After a packed few days at Social Media Marketing World in San Diego, the Kiosk social team came back energized with new strategies, fresh perspectives, and a ton of inspiration. From AI workflows to ad creative & reporting frameworks, the sessions were full of insights that we’re already excited to apply across our client work. Here are four of our biggest takeaways:
- Creative isn’t just important — it’s everything.
As Meta shifts toward broader targeting and machine learning, advertisers have less control over who sees their ads. That puts more pressure on how your ad connects. Meta confirms that “your creative has the biggest influence on campaign performance” (Meta Help Center). Strong hooks, relatable messaging, and scroll-stopping visuals now matter more than targeting precision. When you can’t control the audience, your creative is the strategy.
The most successful social campaigns typically start with bold, scroll-stopping hooks — those crucial first seconds that make someone stop mid-scroll. Whether it’s the “You’re using soap wrong” opener in Dr. Squatch’s viral ad, or Duolingo’s deadpan narrator saying “The other two were lying”, a good hook grabs attention by surprising, challenging, or entertaining the viewer.
It’s not just about being flashy — it’s about delivering a jolt of relevance that instantly connects. Great hooks tap into a pain point, a relatable truth, or a spark of curiosity. Pair that with messaging that speaks directly to your audience’s needs, and you’re no longer relying on micro-targeting — you’re winning with storytelling.
So yes, targeting matters. But if you’re not testing creative variations — especially those all-important hooks — you’re leaving performance on the table.
Test, test, test. Then test again.
- Don’t chase ROAS too soon
Early stage paid social campaigns are often judged too quickly. The goal during testing isn’t immediate profitability — it’s learning. The most successful brands gather data, identify top-performing creative, and scale intentionally.
We heard again at the conference that increasing budgets by no more than 20–30% per day and avoiding ad set resets gives campaigns the best chance to succeed. It was great to get confirmation that this is already how we operate at Kiosk — focused on long-term performance over short-term wins.
- The SAINT model makes reports actually useful
Reporting can sometimes feel like one big data dump, but the SAINT method offers a smarter framework that goes beyond just “what happened.” SAINT stands for Summary, Analysis, Insights, Next Steps, and Timeline — a structure that pushes media buyers to think critically, interpret results, and provide clear, actionable recommendations.
At Kiosk, we’ve explored several reporting formats to help clients better understand performance, but SAINT stood out as a clear, organized way to drive next steps. We’re excited to test this model and see how it can enhance both our internal analysis and client-facing insights.
- AI isn’t magic, it’s a team player
As marketers, it’s tempting to think of AI as a silver bullet — the magical solution to streamline content, spark creativity, and supercharge performance. But the reality is: AI isn’t magic. It’s a team player. When used well, AI becomes part of a larger creative and strategic ecosystem. It doesn’t replace the human touch — it enhances it. And right now, the marketers making the biggest gains are the ones who treat AI as a collaborator, not a shortcut.
Moving forward
Social Media Marketing World reinforced what we at Kiosk have always believed: effective social media marketing requires both technical expertise and creative intuition. As platforms evolve and algorithms shift, the fundamentals of compelling storytelling, methodical testing, and data-driven strategy remain constant.
What impressed us most wasn’t just the tactics shared, but how they connected to larger marketing principles. Whether it’s letting creative do the heavy lifting, giving campaigns proper runway before judging performance, structuring reports that drive action, or using AI as a complement to human creativity, these insights represent a more mature approach to social media marketing.
The conference has energized our team with fresh perspectives that align with Kiosk’s commitment to delivering measurable impact through innovative social strategies. Want to learn how these insights could transform your brand’s social presence? Reach out to the Kiosk team today to start the conversion.