikTok, X, and LinkedIn to reach highly targeted audiences. When executed well, paid social allows marketers to:

However, the effectiveness of these campaigns can be hampered by ad fatigue and consumer distrust of branded content. People are inherently skeptical and seek third-party validation. That’s where whitelisting offers a solution.

Whitelisting: The Editorial Edge

Whitelisting is a tactic where brands run ads through the social media accounts of trusted influencers or publishers. This method lends authenticity and editorial credibility to what would otherwise be traditional paid content.

Whitelisted editorial campaigns allow brands to:

In essence, it’s a modern way of combining influencer marketing with digital marketing performance goals.

Why This Combo Works: Acquisition Meets Efficiency

By combining paid social advertising with whitelisted campaigns, brands can significantly enhance customer acquisition metrics while also reducing costs. Here’s how:

1. Higher Engagement Rates

Whitelisted ads typically outperform brand-owned ads in engagement due to the trusted voice of the influencer.

2. Lower CAC

Better engagement and click-through rates often translate into a lower customer acquisition cost.

3. Scalable Testing

Brands can test multiple influencers/publishers and creatives in parallel, identifying the best performers quickly.

4. Extended Reach

Tap into niche audiences that may be difficult to reach through traditional paid social tactics alone.

5. Improved ROI

The mix of trust-driven content and platform-level optimization tools enhances the return on ad spend (ROAS).

Tips for Brands Looking to Leverage This Strategy

Final Thoughts

For brands focused on customer acquisition in a cost-conscious environment, blending paid social with whitelisting offers a compelling pathway forward. For more than a decade, GeistM has been pairing the precision of performance marketing with the authenticity of white-listed content to help companies unlock more effective, efficient campaigns that not only scale reach but also lower costs.

In the evolving world of social media marketing, this hybrid approach is the new gold standard for sustainable growth. So contact us today to get started! 

Written by: Marc DeMattie