As social platforms have evolved to meet consumer demands and handle the surge of digital content, paid advertising has become a necessity in order to be seen and generate engagement. Today, brands big and small are being forced to pay-to-play — or be left behind.
social platforms and will continue to develop and push paid media to the forefront of social interaction. Top content trends for both organic and paid have shifted to offer quick, visual, and engaging content. Users expect instant gratification at a glance to stop them from scrolling through news feeds, and to influence them to engage. Accessibility and mobile-focused content also dominate social channels and
drive the highest levels of user interaction.