Marketers, don’t spend more on social — spend smarter

More ads, less attention. Paid social is more crowded than ever and simply throwing more budget at it won’t guarantee results. 

Brave Bison’s Buster Dover unpacks why brands need a smarter, more strategic approach to social spend in 2025. The key? Prioritising creative that stands out, relentlessly testing performance, and diversifying beyond Meta and TikTok. 

With rising CPMs, engagement dips, and platform safety concerns, it’s time for brands to shift gears. The brands that evolve, experiment, and track ROI obsessively will win. The rest? Lost in the noise. 

Read the full article in The Media Leader.