Social media isn’t just where people scroll anymore - it’s where they shop.In 2024, we saw massive shifts in how brands advertise, how consumers discover products, and how purchases happen. Platforms like TikTok, Instagram, and Pinterest made in-app shopping smoother than ever, while AI-driven ad automation changed how businesses target and convert audiences.And if last year was all about getting used to these changes, 2025 is the year retail brands need to fully lean in.So, what’s changed? Here's a TL;DR: Social commerce is booming: more people are buying without leaving the app.Meta’s AI-powered Advantage+ Shopping is running the show, giving brands bigger reach but less manual control.Short-form video ads dominate: low-production, “real” content is beating polished, big-budget creatives.Brands are diversifying: TikTok, Pinterest, and Snapchat Ads are proving their worth, and those who rely solely on Meta are falling behind.For retail brands, staying competitive in 2025 means rethinking paid social strategies. This isn’t a “set and forget” game - brands need to understand what works now, why, and where to focus their budgets for maximum impact.Let’s break down what changed in 2024 and what retail brands need to prioritise in 2025 to stay ahead. 🚀The Big Shifts in Paid Social in 2024Last year wasn’t just another round of algorithm updates and ad format tweaks - paid social media changed in a big way. From AI running more of the show to more people buying without even leaving their feed, here’s what defined 2024 in paid social advertising.1️⃣ Meta’s AI Took Over – for Better or WorseRemember when setting up a Facebook ad meant carefully picking interests, setting audience exclusions, and tweaking your bid strategy? Yeah, Meta would prefer you forget all that.In 2024, Meta put its AI in charge.Advantage+ Shopping Campaigns (ASC) went full throttle, automating: ✔️ Who sees your ads (audiences are built dynamically - no manual tar...