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Posts from October 2025

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Social Media & Digital Marketing October 2025 Roundup

Posted on 30th October 2025
 
Happy Halloween! 🎃 As we’ve reached the end of October, that means it’s time for another monthly roundup of all the social media news that has been the topic of conversation in the digital marketing world over the last few weeks. 
 
Here’s all you need to know: 

New Edits Updates 

Instagram are really pushing forward with edits – this month adding 250 new sound effects to the app for creators, a heap of new fonts to pick from and the ability to save your own hex colours – which will be great for brands using the app to design their own short videos without having to constantly input their brand colours. Even more helpful for brand owners Is the new media kit, which lets users share their Reels metrics and account in a well-designed PDF report that gives an overview of your insights including views, reach, likes, comments and shares amongst others. 

Shorts Updates 

More of a fan of YouTube Shorts? Well, they’re enhancing their editing feature to be more similar to CapCut and Edits – separating the video and audio for easier edits to be made. As per YouTube: “Now, everything is visible in one place, including all of your video clips, overlays, and audio. You can trim and reorder the clips via simple drag and drop, while you can also zoom in to make precise edits.” 

US TikTok Deal 

Great news for those who target an American audience via TikTok – a deal for TikTok to come under US ownership is set to be finalised in the next few days. Whilst we don’t know as of yet who the investors are exactly, reports suggest that US and international investors will own around 65% of the company, with ByteDance and Chinese investors owning less than 20%. 

TikTok Search Becoming A Major Channel For Discovery 

A WARC study of over 1,000 US consumers has shown that TikTok search has become a major channel for discovery – with searches increasing by 40% year on year – especially when it comes to finding new products, and trends in beauty, lifestyle, fashion, recipes and entertainment. 
 
Censuswide’s UK study discovered that 40% of British consumers discover new brands mainly through social platforms – a clear sign that social media marketing and SEO is crucial to building your brand and reaching your target audience. 

LinkedIn partners with Capcut 

Want to create video content for LinkedIn? The platform has now partnered with Capcut – letting you easily edit and export your content directly to the platform. 
 
LinkedIn are also adding saves and shares to their metrics data, adding an extra layer of understanding to your insights for your B2B marketing efforts. 
That’s all for October! Have a great November, and we’ll be back next month all of the social media news coming in the next 4 weeks. 
 
Finally, your social media tip is: When I talk to business owners about their Facebook ads, one of the first questions I ask is, “Are you using your email list?” And honestly, I’m surprised how many people say no. 
 
Your email list is full of warm customers—people who already know your business and are more likely to buy. Yet so many businesses focus on cold audiences and ignore the huge opportunity sitting right in front of them. 
 
Using your email list for ads lets you: 
 
✅️ Re-engage customers who haven’t purchased in a while. 
✅️ Cross-sell or upsell to people who already trust you. 
✅️ Turn warm leads into paying customers with the right message. 
 
I’ve seen it happen time and time again. Clients who thought they’d “maxed out” their sales started targeting their email list, and the results were incredible. Warm customers are the ones who convert the quickest—and often at the lowest cost. 
 
If you’re running ads without leveraging your email list, you’re leaving money on the table. It’s that simple.  
 
So, what’s stopping you? Let’s start using what you’ve already built to drive more sales 
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Is It Still Possible To Grow Organically On Social Media?

Posted on 23rd October 2025
 
In 2025, you may think that to get ahead on social media, paid options are the only way that you can perform well. However, organic growth is still possible – and can work hand in hand with paid growth too if you get your strategies right. 
 
In this blog we’ll look at what organic growth means, the state of it in 2025 and methods you can use to continue growing your social media presence organically. 

What Is Organic Growth? 

Organic growth is where you use organic content to grow your audience and presence on your chosen platforms. Organic content is anything posted for free on social media that isn’t boosted or promoted to increases such things as conversions or reach. It’s the art of growing your social media accounts without putting money in, by posting consistently, engaging with your audience or appearing under hashtags, ‘for you’ sections or explore pages due to the quality and SEO of your posts. 

What Is Paid Social Growth? 

Opposite to organic growth, paid social growth is content boosted and promoted through advertising. Paid social content is such thing as creating a Facebook Ad campaign to get more sales, quickly driving traffic or launching a new product. It’s not a replacement for organic growth – but it’s a great thing to use alongside it. 

What Is The State Of Organic Content in 2025? 

Looking back over the last few years, organic content performance has decreased on most platforms – but that shouldn’t be a sign to give up on it. It looks a little different to a few years ago as algorithms evolve and prioritise specific content types, but the main goals – to engage audiences through entertaining, authentic and informative content remains the same. Here’s where things are currently for each platform. 
 
• Instagram: Average reach in 2024 is 4% - falling by 18% year over year (Hootsuite). 
 
• Facebook: Facebook Page post reach was around 2.6% in 2024 (Social Media Examiner). 
 
• X (Twitter): The median engagement rate on X in 2024 was 0.03% (Sprout Social). 
 
• LinkedIn: LinkedIn company page content only makes up 2% of users’ feeds (Social Media Examiner). 
 
• TikTok: TikTok’s engagement rate has fallen to 2.5% from 2.65%, but it’s an outlier here – whilst TikTok becomes more and more popular “going viral” can happen to anyone – so organic content is still key to use here. (TechCrunch). 

How To Grow Your Social Media Presence Organically In 2025 (and 2026) 

So, if you don’t have the money to run ad campaigns or you simply prefer to build your social media profiles through an organic method, there are still strategies that work in today’s current online landscape and will continue to further in 2026. 
 
• Consistent Posting: Posting around 3-5 posts a week that add value to your audience, focus on getting them engaged and are posted at the peak times they’re online can help to increase your organic growth. If needed, use scheduling tools to help plan and arrange the best dates and times for posting. 
 
• Prioritise Video Content: With TikTok’s, Reels and Shorts all becoming hugely key parts of social media in the last few years, having video content woven into your content plans is a great idea if you’re looking for organic growth. 
 
• SEO: SEO is important for social media marketing – use key words, alt-text and hashtags in your posts – think about what your target audience could be searching for, and use it to your advantage. 
 
• Use Your Analytics: Analytics will point towards your best performing pieces of content – guiding you towards what posts you should be focusing on more, the best times to post and how frequently you should be doing so. 
 
• Engage With Your Audience: Reply to comments, join conversations, use polls, Q&As and live streams – getting your community engaged can help to push your content towards more members of your audience. 
 
Organic growth is evolving – but it isn’t dead yet. By connecting with your audience and remaining consistent, you can continue to adapt to algorithms so your organic growth strategy continues to perform. 
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Video Ads vs Image Ads: What To Use on Facebook

Posted on 16th October 2025
 
When you’re creating your Facebook Ads, getting your creative right is key to getting your ad to catch the eye of your audience. But with both picture and video to choose from, how do you know which would be best to use for your Facebook Ads? 
 
Here’s all you need to know to help you decide on selecting the best ad creative. 

Video Ads: All You Need To Know 

Facebook Video Ads can be a powerful tool to bring in customers – and with social media in general becoming much more favourable and reliant on the power of video, using it for your Facebook Ads could be the perfect choice for you.  
 
First, lets look at ad placements and lengths. Facebook offers several ways to display your ad on their platform – but it’s important to be aware of their video length constraints: 
 
• Facebook Feed - 241 minutes max 
• Facebook in-stream video (mobile) - 5 seconds-10 minutes 
• Facebook in-stream video (desktop) - 5-15 seconds 
• Facebook Marketplace - 241 minutes max 
• Facebook Stories - 1-120 seconds 
 
Just because some placements provide you with a long length of time, you need to remember – you’re stopping people in their tracks from scrolling. If you take a long-winded approach, you’re relying on your audience sticking around to find out what you’re actually trying to sell them – and for many, they’ll want to know the facts straight away. Keeping things short, sweet and simple can be the crucial difference between hooking the audience in and waving them goodbye. 
 
A successful Facebook Video Ad tells a story – if you start strong, you can capture attention in the first few seconds. By using visuals, a question or directly addressing your audiences’ pain points you can create an add that resonates with your ideal audience member. Think about using captions for accessibility or for those watching with sound off, focus on the benefits of your products and services, ensure your branding is present and have a clear CTA. Avoid the hard sell, but make it clear that what you’re offering could be the key to solving your audiences problems. 
 
Finally, how do you know if it’s the right creative for you business? Facebook Video Ads can benefit everyone, but they can be really impactful for: 
 
• Businesses who really need to build trust with their audience, such as those in fitness, driving instructors, salon owners – make people really see the value in you, your expertise and how you can help them. 
 
• Those who have testimonials to hand – if you’ve already had success with customers, getting some video testimonials from the people that have used your business before can help to sell you and your business to the audience. 
 
• Those in creative industries that rely on visuals to impress audiences such as fashion or home dĂŠcor companies. 
 
• E-commerce businesses that are showcasing new products, showing your audience exactly how they work. 

Single Image Ads: All You Need To Know 

If video ads don’t sound like something that will work for your business, then single image ads could be the right choice for you. One of the most effective ways to reach your audience, it can still help you make an impact without needing to invest in video content. 
 
Meta has the following recommendations for single image ads: 
 
• File type: JPG or PNG 
• Ratio: 1.91:1 to 4:5 
• Resolution: 
• 1:1 ratio: 1440 x 1440 pixels 
• 4:5 ratio: 1440 x 1800 pixels 
 
Competing with so many other image ads can feel like a big ask – but if you want to stop people mid-scroll, you must ensure your visuals are bold, bright and clear in order to catch the attention of your audience, include some short text to get your message across, is branded to your business including your colours and logo, includes a CTA and, most importantly, clearly puts the focus onto the products or services you are selling. These types of ads are perfect for local, small businesses, those who provide services like consultations or electricians, event organisers or e-commerce businesses who are announcing sales or promoting specific products. 

Make Your Visuals Stand Out 

Finally, we take a look at Carousel Ads. These ads allow you to display multiple products in a singular ad, linking specifically to each, or for explaining something to your audience. Carousel ads have the following placements: 
 
• Facebook Feed 
• Facebook Marketplace 
• Facebook video feeds 
• Facebook right column 
• Facebook Stories 
• Facebook search results 
 
If you’re using Carousel Ads, you can either include images of your products in a straightforward fashion, or make multiple, flowing graphics that have rolling information that lets your audience know a little more about what you have to sell. Tell a story, add value with each of the 10 cards you have available to you and end with a CTA, telling people what the next steps are. They’re designed for interaction and can be super effective for retargeting campaigns or highlighting collections – so if this is where you’re at, Carousel ads could be great for your business. They’re fantastic for pretty much all businesses – particularly for ones who focus on travel, fashion, food, or those in the property market. 
 
Whether you’re leaning more towards video or images are more your thing, creating ads that perform can take some time and tweaking – but by picking the right creative, you can create a campaign that stands out from the rest and wins you business every time. 
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Small Marketing Budget? Here's How To Use It Effectively

Posted on 9th October 2025
 
Operating on a small marketing budget? You’re not alone – but knowing exactly how to use it effectively and successfully can be difficult to figure out when you aren’t experienced in the world of marketing. 
 
In this blog, you’ll find out how to use a small marketing budget to your advantage, and where you should be focusing your digital marketing efforts. 

Select The Right Social Media Channels 

There are so many social media channels to choose from nowadays that it can feel as though that you need to use all of them to be successful – especially when that’s what big brands seem to do, or your competitors seem to be doing. The difference however is that your small marketing budget won’t stretch to cover every single platform, and it’s not entirely relevant for you to be using all available platforms. Each attracts a different audience, and if you already know who you’ll be targeting, choosing a couple of platforms that align with the highest volume of your target market is the way forward. Not sure where to focus your marketing efforts? Here’s a short overview of the main platforms you could be using: 
• Facebook: Most common active users are aged between 25-34, skews towards a larger male audience but not too significantly compared to female users. Great for long form, text-based content and ads. 
 
• Instagram: Most common active users are aged between 18-24, even gender split. Great for visual based businesses who have the time to create eye catching posts and reels. 
 
• TikTok: Most common active users are aged between 25-34, again skews towards a larger male audience but not too significantly compared to female users. TikTok does however have a large Gen Z audience too – 77% use it for product discovery, with 82% likely to have an account on the platform according to research by Sprout Social. Perfect for short form video content. 
 
• X: Most common active users are aged between 25-34, with men being the main users (60%) compared to women (40%). A platform that is mainly text-based, can be used for building visibility. 
 
• YouTube: Most common active users are aged between 25-34, even gender split. Shorts allow for short-form content, but historically YouTube has been used – and still is – for long form video content. 
 
• LinkedIn: Again, common active users are aged between 25-34, skews towards a larger male audience but not too significantly compared to female users. A platform for businesses and professionals to connect – ideal for B2B marketing. 

Facebook Ads 

If you select Facebook to be one of your main platforms for marketing, Facebook Ads are a fantastic choice that don’t have to break the bank. Depending on how restricted you are budget wise, starting out at just ÂŁ5 a day can transform the way your business uses social media for marketing purposes, and a small investment over a select period of time can bring in a ROI that allows you to eventually expand your efforts. Facebook ads requires some understanding of all it’s different elements such as the targeting features, objectives and creative – but once you have these sorted you can create a campaign that reaches the right people and brings you success. 

Email Marketing 

Marketing isn’t just restricted to your social media accounts; it’s also related to your email marketing. If you get people to sign up to your email whether that’s through Facebook ads or a pop up on your website, you can start sending them emails from your business showcasing products, offers, personalised recommendations – and it doesn’t have to cost a lot at all. Email Marketing can seamlessly work alongside your social media marketing – and can still fit with the confines of a small budget. 

Make Your Visuals Stand Out 

You don’t need a lot of money to make your visuals stand out on social media. Sites like Canva have free plans that let you still use some of their features to make great graphics without having to purchase a professional plan, allowing you to design visual branded elements that can help you create an impressive visual identity on your social media platforms. Even when it comes to Reels or TikTok’s, they can be filmed on a phone and edited inside the free app, meaning there’s little need to spend a lot of money on making content that resonates with members of your audience. 
 
A small budget can still let you create a big impact on social media – it’s just about knowing how and where to use it that can be make or break for your business’ digital marketing efforts. Hopefully this advice helps guide you when it comes to building great campaigns on social media without the need to spend over the odds. 
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