Topics are now shown to users, giving them the chance to select whether they want to see more or less similar content through a new ‘Your Algorithm’ control panel which even gives examples of content when you click a specific topic, and a watch history has been added so users can find their previously viewed reels. 

YouTube have introduced a new timelines editor for Shorts, following requests for better in-app creation of videos. The new edition puts clips, overlays and audio into a singular workspace which stops having to switch between different modes to create your videos. 

Meta have announced that they’ll be introducing an ad-free tier on Facebook, Instagram and Threads as part of their response to European Privacy Regulations. The tier will cost users in the UK £2.99 on desktop or £3.99 on mobile to remove ads and get extra privacy controls – and could, should it become a popular system, influence the way audiences react and engage with ads in future 

YouTube has expanded their AI offerings with the new ‘Ask Studio’ feature, which allows users to speak with a built-in AI chatbot through YouTube Studio. The chatbot acts as a creative assistant – providing your analytics, tailored insights and content ideas, moving YouTube further towards making AI a key part of their offering to creators. 

That’s all for November! With Christmas just around the corner, we hope you have a great festive season and we’ll be back next month with December’s social media roundup that you can use to help shape your marketing efforts into 2026.  

 

Finally, your social media tip is: Ever wondered why some businesses grow while others remain stagnant? 🤷‍♂️ 

 

The magic ingredient often lies in the strategic use of Facebook ads. Here are few reasons why your business Facebook ads - now more than ever. 🚀 

 

💥 Unmatched Reach: Facebook has over 3 billion monthly active users worldwide. With the right targeting strategy, your brand could reach out to an enormous potential customer base. 

 

💰 Budget Friendly: Regardless of your budget size, Facebook allows you to reach your target audience effectively. It's not about spending more, but spending smart. 

 

🎯 Detailed Targeting: Facebook's detailed targeting options help you reach the right audience. With options like demographics, interests, and behaviours, you can drill down to your ideal customer profile. 

 

📈 Measurable Results: With Facebook ads, you can track your performance in real-time. Metrics like reach, impressions, clicks and conversions help you adjust your campaigns for better results. 

 

However, managing Facebook ads requires expertise and time. It’s not just about creating a campaign, but constantly monitoring and tweaking it for optimal results. 

 

Install The Meta Pixel: The Meta Pixel (also known as the Facebook Pixel) is a piece of code on your website that helps to track actions that have been taken by a visitor – such as adding to basket or simply visiting a page. You can track what actions are taken by visitors from Facebook or Instagram – which is really helpful not just for performance and results, but also for the future if you plan on creating any retargeting campaigns. 

 

Set Your Budget: You don’t need a big budget, contrary to popular belief. Small budgets can have a huge impact if your campaign is correctly created – and they don’t break the bank, leaving room for you to funnel more money into them if their performance is great, or keep the same budget whilst you make changes to improve performance. 

 

Choose The Right Objectives: You should have a goal for your ads, and this will help you to choose the correct objective. Your objective should align with the outcome you desire – with the options being: Traffic, Leads, Awareness, App Promotion, Sales and Engagement. 

 

Know Who Your Target Audience Is: Like anything with your social media marketing, your target audience is what can make or break your campaign. As Facebook allows you to target your audience manually, knowing everything about them will help you to create an audience that will be interested and will interact with your campaigns. You can also call your audience out in your copywriting – helping Facebook’s algorithms further figure out who your audience really is. 

 

Ad Creative: When it comes to your creative, make sure your copywriting is clear, concise and to the point – touch on your audience’s pain points and explain how what you’re advertising can solve them. Your image, carousel or video must stop people in their tracks when they’re scrolling – so make sure it stands out, use your branding and make it easy for your audience to understand exactly what it is you’re advertising. 

When it comes to your ad performance, you need to understand what you’re tracking, and how to optimise your campaigns to help with it’s performance. 

First of all, when it comes to tracking your results, Facebook offers a plethora of options for you to take note of. Some of the most common ones to monitor are your cost per click, reach, impressions, purchases, link click through rate and budget. These things can all help to point you towards how well your campaign is doing – and if it’s not looking as good as you hoped, you can use the results to make changes to improve your results. For example, you may have a lot of reach and impressions, but no link clicks – this may mean you need to take a look at changing some elements in the creative part of your ad such as the copy or image. You may have a lot of link clicks and a high click through rate but no purchases – which means you need to take a look at your website to see how you can make it better and more enticing for your audience to take further action after visiting your page. You can think about using different variations in your creative as a test to see which one your audience prefers and interacts with most, or testing two different images or two different styles of copy. Keeping track of your performance week by week and tweaking your campaigns to make them more optimised can really help to push them forward, giving you a great campaign that brings in investment from your audience. 

 

Facebook Ads don’t have to be complicated – but getting your head around them can take some time. If you’re doing it alone, hopefully you’ll find these tips helpful to creating a campaign that performs for your business. 

 

Christmas is a great time for you to get creative with your content – so when it comes to your visuals and copy, adding some subtle touches in that align with the current season is a great idea. Whether it’s behind the scenes with your staff, using Christmas phrases as codes for sales or simply adding a winter flare to your graphics, displaying that you’re gearing up for Christmas can be a great way to relate to your audience who'll also be getting ready for the big day. Use your products and show or explain why they would make a great gift, ask you audience questions to get them engaged between your more sales-like posts, consider doing giveaways or competitions just over Christmas to create a sense of urgency - which you can also leverage to bring new audiences in by asking existing followers to tag friends and share posts to enter. 

We just touched on this, but showing content from behind the scenes helps you with building a community and bringing them into “your world”. It can be super simple content – mentioning a discussion that you’ve had regarding, for example favourite Christmas songs and asking your audience to weigh in, showing images of your office being decorated for the holidays, a video for your team getting orders packed and/or wrapped for Christmas, or snippets from a festive party – it’s a time to really show off what you’ve built and how you’re working hard for your audience over the festive season. TikTok, Reels and Stories are great places to use for this type of content. 

Countdowns are fantastic for building excitement at any time of year – but during Christmas, you can think of counting down to a sale, or do an advent like collection of content – each day, have a short-time offer code, fun fact, question for the audience, BTS video, user-generated content – get your followers coming back for more throughout the month of December. This can also transition to your email marketing too, helping to create a consistent cross-platform strategy and schedule that hooks in your audience. 

When Christmas is done, you can rebrand back to your usual look on social media but don’t neglect new year! Lots of business hold boxing day sales and new year’s sales, and entering 2026 is still a time for celebration and new beginnings. Think about launching something new for 2026, asking your audience what they want to see, having a limited time sale that ends, or begins, as soon as the new year gets going. 

 

Getting ready and planned for Christmas early is key to ensure a fantastic festive campaign – so hopefully these ideas will help you to get a plan together, and be fully prepared to get Christmas sorted on your socials. 

 

Gen Z are familiar with content creators – so approach your marketing efforts like one, instead of like a brand. If you’re wondering how exactly to do this, don’t worry -here are some ways you can practice this with your social media content: 

 

• Find a niche: You won’t be the only business within your industry, but if you know your audience you’ll be able to look for specific pieces of content that speak directly them, resonating with their pain points and emotions which will provide you with support in return. 

 

• Value Authenticity: Authenticity is important for Gen Z – polished content doesn’t always cut it for them, and they prefer the human nature of content rather than something looks like its been highly edited. 

 

• Authentic Engagement: We’ll look further into engagement in a moment, but Gen Z are big on brands being real and genuine – so when you interact, make sure you’re displaying this attitude. 

It’s pretty well known that when you’re doing social media marketing, going for the hard sell isn’t the best way to approach things. You need to warm your audience up – they’re not just going to buy something because you tell them to. Gen Z, like most audiences, need to understand how your product will help them – hit their pain points and provide a solution. However, with Gen Z, establishing up your community first, building brand awareness and mixing your organic content with sales-pitches and paid ads is the way to go. 

As touched on earlier, audience interaction is important for Gen Z. Social media is made to be social, and you need to take advantage of this if you’re looking for a younger audience to be buying from you. If you, for example, go on TikTok, you’ll often find brands in comment sections whether that be on their own profiles or others videos talking just like one of their audience members. Gone is the corporate language, and in comes the trends, the slang, and the relatability. If you’re unsure what to do, just look at how your audience is interacting with one another, with similar brands – build a picture of them and understand the language they’re speaking. Not only does this help you connect, but it also shows them that you’re on their level and are a brand for them – not one trying to fit into the club. 

You need to iron out your customer service processes and make sure the process is tight if you want to impress a Gen Z audience. In 2021, Sprout Social found that 41% of Gen Z would rather choose a brand that delivers a timely, responsive service – so when it comes to customer service, ensure your team are aware of exactly how they need to respond to customers, and do so in good time to keep your Gen Z audience on side. 

The 2022 Sprout Social Index found 73% of Gen Z consumers think it’s important for brands to raise awareness and take a stand on sensitive issues. If your business wants to be inclusive, it has to do more than make a single statement when its convenient – it has to be sincere, inclusive and well-intentioned. If you choose to create products for specific awareness months or days, there’s a fine line between showing that your business holds specific values and support and doing it just to get quick sales. Be concise with your message, tell your audience why things are important to you, and make sure you plan out how you’re going to approach topics with care. Consumer research can be great here, so don’t hesitate to carry it out. 

Influencer marketing is a staple for Gen Z – the era of the influencer broke through during their time on social media, and still remains huge for many. By targeting influencers in your niche – whether you have the budget to go for big names or you’d rather go for micro-influencers – can help to display your business to their audience, who already trust what they have to say and sell, bringing in a brand-new base of people buying from and following you. Take advantage of user-generated content too, as this helps to bring in a relatability element – if your product works for someone similar, it can work for them to. 

 

Gen Z are a titan in today’s social media age – and one that will continue to be important for a long period of time, so when it comes to your marketing, make sure you really understand who they are. By doing so, you’ll find success and bring in sales.