Tag: social media marketing

Q4 2025 Digital Ad Rate Trends: Insights to Maximize Your Year-End Campaigns

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Written by nitantialur

  • Rate Trends

As we move into Q4, marketers face a pivotal moment; this isn’t just “the season of sales,” it’s the season of?decisive impact. After the momentum built in Q3, consumers are gearing up for final?year decisions, including gift shopping, subscription renewals, year?end upgrades, and more. Digital ad landscapes are shifting accordingly — costs, click rates, and engagement behaviors are evolving fast. 

Here is how Q4 is shaping up to be for us: 

Mid October 2025 (1st-15th)

Meta CPM 

Key Takeaways: 

  • CPMs decreased by 12% during the first half of October 
  • A significant decrease of 21% came from the Health & Wellness vertical 
  • The only vertical to remain stable during this period was Fashion & Beauty.

Meta CPCs

Key Takeaways: 

  • Analysts noticed a 15% decrease in CPCs during this period
  • Fashion & Beauty saw the largest drop of 17% in CPCs
  • A 27% increase was noted within the health & Wellness vertical. 

Meta CTRs

Key Takeaways: 

  • A slight 1% increase in CTRs at  the beginning of October
  • The biggest increase — 21% — was within the Fashion & Beauty vertical 
  • The Health & Wellness vertical saw a 37% drop in CTRs during this period. . 

End-October 2025 (16th-31st) 

Meta CPMs

Key Takeaways: 

  • Our analysts noticed a 7% increase in CPMs during this period
  • A significant decrease of 20% was seen in the Health & Wellness vertical 
  • The Sports & Supplements vertical encountered the biggest increase in CPMs, at35%. 

Meta CPCs

Key Takeaways: 

  • Our analysts noticed a 14% decrease in CPCs during this period
  • The Sports & Supplements vertical saw the largest drop in CPCs at 48% 
  • The Health & Wellness vertical saw a 7% increase in CPCs. 

Meta CTRs

Key Takeaways: 

  • CTRs increased by 19% during the second half of October 
  • A significant increase of 163% was seen within the Sports & Supplements vertical
  • Whereas the Health & Wellness vertical experienced a drop of 26%.. 

Here’s what Senior Growth Analyst, Matthew Whitaker, has to say about these shifts. 

“CPMs and CTRs rose while CPCs dropped in the second half of October. Black Friday/Cyber Monday are here! Your content/creative assets should be ready, but make sure to have any last-minute changes completed if needed!” 

How GeistM can help 

At?GeistM, we’re not just observers of the ad?platform landscape — we’re active navigators. As Q4 unfolds, our team is closely tracking evolving metrics across CPMs, CPCs, CTRs, and conversion flows, platform by platform, vertical by vertical. 

With our real?time intelligence, we translate those trends into actionable campaign pivots: optimizing budget allocation, creative refresh timing, and targeting refinements so you stay ahead of seasonal shifts rather than playing catch?up. 

If you’re looking to turn the late?year rush into strategic wins instead of reactive spending, we’re ready to help you make it happen. So contact us today! 

With insights from Matthew Whitaker

Top Marketing Trends for 2026: Performance, Digital, Content & AI Strategies Redefining Growth

nitantialur

Written by Shannon Purcell

  • Content
  • Creative
  • Performance Marketing

Marketing is entering a new era. The most successful digital marketing strategies for 2026 are powered by trust, creativity, and automation that actually perform. From AI in marketing to content and influencer marketing trends, 2026 will demand precision, transparency, and better measurement across every channel.

Looking Back at 2025 — What Actually Happened

Before we map 2026, a quick reality check on what shaped 2025:

  • Authenticity won out. Micro- and nano-influencers consistently beat celebrity blasts on engagement and trust.
  • Retention rose in priority. With higher media costs, teams invested more in loyalty, re-purchase flows, and win-backs.
  • First-party data moved centre stage. Brands built stronger collection points (quizzes, forms, loyalty) and cleaner pipelines for segmentation and measurement.
  • Ad mixes diversified. Marketers tested CTV, native, and commerce media to reduce reliance on a single walled garden.
  • Content met commerce. Shoppable video and live formats shifted from pilot tests to everyday tactics.
  • AI entered production. Generative tools sped up creative and copy, while ethics and disclosure became part of the brief.

Why it matters for 2026: these outcomes set today’s baseline. The job now isn’t to “try” them — it’s to systemise, measure, and scale them with better data, AI oversight, and clearer ROI guardrails.

Here’s what every marketer should prioritise now:

1. Influencer Marketing 2026: The Creator Economy Matures

Micro- and nano-influencers remain highly effective for trust and niche relevance. In 2026, brands will increasingly combine them with larger creators who bring scale alongside performance measurement.

How to make it work:

  • Use creator marketplaces (e.g., Collabstr, TikTok Creator Marketplace, Meta tools) to identify high-engagement talent.
  • Structure partnerships over 6-12 months with specific KPIs tied to outcomes like repeat purchase or new signup.
  • Integrate influencer content into the overall performance marketing strategy for full-funnel visibility.

2. Digital Marketing Strategies 2026: Loyalty Outperforms Acquisition

With rising media costs and data limitations, retention and loyalty are becoming as important as new-customer acquisition.

Action steps:

  • Develop loyalty programs and automated flows to increase repeat purchase rates.
  • Use interactive content (surveys, quizzes, loyalty offers) to collect zero-party/first-party data for future targeting.
  • Allocate budget with an eye toward lifetime value and re-engagement, not just initial conversion.

3. Performance Marketing Trends 2026: Privacy, First-Party Data & Clean Rooms

Third-party cookies are no longer the sole focus — performance marketers now must build robust first-party data ecosystems and privacy-safe infrastructure.

Key strategies:

  • Create interactive data capture methods (quizzes, gated content, loyalty sign-ups).
  • Enable clean-room partnerships (e.g., using AWS Clean Rooms or Snowflake) to link data while respecting privacy.
  • Shift from granular third-party targeting to behavioural cohorts built on your own data assets.

4. Retail & Commerce Media Take Centre Stage

Retail media networks (RMNs) and commerce media channels are experiencing rapid growth and are expected to capture a larger share of ad spend in 2026. For example, worldwide retail media advertising was projected at $169 billion in 2025. 

What brands should do:

  • Activate with major RMNs (Amazon Ads, Walmart Connect, Instacart Ads) while aligning with your performance funnel.
  • Use retailer-owned data for remarketing and repeat purchases.
  • Integrate RMN campaign outcomes into your measurement stack for incrementality and long-term value.

5. Content Marketing Trends 2026: Shoppable Everything

Content is no longer just storytelling — it’s commerce. Shoppable video, livestream shopping, and integrated commerce experiences will be must-haves in 2026. For example, experts estimate live commerce could account for up to 20% of e-commerce transactions by 2026.

What to test:

  • Embed product links in videos and social posts (“Watch & Buy” formats).
  • Host livestream shopping events with products, Q&A, and exclusive offers.
  • Expand into CTV (connected TV) or second-screen video formats that allow direct product actions.

6. AI in Marketing 2026: From Tools to Agents

Generative AI is already widely used; in 2026 the focus turns to AI agents — systems that can plan, execute and optimize campaigns autonomously while remaining under human oversight.

Best practices:

  • Use AI for creative generation, media testing and optimization workflows, but maintain human review for brand tone and trust.
  • Be transparent: indicate when AI is part of your campaign creation (“Co-created with AI”).
  • Combine AI insights with your own first-party data to personalize experiences authentically and ethically.

7. Optimising for AI Assistants & Voice Search

As AI-driven search (e.g., ChatGPT, Gemini, Perplexity) shapes user behaviour, marketers must optimise content for natural-language queries and FAQ formats.

Practical steps:

  • Structure content with clear Q&A markup and long-tail phrases.
  • Add FAQ schema to appear in featured snippets and AI answers.
  • Prioritise helpful, human language over keyword stuffing.

8. Measurement Reset: Incrementality over Attribution

As ad channels fragment and data signals become more complex, measurement needs to evolve. Linear attribution is no longer enough.

How to adapt:

  • Conduct incrementality tests (hold-out groups, geo tests) to isolate media impact.
  • Adopt media mix modelling (MMM) alongside analytics that track creative fatigue and engagement decay.
  • Build dashboards that tie performance back to lifetime value, not just last-click conversions.

9. Ad Spend Outlook & Media Inflation

Global ad spending is still growing, though at a moderating pace: recent forecasts indicate a rise of 7.4% in 2025 to ~US$1.17 trillion, and 8.1% in 2026 to ~US$1.27 trillion.

Implications for marketers:

  • Plan for higher CPMs and longer learning curves for new channels.
  • Emphasise budget flexibility, creative testing cadence, and channel diversification.
  • Prepare media buying strategies that account for inflation and shifting mix (digital continuing to dominate).

Key Takeaways for 2026 Marketing

  • Automate with clarity. AI agents powers are real — but transparency and human oversight build trust.
  • Own your data. First-party data, clean-rooms and loyalty ecosystems are now foundational.
  • Invest in commerce-enabled content. Shoppable video and retail media channels are expanding rapidly.
  • Measure smarter. Incrementality, MMM and lifetime value tie campaigns to long-term impact.
  • Stay agile. As performance marketing trends 2026 emerge, the brands that test, learn and pivot fastest will win.

Ready to dive deeper and truly transform your marketing strategy this year? Contact GeistM to see how we can help elevate your game in 2026 and beyond. Let’s make it a year to remember!

AI agents, retail and commerce media, shoppable and immersive content, voice and AI-assistant search optimisation, stronger first-party data strategies, and modern measurement (MMM + incrementality) are the key trends shaping digital and performance marketing in 2026.

Prioritise helpful, natural-language content structured as questions and answers, add FAQ and How-To schema where appropriate, use concise definitions and summaries, and ensure authoritative sourcing so your answers are eligible for AI-generated results and featured snippets.

Yes. A hybrid approach works best: long-term partnerships with micro or nano creators for trust and niche relevance, complemented by larger creators for efficient reach. Tie creator activity to concrete KPIs like repeat purchase, ROAS, and lifetime value.

Own first-party data, activate retail and commerce media, deploy AI for creative testing and predictive optimisation with human oversight, use shoppable video and live commerce, and measure impact with incrementality tests and media mix modelling rather than last-click attribution.

Very. Owned brand communities (e.g., Discord, private apps) build durable engagement and first-party insights, while clear sustainability reporting and purpose-led messaging help build trust and drive retention.

Expect continued reallocation towards retail media, search within retailer ecosystems, CTV and video, and high-performing paid social. Plan for longer learning phases and higher CPMs, and reserve budget for creative refreshes and testing.

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.

UGC 101: Future Trends in UGC and How to Stay Ahead

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Written by Simon Kuflik

  • Creative

If you use social media, then you’ve definitely encountered UGC (user-generated content) before.

UGC is any form of content — like photos, videos, or reviews — created by consumers or creators rather than brands. Typically shot with an iPhone, this type of content feels more native and relatable compared to polished, professional assets.

Brands everywhere are already tapping into UGC — posting it on social media, within email campaigns, and directly on product pages.

So what does the future of UGC look like?

Emerging Technologies: The Role of AI and Other Technologies in Shaping UGC.

In theory, UGC and AI seem like complete opposites. UGC is human-generated and relatable, whereas AI assets are computer-generated and often lack emotion. But they can actually work in tandem…

The most obvious example would be AI-generated content that looks like UGC. This can be done by utilizing UGC references to inform AI image/video creation.

Popular editing apps already offer AI Avatars that mimic UGC creators. With text-to-speech features, you can create convincing testimonials, skits, and podcast-style clips about your brand in seconds.

Other ways to combine AI with UGC include:

These strategies allow for one asset to be turned into countless ads, which is ideal for testing different messaging and styles.

Another new technology making waves in the UGC space is smart glasses. Products like the new Ray-Ban Meta Glasses are already becoming a popular method of recording UGC videos. These allow creators to shoot videos hands-free, perfect for cooking, IRL experiences, interviews, and product demos.

Standard UGC will still likely be a popular format, but incorporating newer technologies is definitely a smart move going forward.

Changing Consumer Behaviors: How evolving preferences might influence UGC strategies.

Over the past decade, consumer preferences related to UGC have undergone significant shifts — influenced by technological advancements, the rise of short-form content, and evolving expectations from brands. 

Here are 3 trends you should consider:

1. Shift from Influencer Content to UGC

Believe it or not, influencer marketing has recently taken a backseat to UGC. People now feel UGC is 9.8X more impactful than influencer content. 

Brands will likely shift away from big influencer campaigns and lean into user reviews, unless a specific influencer is a perfect fit. Plus, it’s far more cost-effective to partner with micro-influencers and creators over big names.

2. Websites Incorporating UGC

According to a recent study, User-generated content results in 29% higher web conversions than campaigns or websites without it. 

Therefore, more websites will start to include UGC photos and videos on landing pages and within product descriptions. Not only does this provide social proof, but it also gives consumers more realistic portrayals of products. Flashy websites look cool, but websites with UGC convert.

3. Emphasis on Authenticity Over Perfection

The push for flawless, curated content is on the decline. Today, authenticity reigns supreme — 90% of consumers say authenticity is important when deciding which brands they like and support. 

UGC is a prime example of this trend; consumers want to see how a product fits into real life, not just how it looks in a studio shot.

When using AI, ensure it feels realistic, or else you may encounter pushback. This trend also enables brands to be more agile with their content strategy, allowing them to shoot and post within a couple of hours. 

At the end of the day, brands that embrace raw, genuine content will resonate more with modern audiences.

Strategic Planning: How to prepare and adapt to future trends in UGC.

As UGC trends continue to evolve, it’s essential to stay organized and keep up with the latest tech. Here are 3 steps to stay ahead of the curve:

1. Keep an organized asset library of top-performing UGC

Organizing all your UGC in one place will ensure you’re able to jump on any new trends/tech quickly. For example, if a new AI feature rolls out, you can easily apply it to assets that you already know perform well.

Also, if you’re looking to incorporate UGC onto your product pages or email campaigns, this library will make implementation far easier. (Pro Tip: Organize assets by product type and target audience).

2. Test, Test, Test.

There’s only one real way to know if a new style works — testing. Including as many variations as possible can help inform what actually drives results. For example, when using AI voice-overs for videos, try different hooks and voices.

If a specific UGC asset isn’t performing well, try various music, captions, messaging, or placements before giving up on it. Sometimes a small tweak, such as font or color, can make a huge difference.

3. Stay in the know.

This one might be obvious, but keeping up with the latest trends and tech is crucial for creating future UGC. We recommend subscribing to relevant newsletters, following popular creators/brands, and social listening.

Another great way to learn about new styles is with Meta Ads Library. This tool allows you to see all the ads that brands are running (and when they launched them). Viewing competitors’ and other brands’ ads can serve as great inspiration and research for your own strategies. Of course, always add your own twist and do not copy ads directly. 

To Recap…

UGC and new technologies can work together: Combining AI with user-generated content can help scale your content creation and provide more diverse options for testing and optimization.

Consumer preferences are shifting: UGC is now more impactful than influencer and branded content, leading to a move toward user reviews and websites that feel more like social feeds.

Strategic planning is essential: Organizing your UGC library, testing various styles, and staying up-to-date with new trends and tech will help you remain competitive.

It’s clear that the content game is changing, and wherever it goes, UGC will play a big role.

How GeistM can help

At GeistM, we understand that the future of UGC isn’t just about capturing content — it’s about leveraging technology, authenticity, and strategy to make every asset work harder for your brand. Our in-house creative team specializes in producing high-performing UGC that feels genuine, scalable, and always ahead of the curve. Whether it’s integrating AI to repurpose assets across multiple placements, developing content libraries tailored for ongoing testing, or identifying new formats like smart-glasses video, GeistM ensures your brand never falls behind. 

By combining data-driven insights with cutting-edge creativity, we help brands stay relevant, resonate with modern audiences, and turn authentic storytelling into measurable performance. Ready to future-proof your UGC strategy? Contact us today! 

Written by: Simon Kuflik

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 Advertising Trends Q1 2025: Key Insights & Performance Shifts

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Written by nitantialur

  • Rate Trends

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 (1st to 15th)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

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:

Meta CPCs 

Key Takeaways:

Meta CTRs

Key Takeaways:

Mid-February 2025 (1st -15th) 

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

End February 2025 (16th – 28th)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

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:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

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

4 Best Native Networks for Your Advertising Strategy

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Written by nitantialur

  • Performance Marketing

Let’s discuss a concept that has been changing the advertising landscape: native advertising. If you’re not yet leveraging native ad networks in your strategy, you could be passing up a goldmine of opportunities! Native ads are like the chameleons of advertising — they harmoniously drape themselves over whatever the person is reading about, whether it’s a news story, a blog post, or even a recipe. 

No obnoxious banners, no stale pop-ups, just pervasive and engaging content delivered more smoothly than you can experience.

But why should you care? Native ads offer a cost-effective, innovative way to reach audiences as social media platforms are tightening targeting and ad costs are reaching record highs. Let’s go into what native ad networks are, why they are so effective, and what you should be using them in 2025.

What are Native Ad Networks?

Native ad networks allow you to run advertisements that appear to be part of the publisher’s standard fare. Their ads match the form, style, and tone of the platform they appear in. You’ve likely seen these ads without realizing it. Some well-known native advertising examples are the “recommended for you” articles at the end of a news story.

Native ads are magical because they’re not like, “HEY, I’M AN AD!” Instead, they say, “Psst, this is of interest to?you.” And guess what? People listen, literally.

Why do Native Ads Work So Well?

Why does this work? It’s because native ads go where the people are. Native ads feel organic. Whether someone’s reading about the latest tech trends, checking sports scores, or browsing through a blog, they feel part of the experience. They’re not intrusive; they’re helpful. And that’s why they’re so good at this.

The Best Native Ad Networks In 2025

Okay, let’s get to the meat and potatoes. To help you sky-rocket your ads game, here are the top native networks you should be using:

1. Taboola

Taboola is the OG of native advertising. Founded in Israel in 2007, it has established itself as the leading content discovery platform, with a staggering 1.4 billion unique users getting served 450 billion recommendations monthly. That’s billion with a B.

What makes Taboola stand out? Big-name publishers like NBC News, Business Insider, and USA Today, among others, trust it, which adds credibility to your ads. Their AI-based framework can learn from billions of interactions monthly to precisely target your message through sophisticated content targeting, behavior analysis, and real-time optimization. 

With each interaction, the platform boasts algorithms that continuously learn and improve your advertising campaign performance, targeting, and engagement. 

2. Outbrain

With an annual revenue of $136.7 million and 3 trillion ads served to 1.3 billion users, Outbrain advertising is one of the best self-service native ad platforms. It drives over 9 billion conversions into one-third of the world consumers found online, linking brands and extending their reach 9 billion times globally. 

Partnering with premium publishers such as Sky News, Men’s Health, CNN, and The Washington Post, Outbrain delivers traffic quality through native widgets like in-feed ads, video ads, and content recommendations. Outbrain native ads seamlessly integrate into the editorial content, including images, headlines, and brand logos. 

For advertisers, Outbrain provides Fraud-Free Premium Inventory, SmartFeed, lookalike audiences, and native video storytelling. Whether trying to boost audience or blow out performance against defined goals, Outbrain offers flexible solutions with top traffic built just for your native advertising.

3. MSAN

Microsoft Audience Network (MSAN) better known as MSN, might seem like your grandma’s homepage, but don’t sleep on it. Microsoft’s MSN is one of the most visited news sites in the world and a hidden gem — it’s the?game-changer brands have been waiting for! MSN delivers, too: a staggering reach encompassing a billion people monthly (October 2023) across the Microsoft brands, a steady 3-year growth through a publisher network, and higher CTRs than traditional display ads.

What’s the secret sauce? MSN’s all-of-Microsoft integration (Bing,?LinkedIn, Edge) and AI targeting reads as nearly psychic. (Adaptative creative tools tailor advertisements on-the-go making real connections?that develop throughout a user’s journey.)

As marketers enter the complex landscape of 2025, MSN is more than just an alternative; it is redefining?the game.

4. Pocket

Pocket is a native advertising powerhouse with 5 million+ engaged, active readers via their email digest Pocket Hits. Sponsored content is second among the top-visited content, user, and editor-curated content, allowing maximum visibility in a clean, simplistic experience.

Your ads can?appear in users’ saved content or recommendations on mobile and desktop or even in the Firefox New Tab, reaching 100 million daily active users. Pocket’s unique placement means you can catch readers at the top of their?journey, standing shoulder-to-shoulder with premium, curator-selected stories.

With privacy-respecting user personalization, Pocket delivers transparency and clutter-free environments for intuitive engagement with curious, high-intent audiences. Through dedicated sponsored emails or domain-specific content?insights, leveraging 4 billion pieces of analyzed data, Pocket creates value for brands to drive engagement and results.

Why you need Native Advertising with GeistM

Now, you may be thinking, “This all sounds wonderful, but how can I actually implement this to work for my brand?” That’s where we come in. Native advertising is in our blood at GeistM.

Here’s what we?have to offer:

Conclusion

Native advertising is not just a fad —?it’s a game changer. With Taboola, Outbrain, MSAN, and Pocket advertisements, you can reach your audience in a million different?ways without being too pushy or distracting. And the best part? It works.

So, if you want to take that advertising strategy one step up, let’s talk. At GeistM,?we’ll help hit the gas on the full potential of native ads to drive legitimate results for your brand.

Written by: Brent Barnhart

Q4 Meta Ad Trends 2024: Insights, Analysis, and Expert Predictions

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Written by nitantialur

  • Rate Trends

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 (1st -15th)

Meta CPMs

Key Takeaways:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

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:

Meta CPCs 

Key Takeaways:

Meta CTRs

Key Takeaways:

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:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

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:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

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:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

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:

Meta CPCs

Key Takeaways:

Meta CTRs

Key Takeaways:

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

UGC 101: The Basics of User-Generated Content and Its Impact on Digital Marketing

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Written by nitantialur

  • Creative

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

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

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

What Is UGC?

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

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

Types of UGC

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

Why UGC Is a Game-Changer for Digital Advertising

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

1. Authenticity

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

2. Boosts Engagement

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

3. Cost-Effective

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

4. Content Diversity

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

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

The Impact of UGC on Consumer Behavior

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

1. Drives Conversions

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

2. Increases Brand Loyalty

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

3. Emotional Resonance

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

How GeistM Can Help You Leverage UGC

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

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

Written By: Simon Kuflik

The Power of Sponsored Content: Why It Engages Audiences and Boosts Brand Credibility

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Written by nitantialur

  • Content

What is Sponsored Content?

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

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

Sponsored Content Vs. Organic Content Performance

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

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

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

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

The Benefits Of Using Sponsored Content In Your Content Marketing Strategy

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

1. Trust and Credibility Building: 

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

2. Enhanced Storytelling for Deeper Engagement: 

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

3. Clear ROI and Optimized Tracking: 

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

4. Longer and Less Intrusive Exposure: 

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

5. Precise Targeting and Broader Reach: 

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

Conclusion

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

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

Written by: Emma McHugh