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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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Social Media & Digital Marketing November 2025 Roundup

Posted on 27th November 2025
 
We’ve come to the end of November – which means it’s time for another roundup of all the social media and digital marketing news from the last few weeks! 
 
Here’s all you need to know… 

Instagram Reaches 3 Billion Monthly Active Users 

Instagram has reached 3 billion monthly active users, and they have been rolling out some changes and updates over November which you may have noticed – or may begin to notice over the coming weeks. 
 
Firstly, Instagram have decided to really push into the popularity of Reels by making it the main feed for users in India – so when they open the app, they’re taken straight to Reels, with expectations that this system may be rolled out more widely in future. They’ve also redesigned the bottom bar to make it easier to switch from your feed, to reels and DMs. 
Topics are now shown to users, giving them the chance to select whether they want to see more or less similar content through a new ‘Your Algorithm’ control panel which even gives examples of content when you click a specific topic, and a watch history has been added so users can find their previously viewed reels. 

New Editor For Shorts 

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

Meta Introduces Ad-Free Subscription Tier 

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

YouTube Expands AI Functions 

YouTube has expanded their AI offerings with the new ‘Ask Studio’ feature, which allows users to speak with a built-in AI chatbot through YouTube Studio. The chatbot acts as a creative assistant – providing your analytics, tailored insights and content ideas, moving YouTube further towards making AI a key part of their offering to creators. 
That’s all for November! With Christmas just around the corner, we hope you have a great festive season and we’ll be back next month with December’s social media roundup that you can use to help shape your marketing efforts into 2026.  
 
Finally, your social media tip is: Ever wondered why some businesses grow while others remain stagnant? 🤷‍♂️ 
 
The magic ingredient often lies in the strategic use of Facebook ads. Here are few reasons why your business Facebook ads - now more than ever. 🚀 
 
💥 Unmatched Reach: Facebook has over 3 billion monthly active users worldwide. With the right targeting strategy, your brand could reach out to an enormous potential customer base. 
 
💰 Budget Friendly: Regardless of your budget size, Facebook allows you to reach your target audience effectively. It's not about spending more, but spending smart. 
 
🎯 Detailed Targeting: Facebook's detailed targeting options help you reach the right audience. With options like demographics, interests, and behaviours, you can drill down to your ideal customer profile. 
 
📈 Measurable Results: With Facebook ads, you can track your performance in real-time. Metrics like reach, impressions, clicks and conversions help you adjust your campaigns for better results. 
 
However, managing Facebook ads requires expertise and time. It’s not just about creating a campaign, but constantly monitoring and tweaking it for optimal results. 
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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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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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Social Media & Digital Marketing July 2025 Roundup

Posted on 24th July 2025
 
We’re coming to the end of July, which means we’re ready for another social media roundup! 
 
From YouTube to Threads, new features have been implemented and platforms have continued to grow – here’s what’s been going on in the social media world throughout July… 

YouTube Updates Their Analytics 

Channel Managers will now be giving channel managers more insights when it comes to their audience engagement, with expanded information on new and returning viewers. As per YouTube: “We’re introducing deeper audience insights to help creators understand their viewers beyond just ‘New’ and ‘Returning.’ Creators will now be able to see granular segmentation based on long-term viewer behaviour, including ‘New’, ‘Casual,’ and ‘Regular’ viewers.  
The goal is to help creators build better content strategies and grow their audience.”. These changes have now been rolled out globally. 
 
YouTube have also recommended that users go for a more community-focused approach, utilising the community post section and engaging with commenters can help to boost your audience interaction, and with their new ‘most relevant’ option, you can find the best comments and questions to reply to quickly. 

Instagram Reels Extended 

Late last month, Instagram Reel lengths were extended to 20 minutes. This means you can upload content like tutorials, how-to’s or whatever your business chooses to make on the platform without having to worry about fitting everything in a short timeframe. However, you must consider your audience in this – do they enjoy longer videos, or do they lean more towards short form? Whilst incorporating longer videos can be beneficial, be mindful of what your audience engages with most. 

YouTube To Demonetise Mass Produced AI Content 

If you’ve leant into AI for your YouTube Marketing, make sure you’re staying compliant with YouTubes new guidelines around using AI content. Noted as a ‘minor’ policy, YouTube guidelines will begin to crack down on what they call ‘inauthentic’ content and identify mass-produced and repetitive videos – including content made by AI. 

Threads Continues to See Growth 

Threads celebrated it’s 2-year anniversary this month, and after the initial hype of the apps launch back in 2023, it’s now starting to see a return in momentum thanks to their new updates over the last few months. They’ve even appointed a Head of Threads this month, which Instagram Head Adam Mosseri says despite still being a part of Instagram, he “want[s] to make sure we take [Threads] as seriously as our other apps, and so it needs a dedicated lead. 
 
They’ve added some additional updates to their analytics this month – further help to marketers who are starting to invest in using the platform. On the updates have said the following: “You can now tap metrics within the Insights dashboard for more detailed information. For example, tapping the Interactions section shows engagement by likes, replies, quotes and reposts, while tapping the Followers section shows follower growth with geographic data, including top cities and countries, and demographic information like age range and gender.” 
 
So that means you find can more information on the demographics of your audience, you’ll also have new charts showing your interactions and you can see if your posts are being seen via other apps. All of this information can be crucial to planning your social media schedule and ensuring your posts are correctly targeted towards the right audience, so make sure you’re keeping track of these analytics often to keep your marketing on track. 

Google AI to Call Business Owners 

Google AI will now be able to call business owners to save people from doing it themselves in a new update. 
 
Users will just enter their query, and AI will find the information for them using readily available information and automated calls. It will then present the information in a summary format based off what it’s found. As explained by Google: “From pet grooming to dry cleaning needs, Search can now call businesses to get pricing and availability information on your behalf — without you needing to pick up the phone. To get started, search for something like ‘pet groomers near me’ and you’ll see a new option in the results to ‘Have AI check pricing.’ From there, you can submit your request and Search will do the rest, consolidating information about appointments and services from different businesses to present you with a range of options.” 
 
That’s all for July! Have a fantastic August and remember to keep an eye out for any further updates over the coming month. 
Finally, your social media tip 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 
Read more

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 
 
Read more

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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Social Media & Digital Marketing February 2025 Roundup

Posted on 27th February 2025
 
2025 is well underway, and now we’ve reached the end of February - which means it’s time for another social media and digital marketing roundup! 
 
Here are all the stories from this month! 

Meta Updates Advantage+ Ads 

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

Threads Performance 

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

Text-To-Speech Introduced on Shorts 

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

TikTok Marketing Calendar 

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

Instagram Adds New Metrics 

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

Introducing Edits 

Edits, a new app by Instagram, was introduced last month – and now we have more information on what you can actually do using the app. Designed essentially to be a CapCut competitor, Edits works in a very similar way – allowing users to streamline the process, turn static images into videos using AI, add captions and have enhanced video quality. They’re also teasing a future feature, allowing collaborators to leave comments in real time to help improve videos before they're posted. 
That’s all for February! Have a great March and remember to keep an eye out for any updates over the next month…. 
 
Finally, your social media tip is: One of the biggest misconceptions I hear is that Facebook ads should start delivering instant results the moment they go live. It’s like expecting to plant a seed and have a tree grow overnight—it doesn’t work that way. 
 
Here’s the truth: ads need testing and optimisation to perform. When I run campaigns, the first thing I focus on isn’t instant sales—it’s gathering data. 
 
➡️ Is the targeting right? 
➡️ Are people engaging with the ad creative? 
➡️ Is the message connecting with the audience? 
 
This testing phase is where the magic happens. It’s where you figure out what works and, more importantly, what doesn’t. Then you tweak, adjust, and refine. 
I’ve seen campaigns that started slow but, after a few tweaks, turned into major wins. The key is patience and a willingness to dig into the numbers. Ads are a process, not a quick fix. 
 
So, if your first ad doesn’t deliver instant results, don’t panic. It’s not about the quick win—it’s about building a campaign that delivers sustainable, consistent results over time. 
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Social Media & Digital Marketing January 2025 Roundup

Posted on 29th January 2025
 
Happy New Year! We’re at the end of the first month of 2025, and there have been quite a few updates over the last couple of weeks that would be worth noting if you’re using digital marketing for your business. 
 
Here’s all the news for this month! 

Reels Time Limit Expanded 

Instagram Reels have been extended to a 3-minute time limit – so if you want to make longer content to post on your Instagram, you’re no longer restricted to getting everything into a 90 second clip. This move, despite Instagram initially saying keeping Reels under 90 seconds is ideal, allows them to be much more competitive with TikTok – who has been allowing longer videos for quite some time now, and YouTube Shorts, who updated their time limit to 3 minutes earlier this month. 

Google Introduces AI Agents For Retailers 

AI remains a big topic in the digital marketing space for 2025 – with Google now offering retailers the chance to use an AI Agent that helps shoppers find exactly what they’re looking for. With AI now giving shoppers access to answers in seconds, Google expects this to be the way forward for future consumers. Here’s what they had to say: “Retailers can now use AI agents to personalize the customer experience by offering tailored product recommendations, answering questions in real-time and guiding shoppers through the buying process. AI agents can also streamline operations by automating tasks like inventory management, customer service and even loss prevention, allowing employees to focus on higher-value work.” 

The TikTok Ban 

Recently, TikTok was banned in the USA…then unbanned less than 24 hours later. President Trump gave the app a 75-day extension – with suggestions it could be purchased by Elon Musk or Microsoft, allowing it to stay operational within the United States. Whilst it doesn’t directly impact the European market, if TikTok is to get permanently banned in US, it could possibly open up a world of opportunity for businesses in the UK to capitalise on a market that has been freed up by the exit of American companies. We’ll have to wait and see what happens, but it’s certainly something that will remain a big topic in the news until the app does – or doesn’t – leave pp stores in the USA. 

Instagram Updates 

Instagram has started off the new year updating user profiles – saying goodbye to the square format on grids, and introducing a rectangular one instead. If you need to change your graphics, the new ratio is now 4:5. Boss Adam Mosseri said that the change reflects how people now use Instagram the most, but reassured those with carefully curated grids that they will be able to make changes to re-align their images: “We started with the tall grid because most photos and videos that are uploaded to Instagram at this point are vertical and rectangles do a better job showing off those photos and videos. That said, I know some of you spend a lot of time tweaking your grids and this blew all of that up, so we’re going to improve the ability to customize those thumbnails to make it easier to get back to a place you’re happy with.” 

Threads Makes Long-Awaited Updates 

Threads have made some big updates this month – which may make the platform much more attractive to marketers who’ve either been using the app or thinking of adding it to their social media marketing plans. Firstly, users can now schedule their posts within the app – giving people the choice whether to do it natively, or by using a third-party tool. Secondly analytics have been rolled out for everyone – a great sign for those using the app for marketing purposes, as now you can check how well your content is performing – whether that’s overall or based on specific posts. Finally, Meta have announced that Ads will be coming to the platform – with tests being carried out in the US and Japan before being rolled out globally. 
That’s all for January! Keep an eye out over the next month for more updates, and have a great February! 
 
Finally, your social media tip of the month is: Are You Leaving Money on the Table by Ignoring Your Email List? 
 
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. 
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Top Social Media Trends To Watch In 2025

Posted on 5th December 2024
 
Social Media Marketing is constantly evolving, and with the end of 2024 fast approaching we can now predict some of the trends that we may be seeing in the next year. Staying ahead of the curve, keeping updated and implementing these strategies and tips into your 2025 plan can boost your marketing performance. 
 
Here’s a look at the trends to watch in 2025. 

Short Form Content 

Short Form Content, thanks to TikTok, Reels and YouTube Shorts, has been on the rise in the last couple of years, and now is the content being pushed more and more across social media. Attention Spans have been decreasing, and with the fast-pace style of social media nowadays if you’re not hooking people in straight away, they’ll just move on to the next thing – which is why you need to ensure your short form content impresses in just a few seconds.  
There are no signs that audiences are shifting away from short form content, so having it as part of your marketing strategy in 2025 can boost your performance and unlock new avenues and new platforms your business may not have considered before. 

AI-Powered Content 

AI has slowly been on the rise the last few years, but saw it’s first big boom in 2024 after social sites, scheduling tools, and search platforms integrated it into their models. Whilst there are ethical concerns around using AI, and many complaining that it removes the personalised feel that users on social media are craving in recent years, it hasn’t stopped the big social platforms from pushing its usage more and more. ChatGPT was the first real significant sign of change after it’s release in 2022, and things have only sped up since. McKinsey research suggests Generative AI usage has increased by 32% in 2024, and whilst you don’t have to use it many marketers are now looking at how they can use AI features to boost their content output, design and ideas. 
 
Don’t just use AI because you can though – really get to grips with what the platforms you are on are offering, learn how to use them best for your business and then discuss with your team before implementing it as part of your business model. As we’ll see later, consumers are actually leaning towards more ethical marketing practices – which could make using AI tricky, especially with concerns about the environmental impact of using sites such as ChatGPT – but it doesn’t seem like there will be an uprising against it any time soon, so if you feel like it’s right for your business, use it responsibly. You could always keep going with the plan you have now to – if AI isn’t something that will enhance your marketing that’s currently performing well for you, don’t just bring it in because everyone else is. It could just become your niche to be the business that doesn’t rely on artificial intelligence! 

Social Commerce 

More and more people are using social media for finding products and services than they are with search – and with Gen Z now becoming the star generation for targeted marketing, social media is the way to go for advertising. Gen Z have now reached a point where they’ll be earning their own money, and as the first generation to grow up with the social media we know today at their fingertips, they are far savvier with what they’ll purchase, and what marketing speaks to them. If they’re your target audience, think about the types of content that is popular with this generation – short form video content, general video marketing and influencer marketing – and what platforms they’re most likely to frequent – TikTok, YouTube, Snapchat and Instagram. TikTok, Facebook and Instagram all allow you to have your own in-platform digital stores, which will help you sell and advertise products without having to take your audience off these social platforms. Utilising paid advertising is also a great way to sell through social media – though this may lead people off the platform, it will help you to connect with your audience and boost conversions. 

Ethical Marketing 

Ethical Marketing is a technique based on your company’s values and principles, focusing on honesty, transparency, user privacy, responsibility, and sustainability. Now more than ever, audiences are conscious about data protection and the impacts company’s and products are having on the earth, and will often look for businesses that meet their own values, and those who are completely transparent about their products and services. Being honest about your practices, how you’re working to become a more sustainable business and how data is used will all help to build trust whilst also making your commitment to being a more ethically and environmentally conscious clear. 

Niche Influencer Marketing 

Big Influencers are no longer the go-to for audiences, as niche influencers are on the rise. Whilst they may cultivate a smaller audience pool, they allow you to connect with influencers who’s content revolves around the same audience you are looking to reach out to. It’s a highly targeted form of advertising through using influencers to promote your products, which unlike using big names who have potentially irrelevant audiences to your business in their followers, the niche influencers will be talking to people who need a product just like yours. It’s a great way to boost sales, and with many audiences gravitating to these smaller, authentic influencers finding ones that align with your business can be great to use in your strategy for 2025. 
Social Media Marketing is always changing and evolving, and keeping up can be difficult when you’re also trying to run your business. Using these trends, you can prepare in advance and enter 2025 with the experience and knowledge in these growing, popular digital marketing efforts. 
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