Marketecture: Get Smart. Fast. Episode 133: Casey Saran on the intersection between paid and earned media
Aug 1, 2025
Casey Saran, CEO of Spaceback, dives into the evolving landscape of advertising shaped by social media and AI tools. He discusses how brands can integrate organic and creator content into paid campaigns for better engagement. The conversation highlights the surge in creative assets and how brands are adjusting their internal processes. They also explore exciting updates from platforms like Meta and TikTok, focusing on innovative strategies for navigating the competitive video advertising space.
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Episode notes
Try Social Creative in Campaigns
- Test Spaceback by rotating social content into existing paid campaigns with no budget reallocation.
- This easy approach offers a quick, low-risk way to evaluate social-first creative performance.
Using Influencer Content in Ads
- Brands often own rights to influencer content posted on their organic channels, enabling paid use.
- Creator content is some of the best and often confined to walled gardens, so extending paid spend beyond is a major opportunity.
Brands Winning Social Differently
- Casey highlights multiple brands excelling at different social styles, from funny Wendy's to curated Williams-Sonoma and influencer-focused Target.
- This showcases the diverse ways brands can find unique identities to succeed on social media.
