Power Digital Marketing

Too many brands are still treating media strategy like its platform-first instead of performance-first. It’s one of the biggest vulnerabilities we see in growth plans. Marketing teams pour spend into Meta, TikTok, Google—then scramble when one channel gets disrupted. But the problem isn’t the platform. It’s over-reliance. No smart investor bets everything on a single stock. So why do marketers still build plans that depend on one channel to carry the pipeline? Here’s the shift high-growth brands are making: - Audience diversification through real behavioral data (tools like GWI) - Incrementality testing to isolate what’s actually moving the needle - Strategic allocation based on where customers actually engage—not where you assume they are - A contingency plan that protects revenue when platforms change overnight This is how brands future-proof their growth and why “more budget on TikTok” isn’t a real strategy. If your plan hinges on one platform, it’s time to rethink the model. Here’s what that shift looks like in practice ⬇️

I love me some good data, and this report is filled with some gems. Here are the top findings from Power Digital Marketing's 2025 State of Social Media Trends Report ⏳ 85.5% of people spend more than 1 hour on social media every day, with 57.2% spending more than 2 hours. That’s a pretty insane amount of time from every single person 🚫 68% are less likely to trust a brand that is not active on social media. So for everyone saying organic content doesn’t matter, you may want to revisit that 🏆 TikTok is the #1 trusted platform for product recommendations, followed by Instagram with YouTube a distant third. 👍 Reviews (62.9%), Friends/word of mouth (54.1%) and Influencers (36.2%) are the top 3 trusted sources for brand or product information on social. Social ads came in second to last with only 11.4%. 🛒 The #1 reason people unfollow a brand is because they are over promotional (52.6%). So be careful how much you are using social as a sales channel. 👯 It’s not that important for brands to participate in top trends. Brands think it is, but most consumers don’t. 📱 Despite Instagram pushing Reels, people still spend the majority of their time on their own home feeds. TikTok unsurprisingly is all about the For You Page. This report is more proof that 1) People spend a lot of time on social media, especially on TikTok and Instagram, and 2) Influencers are incredibly impactful in driving engagement and consideration in brands. #influencermarketing #creatoreconomy #socialmedia

Our aggregated client revenue was up 16% YOY, spend was up 3% YOY. Clients that worked with fusepoint -- the strategic data consultancy that sits within Power Digital -- grew 22% faster than those that did not. This growth largely came from: • Identifying wasted ad spend (around 25%) • Reallocating to more incremental channels • Improving iROAS of existing channels and tactics We saw the most common shifts from Google into Meta, and Meta into TikTok. We also drove significant improvements to iROAS for clients based on: • Better understanding their ideal customer profile • Structuring ad accounts to maximize customer acquisition • Identifying high margin, high-LTV entry point products Measurement alone isn't enough. You need to be able to follow a four step process to maximize the incremental results: 1. Accurately define and collect all of the relevant data 2. Run preliminary models to identify opportunities/risks 3. Build out a strategic testing roadmap + media plan 4. Scientifically test each with incrementality in mind This loop is usually done once or twice a quarter for our clients, but some are doing as quickly as multiple times monthly. A couple of "contrarian" things that we've confirmed that are common talking points in the industry: • Brand search is incremental at low budget levels • Paid media drives meaningful repeat purchases • Ad structure makes a massive difference (doubling iROAS in some) • "Performance" media drives in-store and Amazon lift According to a recent study by emarketer, over 75% of brands still use last click attribution in some way. Most clients I speak to have no formalized media planning beyond "push when we're efficient, pull when we're not." Most brands have a rough semblance of survey-driven or GA data on who their customer is. These things are unacceptable in the industry. If you want to compete with the MILLIONS of stores that are doing better, you have to take the right steps. Just throwing your data into an open source MMM isn't enough. Just running a HDYHAU survey isn't enough. Making ads based off of Google Analytics persona isn't enough. It's a competitive industry, and unfortunately for many of you reading this, your product isn't differentiated enough to sell easily. That means the effectiveness of your marketing and strategy is what will make your business grow. #incrementality #strategy #growth