TikTok is one of the most popular social media platforms in the world, with more than a billion users who watch and create short-form videos. Like most social platforms, TikTok collects lots of user data to personalize content and target advertisements. This data helps businesses reach specific audiences and improve the overall user experience, but it also raises concerns about privacy, transparency, and the ethics of personal information.

Influencer marketing has become one of the most effective strategies for beauty and hair care brands. Because hair results are highly visual, consumers often rely on trusted creators to demonstrate products and share authentic experiences. One brand that can benefit from influencer partnerships is Rizos Curls, a hair product company centered on celebrating natural curls and textured hair.

In the competitive world of fashion retail, paid social media success depends on delivering the right message to the right audience at the right time. Broad targeting can waste ad budget, while strategic audience segmentation focuses on improving relevance, engagement, and conversions. One brand that effectively uses segmentation in its digital strategy is Hollister Co., a youth-focused clothing store known for its laid-back, Southern California-inspired aesthetic.

For this audit, I analyzed a paid social media advertisement from Glossier promoting its Black Cherry lip collection. The ad appears across Instagram, Facebook, Threads, and format placements such as Reels, making it a multi-platform conversion-focused campaign. By evaluating the objective, creative execution, targeting assumptions, and industry benchmarks, this blog identifies the ad’s strengths and areas for optimization.

I developed a mock paid social media campaign using Facebook Ads Manager for Glossier, focusing on the product Futuredew. The goal was to align paid strategy with the brand’s established presence while meeting the required campaign setup components: objective selection, audience targeting, placements, budget, and performance metrics.

Netflix’s social media presence functions less like traditional advertising and more like a space for fan interaction. Across Instagram, X, TikTok, and Facebook, the brand posts timely, relevant content that resonates with fans and reflects platform norms. This approach aligns with Sprout Social’s guidance: algorithms favor content that receives engagement, is consistent, and is relevant to audience preferences. Netflix’s use of humor, behind-the-scenes moments, and fan content shows that it focuses on connecting with its audience rather than just promoting products.

Glossier’s social media presence feels less like advertising and more like a conversation. Across Instagram, TikTok, and Facebook, the brand emphasizes real people, minimal production, and everyday beauty routines. This approach reflects the shift in how brands use social media—not as a broadcast tool, but as a space for connection and trust.