Paid Social Updates December | PH Digital

December Meta Ads Performance

As expected, December was softer than November, a pattern we’ve observed for the past three years.

• Ad spend increased by 35% YoY but dropped 20% MoM, as budgets were heavily allocated to November’s peak sales period. 
• Revenue rose 17% YoY but fell 19% MoM, reflecting a seasonal dip in consumer purchasing post-BFCM
• Cost-per-click (CPC) rose 43% YoY, making it notably more expensive to advertise compared to last year. 
• Overall, advertising was 20% cheaper than November, but significantly pricier than last December, meaning marketing budgets didn’t stretch as far YoY. 
• This increase in advertising costs explains why revenue growth (+17% YoY) didn’t keep pace with the rise in spend (+35% YoY).

Social traffic saw a 21% YoY increase, highlighting strong engagement from social channels, but dipped 6% MoM, aligning with the seasonal slowdown in activity after November’s peak.

December’s results reaffirm the growing dominance of November as the key sales period, and the importance of allocating budgets strategically across both months.

Global Paid Social Landscape

Major developments across social platforms are making waves in the digital advertising landscape this month.

TikTok Ban Uncertainty:

• The potential U.S. ban on TikTok could affect audience reach and campaign continuity, especially for brands heavily invested in the platform.
• While these developments are worth noting, TikTok continues to be a dynamic and valuable channel, especially in the APAC region.

Meta’s Fact-Checking Pullback: 

• Meta’s reduced focus on fact-checking content on Facebook has prompted global discussions about platform integrity and reliability. 
• While this change may influence user perceptions, it doesn’t diminish Facebook’s role as a powerful tool for engagement and growth.

Going forward, brands can continue to engage effectively by diversifying their strategies and focusing on authentic, high-quality content.

Click here for an extended breakdown of how we plan to navigate these changes and ensure our clients’ campaigns remain effective and well-positioned in 2025.

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