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Brand Strategies To Help You Market Towards Gen Z

Posted on 6th November 2025
 
Gen Z have emerged as the new generation of consumers in the last few years – the “social media generation”, they’re well equipped with platforms and the way they try to sell to them, making it key for your marketing efforts to be the business that stands out in a sea of others all targeting this generation. 
 
Here are some strategies you can use to market towards Gen Z: 

Who Are Gen Z? 

First of all, to understand Gen Z you have to know who they are. Gen Z are commonly defined as people born between 1997 -2012, making them between the ages of 28 and 13 as of 2025. Of course, not all of them will be making purchases online due to the varying age difference, but that key demographic born in the 90s/ 00s are the ones that you really need to be looking towards and getting to grips with as they will be the main group making purchases online. 

Approach Your Marketing Like A Content Creator 

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. 

Don’t Sell, Sell, Sell 

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. 

Interacting With Your Audience 

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. 

Customer Service 

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. 

Be Strong On Your Stance 

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 

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.  
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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 décor 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 £5 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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Social Media & Digital Marketing September 2025 Roundup

Posted on 25th September 2025
 
And just like that, we’ve reached the end of September – and as we get set to enter the period of colder weather, darker nights and festivities we still have some social media news from the last month to look back on. 
 
Here’s everything that’s been announced this month! 

TikTok Saved In The US? 

You may have been following the news regarding TikTok’s “will-it or won’t-it be banned” situation in the USA, and now it seems to all be over as American investors have been found to purchase the app. President Trump is expected to sign the deal at some point in the next few days, meaning TikTok, for now, is safe to continue operating in the USA – great news for businesses who are targeting a US based audience with their TikTok Marketing. In Europe, the app has reached a milestone user base of 200 million, up from 175 million in 2024 – making it nearly one third of the population in the UK & EEA using the platform. France, Italy and Germany have some of the highest active user  
 
figures between 23-25 million, but the UK surpasses them – with 30 million reported back in June. 

Instagram Hashtags – Are They Effective? 

Noticed a drop in reach over on Instagram? CEO Adam Mosseri confirmed that hashtags are now actually serving more as a categorisation feature rather than one that drives reach. Whilst they’re still helpful to have on your posts, the algorithm has moved towards priority for keywords, alt text, locations, tags and engagement from users. You might have to switch your strategy a little, if you’ve been relying on hashtags to bring you the biggest audience. 

TikTok Hashtag Limit 

Sticking with the theme of our first two topics, if you’re frequently using TikTok you may have come across their recent feature which stops you adding more than 5 hashtags into a post. This is more than just a recommendation by the app – it literally will not allow you to add more than 5, pushing users to be more relevant with the ones they choose instead – helping you get a better reach. It’s being tested, so you may not have the feature just yet – but keep an eye out for it when it’s fully rolled out. 

LinkedIn Post Analytics Update 

LinkedIn have made a small update to their analytics, which could be helpful for those who use it as their primary posting platform. The new post-performance feature will update at 3 and 7 days after a post has been published – focusing on impressions, profile visits and new followers gained. 

Instagram Reels Updates Metrics 

Creators of Instagram Reels will now find two new metrics when checking their Reels performance – and they’re important ones. First of all, there’s now the ‘skip rate’ showing where viewers skip within the first 3 seconds, and the also retention charts showing where viewers drop off. Both are great to utilise, as they can help to identify issues and make your reels much more engaging from start to end by changing certain elements that keep the audience hooked in. 

Threads User Base Update 

New algorithm changes have firmly positioned threads as the leading alternative to X – and now they’ve hit 400 million active monthly users – a boost of 50 million in just 5 months. The changes to the algorithm have boosted time spent on the app to 35%, and whilst behind X is ahead by 200 million, its’s rapid growth rate is definitely something to watch out for – it may become a key platform for your marketing sooner than you think. 
That’s all for September! Have a great October and we’ll be back to update you with next month’s updates soon. 
 
Finally, your social media tip is: Analyse your Post Performance 
 
Seeing which posts get the most reactions and reach is key to growing your visibility. 
 
Simply head to your Facebook business page (on desktop), click insights and then click 'Posts' in the left column. Scroll down and you will see all your posts with their reach (how many devices it appeared on), reactions (likes, comments and shares etc). 
 
From there, you can monitor what works and what doesn't. 
 
Simply do more of what works and less of what doesn't. 
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Top Facebook Ad Tips For Small Business Owners

Posted on 18th September 2025
 
If you’re the owner of a small business, Facebook Ads can be a great way to get discovered by new audiences and bring in new business. 
 
Facebook Ads don’t have to break the bank, and can bring you a greater return on your investment when they’re optimised and run correctly. If you’ve never made one before, then don’t worry – these top tips will help you to get your head around Facebook ads so you can begin creating and running your own. 

Choosing the Right Ad Objective: How To Find The Right One For Your Campaign 

First of all, you need to select the right objective for your Facebook Ad Campaign. Ad objectives help to mould the outcome of your campaign, and should align with your goals for running a Facebook Ad. Here are the Ad Objectives you can choose from: 
Awareness – Awareness campaigns will help you reach people who are most likely to remember your ad, and can help if your business has rebranded or is just setting up – letting your audience become much more familiar with your business. 
 
Traffic – Traffic ads increase the traffic to something like your website, your page, app or another resource. You want to get as many people as possible to click through, visit and take action in the destination that you’ve sent them to. 
 
Engagement – This is when you’re looking for people who are most likely to engage with your business online, whether that’s something like getting them to start a conversation on messenger or take a specific action on your Facebook page or your ad itself. 
 
Leads – Using messages forms, phone calls or sign ups, lead campaigns let you get customers to enquire to find out more by helping to provide their information in some capacity. For example, you can get more sign ups to an email list, or attract them with a free trial or resource. 
 
App Promotion – Have an app you need to promote? App Promotions are great for targeting mobile users to install your app or, if they already have it, to make a purchase or visit something new that you’ve introduced within the app specifically. 
 
Sales – Finally we look at sales campaigns, which are essentially what they say on the tin. They’re campaigns designed to get people to make a purchase, but they can also be used to track things like adding to a basket (which can also be helpful when it comes to retargeting later on in your Ads journey). 

Set The Right Budget 

When setting up your ad, you’ll need to select the ad budget – this is the amount of money you’re willing to spend daily during the duration of your ads being run. Whilst you may think you need to put a substantial amount into running an ad, you also need to ensure that your spending will be financially stable for your small business. Starting with £5 or £10 can be enough to bring in significant results if you’ve correctly curated a campaign that attracts the correct audience to purchase from you. By starting small, you can continue to test and scale until you find the ad that works the best for your small business without the worrying of spending over the odds for an add that isn’t performing that you can’t afford to change. 

Ad Creative That Stands-Out 

Your creative is what hooks your audience in and helps you to stand out from the crowd and competition. There are multiple components to the creative stage of your ad, so here are the things you need to be looking out for: 
 
Text – Make sure your text is clear in it’s messaging, concise and gets to the point quickly. You need to let your audience know how your or services solves their problem and pain points, and intrigue them to click through and take some kind of action (depending on what the objective of your ad set out to achieve). Speak directly to your audience members, show them that you understand what they need and why your business is the one they need to buying from. 
 
Headlines – You headline should be clear and short, making it quick and easy for your audience to understand what you Ad is about. 
 
Call To Action – You need to direct your audience to the action they need to take, so select the most relevant call to action for your ad such as ‘Sign Up’, ‘Learn More’ or ‘Book Now’. 
 
Image & Video – When it comes to the image(s) and video that you use, there are things you need to consider. Whether you’re using a singular image or carousel format, make sure it’s branded, correctly represents what you’re advertising to your audience, and grabs their attention. With your images and video, ensure they’re high-quality and with your video, make sure it’s not too long and explains what it is that you are advertising to your audience. Your images and video are the things that need to be stopping your audience in their tracks – so spend time ensuring this area is perfected. 

Find Your Audience 

Finally, you can run a great ad but without the right audience seeing it, you won’t be bringing in any business. First, think about the person you want to see your ads – consider their demographics such as their location, age, gender, interests, job type, even things such as if they’re parents or what they earn. Don’t narrow your audience too much so that you get no leads, but don’t ignore it entirely so it’s shown to people who won’t have an interest in what you’re advertising. Having a good idea of your audience can even help with the creative side of things, so make sure you are absolutely certain on the traits and characteristics of your ideal audience member. 
Starting Facebook Ads can be daunting, but hopefully these tips can give you some guidance when it comes to creating your own. If you’re struggling, don’t have the time or just need help from experts then don’t hesitate to get in touch with 22:22 marketing – we can help get you started with your Facebook Ads. 
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How To Plan Your Social Media Content Effectively

Posted on 11th September 2025
 
When it comes to your social media, having an effective plan for your content is key to ensuring success. Whether it’s to do with the type of content you post or the time you decide to put your content out on your platforms, having a concise and solid plan that you and your marketing team can follow can be the key between running successful campaigns and unsuccessful campaigns. 
 
Here's all you need to know about planning your social media content effectively. 

Why Is Planning Important? 

Planning in any industry is important, and is especially integral to the marketing journey. Think of it like building a house – you need the foundations first, then you can start building until the house is complete and ready to be sold. It’s the same with marketing – the plan is the foundations  
of your campaign; when you have these, you build on them, and look closer at the details – your audience, content style, competition, platforms etc – finally, the ‘house’ is your campaign – now fully built, designed and ready to run. Without a plan, it’s like going in blind – you may have ideas, but they may not be executed to their full potential or you may run into trouble and have no strategy to help you fix any problems or change any elements. Your team also won’t be working on a consistent plan, meaning some may have different plans to another – making your campaigns feel disjointed. With a plan, everyone is working towards the same thing with the same outlines and guidance. 

What Should You Include In Your Social Media Plan? 

You may be wondering what exactly you need to include in said social media plan – from knowing what to post to where to post, you need to ensure the following is included when it comes to your content plans: 
 
Content Themes: Think of the themes you plan to use in your content – it can be a mixture of different ones like industry news, company news, behind the scenes, product information or updates, new features of products – whatever you choose, it needs to be made clear to your team what topics and themes you want to focus on, and how much you want to focus on them. You can also choose to follow the ‘Rule of Thirds’ when it comes to your social media content – this is where you have a third of posts that promote your products or services, a third that’s focused on sharing stories and content from others in your industry, and a third that leans on interactions and personalising and humanising your customers’ experience with your brand on social media. 
 
Audience: Who are you talking to with your content? You should already have a good idea of who your target audience is, but now you need to figure the type of content they’re interested in, styles that they respond to, the trends that are currently circulating within that age group, the platforms they’re most likely to use and most importantly, how your products relates to them and hits their pain points. A great visual and wording can be the first step to getting them invested, but they won’t purchase if they don’t need your product. Make it clear that what you have to sell is the solution to a key problem they’re having. 
 
Post Timings: This may be a little more difficult to plan if you haven’t already been posting on social media, but having a consistent schedule that hits your audiences’ timelines just as they come online can be a huge benefit for your business. Social media platforms like TikTok will let you know when your followers are most active, helping you plan your content around when they’re likely to be opening up their social media profiles – posting just before helps to keep your content at the top of their feeds. Scheduling tools can be helpful if you don’t have the time to help you log on exactly when needed each day you post – whether you use the platforms own scheduling options or third-party tools. 
 
Keywords and Hashtags: Keywords and hashtags play a huge role in your social media marketing posts – having copy that’s rich with relevant keywords and utilises hashtags that relate to your industry and post topics can aid with increasing your visibility and reach. When people these keywords or hashtags, you’ll want your content to be one of the first things they see – which also is handy for brand awareness. 
 
Platforms: We’ve lightly touched on this throughout, but really is essential that you know what platforms you want to use. Sure, you can use all of them if you wanted, but it’s not likely to bring you the best results – really honing in on a couple of platforms where your target is most likely to be can be the thing that helps to make or break your campaign. If you’re posting for a Gen Z audience on Facebook but not TikTok or Instagram you could be losing out on a valuable audience, whereas if you prioritise those platforms instead you can potentially take your marketing performance to the next level. Picking your platforms relies heavily on your target audience, so when it comes to your plan make sure you’ve aligned these two things. 
 
Content Style: Now we have to consider the stye of your content – videos, pictures, infographics, blogs or live streams, you must have a solid idea of what you want to create that will sell your social media campaigns. Again, look at what your target audience is most likely to engage with, if you need some time to figure this out try a mix and see what gets the best engagement or if you already know exactly what style you’re going for, make your content unique, branded and a stand out amongst your competition. 
 
Analyse Your Competitors: Speaking of competition, looking at the type of content they post, what they sell and how they interact with their followers is a good way to get started. As you’ll be competing in the same space, find your own niche but see how others successfully market and use this idea as inspiration – not a copy – for your own marketing efforts. 
Hopefully you’ll find these tips helpful – once you’ve got your plan figured out, get started and see how it helps your social media marketing much more effective. 
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Social Media & Digital Marketing August 2025

Posted on 28th August 2025
 
We’ve come to the end of August, and as the Autumn approaches we’re going to be taking a look back at all the social media news and updates that have been announced this month! 
 
Here’s everything you need to know… 

Edits Updates 

If you’ve been using Edits, then there are some handy updates to the app that you should be aware of. 
 
Firstly, the UI has been updated – making it easier for you to switch between your creations and performance overview. You can find out which videos are performing best under certain categories such as most views or most likes depending on what metrics you’re aiming to track. 
Safe Zone mapping allows you to see where Facebook and Instagram’s interfaces will appear when your video is viewed on each platform – helping you to correctly place your text or other features so they’re not cut off or covered up. 
 
Finally, if you want more control of your animations, you now have the option of Keyframe curves. 

Instagram Adds New Repost Feature 

If you’ve used Instagram over August, then you’ve probably noticed that on posts and reels there’s now an option to repost content. These reposts will show up on your friends and followers’ feeds, whilst also getting their own tab on your profile. 
 
Whilst reposts are great for the general Instagram user, they’re great for businesses too. Not only can members of your audience repost your content, but you can also repost theirs – adding a small, extra detail to your marketing when it comes to user-generated content.  

Will TikTok Be Banned In The US? 

At the start of 2025, TikTok was under threat of a ban by the US. It’s operations in the country were allowed to continue after President Trump signed multiple executive orders throughout the year as a buyer for the platform was sought. However, the most recent order – a 90-day extension for the platform to find said buyer – expires on September 17th 2025, and despite interest from multiple American investors we haven’t yet heard whether the platform is to be purchased in the US, whether another order will be signed if one isn’t found or if the app will cease US operations on it’s deadline date. It’s definitely something to keep an eye on – TikTok isn’t facing a similar threat in the UK, so for businesses here it remains an excellent platform to build visibility, connect with audiences, and drive growth, and a ban could make way for UK businesses and creators to find new opportunities via TikTok. However, it’s also a reminder that businesses shouldn’t rely too heavily on one platform, just in case similar issues arise on any platform over in the UK and Europe in the near future. 

TikTok Allows In-App Scheduling 

Speaking of TikTok, they’ve now rolled out the ability to schedule posts in-app. Before, you’d either have to create your post and put it out there and then, or leave it as a draft and post at the exact time you’d planned. You could’ve used the TikTok Studio app which did allow scheduling of posts, but now you don’t have to worry about switching between apps or making posts that sit waiting in your drafts until you need them posted – you can prepare and schedule content for specific dates and times inside of the TikTok app itself, making your content planning and management much more convenient. 

Snapchat Outperforming Rivals With E-Commerce 

If you’ve used social media for e-commerce, you may be surprised to hear that Snapchat is pulling ahead in performance with e-commerce compared to other platforms. A study commissioned by the platform along with Triple Whale found that, even though Snapchat is a smaller platform when it comes spend share, they received a 7.5% higher return on ad spend compared to other platforms. The Snapchat Generation report, which focuses on its main user base of Gen Z and Millennials discovered that 92% of daily users include their friends in their shopping journey, and more than half send messages/pictures via Snapchat when shopping. So, if your target audience is here but you haven’t thought about using Snapchat in your advertising, now may be a great time to start. 
That’s all for August – have a great September, and remember to keep an eye out for any new features in the digital marketing world over the next month. 
 
Finally, here’s your social media tip: Paid ads aren’t just for big businesses with massive budgets. They’re for anyone serious about getting in front of the right people and seeing real results 
 
If you’re a small business, you might think paid ads aren’t for you—but the truth is, they’re one of the most powerful tools you can use to grow. A well-targeted campaign puts your business in front of people who might never have found you otherwise. 
 
Paid ads are about smart spending, not big spending. They’re about reaching the right audience and driving real growth.  
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How Does Social Media Marketing Influence Consumer Behaviour?

Posted on 21st August 2025
 
Ever thought about selling your products through social media? Having an online presence is essential to getting customers – but how can social media marketing help to influence their behaviour and make them purchase from you? 
 
This blog will help to answer this question, and point you in the right direction when it comes to your social media – ensuring that you’re attracting an audience who will become loyal customers, and not just people who scroll past when they see a post or ad from you. 
 
Here’s how Social Media Marketing influences consumer behaviour, and what your business needs to look out for. 

Converse With Your Audience 

It’s in the title ‘Social Media’ – you need to be social. It didn’t start out as a place to sell, and whilst its expanded to be great for e-commerce it’s still 
the place people come to connect with friends and family, meet new people and simply have conversations. Your business has the opportunity to create a dialogue with your audience, when they comment or message you leave a reply. It helps you with building trust and credibility, as you’ll be able to answer any questions they have, join in on conversations, offer them advice or simply leave a response to a comment that they’ve left you. Showing your brand is authentic, cares about its audience and appreciates their contributions is the first step to influencing their behaviour. 

Social Proof 

Social proof is a powerful tool that can have a big impact on whether or not consumers buy from you. Think about when you’ve gone to purchase something online – often, you’ll look for reviews, unboxings, recommendations, and so do many others. In fact, 87% of buying decisions begin with research conducted online before the purchase is made as reported by CXL. You need to consider this when it comes to your business - customers will trust others who have had experiences with your products, as they’re likely to be similar people to them and looking for the same problem to be solved. It can be hard if you haven’t already been selling online and are a new business to get this social proof – which will take time to build up, but if you have a relative digital marketing presence that you’re wanting to shift towards social media, then you can use these reviews in posts, get in touch with niche influencers who’ll promote your products to their audience, and leverage any user-generated content you find to help persuade your audience that your product has worked for others like them, so will for them too if they make a purchase. 

Make Your Content Relevant 

How relevant is your content? Algorithms are highly tailored to the needs and wants of your audience, being created from their online habits, accounts they follow, interactions, even sometimes other sites they’ve visited and what they’ve interacted with over there too – so you must ensure your content is hitting the mark. You need to be reaching the right people at the right time, which can help to increase how impactful your message comes across as. Get on trends as soon as they begin, ensure you have a consistent approach not just on social media but in all digital marketing fields when it comes to your style, tone of voice, posting time and response time. You have to be relevant to you audience, and you must understand their social media activity and interests in order to form your business’. Your content needs to resonate in terms of relevance, but it also needs to be relevant in terms of emotion – create a deeper connection and create emotional narratives that hook your audience in and speak directly to them. 

Build Your Brand Awareness and Loyalty 

Social Media is great for building brand awareness – it’s often where consumers discover new businesses and products, but its just the start of their customer journey. They become aware of you, but if you impress them enough for them to make a purchase and this also leaves a great impression, they may keep coming back for more – turning them into a loyal customer. Social media can be their starting point, but it can also be the place they continue to have an ongoing relationship with your brand – they may even turn into advocates and consumers that help to drive your long-term growth. Ensuring you are recognisable, innovative and most importantly, attracting a community of people who want to engage with your business both on social media and through purchasing what you have to sell. 
Making social media a bigger part of your selling strategy can be a great move, and one that you can build on when it comes to paid options further down the line (if it begins to bring you results). By ensuring all of these tips are in line when you approach your social media marketing, you can have a positive impact on your audience and influence them to turn from followers into long-term consumers of your business’ products and services. 
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Vanity Metrics vs Actionable Metrics

Posted on 14th August 2025
 
When it comes to social media marketing, your analytics are one of the key things you need to be keeping an eye out for. They’ll tell you how well your business is performing, where you could be improving and in what areas you should be building on when it comes to your businesses content. 
 
Two things that are important to understand when it comes to your analytics are vanity metrics and actionable metrics. You may have come across these terms before but don’t quite know what they mean, or you may be new to the terms completely. No matter your understanding of the terms, this blog should explain them both to you – so you know exactly what too look out for when it comes to monitoring your metrics. 

What Are Vanity Metrics? 

Vanity metrics might look impressive, but they’re not what you should be using to craft your entire marketing strategy. 
Often, these metrics – follower count, likes, comments shares, they all give the impression that you’re doing well and growing on social media, and they look good to others who come across your account, but they shouldn’t be the key in what defines your business when it comes to your social media marketing. 
 
Whilst you may have a lot of likes, how many of those people are buying from you? How many followers become an engaged customer? How much revenue are you making from your social media marketing? How many referrals are you getting from your socials? Vanity metrics don’t come with context, whereas actionable metrics do. 

What Are Actionable Metrics? 

Actionable metrics are the ones that help to point you towards what is and isn’t working when it comes to your social media marketing. They’re metrics that are linked to getting specific results – for example, if you’re running an A/B test for ads you’re looking for the one that gets the best click through rate, or has the lowest cost per click, or is bringing in the most revenue. It’s data that gives you the opportunity to scale up your marketing efforts and hone in on the areas that are the most successful for you at that current point in time. 

If Actionable Metrics Are Better For Your Marketing – Why Do People Lean Towards Vanity Metrics Instead? 

To put it simply, vanity metrics are just a bit more exciting. Seeing hundreds or thousands of views, likes, followers etc. on your posts can make you feel like what you’re doing is working – and it could be, as long as it’s also aligning alongside your actionable metrics. 
 
When marketers focus solely on their vanity metrics, they’re missing out on the actual metrics that matter. Chances are you’re marketing to sell, so not having any idea of whether your engagement is converting into sales isn’t a great position to be in – which is why you have to know exactly what metrics you want to be tracking. 

How To Decide Which Metrics To Track 

The most important thing that you need to consider are your social media marketing goals. Whether you’re looking to build up brand awareness or sell more items through social media, you need to think about what actionable metrics could help you achieve this. You can decide to measure your goals by seeing whether you’ve had an increase in visitors to your site or if people are clicking through and making a purchase after seeing your post or ad. Your vanity metrics can also be tracked here too – brand awareness can also come down to followers and engagement – but this shouldn’t form the basis or be the main focus of your marketing reports. Its good information to have on hand, but shouldn’t shape your performance when it comes to your goals – a steady increase in followers and a steady increase in site visitors can go hand in hand, but remember where your main focus lies. 
Vanity Metrics and Actionable Metrics are both influential, but you must have a good idea of what you really want to achieve from your marketing before tracking either. Remember, actionable metrics are what you really need to be focusing on, but don’t ignore your vanity metrics completely – they can both work alongside one another when measured correctly. 
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How To Write Facebook Ad Copy That Converts

Posted on 7th August 2025
 
 
Thinking about expanding your marketing into Facebook Ads, but are approaching it for the first time? If so, then one of the most important things you need to know is how to create an ad that converts – and in this blog we’ll be looking at your ad copy. 
 
Ad copy is what helps to convey your message across to your audience – if your audience don’t know what you’re selling or don’t know how it’ll help them, then they won’t buy from you. So, if you’re getting started with ads here’s how to write ad copy that converts. 

Facebook Ads: General Top Tips 

If you’re starting with ads, here are some general top tips you need to know before you start: 
• Know who your audience are: It’s important to be aware of exactly who you’re marketing towards. You should already have a good idea of this, so take a look at who you’re already targeting and go for a similar audience with your ads. You can even get more specific if you wanted by considering the type of interests they have, income, relationship status – anything that helps you to understand the mindset of your audience member. 
 
• Brand Voice: You should have an adopted brand voice that carries you through all of your business social communications. Is it corporate? Humorous? Relatable? Friendly? Your brand voice is what represents your business and gives you a cohesive online presence through your digital marketing efforts. 
 
• Graphics: Decide what graphics you want to use. Is it a carousel ad, single image or video format? Having this in mind will help to aid what you include in your text. 
 
• Be aware of what placements, formats and objectives that are available to you and select the correct ones for your business. 
 
Now we have these points considered, let’s look closer into writing your Ad copy. 

Speak Directly To Your Audience 

One of the key things you must do when writing your copy is speak directly to members of your audience. Put yourself in their shoes and consider what issues they may be having, and what product or service they need to solve this problem. For example, if you’re an ethical clothing brand, your ideal customer may be looking to buy good-quality items that aren’t considered ‘fast fashion’, and may be wanting to be eco-friendlier and more sustainable with their purchases. You know your product solves this, so use this to your advantage in your copy by directly pointing this out. You can ask at the top of your copy a question related to their problem which can act as an instant hook, or, even better, speak as your audience. You can look at any reviews you may have to see common themes and problems mentioned that your product has solved, but if you don’t have this available to you then you can come up with your own problem. Sticking with our example, you could begin your ad with a statement such as “I want to be sustainable with my clothing choices, but I keep coming across fast-fashion instead” or “I’m concerned about the impact my fashion choices are having on the environment”. Whoever it is you’re targeting, really get to know what it is that they’re looking for and include it in your messaging. You can use these pain point quotes in your graphics too for an instant impact. 

Capture Attention Fast 

In today’s fast paced social media world people will keep scrolling until they see something that captures their attention – Samba Recovery reports that the average internet user has an attention span of 8.25 seconds, so not only are you battling with grabbing their attention you’re tasked with retaining it too. Therefore, get your point across – there isn’t a lot of room to pad out what you’re trying to say, so make sure you’re concise, and that the information you provide can be consumed quickly. Your graphics can also aid with grabbing attention – if this stops someone in their tracks, your copy should be would keeps them engaged and wanting to click through to find out more or purchase what you’re selling. 

Add Value 

Don’t sell, sell, sell – add value instead. People aren’t on Facebook to buy – you need to warm people up to purchasing. After all they’re often passively scrolling through content, and the last thing they’re looking for is someone demanding sales. This why you need to have value in your copy – show that you understand your audience, their wants and needs, and most importantly, speak their language. If they relate to what you have to say in your copy and feel like your business could be the answer to their problems, they’re much more likely to click your link and take action than if you went straight in with an immediate sales pitch. Finding the right balance between sales and value is the key, and when approaching your copy think about answering two important questions: Why would someone want to use my product? & How will it help my audience? 

Call Out Your Audience 

Facebook has some great targeting options available for you to use within it’s own platform, but you can also help to push the algorithm even more by directly mentioning your target audience in your copy. Looking for football fans? Fashion lovers? Animal lovers? Frequent travellers? Call them out in your copy. Using Facebooks in-built targeting system within ad manager, not only are you giving yourself the best chance of reaching the audience you want to be engaging with your business, but you’re also ensuring they’re hooked in from the get go as they recognise themselves instantly in your ad copy. 
Whilst ad copy isn’t the only thing you need to focus on if you’re running Facebook ads, it is a key component to forming the rest of your set up by complimenting multiple aspects of your campaign. If you’ve been struggling with writing copy that converts, then hopefully these tips will help you create copy that wins you business. 
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