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How To Spot Ad Fatigue On Facebook

Posted on 12th February 2026
 
Running an ad on Facebook, but have started to notice that results are slowing down, the numbers are dwindling, and that your previously performing ad just simply seems to have stopped working? You could be suffering from what is known as Ad Fatigue. 
 
In this blog, we’ll help you figure out how to spot ad fatigue with your Facebook Ads, and give you some advice on how to fix it. 

What Is Ad Fatigue? 

Ad fatigue happens when your audience has seen your ad too many times. They stop engaging, which drags down your conversions and leads to a higher cost per result. This is why it’s highly important you’re keeping an eye on the data your ads are bringing in – as spotting ad fatigue early will allow you to make the needed changes quickly, and get your ad performing at its best once again – otherwise you’ll be burning through your budget without being aware. 
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When Should Your Business Post On Social Media In 2026?

Posted on 22nd January 2026
 
When it comes to social media marketing, knowing how much to post and when to post is essential to ensuring your marketing is reaching the maximum amount of your audience on the right platforms and at the right time. It also helps you in the algorithm – by posting the optimal number of times at the right moment, platforms will begin to prioritise your content. 
 
Here’s how often and when you should be posting on each platform in 2026. 

Facebook 

Facebook is one of the most popular social media platforms in the world, and for marketers it’s often a key platform when it comes to advertising and building an audience. With Facebook, Hubspot research has found that over the last year, Monday & Friday seem to be the most popular with marketers as the ‘best’ days to post, with 1-2 posts a day being the right amount to help drive more engagement and interaction with your posts. 9am-12pm appears to be the ideal time to post, but this all depends on your audience’s activity – if they’re more active after this time, don’t be afraid to post later in the day. 

Instagram 

When it comes to Instagram, 3-5 posts a week can be beneficial for your business, with the hours between 12pm and 3pm on Wednesday and Friday proving the best, as per Hubspot. Instagram Boss Adam Mosseri said in 2024 that frequent posts can help with reach – but don’t burn out. Consistency is key, but if you feel you need a break or have less to post then you can drop the number of posts down if needed. 
 
Buffer’s research found that businesses who post 3-5 times a week have a 12% higher reach than those who post 1-2 times, and 10+ posts bring in a 24% higher reach. If you’ve got enough quality content to be posting over 10 times a week then go for it – but aiming for 3 posts a week to begin with can help to satisfy both quality and quantity for your audience. 

LinkedIn 

LinkedIn, unsurprisingly, is a platform much better suited to having posts done across the week – with anywhere between 1-5 posts being enough for engagement. If you’ve ever been on LinkedIn, you’ll often see posts from days or weeks ago appearing on your feed alongside fresh content – meaning bombarding the platform with posts isn’t always the best idea. Anytime between 9am to early afternoon is the best time to post, as this is when users seem to be the most active – with Monday proving to be the most popular day. 

X (Twitter) 

X has become less of a priority for marketers and the general public alike since it was taken over a few years ago, but it’s still a highly popular platform – and for those who are still using it, here’s what you need to know. The best time to post on X is between 3-6pm, though 12-3pm and 6pm-9pm also delivered similar results. Hubspot found that Friday is by far the best day to post on X, and with the algorithm favouring newer posts, having multiple pieces of content go out will help you appear on the timelines of your audience more frequently without you getting lost amongst other pieces of fresh content. 

TikTok 

If you’re continuing to build your TikTok presence in 2026, or you’re looking to add it to your marketing plans for the year, then there’s no better time to get things set up. Hupspot found TikTok also leaned more towards late afternoon / evening – with 3-pm proving the best time to post, although there wasn’t much difference between posting earlier or later. Wednesday, Thursday, Friday and Saturday also were the best days to post, with Buffer suggesting 2-5 times if you want to bring in the best engagement. TikTok is dependent on your audience – even if you post one video a week, all it takes is for a video to start gaining traction for an audience to form and all of your other content to start seeing an uptake in views and engagement. 
Having a good idea of when to post and the volume of posts you’re putting out can help you to form consistent schedules, plan your content and ensure you’re getting the maximum reach and engagement possible. When you’ve figured out the best time, you’ll be able to design a marketing plan that puts you on a path to success. 
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5 Common Facebook Ad Mistakes (And How To Fix Them)

Posted on 9th January 2026
 
Facebook Ads can be an effective marketing practice for your business, but one that can be easy to get wrong – especially if you haven’t run ads before or aren’t familiar with the platform. It’s easy, if you’ve had a bad experience with Facebook Ads in the past to think that the platform simply doesn’t work for your business – but that’s not the case. 
 
Here are 5 common Facebook ad mistakes and how you can fix them to ensure your ads work best for your business. 

Mistake 1: Using Too Much Budget 

One of the biggest mistakes some businesses make is using too much budget too early on into their campaigns. Many believe they need a big budget for Facebook Ads to work for them, but Facebook needs time to gather data about your ad and who responds to it – allowing their algorithm to deliver it correctly. Using too much budget can see you burn through money you can’t afford to lose – resulting in your ad being switched off before it can really deliver. 
Fix: Starting off small with around £5 a day allows you to test and scale in tune with the results that are being delivered. Having a small budget doesn’t mean less results – it can in fact bring in a lot of business and a lot of money, allowing you to consider adding more budget to your ads overtime once they begin bringing in the numbers you desire. 

Mistake 2: Poor Targeting 

Targeting is often the ‘make or break’ part of your Facebook Ads – and it’s where business often fall in their strategies. You really need to familiarise yourself with your target audience before you begin running ads – if you go too broad or too niche, it can often leave you with little audience engagement. 
 
Fix: Instead, target what you know (and what Facebook has available) about your audience. If you’re targeting parents, but only those with young children for example, Facebook allows you to select those who are listed of having children in specific age ranges. From demographics to jobs and even such things as engaged shoppers, there is an abundance of targeting options that will work for your businesses – so elect the right people and let Facebook’s algorithm do the rest. When the data comes in, you can refine your targeting if needed – learning as you go where your core audience lies. 

Mistake 3: Choosing the Wrong Objective 

One of the main reasons that Facebook Ads often fail is due to the wrong objective being chosen. This is the beginning of any campaign creation – forming the basis of your campaign and helping Facebook to understand your desired outcome – if you want sales, then you’re looking for a sales campaign, not awareness or engagement. 
 
Fix: There are Traffic, Sales, Engagement App Promotion, Leads and Awareness objectives, all offering different goals to help bring in the best interaction with your ad. As an example, you’d use a Lead campaign if you want messages, calls, sign ups or an instant form whereas Traffic is good for link clicks and landing page views. Knowing exactly what outcome you need from your campaign will help select the correct objective, giving Facebook clear instructions and you clearer results. 

Mistake 4: Weak Ad Creative 

For some, the ad creative can be the part that trips businesses up with their Facebook Ads. Either you have a great creative but the setup is poor, or you have a great setup and the creative is poor. If you’re falling into the latter category, then this is where you’re making a mistake. Common issues with ad creative include: 
 
- Unclear or an absence of a call to action 
- No clear benefit conveyed to the audience 
- Generic images that don’t stand out 
- Confusing, overloaded graphic design 
- Multiple messages in one ad 
 
You have seconds to grab the attention of your audience member – remember they’re not on Facebook to buy, so your ad needs to stop them in their tracks whilst scrolling through posts from friends, family and pages they engage with regularly. 
 
Fix: Once you know what it is you want to promote, ask yourself 3 things: Who is the ad for? What problem does it solve? What benefit does it provide? 
Stick with one message, one offer and one goal – use high quality imagery, branded, simple designs and make your customer feel that they need your product or service. Touch on their pain points, solve them, and then direct them to exactly where they need to go. Pair this with a great set up, and you’ll be on track for success. 

Mistake 5: Ignoring Results 

You can’t build and run an ad and then ignore the results, leaving an ad that may be using a lot of budget but getting little results running in the background or stopping an ad that is bringing in results. Facebook Ads require regular results tracking, so you know what is and isn’t working so you can tweak and scale correctly. There’s also the case of focusing on the wrong data - likely you’ll be looking more towards likes, comments and shares, which, whilst important, are vanity metrics – you want to be looking more towards the things that actually matter such as your actionable metrics like conversions. 
 
Fix: From the start, make sure your tracking is set up correctly so that you don’t run into any issues, and then focus your attention on the metrics that will align with your goals such as – in a leads campaign – the amount of leads, the cost per lead, and even cost per link click and click through rate. Getting this data tracked on a weekly basis can help guide you with the future of your campaigns, giving you the chance to see how your campaigns improve over time and giving you an indication of when to make those crucial changes to allow your ad to perform at its best. 
 
Facebook Ad issues often aren’t often down to the complex or advanced settings but rather the simpler tasks, that whilst seemingly straightforward, also leave room for small errors that can change the way your campaign performs. By fixing these mistakes, you can run an ad that works for your business – allowing this to become a key part of your marketing strategy. 
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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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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 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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Social Media & Digital Marketing June 2025 Roundup

Posted on 26th June 2025
 
We’re at the end of June – which means the time has come for another social media and digital marketing roundup, covering all the news from this month. 
 
Here’s all you need to know... 

Facebook To Make Video Creation Easier 

If you frequently upload videos to Facebook, then this will be useful for you. Facebook, over the next few months, will transition to all videos being shared as Reels. Reels also won’t be restricted when it comes to their length or format. Video content you’ve already shared will remain on your page. The video tab will also be renamed to the Reels tab, and your Reels and Feed privacy settings will be unified – if your Reel settings are different to your Feed settings, you’ll need to reconfirm your audience settings when you first post after the change. 

Instagram Focuses on Creativity 

In a new blog by Instagram boss Adam Mosseri, Meta have revealed their plans to push creativity on Instagram as it celebrates 15 years of operation. One of these features is trial reels, which allows you to share a reel with non-followers – helping you to see how your content will perform before being shared with your followers. As per Instagram stats, trial reels have encouraged 40% of creators to post more often - with 80% seeing an increase in reels reach from non-followers. 

More Updates To Edits 

Investment is also being made into their new app Edits, where the restyle tool has been relaunched to incorporate AI. 
 
They’ve also introduced key frames to help users make more precise edits, the ideas tab now has a saved audio section and the ability to leave sticky notes on audio you’re interested in. New text effects have been added, and you can now remove background noise from your voiceovers thanks to new voice enhancements. 

Threads Continues To Grow 

Threads has continued to see growth, making it the 8th-most-downloaded app for the month of May, and 2nd most downloaded app for those using the IOS App store. 23 million downloads of Threads took place in May – a million more downloads compared to April – and Meta is rolling out even more features to keep people using Threads over competitors like X or Bluesky. 
 
Firstly, Meta has started testing out a feature users have been asking for, but Meta has been reluctant to add – and that is DMs. Separate to Instagram’s DMs, Threads has started testing this in-app feature in Hong Kong, Thailand and Argentina – if implemented, it may draw even more users away from X and Bluesky. They’ve also simplified the way custom feeds can be accessed, and the Threads team have been hard at work to ensure that posts including a link are gaining traction. In November, Adam Mosseri said that links didn’t get many comments and that they didn’t see much value in them – but that now seems to have changed, with more options to add links on your profile and the option to see how links you’ve posted are performing with a new analytics feature rolled out in May.  
 
That’s all for this month! Have a great June, and remember to keep an eye out for more news in the digital marketing space over the coming month. 
Finally, your social media marketing tip is: Your very first campaign is always your worst-performing one. 
 
But it’s the starting point. 
 
The only way it gets better… 
 
Is if you stick with it, test properly, and stop relying on your feelings instead of the data. 
 
You don’t need a huge ad budget. 
 
You need a clear offer, the right audience, and a plan you’ll actually follow through on 
 
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Social Media & Digital Marketing May 2025 Roundup

Posted on 29th May 2025
 
We’ve reached the end of May, which means it’s time for another social media & digital marketing roundup. 
 
Here’s a look at all of the news from the last month. 

Threads Active User Base 

Threads has revealed their active userbase has now reached 350m users – bringing them closer to X. Threads saw an increase in active users around October 2024, and it has kept growing month by month. X claims to have 600 million active users – which whilst still a way ahead of Threads, does show that the gap is beginning to grow – especially with X continuing to lose users, especially in Europe. X has lost over 11 million users since August 2024 in the EU, and is also losing users in the UK – casting doubt on its apparent growing active user’s figures. That being said, Threads, which is also making an effort to separate itself from Instagram, has firmly positioned itself ahead of Bluesky as the viable alternative to X. 

Updates To Edits 

Instagram’s Edits app has been updated with new features. Over 100 new fonts have been added, animations, beat markers and an inspiration section have also been implemented - as well as new vocal effects and an ‘apply to all’ option for tools. Instagram are aiming to keep the app updated with new features weekly, but whilst it’s free to use for now, there is a chance the app will have to introduce paid options – especially when they begin to roll out AI powered tools. 

Meta Ad Updates 

Meta have announced Ad updates at NewFronts 2025, across Instagram, Facebook and WhatsApp. 
 
Instagram wise, Meta have started to test Reels trending ads - these act a little like TikTok’s Pulse ads, displayed amongst other, trending reels. They’re also testing Trends in Instagram’s Creator Marketplace, which will, as per Meta, “allow advertisers to discover real-time culturally relevant insights on Instagram”. Creator Marketplace API will give businesses the ability to connect with high-quality creators and make data-driven decisions about their partnerships. 
 
Video ads are being tested on Threads, letting businesses “expand their reach and engage with their audience in a familiar way across multiple platforms”. 
 
Facebook Reels will see a roll out of video expansion, which helps advertisers get better outcomes from their videos. New ad formats will also be applied to Facebook and Instagram, now allowing Partnership Ads with one partner in the ad’s header and Facebook Live Partnership ads. 

TikTok Live DMs for Customers 

If you use TikTok live to sell your items, then this may be helpful for you. TikTok are rolling out an option to switch on DMs during livestreams, allowing you to generate leads directly from broadcasts. There’s now an option titled LIVE setup for client acquisition, and it gives you an option to include a message CTA button on your livestreams so viewers can quickly get in contact if they’re interested in what you’re advertising. 
That’s all for May! Have a great June and keep an eye out for more updates over the coming month. 
 
Finally, your social media tip this month is: You do not need high production to make video work in your ads. 
 
In fact, sometimes a simple video filmed on your phone outperforms everything else. 
 
The goal is not perfection, it is connection. 
 
Show your face. Talk directly to your audience. 
 
Explain what you offer and why it matters, clearly and calmly. 
 
Keep the video short. Thirty seconds can be enough. 
 
Use captions so people can follow along with the sound off. 
 
And always end with a clear call-to-action. 
 
Video builds trust. It makes you feel real. 
 
That alone can drive more clicks and conversions than a polished graphic 
 
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Should I Use Facebook Or LinkedIn For My Business In 2025?

Posted on 15th May 2025
 
Picking the right platform for your business can be tough, especially when you’re first starting out. 
 
Facebook and LinkedIn both have huge audiences that are actively awaiting a business just like yours to come into their lives – but which one is best for your business in 2025? 
 
Let’s take a look at both platforms in more detail. 

Audiences 

First, we have to look at each platforms intended audiences. Facebook has an active user base of 3 billion people monthly, whereas LinkedIn has just under 2 billion a month. Facebook is one of the worlds biggest social media platforms, and has a diverse, worldwide audience from all age groups – although Millennials and older seem to be more frequent users than the younger generations who frequent TikTok and Instagram more often in 2025 – leaving the likes of Facebook behind. 
LinkedIn may have a smaller audience, but it’s full of industry experts and companies – the perfect audience if you’re looking to network and you’re catering your content to a more professional audience. 

B2B vs B2C 

Facebook is perfect for B2C Marketing (Business To Consumer). If you’re running ads, advanced targeting features make Facebook the perfect place to promote your products and services directly to your ideal customer. If you’re using it for general marketing, you can begin to create posts designed to attract and convert the audience members, driving high engagement from consumers. 
 
If your content is more for B2B audiences, then LinkedIn is the platform you should choose. It’s tailored for you to build business connections, and LinkedIn ads allow you to target by job title, industry and company size and more professional demographics. 

Content Styles 

Facebook content can be a mix of many styles including entertainment, education, sales and engagement posts. Photos and videos, live content, text-based and polls all work depending on the type person your audience members are. Storytelling and creating emotional connections work well on Facebook, as does showing behind the scenes content, user generated content and hosting contests. Brand voices can vary on here too – making the platform better for broader range of business. 
 
LinkedIn content is more professional and driven by value – articles, industry news, business updates – all of this can help users over there to understand a little more about you. It can also improve other’s industry knowledge and enhance their careers and provide insights to users. Longer captions that are thought-provoking can work incredibly well in this type of setting, but don’t hesitate to show emotion – in 2025, people are really starting to move towards authenticity rather than very straight-forward pitch style posts – so consider this too when creating content for LinkedIn. 

Audience Relationship 

Facebook allows you to build personal relationships with consumers – replying to comments, messages, live chats and driving conversations lets you build up brand trust and cement great relationships with your audience. You have the opportunity to create a brand experience for audiences that have them coming back for more – and having a great relationship with the brand itself is part of this. 
 
LinkedIn relationships require a much more long-term strategy – you’re still building credibility and trust, but you’re also establishing industry authority. It’s ideal to nurture leads, develop partnerships and recruit talent and is best used for thoughtful, dedicated outreach rather than a fast-paced conversations. 

Groups 

Facebook Groups can be a huge part of your marketing strategy – nearly 2 billion people are actively using groups every month, and you should be too. Groups are communities usually dedicated to a specific topic, and your business can create one to build up a loyal community offering exclusives, support and giving other customers a dedicated place to talk to each other and to your business. 
 
LinkedIn groups are more focused on industry-specific conversations and networking, and are great for finding niche B2B communities where you can participate and add value to the discussions that are ongoing within these specific groups. 
In 2025, the two also can work interchangeably, as long as you have distinct strategies tailored to both that can bring success on LinkedIn and Facebook. There is no one-size-fits all approach to marketing, but hopefully this blog has given you some idea as to which platform fits your business the best, whilst also giving you enough insight into the other to craft a great strategy that can be applied to both, if you choose to use them alongside one another. 
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Social Media Marketing: Top Tips For Small Businesses

Posted on 1st May 2025
 
There are many ways to grow your small business, but one of the best ways to do so in 2025 is through social media marketing. Choosing to go down this avenue can help drive engagement, boost sales and make you a competitive force in your industry, but you first have to work out how to make social media work the best for your business. 
 
Here are some top tips you can use to get your small business started with your social media marketing. 

Understanding Your Audience 

The key to your digital marketing is knowing exactly who your audience is. If you don’t know who your ideal customer is, then you won’t be able to target your content accordingly – potentially attracting the wrong audience to your social media pages.  
You should have an idea of the type of person you want to purchase your products, and you need to really focus in on their characteristics and traits – especially if you’re planning on running ads. Things to think about the gender of your audience, their age, income, location and their hobbies and interests. When you have all of this information, you should be able to build up a picture of your audience, which will then help you to create your content according to their wants and needs. You can pair your information on your audience with your branding, ensuring you have a cohesive style across your platforms which also attracts the specific audience that you are marketing to. 

Choosing The Correct Platforms 

It’s imperative that you select the right platforms to market your business on. There’s a plethora of choice out there, but platforms hold audiences that may better or worse for your business to post on, and you shouldn’t have to spend time on the ones that are less likely to perform and fail to hit your goals. Focus your attention and content onto the platforms where your audience is already spending the most time: 
 
If you’re all about visual branding, then Instagram is the perfect place for your posts – allowing you to create a feed that looks professional and inviting to new followers. 
If you’re more about engaging with your community, promoting to your local area and establishing yourself before running ads then Facebook is your go to – and it’s the most popular choice worldwide for businesses, with 86% using the site for marketing (Statista). 
LinkedIn is great place to go if you’re less about B2C marketing and all about B2B marketing. This is where you’re likely to find likeminded business owners who are interested in what you have to offer them, and is the best place to advertise any of your professional services. 
YouTube & TikTok are ideal if you’re creating video content. Whilst you can post longer videos on TikTok, it’s best to have these on YouTube – whereas TikTok is a much quicker paced app that requires you to instantly capture your audience’s attention. 
 
One thing to consider is the age group of your target audience, as this can help point you towards the right platform for your business. If your audience are Gen Z then TikTok, Reels or Instagram generally are the best to leverage. Millennials are also on TikTok, but they also form the most popular audience on a number of different platforms such as Facebook, YouTube, LinkedIn and X. Gen X and Boomers are most likely to be found on Facebook, but also do crossover with YouTube. If you’re selling, then Sprout Social found Facebook, TikTok and Instagram to be the top 3 platforms for making direct purchases. 

Consistency 

Success isn’t something that’ll come instantly, and requires you to show up regularly. Content calendars and scheduling tools can help for peace of mind and ease if you aren’t able to take time out of your day to post on your account. Posting consistently allows your audience to begin to become familiar with your business and your content, keeping you at the forefront of their minds and feeds when they open up their social media. If you haven’t been posting already, then you may have to test different strategies with your consistency including frequency of posts and timing of posts until you find the one that brings you the most audience engagement. 

Quality Over Quantity 

That being said, you should prioritise quality over quantity. Having a lot of posts may sound like a good idea, but they also must provide value to your audience. If you’re aimlessly posting lots of content with no clear direction or strategy, you may have populated your pages with little engagement to show for it. Instead, focus on creating high-quality graphics, copy and videos that allow you to really show your how your business is an answer to a problem that your audience is having, give them more information about what your products or services do, and make them want to find out more. Your posts should be branded, and working alongside the goals and campaigns you mapped out before you started your social media marketing. 

Don’t Just Sell – Engage 

Social media is exactly what it says – social. It’s not a place for you to sell, sell, sell – even if that is the end goal to your campaigns and posts. When advertising products, you’re not just telling people to buy something, but you need to show or explain to them why they should be investing in your product/service. You need to build rapport with your audience, show them that you can be a trusted brand that delivers on your promises and that you’re happy to answer any questions in a prompt and professional manner. You have to warm up cold audiences, and by interacting with them, building a relationship and providing excellent customer service you can help to guide them in direction of a purchase after your post has already sparked interest. 
Social media may seem like a big task when you first start out, but hopefully these tips will help you to create a winning strategy that allows you to establish your business as a new force within your industry that knows exactly how to use digital marketing to its advantage. 
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How To Effectively Write Copy For Different Social Media Platforms

Posted on 13th March 2025
 
Copywriting plays a key role in your marketing campaigns – sitting alongside your visual elements in both ads and general posts as a way for you to get more information across, speak directly to your audience and generate interest and sales. 
 
Each platform requires different styles and lengths of copy that can be effective for your business when marketing on social media. Here’s how you can write copy for Facebook, LinkedIn, Instagram and X. 

Instagram 

Instagram is a visual platform, and your main efforts here should lie with your images and videos. Here, your copy can be used to give context to your visual elements, but it shouldn’t be too long. Instagram recommends using 3-5 hashtags, and using your call to action early on in your caption is more effective than leaving it to the end of your post. If you do have more to say, using infographics is a good way to keep followers hooked – as they’ll likely see on their feed before they see your copy. 

Facebook 

Facebook is still the third most visited website behind Google and YouTube, and has over 3 billion active users. Sprout Social research found that 60% of people use Facebook for product discovery – meaning it’s incredibly important you get your copy right if you’re using Facebook for your marketing efforts. Facebook has a character limit of just over 63,000, so there’s a lot of room for you to get your message across. Despite this, people aren’t coming onto Facebook to read long blogs or sales pitches – you have to grab their attention quickly – keeping in mind the KISS model (Keep It Short and Simple) when it comes to writing your copy. In fact, Buffer’s research recommends that using 80 or less characters give’s posts a 66% higher engagement rate. Anytime you post a link or a picture, use a short, persuasive and catchy piece of copy alongside it. 

X 

X (or Twitter) is a little more complicated – whilst premium accounts have 10,000 characters to work with, non-premium accounts have 280 characters to work with – which isn’t a lot of room if you have a lot to say. With around 240 characters being the recommended amount, you should make sure your points are concise enough to fit, but also detailed enough to get your point across. Tweets with hashtags get 2x more engagement, but using more than 3 hashtags a post can see a drop in engagement. You can also create your own hashtag relevant to your business which helps people find your products and services. 

LinkedIn 

When creating copy on LinkedIn, you need to approach it a little differently to how you approach your other social media platforms. On Facebook, Instagram and X, you’re talking to consumers – on LinkedIn, you’re talking to other businesses, so you’ll have to change up your language and marketing plans too. Whilst you can use LinkedIn to push simple posts or job offers onto your connections’ timelines, it’s also a great place to repurpose your blogs and get them out in front of other industry leaders – showing your expertise and building trust in you and your business. You can upload these as articles – picking a catchy title, writing or pasting in your content and using an attention-grabbing picture. 
Copywriting forms a big part of your social media marketing efforts, and understanding the different methods and styles to use on different platforms can help you form your plans for each site more effectively. By tailoring your approach, you and your team will have a clearer idea of how to approach your social media sites, and improve your engagement. 
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5 Things You Can Do To Improve Your Facebook Ads

Posted on 13th February 2025
 
Are you currently running a Facebook Ads campaign? 
 
If you are, but it’s not working out well, or if you think you could make improvements but don’t know where to begin, then this blog is for you. 
 
Facebook Ads can be a huge source of success for your business if they’re optimised right. Here are 5 things you can do to improve your Facebook Ads. 

1. Audience Targeting 

Your target audience is the key to getting your ads working. If they’re not seeing your ads, then you won’t be getting the sales or clicks you’re looking for. Check to see who your ads are being targeted towards against your ideal customer, and see if they match up. If they don’t, then use Facebook’s targeting options to ensure you’re reaching the right people. 
You can choose their gender, location, age, interests, job titles etc – anything that aligns with your target customer. If they do match up however, it could mean your audience size is too small. Whilst it’s better to be specific with your targeting, it can also be an issue if you’re too specific. Shrinking your audience size down too much will mean your ad won't be shown to enough people - impacting your click through rate and sales. By taking advantage of Facebook’s targeting options, you will be able to fix any issues with your ad’s audience, improving your reach, impressions, click through rate and sales. 

2. A/B Testing 

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

3. Set Your Goals 

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

4. Be Concise 

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

5. Measure Your Analytics 

Your analytics are telling you how your ad is doing, but if you don’t pay attention to them then you’re just putting money into something that might not be bringing you anything back. This links to you knowing your goals – if you wanted sales for example, you can use your analytics to see how many sales are being brought in by the ad you’re running. If you want link clicks, look at how many you’re getting and what this is costing you. You analytics relate to everything we’ve already discussed – strengthen your targeting if your ad isn’t working, run an A/B test and compare your analytics, ensure you are getting a concise message across and set your goals so you know exactly what to look for. Keep a track of your metrics, so you can see when things begin to improve. 
Facebook Ads often are a game of testing and changing things until they work – you can hope something sticks, but that’s not always going to be the case. If you’re thinking of making changes to your campaigns, hopefully you’ll find these tips useful in turning a poor campaign into a winning one. 
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