Imagine scrolling through your feed when you spot your favorite influencer raving about a product. Something feels different about this post — it’s polished and targeted, yet still authentic. What’s going on? Well, you’ve just experienced the marketing power move transforming how brands connect with audiences: whitelisting.

Top brands aren’t just partnering with influencers anymore — they’re running sophisticated ad campaigns through their accounts. The results? Engagement rates that make traditional advertising look primitive, conversion numbers that excite even the most skeptical CMOs, and audiences who actually welcome these ads into their feeds.

In a world where ad blockers and banner blindness have become the norm, whitelisting is the backdoor strategy, giving savvy marketers an unfair advantage. Let’s dive into this game-changing approach that’s rewriting the rules of digital marketing and how you can use it to supercharge your campaigns.

What Does Whitelisting Mean In Marketing?

Whitelisting is the permission granted to a brand to run ads via someone else’s social account — most frequently an influencer’s. You aren’t posting from your brand account but borrowing the influencer’s existing voice and trust with their audience. It’s like having a VIP pass to their followers.

In a sense, you bypass the brand megaphone and instead get a respected friend to introduce you to a party. The audience listens because they trust the host already.

In an oversaturated digital landscape, this is a refreshing twist that cuts right through the noise. You’re not just?an ad — you’re a recommendation from someone your target customer knows and trusts.

How Whitelisting Works

This approach is surprisingly simple to implement:

• You research influencers or creators who fit your brand
• You negotiate a partnership that allows you whitelisting rights
• The influencer allows you to create and publish ads through their account
• You use their profile to run targeted campaigns while retaining leverage over budget, targeting, and optimization

This is beneficial to everyone involved. Revenue for the creator, access to an engaged audience for you, and content delivered to followers from someone they trust. It’s a win-win.

Great Starting Points For Whitelisting

Influencers & Creators

The most popular whitelisting method is partnering with relevant influencers. These people have created communities around interests that would resonate with your products.

A beauty brand might whitelist with makeup artists; a fitness app could team up with personal trainers. The trick is to find creators whose followers fit your ideal customer profile.

Don’t only look at follower counts. A true micro-influencer with 15K niche-focused followers and a highly engaged audience will usually perform much better than big celebrities with millions of general followers.

Founder Account Whitelisting

Company founders are the ultimate brand ambassadors — they have stories and perspectives to share that make them unique. Using their personal accounts can give an instant human hit to your brand.

Founding whitelisting works like this: people connect with people, not logos. When your founder opens up about their journey, struggles, and vision, it creates genuine touchpoints that typical accounts with brand handles can’t even close to.

This is especially effective with startups?and small companies where the founder’s story is a core brand identity component.

Publishers &?Internet Media Companies

Working with a relevant publication gives you access to their readership and brand credibility. 

A partnership with a relevant publication opens the door to their readership and the credibility they carry with their brand. It is especially effective in attracting niche audiences with unique interests.

Benefits of Whitelisting in Marketing

The benefits of whitelisting go beyond simple reach:

• Higher Rates of Engagement: Ads hit through whitelisted accounts usually have 2-5x the engagement as brand-direct ads. Why? Because they seem more genuine and less corporate.
• Better Targeting Accuracy: You can use the creator’s audience data to better target an audience who actually wants your product.
• Clean Social Proof: It carries social proof about your product when a trusted voice recommends it. It’s the digital version of a friend putting in a good word.
• More Creative Horizontals: Whitelisting allows the brand?to explore brand new creative formats, one that feels native to the platform and to the content type of the creator themselves.
• Improved Ad Metrics: These campaigns usually have better ROI, resulting in increased click-through rates and reduced cost-per-acquisition than traditional ads.

Best Practices for Whitelisting

To make the most of?your whitelisting efforts:

• Pick Partners Wisely: Consider not just the follower counts but also the?engagement rates, the audience’s demographics, and the content’s quality. Reach means relatively little — it’s all about the fit.
• Honor Creative Voice: Create space for the creator’s true voice. But if you over-script it, you lose the benefit of using their unique voice.
• Define on What Terms Everything Will Work: Be transparent with your contracts on usage rights, payment, approval of the content, terms of the campaign, etc.
• Diagnose Performance Deeply: Go beyond impressions, tracking how well partners drive engagement, conversion, and customer lifetime value from each partnership.

Potential Challenges and How to Overcome Them

Whitelisting isn’t without its hurdles, though:

• Pushback from Creators: A few influencers are concerned about audience fatigue or whether sponsorships would dilute their brand. To solve these issues, you will want to make sure that the campaign matches their typical content and offers fair compensation.
• Technical implementation: Granting permission varies for platforms and can be tedious. However, there are specialized whitelisting tools to help expedite this process.
• Finding the Balance in Creative Control: It’s one thing to create branded content, but finding the sweet spot in messaging and creator authenticity is a form of art. Make space for collaborative processes that value both priorities.
• Measurement Complexity: You often need complex attribution to follow the performance across multiple accounts. Invest in better analytics to gain a better insight into actual campaign performance.

Why GeistM Succeeds at This…

At GeistM, we have learned whitelisting is more of a science and have made it our thing. Our approach includes:

• Partner Selection Powered by Data: We sift through multiple potential partners to determine the most likely to drive conversions on your offering.
• Creative Optimization: Brought to life by our in-house content and creative team, we combine platform-native content with brand?messaging and the authenticity of the creator.
• Effortless Integration: Our proprietary technology takes the complexity out of whitelisting from all platforms.
Performance Measurement: Operating under our attribution models helps us see exactly which partnerships deliver tangible business results. Customizable Frameworks: We build frameworks that enable brands to scale whitelisting strategies that are already working quickly.

Level-Up Your Marketing with GeistM

Whitelisting is an essential evolution of the way brands engage audiences. Harnessing existing trust instead of interrupting with traditional ads can help make more meaningful connections with customers.

Contact us today and discover how strategic whitelisting can elevate your brand’s presence with GeistM.

Written by: Brent Barnhart

All set to catapult your digital marketing strategy to the next level, but stuck in a dilemma? You’re not alone. With affiliate and performance marketing being two of the most potent revenue streams — each with its unique flavor and finesse — the landscape is more complex than ever.

Both sound like results-based ROI,?yet have radically different operating principles. Knowing the differences between both is key, whether you’re a start-up on a tight budget or an established brand wanting to get your money’s worth out of your marketing budget.

Well-known performance marketing agencies, like GeistM, will tell you there is no one-size-fits-all solution. The best approach for you depends on your budget, timeline, and growth objectives. This guide demystifies the marketing jargon to give you a straightforward comparison of both?approaches — their mechanics, strengths, weaknesses, and what scenarios make each approach shine. 

What is Affiliate?Marketing?

Affiliate marketing is a form of partnership in which you (the merchant) connect with relevant publishers and content creators to promote your products using unique tracking links. You?pay them a fixed commission when their audience clicks through and converts.

The beauty? You only pay for actual results —?typically sales, leads, or clicks.

Affiliate marketing has come a long way since Amazon started its program in?the 90s. Today’s affiliate ecosystem includes everything from influential bloggers and social media stars to coupon sites and comparison websites: trusted go-betweens between your brand and potential customers.

What Is Performance Marketing?

Performance marketing is an all-encompassing digital strategy in which you only pay once specific?actions or results are achieved. That means a data-driven solution across multiple KPIs and channels — from paid search to social media ads, display ads, native ads, and affiliate marketing.

The common thread? Payment is based on specific performance metrics. Whether it’s cost-per-click (CPC), cost-per-action (CPA), or cost-per-impression (CPM), you pay for real stuff.

Never before has performance marketing granted you such control. It’s marketing with performance-based accountability built in — every dollar spent maps back to clear results.

Let’s compare these two:

Channel Focus:

• Affiliate marketing works with publishers and content creators
• Performance marketing covers a great variety of channels: PPC, display, social?ads, and so forth

Payment Structure:

• Affiliate code works on a cost-per-action (CPA) concept—typically sales
• Performance marketing has always had a flexible payment model?(CPC, CPM, CPA, ROAS) according to your objectives

Strategy Control:

• In affiliate marketing, creative control is mostly with affiliates
• Performance marketing allows you to have more control over messaging, targeting, and execution of the campaign

Data Visibility:

• Affiliate marketing metrics are all about results
• Performance marketing?provides a greater level of data insights across the entire customer journey

Affiliate marketing can be seen as a specialized tool in your marketing arsenal; performance marketing, on the?other hand, is your entire toolbox.

Advantages & Disadvantages of Each Approach

Affiliate Marketing Pros:

• Low implementation costs—results are billed based
• Trust on demand through publisher relationships
• Broadened footprints within white-space genres
• Little management once programs are established

Affiliate Marketing Cons:

• Reduced control over the brand messaging
• Direct sales might lead to commission conflicts
• High-quality affiliates are hard to source
• Effects can take a while to show up

Performance Marketing Pros:

• Capability of precise targeting
• On-demand scalability as campaigns become successful
• Comprehensive data for optimization
• Utilizes every platform for the best results

Cons of Performance Marketing:

• Needs more capital upfront
• Requires technical knowledge and continuous optimization
• Can get expensive if you’re in a competitive market
• Potential for ad fatigue and waning results

Which One Should You Go With?

Affiliate marketing is a fantastic, low-risk entry point for those on a shoestring budget.

Are you starting out with only $5,000-$10,000? Then, affiliate marketing is the ideal way to?break in and get your feet wet. You’ll take advantage of the “pay for performance” model that makes upfront risk a thing of the past. Your marketing?dollars don’t leave your pocket until sales happen.

To lump high speed, scalability,?and data-centric growth, performance marketing gives an edge.

Why The Best Brands Use A Hybrid Approach To Maximize Results

The marketing geniuses don’t make a choice; they make a fusion. Big-name brands such as Sephora,?Nike, and HelloFresh harmonize both strategies. They provide sustainable revenue through trusted partnerships with their affiliate programs, while performance campaigns will drive targeted growth initiatives.

This mix breeds a marketing eco-system where various channels supplement rather than compete with one another. Performance marketing insights can help shape your affiliate strategy, and vice versa — affiliate success stories can inspire your next ad campaign.

Why You Need GeistM

At GeistM, we’ve mastered the art and science of each marketing strategy. We also know that the brand journey is different for everyone. We create an ROI-maximizing, risk-minimizing affiliate program for you. Our premium publisher network can instantly get your products to engaged audiences.

We’ve built a proprietary technology platform to provide unbeatable targeting precision and optimization abilities to brands willing to spend?aggressively in performance marketing ($100k+ budgets). We don’t just run campaigns; we build tailored marketing strategies designed to deliver customer acquisition at profitable costs.

Eventually, the most successful brands?we work with adopt our hybrid methodology, addressing the wholly constructive lifetime relationship between the two categories of affiliate relationships and performance campaigns. With this comprehensive approach, you don’t miss any revenue opportunities in the?digital landscape.

Want to revolutionize?your marketing strategy? Contact us today. Whether managing early-stage affiliates or scaling toward market domination in performance marketing, GeistM delivers the smarts to get the best possible ROI from your marketing. Together,?we will create something great!

Written By: Brent Barnhart

A new year brings new opportunities in the advertising landscape, both exciting and challenging for brands on Meta platforms. With fresh trends emerging and others fading into the past, Q1 is a crucial period for businesses to recalibrate, sharpen their targeting, and make strategic, data-driven decisions that will define their road to success for the rest of the year.

At GeistM, we’re always tracking these shifts in ad performance, ensuring our clients have the latest insights to stay ahead of the curve. From the dynamics of key metrics like CTR, CPC, and CPM to the impact of new algorithm updates, our expert team is dedicated to identifying the trends that truly move the needle.

Here’s a look at the key Period-Over-Period (PoP) Meta trends our analysts have been tracking in Q1 of 2025:

• Mid January 2025
• End January 2025
• Mid February 2025
• End February 2025
• Mid March 2025

Mid-January 2025 (1st to 15th)

Meta CPMs

Key Takeaways:

• CPMs decreased by -36% during the first half of January 2025
• The Sports & Supplements vertical noticed the largest decrease of -50%
• None of our accounts noticed a rise in CPMs.

Meta CPCs

Key Takeaways:

• Our analysts noticed a -6% decrease in CPCs during this time
• The Fashion & Beauty vertical saw the most significant drop in CPCs of -18%
• The largest jump of +14% came from the Sports & Supplements vertical.

Meta CTRs

Key Takeaways:

• A -30% decrease in CTRs was noticed during the first half of January
• The Sports & Supplements vertical saw a substantial decrease of -57%
• Unfortunately, none of our accounts saw a rise in CTRs.

Here’s what our Senior Growth Analysts had to say about these changes:

“There were decreases in CPMs, CPCs, and CTRs. In fact, all verticals saw drops for CPMs and CTRs. We also noted that our Health & Wellness vertical needs to closely monitor campaigns as Meta is tightening restrictions, particularly around lower-funnel metrics.

As these changes roll out, brands in this space will need to be more strategic than ever in how they structure campaigns, optimize targeting, and navigate the evolving ad policies to maintain performance and efficiency.”

End January 2025 (16th -31st)

Meta CPMs

Key Takeaways:

• Our analysts noticed a +16% increase in CPMs during this period
• The biggest decrease in CPMs came from the Food & Beverage vertical at -5%
• On the other hand, the Sports & Supplements vertical noticed massive rise in CPMs at +33%.

Meta CPCs 

Key Takeaways:

• There was a +9% increase in CPCs during this period
• The Health & Wellness vertical saw a 3% drop in CPCs.
• A significant jump of +42% was noted in the Sports & Supplements vertical.

Meta CTRs

Key Takeaways:

• Analysts saw a +9% increase in CTRs during the second half of January
• The Health & Wellness vertical experienced an increase of +23%
• The most notable decrease (-7%) was in the Food & Beverage vertical.

Mid-February 2025 (1st -15th) 

Meta CPMs

Key Takeaways:

• Our analysts noticed a +4% increase in CPMs during the first half of February.
• The most significant decrease of -3% came from the Health & Wellness vertical.
• The Sports & Supplements vertical noticed the largest increase of +15%.

Meta CPCs

Key Takeaways:

• A decrease of -5% was noticed during the first half of February.
• The Sports & Supplements vertical saw the largest drop in CPCs of -35%.
• A noticeable increase of +24% came from the Health & Wellness vertical.

Meta CTRs

Key Takeaways:

• During the first half of February, our analysts noticed an +8% increase in CTRs.
• An incredible jump of +78% was seen by the Sports & Supplements vertical.
• A noticeable decrease of -21% was seen by the Health & Wellness vertical.

End February 2025 (16th – 28th)

Meta CPMs

Key Takeaways:

• Our analysts noticed a -3% decrease in CPMs during the second half of February.
• The Sports & Supplements vertical noticed the most significant decrease of -14%.
• The biggest rise of +55% came from the Health & Wellness vertical.

Meta CPCs

Key Takeaways:

• There was a +4% increase in CPCs during this period.
• The Health & Wellness vertical saw the largest drop of -11% in CPCs.
• A substantial jump of +19% came from the Fashion & Beauty vertical.

Meta CTRs

Key Takeaways:

• We noticed a -7% decrease in CTRs during the second half of February.
• An immense increase of +73% came from the Health & Wellness vertical.
• The most notable decrease of -19% came from the Fashion & Beauty vertical.

Here’s what Matthew, our Senior Analyst had to say about these shifts and what we need to look out for in the next few months… 

“There were slight decreases in CPMs and CTRs but a slight increase in CPCs PoP (period-over-period). The first day of Spring (March 20th) marks the beginning of seasonal messaging & content. And Easter Sunday Weekend (April 18-21st) is a time to spend time at home with family for over 30% of Americans, so make sure you manage your promotions and budget accordingly”

Mid March (1st-15th)

Meta CPMs

Key Takeaways:

• We noticed a +6% increase in CPMs during the 1st half of March.
• A large decrease of -15% came from the Health & Wellness vertical.
• A large increase of +21% came from the Sports & Supplements vertical.

Meta CPCs

Key Takeaways:

• Our analysts saw CPCs fall by 5% during this period.
• A notable drop of -17% was seen by the Home & Family vertical.
• A jump of +5% was noticed by the International vertical (clients outside the US).

Meta CTRs

Key Takeaways:

• During this period, our analysts noticed a +10% increase in CTRs.
• The Sports & Supplements vertical saw the largest increase of +21%.
• The most notable decrease of -7% came from the Health & Wellness vertical.

How GeistM Can Help

At GeistM, we don’t just track industry trends—we anticipate them. Our analysts continuously track shifts in Meta’s ad landscape, ensuring your brand’s objectives align with the latest trends. By making real-time adjustments, we keep your campaigns optimized, effective, and ahead of the competition.

What sets us apart is our in-house content and creative team, which is always one step ahead in leveraging the latest 2025 trends. From innovative User-generated content (UGC) ad formats to data-driven storytelling, we craft compelling, high-performing creatives that align with Meta’s evolving best practices. 
With the new year in full swing, now is the time to partner with a performance marketing agency that thrives on agility and innovation. Let’s turn these insights into results—contact us today!

Written by Nitanti Alur with insights from Matthew Whitaker

Do you feel like your ad budget is going up in smoke? You’re not alone. In an age where micro-targeting and personalized ads reign supreme, knowing the difference between CPA and ROAS is the fine line between campaigns that rob your pocket and campaigns that pay you.

Whether you manage in-house campaigns or use agencies, mastering these metrics will revolutionize how you assess performance, allocate budgets, and ultimately scale your business. Are you ready to translate and use these potent indicators? Let’s dive in.

What?is CPA, and How Do You Calculate it

Cost Per Acquisition/Action (CPA) is the amount you spend gaining a single customer, lead, or desired action. Consider it the price it costs to convert. Whether you’re collecting email sign-ups, app downloads, or purchases, CPA tells you exactly what each one costs you.

It’s a simple formula: CPA = Total Campaign Spend ÷ Number of Acquisitions. For example, if you spent $5,000 on ads and acquired 100 new customers, your CPA is $50. Simple, right?

But here is where it gets interesting. CPAs vary largely by sector — what’s a “good” CPA ($200+) for luxury products will be a disaster for mobile app installs ($2-5). So, the CPA you want ideally depends upon the price point of your product, its profit margins, and customer lifetime value.

A common pitfall for marketers is pursuing a lower CPA without regard to acquisition quality. Note: a $50 lead is better than a $5 lead that never converts.

What is ROAS and How is it Calculated

Return On Ad Spend (ROAS) turns the tables by indicating what you get in return for your marketing spend. The money you collect directly for your advertising efforts is expressed as a ratio or percentage.

The calculation is similarly simple: ROAS =?Revenue From Ads ÷ Ad Spend × 100. If your campaign costs $5,000 and, in return, brings in $20,000 worth of sales, then your ROAS is 400% (or 4:1). That means that for every dollar you spend, you’re getting back $4.

Compounded over CPA, a better ROAS (between 400% and 800%) is always better. However, imagine at least a 200% (2:1) business target, considering other operational costs you need to keep the business profitable. The best campaigns can hit 5:1 or more (especially for fulfillment costs for digital products, which are minimal).

As a direct correlation between revenue and ad spend, ROAS gives immediate insight into campaign profitability and is a preferred metric in e-commerce brands and performance marketers who can justify budgets based on sales.

CPA Vs. ROAS: A?Side-by-Side Comparison 

Although both metrics are used to measure the effectiveness of ads, they are also applied to different strategies. Consider CPA a cost-oriented metric and ROAS a revenue-oriented metric.

If your focus is on CPA, a few scenarios come into play. Brand awareness is often more important than immediate ROI when breaking into new markets. In that context, for lead generation campaigns, like those with longer or more sophisticated sales cycles, CPA?gives you a clearer guide to acquisition efficiency. 

For example, CPA establishes baseline acquisition costs when testing new channels or audiences. CPA tracking is essential for subscription-based businesses because lifetime value doesn’t happen overnight. During land-grab, limited-time promotions, when the acquisition speed is the guiding force, CPA is the north star metric.

You?should set your CPA target based on your customer’s lifetime value. For instance, if customers typically spend $1,000 on your brand over their lifetime, a $200 CPA could be perfectly reasonable.

ROAS makes sense in contexts such as these:

• For e-commerce?and direct response campaigns where a purchase is an immediate goal, ROAS gives you direct feedback on your campaign performance.
• When you want to use proven platforms and tactics and get the maximum return from existing channels, you can use ROAS to allocate your budget.
• During competitive seasonal peaks such as Black Friday, when operating efficiency is key,?ROAS helps to ensure profit.

For this reason, ROAS is the best metric to measure the campaigns that drive higher conversion rates: remarketing campaigns. Plus, when you work with tight budgets, it?makes sure that you are profitable at every stage.

The beauty of ROAS is how directly it ties back to revenue. Where CPA informs you how much you’re spending, ROAS tells you how much you’re earning — making it a must-have for bottom-line decision-making.

Improving CPA?and ROAS in Campaigns

The magic is when you improve both metrics at the same time! The best marketers are always looking to reduce CPA through tactics. Tighter audience definitions create smaller, more targeted audiences that tend to convert at even higher rates. 

The A/B testing, or split/bucket testing, of ad creative creates incremental changes in CTR that can lead to significant cost savings. Improving landing pages with faster load speeds and more straightforward conversion routes directly impacts the acquisition price. 

Retargeting brings back interested visitors who were not converted. Bid adjustments allow you to spend more where and when an ad is most likely to convert.

PRO TIP: Pay special attention to small improvements. Even if you only manage to shave off 10% of CPAs across channels, the compound?effect on overall marketing power is non-negligible.

Conversely, acquiring ROAS at a level you didn’t before brings specific challenges. Upselling high-margin products increases average order value, increasing revenue without raising ad spend. Cross-selling and upselling help you maximize revenue per customer. 

It’s also effective because selling to existing customers is cheaper. Dynamic pricing strategies mean you can change offers depending on user behavior or availability. Creating targeted offers for different segments drives conversion through personalization.

Most successful campaigns?have found an equilibrium between customer acquisition and return costs. If you’re getting spectacular ROAS, but your growth is too slow, then maybe you should be willing to accept higher CPAs to scale. On the flip side, if you’re getting cheap customers that yield a small return, you might want to re-align with quality instead of quantity.

The Importance of Aligning CPA and ROAS with Business Goals

That’s where many ROAS marketing and CPA marketing strategies go to die: measuring metrics as if they are one-size-fits-all rather than marrying specific metrics with your company’s business goals.

To calculate your ideal CPA and ROAS, you need to consider your stage of business. For example, startups might focus on growth (CPA), while established companies could focus on profitability (ROAS). The season’s strategic focus is also essential; typically, you’ll be more willing to pay higher CPAs during peak selling seasons when competition increases. 

The product lifecycle will also affect which metrics to prioritize, as higher acquisition costs may be justified for new products. It is a competitive landscape that sometimes demands premium positioning and higher investments in customer acquisition. ROAS, though, can take on heightened importance in times of tight financial requirements.

Pick a different target for different campaigns and channels — smart marketers do. So, you would target 150% ROAS on your Meta prospecting campaign, whereas your Google brand campaign would have an 800% ROAS target. The trick is to measure, analyze and optimize consistently.

Monitor these metrics over time, setting benchmarks that make sense given your unique business model instead of industry average benchmarks that may not be relevant to your situation.

How GeistM Can Help

This is where performance marketing agencies, such as GeistM, come into play. Where most agencies simply promise placements, we outperform in CPA?and ROAS optimization.

GeistM stands apart because of its cross-channel attribution modeling. We track customer journeys across platforms, assigning full credit to each touch point and removing wasted spending. We also create content-driven campaigns and user-engaging branded creatives, which results in better quality scores and conversion rates. 

Based on performance data, we optimize in real time instead of waiting weeks or months like traditional agencies. With our scalable creative testing, we test hundreds of creative variations simultaneously, allowing you to identify winners faster. We use machine learning in our predictive analytics to identify prospects before they convert or become stale.

While traditional performance marketing agencies specialize more in creative or analytics, GeistM combines both. Our content creators work alongside growth analysts, providing?a potent mix of engaging and delivering content.

Whether you use in-house marketing or partner with one of the top performance marketing companies like GeistM, you want to keep these metrics in focus to ensure your growth. Contact us today!

Written By: Brent Barnhart

$8+ million for 30 seconds. That’s what companies shelled out this year for a shot at advertising their products in the Super Bowl. But sending that much doesn’t guarantee brand recall for the next big game. 

The difference between a great ad and a “never again” flop is creativity, timing and execution. And this year’s Super Bowl produced some genuine marketing moments worth dissecting. 

We saw brands aim for the artistic and take some big creative steps—Michelob ULTRA unveiled a surprise comedy bit with Willem Dafoe. Pringles turned the Batman theme into a mustache anthem. Some of these swings and steps paid off big time. Others? Well, let’s just say there’s always next year.

Let’s break down the advertisements that really mattered—those that got people talking, got sharing, and remembering the brands behind them. Here is a look at which Super Bowl commercial made it to the shortlist of effective Super Bowl marketing.

The Best Super Bowl 2025 Ads

Pringles: The Call of The Mustaches

Pringles conquers the night by striking perfectly at several cultural touchpoints. Nick Offerman’s deadpan delivery, combined with Andy Reid’s legendary mustache, created instant meme material. The 1966 Batman TV show theme remixed as “mustache” was brilliant—adding that extra layer of pop culture recognition that gets social media a-buzzing. 

What makes this ad work is the balance between humor and brand relevance. After all, the Pringles mascot also sports a sweet ‘stache.

Mountain Dew: Kiss From a Lime

The clever nostalgia marketing of Mountain Dew is no less than brilliant. Taking Seal’s already iconic “Kiss from a Rose,” the soda company transformed it into “Kiss from a Lime,” replete with Seal dressed as a seal. And let’s not forget the clever 90s callback of using the Batman Forever connection. 

By showcasing the song and the lime flavor, Mountain Dew nailed one of Super Bowl 2025’s best musical ads.

Stella Artois: David & Dave

Simplicity is often best. This ad showcasing David Schwimmer and David Harbour sharing Stellas strikes all the correct chords. The casual back-and-forth feels natural, and the “That’s a shame” bit lands perfectly—especially if you’re a Friends fan. It’s masterclass celebrity casting that feels additive and not at all distracting.

Reese’s: Don’t Eat Lava

Who would have thought that a grandma on a scooter could make off with the Super Bowl? Reese’s turned a wacky idea—people trying to eat molten lava, unable to resist a Reese’s—into comedy gold. The spot works because it reveals a universal truth—that Reese’s are irresistible—through ridiculous humor. 

That’s not easy to do. They did it and got a laugh and a “wow” instead of a “huh…?”

GoDaddy: Act Like You Know

Bringing his typical intensity to the pitch for… domain names, is Walton Goggins. The Uranus joke is, at best, grade-school humor. But GoDaddy knows its audience. The ad doesn’t take itself too seriously while still getting across the main point about building a website.

Coors Light: Slow Mondays

Coors Light tapped sloth appeal, and honestly, who can resist? The ad perfectly captures that “case of the Mondays” feeling we all know. While they missed an obvious Zootopia reference, the execution still works.

Hellmann’s: When Sally Met Hellmann’s

This was a risky move that turned out well. Remaking iconic romantic comedy moments using mayonnaise could have been odd, but the total commitment to the premise makes it work. The commercial achieves that “hold up, what’s happening here?” effect, maintaining viewer interest through multiple scenes.

Totino’s Pizza Rolls: Chazmo Goes Home

E.T. meets pizza rolls—but with a twist. This ad takes the “ignored parents” angle, which is both funny and relatable. Typically, Totino’s targets a younger consumer base, but they nailed this spot to hit both their usual demographic and give parents something to snicker about, too.

Michelob ULTRA: The ULTRA Hustle

Comedy is always gold when Willem Dafoe is involved, and when you add Randy Moss, it takes humor to another level. The ad works because it subverts our expectations. We’re used to seeing Dafoe play very serious and intense roles. Using him in a significantly lighter role grabs our attention and makes the brand message stand out.

SToK Cold Brew Coffee: Hollywood Magic

At times, an advertisement needs only to induce laughter, and this one does just that. The “trying not to break character” routine is funny on a very broad level. Some might say it connects more with specific groups of people, but it’s a surefire laugh across the board.

Why These Ads Worked

When examining the top advertisements, there were some clear patterns:

• 1. They used celebrity talent strategically, not just for star power.
• 2. They incorporated nostalgia without overdoing it.
• 3. They balanced humor with clear brand messaging.
• 4. They created memorable moments that sparked social media conversation.
• 5. They remained true to brand identity while pushing creative boundaries.

Conclusion

For marketing agencies like GeistM, these ads prove that Super Bowl spending doesn’t always guarantee success. They also reinforce a simple truth: when it comes to concepts, clever beats dull every time.

At their core, the most effective ads served as engaging brand placeholders—an entirely different challenge when competing for half the nation’s attention. That’s why successful marketing requires more than a big-budget 30-second spot; it demands a full-funnel strategy that attracts and converts consumers.

Written By: Brent Barnhart

Welcome to the first quarterly edition of GeistM’s Best Ads of 2025! Our team is once again diving into the most eye-catching, innovative, and inspiring ads we’ve come across recently. Each month, we gather to share standout campaigns and vote on our favorite.

As we kick off 2025, we’re more excited than ever to spotlight the ads that challenge norms and elevate our creative thinking.

Without further ado, here are our top picks for the Best Ads of Q1 2025 — the campaigns setting the tone for an exciting year ahead.

Best Ads of January 2025

Third Place for January’s Best Ad: Pinney Talfourd Solicitors

What makes this ad so eye-catching is the spacing of the bolded words across the sentence. At first glance, your eyes naturally jump to “Our,” “lawyers,” “are,” “better,” creating a quick, almost subliminal message about the firm’s credibility.

But when you actually read the whole thing, you realize it’s playing with marketing rules in an ingenious way. The mix of scattered bold words and the punchline at the end makes it not just eye-catching, but also pretty clever.

January Joint Runner-Up for Best Ad: Severance Season 2

The cast of ‘SEVERANCE’ pulled up to Grand Central for a pop up event. pic.twitter.com/n5zvIh6kDe

— Complex Pop Culture (@ComplexPop) January 14, 2025

Instead of a typical ad or trailer, they dropped the cast into a glass-walled office and had them silently “work” like their characters. People walking by were naturally curious — was this a stunt? A social experiment? It felt unsettling, just like the show. And, of course, everyone started filming, sharing, and freaking out online, making it go viral almost instantly. 

The pop-up fit perfectly with the show’s eerie, corporate vibe, so it didn’t feel like forced marketing — it felt like stepping into the Severance world. By choosing a high-traffic spot like Grand Central, they maximized exposure without a huge ad spend, letting social media do the work. Fans saw the cast in real life, the buzz skyrocketed, and now, everyone’s talking about Season 2. This is how you do marketing right!

January Joint Runner-Up for Best Ad: Kellogg’s – OG ‘See You in the Morning’ Campaign

This ad works because it cleverly combines nostalgia with modern design. The clever use of “OG” in the design not only hints at the brand’s original greatness but also appeals to modern audiences familiar with the term. It’s a fun, simple way to remind longtime fans of Kellogg’s history while engaging younger consumers with a pop culture reference.

January Best Ad WINNER: Heinz “No Logo” Campaign

This Heinz campaign is pure marketing genius. It doesn’t even need to show the product or logo — we just know. The sensory cues are so iconic — ketchup’s deep red swirl, the creamy texture of mayo, the glossy baked beans — that our brains immediately fill in the blanks and imagine the flavor even though you’re not physically tasting it. 

The tagline “It Has To Be” plays on a universal truth: Fries need ketchup, toast needs beans, chips need mayo, and bread goes hand in hand with soup. This is a masterclass in brand association, proving Heinz owns these food pairings. It’s bold, minimalist, and extremely effective.

Conclusion

That’s a wrap on GeistM’s top ads from January 2025! Check back next month for another roundup of standout ads from 2025.

Written By: Emma McHugh

Okay, let’s talk about meta ads. Ever feel like you’re just throwing things at a wall, hoping they will stick when setting up Facebook ads? Don’t worry—we’ve all been there!

There’s just so much to figure out. From targeting options to ad formats, bidding strategies and placement options… it’s enough to make your head spin.

But hold up! Before you dive into the deep end, there’s one thing you absolutely have to get right: your Campaign Objective.

Think of it as the “Why?” to your ads. What do you actually want to happen? What are your goals? More eyes on your brand and site? A higher ROAS and a happier boss?

Picking the right objective sets you up for success. It tells Facebook, “Hey, this is what I want!” and lets its algorithm do the heavy lifting to help you achieve it.

So, What Are These Objectives Anyway?

Facebook (or Meta as they like to be called now) breaks down ad objectives into three main categories. Awareness, Consideration and Conversion. Imagine it like a relationship.

Awareness (Top of Funnel): 

This is the “Hi, what’s your name” stage. It’s basically about making sure people know you exist.

• Brand Awareness: Make everyone know your name
• Reach: Show your ads to as many people as possible!

Consideration (Middle of Funnel): 

It’s time to get everyone curious about who you are and what you do!

• Traffic: Increase those clicks to your site
• Engagement: Rack up the likes, comments and shares on your posts
• App Installs: Drive traffic to the Apple/Play store to get more downloads
• Lead Generation: Collect all of those precious email addresses and contact info
• Messages: Get people sliding into your DMs! Whether that’s on Instagram, Facebook Messenger or WhatsApp!

Conversion (Bottom of Funnel): 

Let’s seal the deal; this is where you turn all that traffic into paying customers!

• Conversions:Sales, registrations, all the fun stuff!
• Catalog Sales: Got multiple products you want to show off? This is where you do that!

Picking the Right Objective — It’s Kind of a Big Deal

Choosing the right objective isn’t something you want to rush into. It’s like picking the foundation for your house. You don’t want to be building on sand. Here are some things to think about.

• Your Ultimate End Goal: What is the end result you want? More customers? Higher Average order value (AOV)? More app installs?
• Your Audience: Who are you trying to reach? This is essential; not picking the right target audience can have consequences.
• Your Budget: Your budget is your biggest constraint, it influences what you can realistically achieve.
• Your Timeline: Are we in a rush? Some objectives take a little longer to really pay off.

Don’t Fall into These Traps

Here are some all-too-common mistakes to avoid!

• Wrong Objective, Wrong Results: Picking “traffic” when you really want “conversions” will waste your budget. Sure, you might make some sales, but you may have missed the mark.
• Vanity Metrics Aren’t Everything: We all like seeing comments, likes, and shares go up, but they don’t pay the bills. Focus your objective on what really moves the needle for your business.
• Test, Test and Test Again: Don’t be afraid to test different objectives and see what works best for you! Everyone is different, and this shouldn’t be a one-size-fits-all approach.

Tips for Picking The Perfect Objective

• Start At The End, Work Your Way Back: Understand your goals before setting up your campaigns. Once that is clear, the rest will fall into place.
• Know Where You Are In The Funnel: Or, rather, know where your audience is in the funnel. Use the right objective to match your audience, and things will become easier!
• Use A Good Knowledge Base: Never be afraid to search for more information. There’s a whole host of information to be found that might guide you in the right direction.
• Don’t Fire and Forget: Monitor your progress, track your performance, and tweak your campaign objectives if necessary.

Tools You Need to Make Smart Decisions

Essentials:

• Ads Manager: The central hub for creating, managing, analyzing, tracking, and reporting on your Meta ads performance.
• Pixel: A small snippet of code that tracks your site’s activity and reports any and all conversions to the central hub. If your pixel isn’t set up correctly, you might miss out on conversions.
• Google Analytics (GA4): Is essential to understanding your site visitor data. (Hot tip: I use this tool when I need to better understand my audience.

Highly Recommended to Have:

• Data Analytics Platform: The thing that splits the pros from the amateurs. A good and well-connected data analytics platform helps you understand your insights better. This ultimately means better campaigns, better performance and better reporting.

How GeistM Can Help

If all of this starts making you dizzy, don’t worry; you’re not alone. Your favorite performance marketing agency, GeistM, eats, sleeps and breathes this stuff, and we’re here to help!

Here are just some ways that we stand out: 

• Killer Strategies: Our expert Paid Social team will determine the best way to use Meta ads to reach your goal, keeping in mind your audience and demographic.
• Picking the Right Objectives: We’ll use data along with our expert knowledge to make sure your objectives are met and your campaigns run smoothly.
• Maximizing Your ROI: We’ll constantly test, monitor and optimize campaigns to squeeze every last drop of value from your ad spend.
• Staying Ahead of the Game: The algorithm is always changing fast. We will always stay one step ahead and keep you in the loop to ensure your campaigns stay effective.
• Saving You Time (and Headaches): Let’s face it, managing Meta ads can be a full-time job. We here at GeistM can take that off your plate so you can focus on what you do best.
• Bringing in a Fresh Perspective: Sometimes, a fresh set of eyes is all it takes to see things you might be missing. This is where we come in offering new ideas and strategies you may not have considered.
• Scaling Your Campaigns: The sky truly is the limit! GeistM can help you scale your campaigns effectively and efficiently.

So, that’s all, folks. Choosing the right Meta Ads objective can greatly affect your campaign’s results. Get it right, and you’ll be well on your way to success.

Try it yourself or contact GeistM today! 

Written by: Conor Dargle

Welcome to round two of GeistM’s quarterly “Best Ads of 2024” series! 

Once a month, the GeistM team gathers to highlight the most impactful ads we’ve seen. We share our  top picks “from the wild,” and then vote on the one that inspires us the most.

Every day, we’re immersed in campaigns that redefine innovation, storytelling, and strategy. And as marketers, we’re always on the lookout for standout ads that elevate our creative game. 

We’re thrilled to reveal our top picks for the Best Ads of Q4 2024! Keep reading to discover the ads that not only caught our attention but sparked fresh ideas, pushing the boundaries of what marketing can achieve…

• Best October 2024 ads
• Best November 2024 ads
• Best December 2024 ads

Our Favorite Ads From October 2024

First up for Honorable Mentions: Turbo Tax

This one caught our attention because it’s so bad, it’s… good? When an ad is so poorly executed that it sparks a Reddit thread on r/badad, it’s no longer a ‘bad ad’— it’s a conversation starter. This Redditor perfectly captures how we felt about it: 

“I don’t understand, is this poorly photoshopped low-res bald guy with a mustache from 2012 supposed to be giving me confidence that my taxes will be done correctly? Did some autogenerated image algorithm decide this pic gets the most clicks? Was it made using Fiverr for actually $5? Did the marketing person’s nephew make it?” 

Whether it actually led to conversions for TurboTax, we’ll never know. But it did get us laughing!

Our Runner-Up For Best Ad Of October 2024: Aquaphor x Moo Deng

This ad is our October runner-up because it ingeniously connects their brand to a viral meme as well as an online skincare trend. By featuring the internet’s favorite hippo, Moo Deng, and associating her with the ‘slugging’ skincare trend (applying a thick layer of moisturizer to lock in hydration), Aquaphor taps into the relatable, cute factor that resonates on social media — all while reinforcing their product’s effectiveness for deep moisturization. 

Our Winner For Best Ad October 2024: Green Light

We love this ad as marketers because it cleverly arranges popular songs to spell out a funny and relatable sentence, while promoting Green Light, making the message both fun and memorable. It’s a subtle, creative approach that speaks directly to the audience without feeling like an overt sales pitch, which is a win in digital marketing.

Our Favorite Ads From November 2024

Our November Honorable Mention: Vim – Prison Cleaner

This is a throwback from 2005 that we stumbled across online, but had to share. It brilliantly highlights Vim’s unique selling point: it makes cleaning so easy that it “frees” you from spending hours on end cleaning or feeling trapped in a dirty home. By humorously dramatizing the mundane but relatable chore of cleaning as someone being imprisoned, the ad transforms an everyday frustration into a memorable and entertaining story. In the end, Vim saves the day by being a fast and effective cleaning solution.

Our November Runner-Up: Ryanair

Ryanair has built a bold, cheeky brand voice that resonates with younger audiences who love brands with a sense of humor. This ad perfectly reflects that personality by using a meme and a clever caption that’s easy to understand, share, and in turn, go viral. It playfully references the popular trend of traveling to Turkey for hair transplants, using a character with exaggerated baldness as a subtle but hilarious nod — making it feel like an inside joke without directly saying it.

Our Best Ad Of November 2024: Calm’s 30 Seconds of Silence.

What makes this ad so brilliant is its simplicity and disruption. Shown during the high-stress, noisy environment of the presidential debates, it offered viewers exactly what they needed: a moment of silence. It was unexpected and grabbed attention effortlessly. It broke the noise, forcing people to notice and remember the brand while embodying its product in real-time.

Providing instant relief amid the chaos perfectly aligned with Calm’s core promise. The ad brought peace and mindfulness to its viewers, so they could feel the benefits of Calm before even downloading the app.

Our Favorite Ads From December 2024

First up for Honorable Mentions: iOS for Gemini Release

This ad stands out with its minimalist design, using bold, repetitive text to make sure the Gemini app’s release on iOS is impossible to miss. The clean look and simple typography match Google’s modern, polished branding perfectly. Showing a hand passing a bag through a car window adds a creative, relatable touch.

Best Ad December 2024 Runner Up: Curry’s Samsung Laptop

https://www.instagram.com/reel/DDRn_M2Mp8F/?igsh=MTA3OGh1MGhxMG9jcQ%3D%3D

This video does a great job of mixing humor with promotion to keep things fun and memorable. It kicks off with a playful back-and-forth of water bottle kicking, which grabs attention right away. 

The interruption by the other Curry’s staff member, and then the sudden shift to highlighting the Samsung laptop’s features, communicates the product message without feeling too forced. The funny ending wraps things up with a clear message: “Head on down to Curry’s now.” It’s entertaining, lighthearted, and gets the point across.

Our Best Ad WINNER For December 2024:

This ad works so well because it pulls you in with a mix of heart and humor. The line, “He’s 6’1″, but he still looks up to me,” is warm, relatable, and highlights the special bond between a parent and child. It feels personal and authentic, and the call to action, “Adopt a teen. You can’t imagine the reward,” is simple yet powerful. Combined with the heartfelt imagery, it’s an ad that not only captures your attention but also leaves a meaningful impression.

Conclusion

We hope you enjoyed GeistM’s roundup of the best ads from Q4 2024. Be sure to check back next month for a new selection of top ads from 2024!

Written By: Emma McHugh

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