We see paid social ads every day, scrolling through our feeds, watching YouTube videos… And a lot of the time it can leave us frustrated and eager to swipe past. So how can social pros pause that never-ending scroll and get people interested? Sammy Lent, Creative Strategist and Growth & Acquisition Specialist, joins Social Pros to take us through her strategies for winning the battle against low attention spans and ad-resistant consumers.

Full Episode Details

Sammy Lent has worked with several different brands on paid social strategies that involve creative solutions to grab attention even when many are tired of endless advertising. Her top takeaway from this episode is to lean into empathy. Understanding consumers is step number one in any marketing push, but as social pros, who are no strangers to scrolling through our feeds, we can tap into the minds of consumers because we are them!

In this episode, Sammy breaks down the top differences between paid and organic social, highlighting that they’re two sides of the same coin and can complement each other well. She takes us through some of the creative projects she’s worked on and how platform changes have shifted the way paid social works and compete for attention on your feed. We also hear her take on influencer marketing and why more consumers are resonating with smaller content creators and UGC.

In This Episode:

2:07 - Sammy takes us through her career story as a creative strategist for different brands
5:07 - The top differences between organic and paid social
7:10 - How paid and organic social can complement each other
8:35 - Why marketers need to lean into empathy, especially in paid social
14:52 - How social media platforms have changed and how paid advertisers react
19:25 - Why TikTok is the platform Sammy would use if she had to start her career from scratch
22:28 - Predictions for the future of TikTok for advertisers
25:35 - How UGC and influencers fit into paid social today
31:02 - How to connect with Sammy
31:41 - Sammy shares her top tips for aspiring social pros

Resources

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