Platforms are shifting, algorithms are evolving, and what worked last year might not work this year. But one thing is certain—you need to be where your fans are.
Our friends at FanIQ have helped data-driven promoters maximize their return on ad spend (ROAS) across multiple paid social platforms. Their advice? Diversification is key. Testing new platforms, audiences, and creative formats can help drive sales while keeping ad costs in check.
So whether you're retargeting past buyers from your Hive database or reaching new fans for the first time, here are FanIQ’s top recommendations to improve your paid social strategy in 2025.
1. Test new platforms
Between platform growth, audience shifts, and regulatory uncertainty (see: TikTok’s legal battles), paid social is harder than ever to execute successfully. Many promoters default to Meta’s Advantage+ or Google’s Performance Max for simplicity, but this can come at a cost.
Across 100+ FanIQ clients in 2024:
- Meta blended campaigns saw a 2.4x total ROI, while separated campaigns hit 4.7x ROI
- Snapchat led the way with a 10x ROAS across multiple event categories
- TikTok, Reddit, and other emerging platforms delivered results between 3x–10x ROAS
The takeaway? Don’t put all your eggs in one basket. Testing multiple platforms helps you find fans where they already spend time and maximize ad performance.
2. test new audiences
The biggest advantage of testing new platforms? Access to fresh audiences.
For example, “Sneakerheads” turned out to be a high-performing audience for FanIQ’s basketball and festival partners, delivering 5x ROAS in 2024.
By expanding beyond default interest categories, you can reach high-intent fans earlier or even before they even start searching for tickets. Testing audiences across multiple platforms makes it easier to identify new fan segments, scale what works, and refine targeting over time.
3. Focus on top-performing creative formats
Not all ad formats are created equal. Meta alone has 18 different ad units, each with different performance potential for live events. Snapchat has six (for now). YouTube? Even more. Some ad types drive ticket sales. Others, not so much. So if you’re not tracking performance at the ad unit level, you’re likely leaving money on the table.
The best way to optimize your ad spend? Look at performance across platforms, creative formats, and audiences to see what actually moves the needle. Understanding which ad units are working allows you to double down on what’s driving conversions and cut what’s not.
4. Lean into event cycle moments
Where you spend your ad dollars matters. But when you spend them is just as important.
Many promoters set a lifetime budget from on-sale through event day, but this approach misses out on critical sales-driving moments that can maximize ROAS.
Some key moments to prioritize in your ad strategy include:
- Presale and on-sale pushes: Build early excitement and drive urgency
- Artist announcements: Capitalize on momentum when buzz is at its peak
- Price increases and low-ticket alerts: Encourage fence-sitters to buy before it’s too late
By aligning paid social campaigns with key buying triggers, you can create higher-impact ads that not only reach fans but drive conversions when they’re most likely to buy.
5. Get to know your customers using lifestyle-focused content
Most promoters know a lot of details about their fans; their ticket types, artist affinity, and even F&B spend. But what about beyond the event?
Fans aren’t just eventgoers. They’re foodies, sneakerheads, fashion lovers, travelers, and trendsetters. By creating content that aligns with these broader interests, you can connect with fans on a more personal level, leading to stronger engagement and long-term brand loyalty.
A few ways you can expand your reach through lifestyle-driven content include:
- Food-based content for festival-goers and fair attendees
- Fashion-driven campaigns for streetwear and music fans
- Family-friendly content for all-ages events
Tapping into fan interests outside of live events can open the door to new audiences and fresh engagement opportunities—long before tickets even go on sale.
Wrap up
Paid social isn’t getting easier, but the right strategy makes it much more persuasive. To maximize your ROAS and sell more tickets, try to focus on:
- Testing new platforms to expand reach and uncover new audiences
- Experimenting with audience segmentation to refine targeting
- Optimizing creative formats to drive engagement and conversions
- Timing ad spend around key buying moments to boost sales
- Using lifestyle-driven content to connect with fans beyond the event
With a data-driven approach, creative testing, and the right timing, you can get more out of your paid social efforts, regardless of platform shifts or algorithm changes.