Capabilities // Media

PAID SOCIAL

At TBL, paid social isn’t just media—it’s momentum. We build strategies that connect with the right audiences across platforms like Meta and TikTok, then integrate them with search and programmatic for full-funnel impact. From social commerce tactics taught at Meta to high-LTV audience building and award-winning creative, we make every impression count—and keep your brand ahead of what’s next.

Social as Commerce

32% of Americans purchased directly via social media platforms—a clear signal that social is not just awareness, but full-funnel commerce too

Increase Reach

50% greater reach and 40% higher conversions—that’s what startups can expect from paid social compared to organic alone

Mobile First

83% of paid social ad revenue comes from mobile devices in 2025—and this is expected to rise

Discovery

31% of Gen Z and 29% of Millennials reporting finding brands via paid social

Paid Social

Evolving Platforms & Consumer Behavior

AI, automation, platform shifts, privacy walls, fickle consumers — this is where brands either level up or fade out. Success demands more than just ad spend; it calls for brands bold enough to innovate, creative enough to captivate, and smart enough to fuse data and design into one unstoppable force. Paid and organic? Two sides of the same coin—and the winning brands are flipping it on their terms.

Social Media
Goals

Identify your objectives: What do you want to achieve with social media? (e.g., brand awareness, lead generation, website traffic).

Understand Your
Audience

Understand your audience: Who are you trying to reach? What are their interests and needs?

Understand the
Platforms

Choose the right platforms: Select the social media channels where your target audience is most active.

Paid Social

Paid social isn’t a silo. It’s amplified when part of a wider ecosystem.

Paid Social drives awareness, retargeting efficacy, and captures sales at every stage of the funnel.

Which Platforms?

The right platform depends on your audience and growth goals. For B2B brands, LinkedIn is essential—built for reaching decision-makers and driving high-quality leads. Instagram, TikTok, and Pinterest are must-haves for visually-driven consumer brands, where discovery and community meet conversion. Facebook and YouTube deliver for eCommerce and lifestyle brands, offering scale, shoppable features, and space to educate and inspire. And for niche, tech-forward, or value-driven audiences, platforms like Reddit and Quora can unlock high-intent engagement. At TBL, we don’t guess where your brand should show up—we match platform to purpose, ensuring every impression moves your business forward.

Impactful UGC and AI

User-generated content (UGC) is a driving force in 2025 social media, boosting authenticity and trust like nothing else. Platforms like Instagram and TikTok prioritize UGC because it increases engagement and conversions by showcasing real customers. Best practices include encouraging content creation, integrating UGC into paid campaigns, and moderating for quality. AI helps brands identify top-performing UGC, automate curation, and personalize distribution at scale. At TBL, we combine authentic stories with AI-powered amplification to turn UGC into a growth engine—building deeper connections and delivering measurable results.

Audience Excellence and AI

In 2025, paid social audience best practices are critical to cutting through the clutter and driving real growth. The key? Smart segmentation, blending your first-party data with platform insights, and constant real-time optimization. AI is a game-changer here—automating audience discovery and bid adjustments to find high-value customers faster. Tools like Meta’s Advantage Audience and Google’s Performance Max show how machine learning sharpens targeting and maximizes ROI across channels. At TBL, we believe the future belongs to those who combine sharp human strategy with AI-powered automation to build agile, high-performing audiences that deliver measurable impact—no guesswork, just results.

Creative-Driven Social Media

Creative isn’t just important—it’s the engine behind paid social success in 2025. Brands that invest in standout creative see higher ROI, with 70% crediting creator-led content for their best campaigns and video driving nearly 50% more engagement than static ads. Platforms like Meta and TikTok reward relevance and engagement, so even small creative tweaks can unlock big gains. At TBL, we know great creative moves the needle—and we make sure yours does too.

Case Study

View our paid media work

Case Study

Takamine Whiskey: Introducing an authentic Japanese spirit to the US

Takamine Whiskey, an award-winning Japanese spirit celebrated for its distinctive koji-based distillation and rich heritage, partnered with The Brand Leader to expand its U.S. presence. Through a high-impact, hyper-local campaign, we achieved a 300% surge in retail locator searches and surpassed key performance targets.

300%

Increase

Retail Locator Searches

58%

Reduction in Cost

per retail search action

Impressions

During Holiday Campaign

View Case Study

Process

Our approach to standout social

With scroll-stopping creative, agile optimization, and a deep understanding of platform behavior, our paid social work doesn’t just show up. It stands out.
This is growth through relevance. Engagement with intent. Paid social that connects, converts—and looks damn good doing it.

Define Objectives

We kick things off by aligning on your brand goals, target audiences, and platform priorities—laying the groundwork for a social-first strategy that’s both creative and performance-driven.

Social Concept & Strategy

We craft channel-specific creative concepts and a media testing roadmap informed by trends, data, and cultural insights — ensuring your message fits natively into each feed and format.

Takamine Whiskey Branded Social Media Posts

Social Creative Production

From short-form video to thumb-stopping carousel and story assets, our team develops authentic, platform-optimized content that blends seamlessly into the scroll — while standing out where it counts.

Insights & Optimization

We track performance across platforms, identify winners, and refine with agility — unlocking higher engagement, better ROAS, and always-improving campaign results.

Add quote here

ADD quote content. Their team spent time laying the groundwork to really understand who we are, what we do and what results we drive for our customers. Through this process they were able to amplify our voice in a powerful and effective way. The Brand Leader’s high-quality execution has given us a world class brand that reflects the quality of work our team does every day and sets us apart from our competition. "

Charles Merinoff / Principal Founder, Breakthru Beverage Group

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