Paid Social Media Dashboard on Facebook

Maximizing Reach and Engagement: The Role of Paid Social in Influencer Marketing

In today's digital landscape, it’s essential to go beyond organic posts and explore innovative strategies to maximize the reach and engagement of influencer campaigns. One such strategy is leveraging paid social deployment on platforms like Meta (Facebook and Instagram) and TikTok.

The Evolution of Influencer Marketing

Traditional influencer campaigns relied heavily on organic content created by prominent influencers. While effective, this approach had limitations. Firstly, it often came with high costs, as brands had to negotiate individual licensing agreements with influencers for every piece of content. Secondly, it was challenging to consistently generate fresh and engaging content, leading to a plateau in campaign performance. This is where Sundae disrupts the industry by introducing a unique approach that combines performance editorial techniques and paid social deployment.

By licensing content directly from creators, Sundae taps into a diverse pool of influencers and their authentic content. This approach not only allows for greater scalability but also eliminates the need for costly licensing agreements with individual influencers. Sundae's content studio then takes the licensed content and cuts it up into bite-sized pieces, ensuring it is optimized for various channels and ad formats. This curated library of assets becomes a valuable resource that can be deployed strategically across different platforms, maximizing the reach and impact of influencer marketing campaigns.

The Power of Paid Social

Platforms like Meta and TikTok offer advanced targeting options that allow businesses to reach specific demographics, interests, and behaviors. By incorporating paid social deployment into influencer marketing campaigns, brands can tap into the immense potential of these platforms to amplify their reach and drive higher engagement.

Meta, with its vast user base and sophisticated advertising tools, provides unparalleled opportunities for brands to target their desired audience segments. With precise targeting parameters and ad formats like carousel ads, video ads, and immersive experiences, brands can deliver their influencer-generated content to a highly receptive audience. TikTok, on the other hand, has experienced explosive growth and offers a unique environment for brands to tap into the creativity of influencers and reach the platform's youthful user base. By leveraging paid social on these platforms, brands can significantly expand their reach beyond the organic followers of individual influencers and achieve exponential growth in engagement.

Leveraging Influencer-Generated Content

Sundae's approach to influencer marketing involves licensing content directly from creators, enabling brands to access a range of authentic and compelling content. By collaborating with influencers, brands can tap into various niche communities and target audience segments that align with their brand values. This expanded pool of content creators ensures that campaigns have a broader appeal and can resonate with a larger audience.

The licensed content then undergoes performance editing and curation in Sundae's content studio. This process involves cutting up the content into smaller, highly engaging snippets optimized for different advertising formats and platforms. The goal is to create a library of assets that can be deployed strategically across various marketing channels, including paid social media. By repurposing influencer-generated content in this way, brands can maintain a consistent brand voice and messaging while enhancing the scalability and effectiveness of their influencer marketing efforts.

Influencer UGC ad creative.
An example of influencer content adapted for paid social.

By strategically selecting and deploying edited content pieces on platforms like Meta and TikTok, brands can effectively communicate their message, increase brand awareness, and generate higher engagement. This multi-faceted approach ensures that the content resonates with the target audience, regardless of the platform or channel they are using.

Amplifying Reach and Engagement

Paid social deployment on platforms like Meta and TikTok provides brands with a powerful mechanism to amplify the reach and engagement of their influencer marketing campaigns. By strategically leveraging the targeting capabilities and advertising features offered by these platforms, brands can extend their campaign's impact far beyond the organic reach of individual influencers.

One of the key advantages of paid social deployment is the ability to precisely target specific audience segments. Platforms like Meta offer extensive targeting options based on demographics, interests, behaviors, and even custom audience lists. This level of granularity allows brands to ensure their influencer-generated content reaches the right people who are most likely to be interested in their products or services. By aligning the content with the preferences and characteristics of the target audience, brands can increase relevance and engagement, resulting in a higher likelihood of conversion.

Another aspect to consider is the ability to optimize and refine campaigns based on real-time data and insights. Paid social platforms provide robust analytics and tracking capabilities, allowing brands to monitor key metrics such as reach, impressions, engagement, and conversions. By analyzing this data, brands can make informed decisions about campaign optimization, adjusting targeting parameters, creative elements, and budgets to maximize the impact of their influencer marketing efforts. This iterative process enables brands to continually improve and fine-tune their campaigns for better results.

Multichannel Integration

Once the influencer-generated content is edited and curated by Sundae's content studio, it becomes a valuable asset that can be repurposed and deployed across different touchpoints.

For example, the edited content pieces can be used on a brand's website to create engaging landing pages or blog posts that feature influencer testimonials or product showcases. The same content can be utilized in digital and social media ads, leveraging the attention-grabbing visuals and compelling narratives to drive traffic and conversions. Mobile apps can incorporate the content for in-app promotions or user-generated content campaigns. Email marketing campaigns can benefit from the authentic and relatable influencer-generated content, leading to higher open rates and click-through rates. In-store displays or digital signage can also be enriched with the visuals and messages created by influencers.

By repurposing and deploying influencer-generated content across various channels, brands ensure consistent messaging and branding, reinforcing the impact of their influencer marketing campaigns. This multichannel integration maximizes the exposure and engagement potential, enabling brands to connect with their audience wherever they may be in their customer journey.

Measuring Success

Paid social deployment provides brands with robust measurement and tracking capabilities to evaluate the success of their influencer marketing campaigns accurately. Through comprehensive analytics and reporting tools, brands can gain valuable insights into the performance of their campaigns and make data-driven decisions to optimize their strategies.

Metrics such as reach, impressions, engagement rate, click-through rate, and conversions can be tracked and analyzed to understand the effectiveness of the influencer-generated content and the paid social deployment. These insights help brands identify what resonates with their audience, which influencers or content pieces are driving the most engagement, and which targeting parameters are most effective.

By measuring success and analyzing campaign data, brands can optimize their influencer marketing efforts, allocate resources effectively, and achieve a higher return on investment (ROI). The ability to refine and optimize campaigns based on real-time data ensures continuous improvement and better performance over time.


Sundae's innovative approach of licensing content, editing it in their content studio, and deploying it strategically through paid social channels allows brands to maximize their reach, engage their target audience, and drive better campaign results.

By combining the power of influencer-generated content, the advanced targeting options of paid social media platforms, and the versatility of multichannel integration, brands can create impactful campaigns that resonate with their audience and generate higher engagement and conversions. Through data-driven optimization and continuous measurement of success, brands can refine their strategies, allocate resources effectively, and achieve a higher ROI on their influencer marketing investments.

Remember, in the age of influencer marketing, staying ahead of the curve requires innovation and adaptation. Embrace the power of paid social to unlock the full potential of your influencer campaigns and elevate your brand's online presence.

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