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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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5 Things To Include In Your TikTok Marketing Strategy

Posted on 19th June 2025
 
 
TikTok is one of the biggest social media platforms as of 2025 – its where trends begin, influencers build their platforms and where businesses are going to sell and advertise their products. 
 
With 1.5 billion users worldwide, TikTok can be a great place for your business to grow, find your audience and sell your products – but you must have the right strategy if you want to do so successfully. 
 
Here are 5 things to include when creating your TikTok Marketing strategy. 

Optimise Your Profile 

One of the most important things you need to do is ensure you’re optimising your profile – this helps you to establish your brand and your presence on the platform. You need: 
• A profile photo – this should be your businesses logo, or, if you don’t have one, a professional image or video that represents your business perfectly. 
 
• Your business name and username (make sure this is the same, or similar if your business name has already been used by someone else as a username) 
 
• Let people know more about your business and what you do in your bio 
 
• Add in your contact information and connect your Instagram and/or YouTube accounts 
 
• Select the category that best represents your business and your industry (you may have already done this when setting up a business profile) 

Know Your Target Audience 

You need to know who you’re targeting with your content – reach and engagement is great, but you must ensure that this is converting into sales. TikTok’s audience falls on the younger side, and is mostly popular with Gen Z and Millennials. Research by TikTok has found that in the UK, 53% of Millennial and 62% of Gen Z internet users prefer researching products on video and social platforms, so if your target audience do too then this is the place to be to market your business. 
 
In order to find your target audience, not just on TikTok but across social media, you need to think of their key demographics such as age, gender, and location, and consider their interests, income, job type and what platforms they’re likely to be drawn to. On TikTok, when you’ve posted content, you can start to see insights on content that your audience has been engaging with and searching for – helping you to tailor your content to the topics your target market is currently enjoying. 

Be Involved With Trends 

Trends move fast on social media, but getting in at the right time could boost your marketing efforts. Sometimes trending content may not align with your business plans or style, but when it does, it gives you an outlet to be creative, reach more people and shows that you understand your audience’s interests and wants. If you frequently use TikTok, then you’ll also see businesses both small and large commenting on popular videos and trending content – so don’t be shy to do the same, as this can help to expose your business to a large number of people within your target audience who could then become interested in you. You can also respond to other users - 64% of Millennials have said they felt more connected to a brand when they responded to a comment that they have posted. 

Influencer Marketing 

Influencer marketing has become a key part of social media marketing for brands, and TikTok’s statistics show exactly why you should begin considering it. Influencers within your niche and with similar audiences can help to push your products – their followers will already trust them and their opinions, so even if they’re unfamiliar with your brand, hearing someone who they do know of talk positively about your products can help to boost sales and build trust in your business. 43% of Gen Z TikTok users in the UK said they'd go online to view the product/brand that a Creator shared, with 50% saying they’d buy the product and 62% of Millennial users saying that they’re more likely to trust a brand after learning about them from a TikTok Creator. With the introduction of TikTok Shop, getting your business set up to sell through this platform keeps users who have seen your products within TikTok – meaning they don’t have to leave the app and go elsewhere to find and purchase your products. 

Combine Short Form Content With Live Content 

TikTok allows both photo and video content, and is known to be a fast-paced platform – meaning you must capture the attention of your audience quickly. 69% of Millennial users and 74% of Gen Z users prefer short-form content and TikTok suggests anywhere between 21-34 seconds is the optimal length for a video, so ensure that when you start creating your videos you keep this in mind. However, this isn’t to say avoid longer content at all costs – TikTok live is also a useful tool if you want to sell products to your audience, allowing you to engage with people in real time, giving them more information about how your products can help them. Combining this longer style of content with the shorter content on your feed can help you to keep a consistent schedule, build your following and attract loyal followers and customers. 
TikTok may still seem relatively new alongside its competitors, but it’s become a staple for social media users – and could for you when it comes to your social media marketing too. Having these 5 things in your strategy can help to set you up for success on the platform – helping to establish yourself as an industry leader on TikTok. 
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How Branding & Digital Marketing Go Hand In Hand

Posted on 12th June 2025
 
Nowadays, having a successful business is more than just selling products – it’s about creating a brand that people can relate to, recognise and trust as well as great marketing that brings in new audiences and ensures your business is being seen in the right place at the right time. 
 
Branding and Digital Marketing go hand in hand, and in this blog we’ll look at how the two work together to drive growth and build lasting customer relationships. 

What Is Branding? 

Your brand and branding represent your business’ identity - it’s your logo, colours, fonts, brand voice, message, USP – it encapsulates everything that goes into creating a business that stands out amongst competitors and tells your story. It builds the perception people have of your business, creates trust and is a big influence on your customers loyalty.  
It tells your audience who you are, your business' ethos, and how you want to be remembered by them. It also represents you on each platform you choose to use – and brand recognition is an important starting block for when you begin digital marketing. 

What Is Digital Marketing? 

Digital Marketing is how you promote your business online, including on social media, email campaigns, your SEO, influencer marketing, your website and Paid Ads such as Google or Facebook Ads. It’s how you communicate your brand to your target audience, showing them what you sell, getting them engaged with you, building their trust and converting them from mere followers to loyal customers. Digital Marketing is an incredibly important thing to have as part of your strategy in 2025, and your brand sets the basis for the content you create. 

How They Work Together 

Now we know what the two stand for, lets look at how Branding and Digital Marketing work together: 
 
Consistency: Branding gives you all the elements need to build consistent digital marketing campaigns and content. Whether it’s on your website, in emails or on your social media platforms using your logo, colours, fonts and brand voice can help your campaigns have a consistent look and feel that helps to increase brand recognition, which then helps with building brand trust. 
 
Targeting: Your branding can help with your targeting – you should know who your audience is, and this means your brand should align with them. This is where your message comes into play – what do you want to tell your audience? What value should they get from investing in a business like yours? What makes you different? How can you solve their problems? Your digital marketing efforts can build on this, creating highly-targeted content on the right platforms and through the right channels that lets you get relevant posts and campaigns in front of people who will likely convert into loyal customers. 
 
Storytelling: Your digital marketing gives you the chance to connect with your audience through stories, and not through sales pitches. Your branding will give you the story, and digital marketing will be the method in which you convey it. However, you choose to do this – through an email, in a series of posts, a blog post or video – the two intertwine to help you engage your audience on a deeper, and potentially more emotional level. 
 
Analytics: Digital Marketing tools give you the chance to see how people are responding to campaigns in real time. This information allows you to see what your audience are engaging with and what isn’t quite working, letting you accordingly make small tweaks to your digital marketing and branding to ensure it aligns with what your audience is looking for. 
 
Long-Term Growth: Your branding is what draws your audience in and your digital marketing is what keeps them coming back for more. Over time, this leads to lasting customer relationships, organic growth, a boost in sales and cements your position as a leader within your industry. Whilst this growth may not be seen straight away, it’s a long-term goal that allows you to make changes, find your niche and expand over time – making both your branding efforts and marketing efforts a success. 
Aligning your Branding and Digital Marketing can help to capture attention and position your business as one to watch within your industry. Investing both lets you capture your audiences attention and build trust and recognition, so the next time you approach your digital marketing, consider how your branding will tie in. 
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5 Reasons Why You Should Outsource Your Social Media Marketing

Posted on 5th June 2025
 
Finding it difficult to get your head around social media marketing? 
 
Whether you’re constrained by time or you simply don’t know where to begin, outsourcing this task can be a great help – and bring you fantastic results in the process. 
 
Here are 5 reasons why you should consider outsourcing your social media marketing. 

Time Saving 

Firstly, outsourcing your social media marketing can save you time. You won’t have to sit there and create the posts, put them onto your platforms or spend time on your ad campaigns – you’ll have someone to do it for you. Just provide information about your business and what you want to sell, any assets you want to such as your logo or images and let your outsourced team do the rest for you.  
You can work alongside them to ensure things are going smoothly, but ultimately the time you would’ve spent doing all of this will be saved – allowing you to dedicate your expertise to other areas of your business that require your full time and attention. 

Cost-Effective 

Outsourcing can also be a cost-effective solution to marketing on social media. Having an in-house social media team can be expensive, and with so many roles you’d need to hire it can add up quickly. Outsourcing gives you the same access to this level of knowledge, experience and skill at a fraction of the cost. 
 
As you’ll be working with people who have experience in creating such things as ad campaigns, this means they can give you the best advice regarding your investment into what you’re looking to run. This will mean you won’t be aimlessly spending money on a campaign that doesn’t return results – funnelling more and more money in doesn’t instantly improve a campaign and can lead to a loss rather than a profit. Your outsourced social media team already know this, and will be able to monitor and tweak different elements your campaigns so they begin bringing in business. 

Consistency 

Posting consistently is key to building an audience on social media, but with so many competing priorities taking up your time, it can be difficult for you to find the chance to create and post your content day in, day out. Therefore, outsourcing allows you to get content made that can be posted on the dates and times that are best for your business, with on-brand messaging and updates with each post that is published. Having a consistent schedule allows you to build trust with your audience, and having an outsourced team doing this for you means you can dedicate yourself to developing the best products or services that will back up the trust that your audience has built with you through social media. 

Expertise 

Trending topics, algorithms, and audience behaviours are always changing – and when you don’t work in the social media industry it can be difficult to keep up with what the people you’re looking to target are responding to, which platforms they’re frequently using and how their intentions to interact and purchase have changed. When you outsource your social media marketing, you’ll work with a team that are staying on top of all of this and who understand what content is needed for the optimal social media performance. 

Performance Tracking 

Social media requires you to track your analytics and performance to ensure what you’re doing is working. Unfortunately for many businesses there just isn’t time to do this – which is why outsourcing is the way forward. Your outsourced team can keep track of the results being delivered by your campaigns and posts, retrieving clear insights and recommendations that can help to grow your platforms and ensure you’re getting the best reach, engagement and ROI. 
 
Social Media Marketing doesn’t have to be difficult – it can be a key part of your overall business strategy when done right. Outsourcing this task can be a component in getting optimised campaigns and traction on social media, giving you more time and potentially saving you money in the long-term. 
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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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Is AI The Way Forward For Digital Marketing?

Posted on 22nd May 2025
 
The 2020s has seen a huge increase in the development and usage of AI – and in 2025, the majority of social media platforms and search engines, especially Google, have made sure to implement AI features in some way. 
 
But is AI the way forward for digital marketing? Whilst there are benefits to the AI boom, there’s also concerns about the impacts it will have on digital industries, as well as ethical and environmental issues that may arise. 
 
In this blog, we’ll look at the pros, cons and future of AI in the world of digital marketing. 

Pros Of AI In Digital Marketing 

Predictive Analytics: AI can have valuable impacts on your analytics, by predicting future outcomes of campaigns by collecting and analysing your current data quickly. It will allow you to make faster, better decisions about the content you’re creating and boost your response to future trends. 
Time-Saving: Starting with the pros, AI can be a time saver for businesses who are looking to post on social media but don’t have enough hours in the day to sit down and create content themselves. Whilst there are drawbacks to this (which we’ll get to later), AI can provide a helping hand to those who want to create a digital presence online quickly. Giving some information about your business and style of post to an AI system such as ChatGPT will help it to create a post that’s relatively branded to your business’ message – and can speed up the launch of your campaigns. 
 
Customer Experience: AI Chat Functions allows your audience to get instant answers 24/7 to frequently asked queries, but also with a chance to provide human interaction if it’s still required towards the end. On Meta platforms, simply set up Business AI in Meta Business Suite, select which topics you want AI to help with, connect your business portfolio and set up AI. You can then add further recommended information to make responses more accurate – when using Messenger, you can view and manage AI chats in your inbox in Meta Business Suite, and will be able to see when an AI chat is happening as it will be labelled as AI active. Messages will also be labelled as "Generated by AI". 
 
Ad Campaigns: Struggling with Ads? Sites like Facebook offer something called Advantage+, which is made to ‘improve efficiency’ and help you reach your business goals by applying AI across your campaigns. Whilst this can be helpful for businesses looking to quickly put out an ad campaign, it can have it’s set backs if you’re not familiar with how to use it alongside human-created campaigns. 

Cons With AI In Digital Marketing 

Personalisation: Whilst AI can be great for creating content, it also removes authenticity and personalisation – which can get you lost in a sea of other businesses using the same AI methods to create their content. Being able to produce content yourself, whether you do it in house or outsource it, can help you stand out from the crowd and attract an audience who are looking for a business that genuinely is talking to them, understanding their needs and helping to provide a solution to a problem that they’re having. Adding a little human emotion can aid in making content feel less generic, and can be the thing that hooks in an audience member, rather than leaving them scrolling on by. AI driven content can save time, but that doesn’t always mean it’s the best available option. 
 
Ad Campaigns: We’ve spoken about the pros of using AI in ad campaigns, but what are the cons? Well, ad-campaigns have been able to be successful prior to the roll out of AI applied systems and sometimes, these systems may not get things 100% correct. You should know your audience demographics the best, and if you already have a content style that matches with your business’ branding then you shouldn’t need to use AI at all, or too much, when you’re creating an Ad. There’s also the ethical concern of trust – when it comes to your ad creative, you need to ensure that your graphics and accompanying text represents your business 100% truthfully, and makes no false claims or shows no false or enhanced products. Your audience need to be able to trust that what they’re being sold is the real deal. 
 
Brand Voice: Heavy reliance on AI for your content can dilute your brand voice – making you fall behind other businesses in your industry. What makes you different? What makes you stand out? Your brand voice can help to assert this to your audience, giving your content a unique style and personality in a highly competitive digital landscape. 
 
Environmental Concerns: People are becoming more environmentally conscious – and AI systems use a lot of energy and creates electronic waste, which can have significant impacts on the environment. Sustainability has risen in recent years, with PwC research finding four fifths or people are willing to pay more for sustainable goods – so, if your products are sustainable, using AI can directly go against potential practices that your pride your business’ products or services upon. 
AI isn’t going anywhere anytime soon, and as more and more platforms begin to introduce it into daily social media habits, creation and searches, it can be difficult to avoid it altogether. Whether you fully lean into using AI, decide against it completely or want to find a happy medium – there is a role for it building in the digital marketing space, but where it will end up is yet to be seen in the future. 
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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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How To Master Copywriting On Social Media

Posted on 8th May 2025
 
Your social media posts need good copy if you want to draw in engagement. Having impressive graphics but poor copywriting makes your campaigns disjointed, and can lose the attention from your audience if they’re not hooked in straight away. With users scrolling passively online you need to create an impact instantly and your copywriting is a key component in getting people to engage and follow your call to action. 
 
Here's how to master copywriting on social media. 

Know Who You’re Writing For 

As with most elements of social media marketing, you have to know who your audience are – or who you want them to be. Your copy needs to resonate with the people you want to target – for example, you wouldn’t use Gen Z lingo if you’re after engagement from Boomers or Gen X, or you wouldn’t use the professional style language you do on LinkedIn on TikTok. 
Each platform needs different approaches to copywriting – as mentioned, on LinkedIn you need to more professional, Facebook and Instagram are platforms you can explore storytelling and emotion, whereas X and TikTok are platforms that are to the point and less formal. Before you start writing copy, consider what platform it’s for and who it’s for – this’ll help you figure out a structure and tone of voice that can then be replicated in your future campaigns. 

Sound Human 

Make sure your copywriting sounds like it’s coming from a human, not a brand. Corporate language isn’t enticing to your average audience member – authenticity is. If they feel like there’s a belief and passion behind the business, then making a connection with that business will be easier. Be relatable and ensure your brand voice remains consistent – reflecting your brand identity. Even if you’re aiming more for B2B marketing, you can still add a little personality into your posts whilst maintaining a professional image. 
 
Your message has to be clear and obvious – each point has to mean something to an audience member, and being passive or using too much padding can lose their interest. Active words and phrases are best, especially if you’re writing copy for ads. 

Intention 

Your call to action is important – but what does it ask the audience to do? You have to think of this before your put a post out. Make it clear to the audience what you want them to do next – is it to click a link, engage with the post in some way, watch a video? You don’t have to sell constantly with your posts – mixing things up and simply having posts that drive engagement in between sales posts can be helpful for building awareness and trust in your brand. 

Encourage Conversation 

Writing copy that makes your audience want to engage means that you’re speaking to your audience and not at them. When this brings in comments, reply and join in with conversations that your audience are already having. Building a relationship with members of your audience helps to turn them into returning and loyal followers and customers, so when someone leaves a comment, acknowledge it and get involved. 

Use Emotion 

Emotion can be the key to powerful copy – whether it’s making people curious, happy, tugging at the heartstrings or making them nostalgic, evoking a feeling that aligns with your brands message but doesn’t over-load your audience member is important. Pairing information with an emotional aspect can help to drive conversions – you’re offering a solution to a problem that your audience member has, so show AND tell them how your product or service will solve this problem. Remember, it’s about adding value to the life of your audience member from the moment they read your post to the moment they receive and use the product or service that you have to sell them. 
Social media is filled with distractions, but it also provides opportunities when you fully understand how to use it to your advantage. Demanding attention in a crowded space isn’t always easy, but great copy is one step towards drawing people in and getting them to engage and buy from your business. 
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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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Social Media & Digital Marketing April 2025 Roundup

Posted on 24th April 2025
 
 
As we approach the end of April, we’re taking a look back at all of the updates and news from the world of social media from the past month! 
 
Here’s what’s been announced this April. 

Threads Expands Profile Topics 

Threads are encouraging users to add topics to their profiles, making it easier for users to find accounts that align with their same interests. Added last month, they’re now expanding the system by introducing customised feeds for the topics – hoping that the use of these ‘topics’ will help to push growth for creators who are seeing their following plateau as social media begins to rely less on profiles and more on algorithms, 

Bluesky Adds Verification 

Users of Bluesky can now be approved for verification – but instead of relying on the team at Bluesky to ensure verification is rolled out correctly, they’re also putting it in the hands of organisations too: “We’re also enabling trusted verifiers: organizations that can directly issue blue checks. For example, the New York Times can now issue blue checks to its journalists directly in the app. Bluesky’s moderation team reviews each verification to ensure authenticity.” 

YouTube Adding New Features To Their Inspirations Tab 

If you’re a creator on YouTube, you’ll soon find 3 new options in the Inspirations tab to further help you gather ideas for videos. First up is ‘Brainstorm Video Ideas’ – using your past videos and comments to suggest new video concepts - “Creators often find inspiration for their next video while reviewing performance data or audience comments in YouTube Studio, so we’re integrating comments and data from past videos to create a more fluid and intuitive process.” 
 
Then we have ‘Hooks’ – this is where creators input their ideas and YouTube comes up with engaging ways to approach the idea within videos. Theres also ‘Quick Saves’ – letting you save ideas quickly from YouTube’s Idea list. These features are currently being tested and rolled out. 

Threads Growing In Popularity 

Whilst Bluesky and X are seeing a slower uptake in new users, Threads is building more momentum – adding 200 million new users in the last year, whereas X has only added 50 million. Whilst there’s still a long way to go for Threads to match up with X overall, Bluesky isn’t showing much competition despite its huge 30 million increase of users in the last year. Threads are also ramping up their new features and updates, and with X’s current reputation it seems that Threads has become the place to be for users looking for an alternative platform. 
That’s everything for April! 
 
Have a wonderful May, and keep an eye out for more updates over the coming month. 
 
Finally, your social media tip is: I’ve had loads of business owners say to me, “Facebook Ads just don’t work for us.” 
 
But most of the time, it’s not the ads. It’s what you’re asking the ads to do. 
 
Here’s where I see it going wrong: 
 
➡️ The offer doesn’t land. If it doesn’t feel valuable or urgent, people won’t act. 
➡️ The copy’s too vague. If you’re not clear about who it’s for or what problem it solves, it gets ignored. 
➡️ The strategy’s off. The tech is easy to blame, but nine times out of ten, it’s the message that’s broken. 
 
If you’re spending money and not seeing a return, it’s time to look at the basics. 
 
Strong offer. Clear message. Right audience. That’s the stuff that makes ads work. 
 
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5 Ways You Can Improve Your Social Media’s SEO

Posted on 10th April 2025
 
Social media SEO is the art of optimising your social media profiles so that customers can find you when they search for your business, or a business like yours. With more and more consumers using social media to find brands, you need to ensure your profiles are fully optimised to ensure that your audience can discover you. 
 
Here are 5 ways that you can improve your social media’s SEO. 

Add Your Social’s to Your Website 

If you have a website, adding social media buttons to your site helps those who come across your website first then go on to find your social media profiles. These buttons are helpful to have on all pages of your website, and it’s also useful to point people towards your social media platforms in your blog posts too. Having your social profiles linked on your website allows your audience to be directed to the correct social media pages you own, which can help to prevent confusion – especially if your business name is similar to another. 

Keyword Strategies 

You should have a keyword strategy on your website already, so take this and apply it to your social media platforms too. If you don’t already have a strategy, here’s how you can create your own: 
 
1. Think about phrases people may use to describe your business or products if they can’t think of or remember the specific name of them. For example, phrases like ‘scheduling tool’ or ‘social media marketing company’ are useful. 
 
2. Use specific terms if you’re in a highly competitive industry. Using our example, adding in a descriptive word like ‘affordable scheduling tool’ may get better results for your business. 
 
3. Think of what your business wants to be associated with – if you have offers, then you can use phrases like ‘discount’ or ‘deal’. 
 
4. Look at keywords that are performing best within your industry and see if you can establish any for your website. 

Use Links 

Linking to your site outside of social media and using these links alongside your content in call to actions helps to drive traffic and potentially even draw in new customers. Whilst these links may not boost your sites authority, they’re important to have, providing more resources to your audience and boosting their engagement with your business on social media. 

Differences In Buying 

Auditing your social media profiles helps to align your socials with your website and your brand. In order to optimise your profiles, you can: 
 
1. Use a high-quality image for your profile picture and cover photo. You should be using your logo here if you have one, and must ensure it’s scaled to fit perfectly so it’s noticeable. Unless you rebrand, you shouldn’t change your profile photo too often – but you can use your cover image to display regular updates, releases and offers. 
 
2. Add your contact information and, if you have one, physical store address so that your audience can easily get in contact with you. 
 
3. Add links to your website and other social media so you can direct traffic to your other socials. Ensure your website is mobile-friendly, so customers clicking off your page and onto your website will get a seamless experience if they’re using their devices. 
 
4. In your about section, use SEO-friendly keywords, and make sure you’re only including key information about your business. 

Engage With Your Audience 

Responding to your audience, starting conversations and in general building relationships with them is a great way to boost your SEO. You’ll be generating traffic to your posts and pages, and you may also have opportunities to share links with those you’re interacting with. Whether you choose to keep this engagement strictly to responding to comments on your page, or you decide to create your own communities via groups or add in more social strategies by going live. Hubspot found that Facebook, Instagram and YouTube are the most effective platforms when it comes to creating communities, so if this is something you’re planning to do then these platforms are ones to consider. 
Optimising your social media channels and building an audience can take time, but by ensuring you’ve created a great social media SEO strategy you’ll put yourself on a path to success on your socials. 
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B2B vs B2C Marketing: What Is The Difference?

Posted on 3rd April 2025
 
 
If you’re starting out in your marketing journey, it’s likely you’ve heard the terms B2B and B2C. But what do they mean, and how do they both work? In this blog, we’ll be exploring the differences between B2C & B2B and the platforms best used for both. 

What Is B2B Marketing? 

B2B Marketing is also known as Business To Business marketing. This is where you’ll be targeting your content and ads towards other businesses or business owners, helping you build relationships and trust. The content you’d produce here would often be more straight-forward and informative, addressing audiences in a more professional manner and showing off your industry knowledge. 

What Is B2C Marketing? 

B2C Marketing is something we’ll often encounter every day from other businesses. Known as Business To Consumer marketing, this style of content often concerns general people who you’re looking to engage and turn into customers. You’ll need to convince them to purchase your product or service by answering their pain points and offering a solution, directly targeting a specific set of people that you desire to be the main target audience base for your business. 

Differences In Target Audience 

One of the biggest differences between B2B and B2C is the target audiences. Each marketing type has a niche audience set, which helps you curate a core marketing message and strategy that works for your business and the people you’re looking to reach. B2B marketing’s main focus is on people already in your industry – they’re often people you want to connect with, whether that’s to simply form valuable business relationships or you’re after some kind of partnership or investment opportunity. You’ll be looking for decision-makers, meaning your methods will be much more professional, the lingo you use will be industry-specific and you won’t often be bound by demographics. 
 
B2C Marketing however, is all about targeting based on demographics, such as location, age, gender, income and interests. You’ll be whittling your audience size down to a very specific group of people. Known as your audience persona, you’ll create your ideal customer and target you messaging towards that person – helping to turn them from potential customers to loyal ones. These are the people that will be buying your products and services, so perfecting your targeting, copy, graphics is key to ensuring you engage the right audience and persuade them to trust and purchase from your business. 

Differences In Buying 

Consumers are more emotionally-led with their purchasing decisions, so explaining to them what benefits your product will bring to their lives after solving the issue they have will help to drive their purchasing decisions even if they aren’t in instant need for the product at that moment in time. This is relatively similar for businesses – they’ll want to know the benefits of buying into your business, and what it’ll do for them. If you’re looking to solve their pain points, you need to clearly define how you’ll do this whilst also displaying what you will require in return for working with them. The funnel for B2B marketing is much longer than B2C marketing, as B2B will often require you to be in contact with more than just one person, or will require the person you are in contact with to communicate with others within their company. B2C marketing means you’re most likely reaching out to one singular person, making their decision to make a purchase a lot faster, speeding up their time in the marketing funnel. 

Differences In Relationships 

B2C marketing is about retaining relationships – delivering further benefits to consumers after their initial purchase, trying to retain them for a longer period of time rather than just one singular sale. With B2B, you’ll likely be fixed into a longer-term relationship which allows you to build up trust, grow and develop alongside one another. However, where B2C marketers continue to innovate their ideas to provide an excellent service to their customers, B2B marketers can often fall into a transactional way of relationship building – which eliminates that slight personal touch that can make all the difference for consumers when it comes to purchasing. 

What Platforms Should I Use For B2B Marketing? 

LinkedIn is the ideal place for B2B Marketing. The professional social media platform, LinkedIn has over a billion worldwide users who belong to thousands of industries. You’re pretty much guaranteed to find the people on LinkedIn you’re looking for, and connecting with these people allows you to build beneficial business relationships. Whilst you can try other platforms like Facebook or X for B2B marketing, LinkedIn has positioned itself as the go-to for B2B marketing, and can provide great value to your business if you choose to use this platform. 

What Platforms Should I Use For B2C Marketing? 

B2C Marketing can work on most social media platforms like Facebook, Instagram, X or even LinkedIn. Facebooks Ad options provide incredible targeting options that allow you to specifically reach out to the audience you desire, and create highly-optimised campaigns that, when done correctly, can bring great success to your business. 
B2B and B2B are both important marketing techniques, and hopefully this blog helps you to understand the differences between both, allowing you to adapt to the right method for your businesses marketing plans. 
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