December 05 2025
MW196 | The Future of Paid Social
Max Milburn, James Johnstone and David Norris presented our latest masterclass on paid social.
Watch our 30-minute masterclass exploring how paid social is evolving in 2026 as social search, AI-powered automation, and authentic creator content reshape how brands reach and convert customers. Get clear, practical insight into what these shifts mean for your campaigns, how consumer trust is changing, and the strategies you need to stay competitive.
What this session covers
How user behaviour has shifted, with TikTok, Instagram and Pinterest now central to product discovery and research
Why social platforms are acting more like search engines, and what that means for your keywords, creative and audience strategy
The growing role of UGC and employee generated content in building trust and authenticity, especially in an AI heavy content landscape
How to blend “real” UGC and EGC with more traditional brand assets to create a single, coherent narrative across the funnel
Where AI is already embedded in paid social, from Advantage Plus and Smart campaigns to automated creative variations and scaling
Why platform diversification matters, and how paid social supports wider performance across search, SEO and the rest of your digital mix
Key takeaways
After watching, you will be able to:
Use social search and short form content to capture high intent demand earlier in the journey
Design creative that balances performance with authenticity, using UGC and EGC without losing brand clarity
Work with AI powered campaign types instead of against them, using better data hygiene and measurement
Plan for 2026 with a practical checklist that covers channels, creative, audience strategy and signals
You can also request a free paid social consultation to uncover growth opportunities for 2026.
