As more and more users join social media, the challenge of reaching those most relevant to your brand gets harder, dialling up the demand for ad space. Knowing this, platforms have to continually find new ways of helping paid social managers and advertisers reach users on their apps. So which of social’s main players should you invest more time in? This week we’re joined by Katrina Cimetta, a paid social media manager for Domino’s at the time of recording, to discuss everything from incrementality testing to the race for more creative solutions in paid social. In this episode, Kat, who’s now working at Great Ormond Street Hospital, discusses the lessons to be learnt from each platform and the future for TikTok as it ramps up its appeal to paid marketers. And finally, with so much uncertainty, is now the time to ramp up your paid social activity or take a step back?