Carly Tallentire, account manager at Door4, explores paid social media and how it can transform the online presence of KBB retailers

Paid social media advertising has become an indispensable tool for businesses aiming to reach new, relevant audiences.

Unlike organic social, paid campaigns allow brands to connect with users beyond their followers, targeting those likely to be interested in their products.

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Platforms like Meta (Facebook and Instagram), TikTok, and LinkedIn make this possible by combining reach, precision, and scalability.

As paid social grows in importance—it was forecasted to account for 33% of all digital ad spend by 2024—marketers must understand how to leverage its unique advantages.

Why Paid Social?

Paid social isn’t just about boosting visibility; it’s about meaningful engagement and measurable results.

For KBB retailers, this could mean connecting with homeowners planning renovations, reaching property developers looking for premium fittings, or targeting design-conscious consumers upgrading their interiors.

Businesses use it to:

• Refine targeting

Break down audiences by location, demographics, job title, interests, or online habits to ensure ads reach the most relevant users.

For example, connect with homeowners searching for luxury freestanding baths or sleek kitchen islands.

• Test and learn

Platforms allow A/B testing of visuals, copy, and audience groups, optimising campaigns over time.

Test how audiences respond to imagery of storage solutions versus ornate fittings.

• Experiment creatively

Platforms like TikTok encourage playful, experimental tones.

Create time-lapse videos of a bathroom remodel or a quick guide to selecting kitchen lighting.

• Gain data

Campaign results offer detailed metrics to refine strategies and discover untapped audiences.

Choose the Right Platform

The success of paid social hinges on understanding where your target audience spends their time online.

Instead of spreading budgets thinly, focus on the most engaged platforms:

• Meta

Versatile and engaging, with ad formats like carousels, videos, and shopping ads. Showcase before-and-after images of fitted kitchens or bathrooms, with shopping ads driving direct sales.

• TikTok

Ideal for consumer goods, TikTok’s younger audience drives sales, with one in three users purchasing after seeing an ad.

Share content like how-to videos on small bathroom designs or trendy decor ideas.

• LinkedIn

The go-to for B2B campaigns, LinkedIn enables precise targeting of professionals.

For example, it can be used to reach property developers or interior designers seeking high-quality, trade-only products.

Work smarter, not harder

Understanding your audience is critical. Are you speaking to homeowners looking for design inspiration or trade professionals seeking durable, easy-to-install fittings?

Consider their demographics, interests, and pain points.

Researching these details can save thousands in ad spend by focusing campaigns effectively.

At Door4, we believe the best strategy isn’t being everywhere; it’s being exactly where your audience is, with content that speaks their language.

Unlocking potential

Paid social media offers KBB retailers a unique opportunity to stand out, grow their audience, and drive meaningful results.

For KBB marketers, this could mean showcasing standout designs, promoting a limited-time offer on luxury bathroom fittings, or highlighting innovative storage ideas.

Whether your focus is brand awareness or conversions, these platforms provide the tools to connect with your audience in the moments that matter most.

Paid social isn’t just about being seen; it’s about being remembered—and ultimately driving action. Is your brand ready to harness the power of paid social? Now is the time to act.