At the start of the year, we envisioned that paid social would evolve to become more focused on influencers, have better integration between paid and organic social, and become more focused on storytelling. It's certainly true that more brands are using social as a platform to tell their story, and we're seeing an increasing update in ad formats that facilitate storytelling - Instagram Stories being an obvious one, followed by Facebook Canvas, Snap ads on (you guessed it!) Snapchat, and a general increase in video ads across all social platforms.