Posts from February 2025

Social Media & Digital Marketing February 2025 Roundup

Posted on 27th February 2025

2025 is well underway, and now we’ve reached the end of February - which means it’s time for another social media and digital marketing roundup!

Here are all the stories from this month!

Meta Updates Advantage+ Ads

Meta have revealed new features and updates to their Advantage+ Ad campaigns, continuing to grow their focus on AI tools and solutions. They’re currently testing a streamlined Advantage+ campaign setup to help shopping and app campaigns benefit from AI optimisation. They’re also introducing an Advantage+ leads campaign, which now lets advertisers find the highest-quality leads using AI. Opportunity score will be expanding to more advertisers, letting users improve their campaign performance using recommendations from Facebook, including AI optimisations.

Threads Performance

Threads has reached 320 million monthly users, and with ads being slowly tested and rolled out on the platform the site’s growing audience is certainly something to keep an eye on. A survey by Sprout Social discovered that 53% of marketers are using Threads, with 23% looking to add it to their upcoming strategies. In Buffer’s analysis of 10 million posts on both platforms, Threads actually drove more engagement than X – with a 6.25% engagement rate compared to 3.6% on X.

Text-To-Speech Introduced on Shorts

Don’t want to do your own voiceovers? YouTube have rolled out text-to-speech on IOS for Shorts, currently allowing 4 different voice options for users. The feature has been popular on TikTok for some time, with YouTube quickly optimising their Shorts feature to continue to challenge the popularity of the platform – especially during a turbulent few months for TikTok, especially over in the USA.

TikTok Marketing Calendar

TikTok have released their 2025 marketing calendar, allowing users to see key dates, events and trends that are currently ongoing so they can leverage engagement and take advantage of the current landscape of the platform. TikTok provides quarterly overviews, but you can print out an overview of the whole year with important dates highlighted.

Instagram Adds New Metrics

Instagram has added new metrics to their system. Called Views Over Time and View Rate, Instagram now lets you see how many views your content is getting compared to your average viewership, if your views are coming from followers or non-followers and what percentage of people continue watching after the first 3 seconds. They are also providing tips to users, letting them know about their reels performance and if it’s resonating with viewers – helping to shape your marketing plans for Instagram going forwards.

Introducing Edits

Edits, a new app by Instagram, was introduced last month – and now we have more information on what you can actually do using the app. Designed essentially to be a CapCut competitor, Edits works in a very similar way – allowing users to streamline the process, turn static images into videos using AI, add captions and have enhanced video quality. They’re also teasing a future feature, allowing collaborators to leave comments in real time to help improve videos before they're posted.

That’s all for February! Have a great March and remember to keep an eye out for any updates over the next month….

Finally, your social media tip is: One of the biggest misconceptions I hear is that Facebook ads should start delivering instant results the moment they go live. It’s like expecting to plant a seed and have a tree grow overnight—it doesn’t work that way.

Here’s the truth: ads need testing and optimisation to perform. When I run campaigns, the first thing I focus on isn’t instant sales—it’s gathering data.

➡️ Is the targeting right?

➡️ Are people engaging with the ad creative?

➡️ Is the message connecting with the audience?

This testing phase is where the magic happens. It’s where you figure out what works and, more importantly, what doesn’t. Then you tweak, adjust, and refine.

I’ve seen campaigns that started slow but, after a few tweaks, turned into major wins. The key is patience and a willingness to dig into the numbers. Ads are a process, not a quick fix.

So, if your first ad doesn’t deliver instant results, don’t panic. It’s not about the quick win—it’s about building a campaign that delivers sustainable, consistent results over time.

How To Generate Leads On Social Media

Posted on 20th February 2025

If you’re looking for leads, you need to have a quality strategy in order to generate them. Social networks all require different forms of engaging, compelling pieces of content and ads that hook in audiences and bring you the leads you require to take your business and social media marketing to the next level.

In this blog, we’ll discuss how you can generate leads on social media…

What Is Lead Generation?

Lead Generation is where you use marketing strategies to retrieve information about your audience – such as through forms or signups – which can help you identify interested audience members and contact them, building your relationship and potentially finding you brand new clients.

Optimise Your Profiles

Your pages are the first point of contact for potential customers, and therefore you need to make sure your profile communicates what your business is, what you offer and how people can reach you. Here are a few things you can:

• If you have a logo, use this in your profile picture; if you have a headshot, use this. Either way, your images need to have a high quality, professional appearance.

• Write a compelling bio that uses relevant keywords, communicating to your audience what you do and your business' tagline.

• Link to your websites landing page or a form.

• Include your contact information so potential leads can easily reach you; this should include your location (if you have a physical store), your phone number and your email.

Engaging Content

How will you generate leads if you’re not posting? Your content is key to attracting an audience and keeping them engaged – the more value your content has, the more likely it is that people will want to purchase from you or work with you. The type of content you produce will have to align with your business’ style, goals and brand voice: you can try educational content, go behind the scenes, share user generated content, carry out polls and surveys or host live videos or webinars that get your audience interacting in the moment. Eye catching visuals and compelling copy will help to draw in new leads.

Use Lead Magnets

A Lead magnet is a free incentive that encourages a user to share their contact details with your business in exchange for something that will, as mentioned, provide them value. Examples of a lead magnet include e-books, exclusive discounts, free trials or demos, webinars or giveaways. You can promote these through your posts and ads to drive sign-ups.

Run Targeted Ads

Ads can be staple of your lead generation campaigns when done correctly. On Facebook, you can create lead generation campaigns by directing audiences to a form, to message you or to call you. Meta says that in 2023 over 1 billion instant forms were submitted through ads – so, if you weren’t considering it before, you definitely should now.

If you’re directing them to a landing page like your website, make sure it’s user-friendly, professional and easy to navigate. You’ve managed to get someone interested enough to click on your call-to-action, so don’t fall at the last hurdle with a website that’s not up to the same standard as your social media accounts.

Generating leads on social media requires time, a good strategy, consistency and lots of valuable content. By optimising your profiles, creating engaging content, leveraging lead magnets and targeted ads, you can turn your followers into loyal customers. Start practicing these ideas today and watch your business grow!

5 Things You Can Do To Improve Your Facebook Ads

Posted on 13th February 2025

Are you currently running a Facebook Ads campaign?

If you are, but it’s not working out well, or if you think you could make improvements but don’t know where to begin, then this blog is for you.

Facebook Ads can be a huge source of success for your business if they’re optimised right. Here are 5 things you can do to improve your Facebook Ads.

1. Audience Targeting

Your target audience is the key to getting your ads working. If they’re not seeing your ads, then you won’t be getting the sales or clicks you’re looking for. Check to see who your ads are being targeted towards against your ideal customer, and see if they match up. If they don’t, then use Facebook’s targeting options to ensure you’re reaching the right people.

You can choose their gender, location, age, interests, job titles etc – anything that aligns with your target customer. If they do match up however, it could mean your audience size is too small. Whilst it’s better to be specific with your targeting, it can also be an issue if you’re too specific. Shrinking your audience size down too much will mean your ad won't be shown to enough people - impacting your click through rate and sales. By taking advantage of Facebook’s targeting options, you will be able to fix any issues with your ad’s audience, improving your reach, impressions, click through rate and sales.

2. A/B Testing

If your ad isn’t performing, then A/B testing is a great option for ensuring you’ll get a return on your investment. With A/B testing, you’ll change one ad variable and run separate ads at the same time – analysing the results afterwards to see which worked the best (or if you use Facebooks A/B test function, they’ll select the best performing one at the end of your test period). Changing anything like the graphic, wording, headline, audience etc might be the key for taking an ad that currently isn’t working at its best to an ad that brings in more clicks and sales than you predicted. You can’t assume which ad will be successful, which is why A/B testing is such an important step in running Facebook Ads. To read more about A/B testing, click here.

3. Set Your Goals

It may sound simple, but knowing what you want to achieve from your ad makes the entire process easier, and more likely to bring you your desired results. Aimlessly going in and setting up an ad with no plan, no idea what you want from it and minimal understanding on how Facebook Ads actually work will not work out for your business. Instead, set your goals before you go into creating an ad, which will help you with each step of the process. The type of campaign you select has to align with your goals – want website visits? Use a Traffic campaign. Sales campaigns are great if you want someone to buy a product or service. Awareness campaigns are good for brand recognition. Having a clear cut idea of your needed outcome will also help you with tailoring the right message to your audience and creating a suitable visual component to go alongside it.

4. Be Concise

Your copy needs to be concise and to the point. You need to grab the audience’s attention instantly – telling them that you have a solution to their problems. Having great, eye-catching graphics and a clear message that work well together can make a great impression, and if you have the option, using video allows you to get even more of your points across outside of a long stream of text. Speak to their pain points, explain how you can fix it, and then tell them what they’ll gain from using your products. This gives your audience a straightforward overview of what you’re offering them, and is much more attention-grabbing than lots of text that takes a long time to get to the main point of the subject.

5. Measure Your Analytics

Your analytics are telling you how your ad is doing, but if you don’t pay attention to them then you’re just putting money into something that might not be bringing you anything back. This links to you knowing your goals – if you wanted sales for example, you can use your analytics to see how many sales are being brought in by the ad you’re running. If you want link clicks, look at how many you’re getting and what this is costing you. You analytics relate to everything we’ve already discussed – strengthen your targeting if your ad isn’t working, run an A/B test and compare your analytics, ensure you are getting a concise message across and set your goals so you know exactly what to look for. Keep a track of your metrics, so you can see when things begin to improve.

Facebook Ads often are a game of testing and changing things until they work – you can hope something sticks, but that’s not always going to be the case. If you’re thinking of making changes to your campaigns, hopefully you’ll find these tips useful in turning a poor campaign into a winning one.

Facebook Ads: A/B Testing Your Ad Creative

Posted on 6th February 2025

When it comes to creating Facebook Ads, you may have run a campaign that hasn’t worked as well as you expected, or are thinking of creating a campaign but aren’t 100% sure on whether you’ve chosen the right ad creative.

If you’re in this position, then you should use A/B testing. This allows you to change different elements of your ads, run them, and then analyse the results to see which one works the best for your business.

Here’s how you can use A/B testing with your ad creative.

What Is A/B Testing?

A/B testing is the method of changing elements of your ad and then running both variants at the same time. The point is to see which variant works the best, and then to choose the best working ad to run on Facebook.

This helps you keep your cost-per-click low, and means you won’t be wasting money on ads that aren’t performing or are giving you a much higher cost-per-click than an ad that may be successful if you run an A/B Test.

Testing Variables – What Should I Change?

To do an A/B test with your ad creative, you can change multiple variables, including:

- Ad headline

- Ad copy

- Graphics

- Type of Ad – static, video or carousel

- Call To Action

You should only change one variable at a time. If you run an ad with a different graphic, copy, and call to action for an A/B test, you’re essentially running an entirely separate ad. You can do multiple A/B tests If you want to try different things to get the best result from your ad, using the past results to create the ultimate ad that gives you the best return on your investment.

How To Do An A/B Test

To do an A/B test, select your campaign and on the toolbar, click A/B test. Then, you can select the variable you want to change. Alternatively, you can do this by creating your initial campaign, copying your ad in the ad level and changing the variable for however many ads you plan to test. So, if you begin by changing the graphic, choose the alternative graphics whilst leaving everything else the same and then you can publish your ad. To get a good idea of the result, Meta suggests that you run an A/B test for 7 days, but can also run it for up to 30 days to get a full scope of how your ad has been performing. If you want, you can then keep the best performing graphic, but change the copy to see which copy connect most with people. You can test as much as you like, but you shouldn’t constantly be testing these ads and spending more and more money when you could already have an ad that works perfectly well without the need for constant changes and tests.

What Should I Look For

If you’re using Facebook’s A/B test function, they will automatically select the best performing ad at the end of your testing and display it to all of your audience. If you do it in the ad level, you will have to judge yourself based on the goal you set out to achieve – whether that’s the lowest cost per result, link clicks or conversions. You can use this to determine your best performing ad – switching off the others so your budget is directed at the ad that’s bringing you your desired results.

A/B testing is an important component in your paid digital marketing efforts, allowing you to get the best results from your ad campaigns, taking a poor campaign to one that becomes a key part of your business’s marketing strategy. Try it today and see how it works for your business.

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