In 2025, scaling paid social is less about micromanaging audiences and more about fuelling Meta’s Andromeda with a high-velocity pipeline of authentic, modular UGC. Andromeda’s retrieval system rewards creative diversity and speed of learning, while TikTok’s attention dynamics make peer-style storytelling the most efficient way to earn the first three seconds and convert intent.
The combined picture is clear: AI-driven delivery engines optimise faster when they have more varied, native-feeling assets to match against real-time demand signals—driving higher recall, stronger ROAS, and lower CPA at greater reach. The stats below show why UGC isn’t a nice-to-have—it’s the growth spine of modern acquisition, and the brands systemising it are pulling ahead.
