Secrets to Paid Social Media Success from Optidge’s Joseph Wolf: Authenticity, Simplicity, and ROI
Have you been running paid social campaigns that seem like they should deliver results, but don’t—and you’re frustrated trying to figure out what’s missing? We have you covered.
When Joseph Wolf, our head of paid social media, sat down with Mike Kepka on The Curious Creative podcast, he shared something we’re passionate about at Optidge: creating social media campaigns that don’t just look good but actually drive results.
In the episode, Joe broke down our strategies behind high-performing social campaigns, sharing how the right mix of data-driven insights, creative storytelling, and consistent testing can transform your efforts into measurable success.
If you’ve ever wondered what it takes to build social ads that cut through the noise and make an impact, you’re in the right place. Let’s dive into the highlights from Joe’s conversation and the approach we bring to every campaign we run.
Authenticity
At Optidge, we believe that trust is the cornerstone of any successful paid social campaign—and trust is built through authenticity. In a world flooded with promotional noise, genuine human connections make brands stand out. Authentic storytelling isn’t just a creative strategy; it’s the foundation for approaching paid social. It’s about creating a sense of belonging and connection with your audience—helping them feel not like customers but like part of your brand’s journey.
As Joe often says, “It’s about telling an authentic story that captures people’s attention.” Authenticity isn’t about perfect messaging; it’s about real moments. It’s sharing values, experiences, and challenges that resonate with your audience’s emotions and make them feel seen – you want them thinking ‘Wow, these people get me! They understand exactly what I want —and they’re offering it.’ When done right, this approach doesn’t just boost engagement or improve brand perception—it turns casual viewers into loyal advocates.
What does this look like in action? When we worked on the Telly Awards ad campaign featuring Jenahye Johnson, one of the awards’ producers, we brought Jenahye’s real story to the forefront instead of relying on polished promotional content. Her genuine and approachable demeanor wasn’t scripted, it was authentic, and that authenticity resonated deeply with viewers. It showcased how people and their stories can transform a campaign by making a real connection with the viewers.
Authenticity isn’t just a tactic; it’s a commitment to connecting with your audience on a human level. That’s why we believe the best ads aren’t seen – they’re felt.
Streamline for Success
How many times have you felt overwhelmed at the start of a campaign, trying to juggle dozens of ad variations? Instead of drowning in options, Joe suggests a more focused approach: start with 10 well-crafted assets but limit your initial launch to just 4-6 variations. This strategy isn’t just easier—it’s actually more effective, and here’s why:
- Your Messaging is Clearer: With fewer assets, your team can stay focused on crafting a unified message. With less to manage, it’s easier to fine-tune the narrative and deliver it in a clear, cohesive story that resonates. This not only strengthens your brand’s presence but enhances the overall impact of your campaign.
- Perfecting Quality: Rather than spreading your resources thin, channel them into a select few ads. By narrowing your focus, you can ensure that every ad is fully optimized with the right mix of visuals, copy, and targeting. The results? Higher-quality ads that are more refined and effective. With less to manage, there’s more room for creativity and precision.
- Accurate Targeting: Another effect of cutting down on variations? More accurate targeting. When you’re trying to develop too many variations of ads creative, you can often unintentionally lose sight of your target audience and story, ending up with ads that are overly vague or generalized. With fewer variations, your messaging becomes more focused and precise, allowing you to speak directly to the specific needs, pain points, and desires of each segment.
- Effective Cost Management: Behind the scenes, fewer assets reduce strain on both your budget and timeline. You’re able to allocate resources more efficiently, ensuring that each receives the necessary attention for optimization, while also avoiding budget waste from underperforming variations.
- Data-Driven Decisions: When there’s fewer variations, data becomes more meaningful. Patterns are easier to see without the noise of too many variables, making it quicker to identify top-performing creatives. Meanwhile, underperforming variations can be swiftly retired.
Test, Refine, Repeat
How do you craft a story that helps your audience take the next step? Test, refine, and repeat. While it may sound simple, Joe explains that testing is crucial to unlocking success.
Start with a three-month timeline to give yourself enough time to gather data and keep iterating on what is working. Gathering initial data is like getting to know your audience—understanding what they love, what makes them click (literally), and what leaves them scrolling past. Metrics like watch times and click-through rates (CTR) become your guideposts, helping you uncover what truly resonates.
With this understanding, you can experiment with different content types. For example, considering trying an unboxing video that sparks excitement, or a direct-to-camera message that connects on a personal level. These formats serve different roles at various stages of the funnel: some engage, others convert, but all provide valuable insights into what resonates with viewers and what doesn’t.
Focus on what’s working and remove what’s not, and repeat. Then repeat again. Each iteration moves you closer to a strategy that gets your audience to click. You’re mastering the art of continuous improvement and maximizing your impact.
Ready to turn your campaign into a story your audience can’t ignore? Start testing, keep refining, and watch your results grow.
If DIY-ing Your Campaigns, Dive into the Details
When taking a hands-on approach to your ads, it’s essential to focus on the elements that make the biggest impact. Start by highlighting your brand’s unique voice—what sets you apart, and how can your messaging stand out in a crowded feed? Pay attention to real-time performance data, using metrics like click-through rates and engagement trends to guide your next steps.
Balance variations in headlines, visuals, and calls-to-action, with tying them back to a clear, cohesive strategy. By doing this, you create campaigns that not only perform through authentic connection.
But no matter what variations, messaging, or testing you decide to implement, Joe shares an important nuance: the success of any campaign—DIY or not—comes down to strategy and expertise. Without a solid plan in place, even the most creative ideas can miss the mark. From understanding audience behavior to refining your message and tracking performance, a thoughtful, data-backed approach is key to turning effort into impact.
While experimenting can provide insights, having experts who can interpret the data, strategically craft the messaging, and amplify the ads can drive measurable growth toward the same goal: creating campaigns that connect, convert, and elevate your brand. Your audience is waiting to connect with your story—let’s make it unforgettable. Contact us today to start crafting campaigns that inspire action and deliver the results you’ve been looking for.