The paid media landscape is shifting rapidly, and understanding how trends apply to your industry is key to staying competitive. Businesses that embrace AI-driven strategies, diversify platforms, and prioritise authenticity and personalisation will be well-positioned for growth.
1. Leverage AI-Driven Targeting
Platforms like Meta are prioritising AI-based broad targeting, don’t strangle your campaigns by trying to manually target specific audiences as more are being removed all the time. Learn how to incorporate AI driven targeting while still keeping control, it can learn and work for you if your audience and conversion tracking is robust.
If your audience needs to be niche, platforms such as LinkedIn, TikTok or Pinterest may be better options. Evaluate how specific your audience needs to be to determine the right mix.
2. Diversify Your Platform Mix
Relying on one platform alone is risky. While TikTok remains a significant player in Australia, its turbulent future in the US demonstrates the importance of spreading your investment across multiple platforms. Even if it’s not essential right now, incorporate other channels like Pinterest, which appeals to specific demographics, or even Snapchat for younger audiences. Matching platforms to your audience’s preferences ensures resilience in your marketing strategy.
3. Harness the Power of Search Placement Ads
TikTok and Pinterest are rapidly being used as search engines by younger generations in place of Google, making search bar placements a priority ad strategy as Google Ads has been for years. Businesses can tap into this trend by focusing on ads that meet users at the discovery stage of their journey. For example, a boutique furniture brand could leverage search placements in their tiktok campaigns by targeting users searching for “beach house decor” or “2025 home style” by showcasing short, engaging videos of their best-selling coastal-style furniture and home accessories.
4. Create Authentic Content With EGC
Audiences are increasingly savvy and respond better to authentic, insider content. Employee-generated content (EGC) provides a unique perspective that often outperforms traditional user-generated content (UGC). Sharing your team’s expertise, day-to-day operations, or behind-the-scenes insights can establish trust and give your brand a relatable edge. This is particularly valuable for local trading businesses in a city like Perth, where strong community connections can drive loyalty.
5. Refresh Ads Frequently
Gone are the days of “set and forget” campaigns. Platforms now demand higher ad turnover due to shorter learning periods. To stay competitive, test a variety of ad formats—video, static, carousels—and rotate creative regularly to keep your campaigns fresh. Perth businesses can leverage this tactic to better understand what resonates locally and drive optimal performance.
Make 2025 a Year of Smarter Growth
Every business is different, and not every trend will apply equally. By understanding your audience and goals, you can adapt these trends to work for you. At Distl, we specialise in tailored digital marketing strategies that drive results. Reach out today to discover how we can help your business thrive in the evolving paid media landscape.
Becca Humphrey
Paid Media Specialist
