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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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What Gen Z Expect From Brands In 2026

Posted on 16th January 2026
 
Gen Z have come through in the late 2010s and 2020s as one the key markets for businesses to target. Tech savvy and a generation essentially raised alongside the platforms we use on a daily basis rising through the ranks, being able to capture the attention of Gen Z might seem a little difficult – so that’s why we’ve put together this blog to help you understand what this generation of consumers is expecting from brands in 2026. 

Gen Z: Who Are They? 

Generation Z are commonly placed as those born between 1997 and 2012, making them between the ages of 14 and 28 years old as of 2026. The 2025 Sprout Social Index found that 89% of Gen Z social media users are on Instagram, 84% on YouTube and 82% on TikTok – the top 3 most popular platforms for this generation. 77% credit TikTok as their main platform for product discovery, 63% for news and events and 72% opting for Instagram when it comes to customer care. 
If you’re looking to target this generation, then these 3 platforms – TikTok and Instagram especially are where you’ll be wanting to focus your marketing efforts. 

What Are Gen Z Expecting From Brands In 2026? 

Gen Z have been a played a huge role in shaping online culture and language – they, along with Gen Alpha – decide what’s cool, what’s trending, how long that trend lasts and when things become ‘out of fashion’. There are some real sticking points for Gen Z, which are the things you need to be focusing on with your marketing in 2026 that can set you on the right path for success. 
 
Authenticity – Over anything else, this is a huge priority for Gen Z. Growing up with social media, filters, influencers and now the rise of AI, Gen Z experienced in real time the negative impacts that fake, staged and posed content has had on their peers – so that’s why authenticity is key. They need to believe in your brand, and the overly-polished style just doesn’t always work for them. Gen Z like to see a brand not just selling to them, but giving them a behind the scenes look, inviting them into what it’s like to work for the brand and to use the product. It’s why TikTok has really become a place for brands to grow – instead of taking things so seriously, many brands have adopted a brand voice in comment sections and bios that reflect their Gen Z consumer base, hopping onto trends that not only are entertaining, but ones that give a real authentic look into those behind the brand, humanising it and giving things a real community feel. 
 
Values – This is another priority for Gen Z – this generation will call out when they think something isn’t authentic or is being done just for the sake of looking good. You need to make your values clear from the very start – not just during awareness months or days. If you do so, make sure you’re taking meaningful action too as brand activism must be backed up for Gen Z – changing your profile photo for a short time won’t cut it. If they feel aligned with your values, and can tell it’s something you also truly believe in, then you’ll be on your way to getting them more involved with your brand and content. 
 
Relatability – This is a big one. Over the last few years, both attitudes and audiences have shifted away from content that’s flashy and more towards what they can relate to, and niche influencers who operate solely in fields that they’re interested in. Working with smaller influencers who already possess audiences similar to that of your target audience can help to grow your brand and reach more people who'll likely be inrigued by one of your products or services. Not only this, but working with people your audience already feel they relate to is much more beneficial for your brand. 
 
Sustainability – Gen Z are big on being eco-conscious so ensure this is reflected in our values and your packaging/products. It’s not just something your brand talks about – its reflected in everything you do and is a requirement for Gen Z audiences when they come to select which brands they choose. 
 
Mobile Optimisation – if your website isn’t on mobile, and if your business isn’t on social media, you’ll be missing out on a huge chunk of your audience being able to find and buy from you. Gen Z are masters at online shopping and product discovery – and with things such as Instagram’s product tagging and TikTok’s integrated shop feature, it’s easier than ever for not only information to be at their fingertips, but also the potential to buy. Optimising your website for mobile and getting yourself onto social media will put you on the right track when connecting with Gen Z. 
 
If your brand is looking for Gen Z’s interaction, then hopefully this blog will help you to understand what you need to do to target this generation effectively. 
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5 Common Facebook Ad Mistakes (And How To Fix Them)

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

Mistake 1: Using Too Much Budget 

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

Mistake 2: Poor Targeting 

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

Mistake 3: Choosing the Wrong Objective 

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

Mistake 4: Weak Ad Creative 

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

Mistake 5: Ignoring Results 

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

Posted on 18th December 2025
 
We’re coming towards the end of 2025 – and with Christmas and the New Year just days away we’re taking a look back at the updates in the social media and digital marketing world over December. 
 
Here’s all you need to know…. 

Australia’s Social Media Ban 

The biggest news of the month so far has been Australia’s social media ban for teens. A study found that 96% of children aged 10-15 used social media, and 7 in 10 had been exposed to harmful content. The Government have taken the decision to ban 10 sites - Facebook, Instagram, Snapchat, Threads, TikTok, X, YouTube, Reddit, Kick and Twitch – for under 16s, and the social media sites themselves will be fined should they breach the terms of the ban. Meta and Snapchat have both started using age verification methods to ensure users are not accessing the platform if they are underage, but the question remains as to whether the ban will be effective. 
With sites like Discord still accessible, VPN’s predicted to surge in use and teens already deciding to try using fake accounts or joint accounts with their parents to access their social accounts there’s likely to be reforms and changes along the way – especially as sites such as YouTube and Snapchat, whilst complying with the ban, believe they shouldn’t be included as they don’t consider themselves to be social media companies. 

Confusion Over US TikTok Deal Arises…Again 

A few months ago we spoke about the TikTok Deal in the US finally reaching the signing stage – with it then thought the issue over the app’s sale had been sorted out. However, investor Frank McCourt has told BBC News that they’re currently standing by and waiting to see what happens as the deadline has been moved once again from December 16th to 23rd January 2026. The deal, although expected, was never formalised between President Trump and President Xi Jinping in October, with President Trump now saying the new executive order extending the deadline to January will lead to a deal being complete. It still remains unclear exactly what is going on behind the scenes, but the future of TikTok still hangs in the balance for American users. 

A/B Testing Updates On YouTube 

All creators with Advanced Features will now be able to access YouTubes A/B thumbnail and title options. Announced back in 2023, the feature has slowly been rolled out across the platform – using it will let you test up to 3 different titles and thumbnail options over 2 weeks, with YouTube selecting the winner based on the most watch time. 
 
YouTube will also provide more shopping insights to channel managers. As per YouTube: “Creators can find this info by going to YouTube Studio Analytics, then ‘Advanced Mode,’ then selecting ‘Seller’ under breakdown. Creators will be able to see things like total sales, orders, returned products, and more.” 

Jet2 Comes Out On Top For 2025 

It was a trend that took the internet by storm over the Summer, and now TikTok have announced that Jess Glynne’s “Hold My Hand”, commonly recognised as the music behind “Nothing Beats A Jet2 Holiday” Ads was one of the apps top songs of the year – and searches for the ads sound surpassed searches for Jet2 themselves. It was pretty impossible to avoid the sound for a long while during Summer 2025, and whilst the trend was often accompanied with some pretty bad holiday situations, nothing could beat a Jet2 Holiday on TikTok in 2025 - the company themselves putting the virality of the trend down to a rise in their passenger numbers. 
That’s a wrap for December and for 2025 – have a great Christmas and New Year! 
 
Finally, your social media tip is: Ads aren’t about throwing money at a problem. 
 
They’re about strategically putting your business in front of the right people at the right time. 
 
They amplify your organic efforts, ensuring you’re consistently visible and the first thought when someone needs your product or service. 
 
With just £5 per day, you can start making an impact. I know because that's where I started. 
 
I didn't have big daily budgets to spend on ads... 
 
It’s about starting small, testing what works, and scaling up as you see results. 
 
This approach has not only worked for me but also for the hundreds of clients we help with social media marketing every day. 
 
Don't let marketing be an afterthought. 
 
Plan it, be strategic, and most importantly, be visible. 
 
Your business depends on it 🙌 
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Top Social Media Trends To Watch In 2026

Posted on 11th December 2025
 
2026 is fast approaching, and that means it’s time to look at some of the top marketing ideas, trends and predictions for the upcoming year! 
 
Getting ahead with your strategy will help you feel prepared for when these trends may begin to kick in – giving you a head start over competitors when adapting your strategy. 
 
Here’s all you need to know… 

What Did We See In 2025? 

First of all, let’s take a quick look back over 2025. We can’t talk about it without acknowledging the biggest trend this year – AI. Whilst it’s slowly been creeping into the mainstream the last few years, AI has taken over this year – both positively and negatively. Whilst many find sites like ChatGPT to be useful tools, ethical and environmental concerns have also come with the incredibly fast paced evolution of it – especially when it comes to creating  
 
lifelike images and scenes. McDonalds Netherlands have seen the negative reaction to AI – their Christmas Ad, made using generative AI, was released on December 6th 2025 and pulled merely a week later due to online criticism – the company telling the BBC that they’d use it as ‘important learning’ whilst they assess using AI effectively. They’re not the only company to face this kind of criticism over the festive period – Coca-Cola have been accused of using AI in their Christmas ad campaigns these last two years, and despite pushback from the company themselves clarifying their ads still have human input, media reports and public response are pretty telling of where things stand with using, or even being assumed to be using AI for these purposes at this moment in time. It doesn’t seem like something that will be stopped, but it’s also not something the public are on board with just yet. It also poses the questions – where does this leave the human element of content and ad creation, and what’s in store for the future of advertising? 
 
Aside from AI, social commerce and niche influencer marketing has really come into its own – and it’s only getting bigger, especially where TikTok is concerned. Take a few minutes to scroll through your FYP – I’ve certainly noticed more ads popping up alongside my usual content, and sometimes it’s not even directly obvious on first watch – given away only by a ‘commission paid’ symbol, other times ads have been disguised like images you can swipe across, often taking you to a link when you try to engage with the content. Clever, but also bringing in a lot of revenue. TikTok Shop, according to Sprout Social is now the UK’s fastest-growing online marketplace, accounting for £42.39 million in sales worth (2.14% of all sales globally) and with 200,000 active sellers. 

Looking Ahead To 2026 

Now we’ve touched on 2025, lets look ahead to the new year and what we can expect to see on the rise…. 
 
Nostalgia Marketing – Nostalgia has been turned from a feeling that we get from time to time to a real desire – especially for Gen Z – and marketers have started to use it to their advantage, likely continuing to do so into 2026. Younger people seem to be looking back at a time they deem to have been simpler – right now that being the 90s and 00s, with the early 2010s also starting to creep in for some. Brands have capitalised on this recently by using stars who defined those eras in their adverts, making references to popular films or TV Shows and even creating products that mirror popular products from these eras – or the brands themselves bring these products back entirely. Nostalgia will always exist, but it commercialisation is only getting started and will be something to keep an eye on in 2026. 
 
AI – Like 2025, AI will continue to be a big hitter in 2026 – with GEO (Generative Engine Optimisation) helping AI powered algorithms when search queries are submitted. Think about when you use a search engine – its often the AI summary that’s shown first ahead of links to other sites. There’s also the ability for specific industries to introduce AI to their own sites too – Ikea’s Kreativ feature allows customers to build their own rooms, use their starter room or scan their own space to test out furniture that’s true to scale, giving customers confidence that not only what they buy looks good, but that it’ll fit too. 
 
Involve Your Audience – You’ve probably been creating brand stories with your marketing, but it seems like customers don’t just want to hear those stories in 2026 – they want to be part of them. Making things interactive and bringing your audience in will help not to get them involved , but show others you want to provide them the best customer experience whilst using others just like them in your advertising or community building. Something that has swept TikTok this last month is the idea of being in ‘Group 7’ – a set of videos by musician Sophia James who made multiple TikTok's with the premise being ‘ if you see this, you’re in group [number]”, both promoting her music and testing the TikTok algorithm – leading to a feeling of exclusivity over certain groups (in this case, 7 being the most popular). It’s a classic reliance on FOMO, but also letting your audience become involved in something they feel is for ‘them’ no matter the concept. 
 
2026 is nearly upon us so there’s no better time to be reviewing your marketing strategy than right now so you’re ready for when January comes around. Hopefully this will all be helpful for shaping your campaigns next year. 
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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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Facebook Ads: How To Get Your Campaigns Performing

Posted on 20th November 2025
 
 
 
Getting started with Facebook Ads? Once you’ve created your campaign, you’ll need to track and monitor its performance to ensure you’re getting a return on your investment, your campaign is being delivered and your target audience are interacting with your ad. 
 
But how do you get your campaigns performing? This blog will help you create an ad that works well for your business. 

Creating your Campaign: Essential Tips 

In order to give your ad campaign the best chance of performing, you need to ensure that you’ve created an ad that’s optimised and targeted correctly. Here are some essential tips for you to take note of when it comes to creating your campaign: 
Install The Meta Pixel: The Meta Pixel (also known as the Facebook Pixel) is a piece of code on your website that helps to track actions that have been taken by a visitor – such as adding to basket or simply visiting a page. You can track what actions are taken by visitors from Facebook or Instagram – which is really helpful not just for performance and results, but also for the future if you plan on creating any retargeting campaigns. 
 
Set Your Budget: You don’t need a big budget, contrary to popular belief. Small budgets can have a huge impact if your campaign is correctly created – and they don’t break the bank, leaving room for you to funnel more money into them if their performance is great, or keep the same budget whilst you make changes to improve performance. 
 
Choose The Right Objectives: You should have a goal for your ads, and this will help you to choose the correct objective. Your objective should align with the outcome you desire – with the options being: Traffic, Leads, Awareness, App Promotion, Sales and Engagement. 
 
Know Who Your Target Audience Is: Like anything with your social media marketing, your target audience is what can make or break your campaign. As Facebook allows you to target your audience manually, knowing everything about them will help you to create an audience that will be interested and will interact with your campaigns. You can also call your audience out in your copywriting – helping Facebook’s algorithms further figure out who your audience really is. 
 
Ad Creative: When it comes to your creative, make sure your copywriting is clear, concise and to the point – touch on your audience’s pain points and explain how what you’re advertising can solve them. Your image, carousel or video must stop people in their tracks when they’re scrolling – so make sure it stands out, use your branding and make it easy for your audience to understand exactly what it is you’re advertising. 

Ad Performance: Tracking and Optimisation 

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

Posted on 13th November 2025
 
Christmas is just around the corner – and if you haven’t started with your seasonal marketing yet, then there’s no better time to start than right now! Christmas is a great time for businesses – with both Black Friday and the festive season taking over, capitalising on the period where more people than ever will be on the lookout for gifts and purchases can win you a lot of business. 
 
Therefore, we’ve put together a blog full of festive marketing ideas for your business to use over the Christmas season. 

Update Your Profiles To Give Them A Festive Feel 

If you want something simple to help get your business into the festive spirit, embrace the season by making your profile a little festive. Whether its adding a Christmas touch to your logo or changing your cover photo to reflect the Christmas season, across your social platforms lean into snowflakes, Santa hats, presents, winter scenes and anything that shows your audience that you’re celebrating. 

Create Content Themed Around Christmas 

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

Go Behind The Scenes 

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

Think Of Doing A Countdown Or Advent 

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

Don’t Neglect New Year! 

When Christmas is done, you can rebrand back to your usual look on social media but don’t neglect new year! Lots of business hold boxing day sales and new year’s sales, and entering 2026 is still a time for celebration and new beginnings. Think about launching something new for 2026, asking your audience what they want to see, having a limited time sale that ends, or begins, as soon as the new year gets going. 
 
Getting ready and planned for Christmas early is key to ensure a fantastic festive campaign – so hopefully these ideas will help you to get a plan together, and be fully prepared to get Christmas sorted on your socials. 
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Brand Strategies To Help You Market Towards Gen Z

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

Who Are Gen Z? 

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

Approach Your Marketing Like A Content Creator 

Gen Z are familiar with content creators – so approach your marketing efforts like one, instead of like a brand. If you’re wondering how exactly to do this, don’t worry -here are some ways you can practice this with your social media content: 
 
• Find a niche: You won’t be the only business within your industry, but if you know your audience you’ll be able to look for specific pieces of content that speak directly them, resonating with their pain points and emotions which will provide you with support in return. 
 
• Value Authenticity: Authenticity is important for Gen Z – polished content doesn’t always cut it for them, and they prefer the human nature of content rather than something looks like its been highly edited. 
 
• Authentic Engagement: We’ll look further into engagement in a moment, but Gen Z are big on brands being real and genuine – so when you interact, make sure you’re displaying this attitude. 

Don’t Sell, Sell, Sell 

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

Interacting With Your Audience 

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

Customer Service 

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

Be Strong On Your Stance 

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

Influencer Marketing 

Influencer marketing is a staple for Gen Z – the era of the influencer broke through during their time on social media, and still remains huge for many. By targeting influencers in your niche – whether you have the budget to go for big names or you’d rather go for micro-influencers – can help to display your business to their audience, who already trust what they have to say and sell, bringing in a brand-new base of people buying from and following you. Take advantage of user-generated content too, as this helps to bring in a relatability element – if your product works for someone similar, it can work for them to. 
 
Gen Z are a titan in today’s social media age – and one that will continue to be important for a long period of time, so when it comes to your marketing, make sure you really understand who they are. By doing so, you’ll find success and bring in sales.  
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Social Media & Digital Marketing October 2025 Roundup

Posted on 30th October 2025
 
Happy Halloween! 🎃 As we’ve reached the end of October, that means it’s time for another monthly roundup of all the social media news that has been the topic of conversation in the digital marketing world over the last few weeks. 
 
Here’s all you need to know: 

New Edits Updates 

Instagram are really pushing forward with edits – this month adding 250 new sound effects to the app for creators, a heap of new fonts to pick from and the ability to save your own hex colours – which will be great for brands using the app to design their own short videos without having to constantly input their brand colours. Even more helpful for brand owners Is the new media kit, which lets users share their Reels metrics and account in a well-designed PDF report that gives an overview of your insights including views, reach, likes, comments and shares amongst others. 

Shorts Updates 

More of a fan of YouTube Shorts? Well, they’re enhancing their editing feature to be more similar to CapCut and Edits – separating the video and audio for easier edits to be made. As per YouTube: “Now, everything is visible in one place, including all of your video clips, overlays, and audio. You can trim and reorder the clips via simple drag and drop, while you can also zoom in to make precise edits.” 

US TikTok Deal 

Great news for those who target an American audience via TikTok – a deal for TikTok to come under US ownership is set to be finalised in the next few days. Whilst we don’t know as of yet who the investors are exactly, reports suggest that US and international investors will own around 65% of the company, with ByteDance and Chinese investors owning less than 20%. 

TikTok Search Becoming A Major Channel For Discovery 

A WARC study of over 1,000 US consumers has shown that TikTok search has become a major channel for discovery – with searches increasing by 40% year on year – especially when it comes to finding new products, and trends in beauty, lifestyle, fashion, recipes and entertainment. 
 
Censuswide’s UK study discovered that 40% of British consumers discover new brands mainly through social platforms – a clear sign that social media marketing and SEO is crucial to building your brand and reaching your target audience. 

LinkedIn partners with Capcut 

Want to create video content for LinkedIn? The platform has now partnered with Capcut – letting you easily edit and export your content directly to the platform. 
 
LinkedIn are also adding saves and shares to their metrics data, adding an extra layer of understanding to your insights for your B2B marketing efforts. 
That’s all for October! Have a great November, and we’ll be back next month all of the social media news coming in the next 4 weeks. 
 
Finally, your social media tip is: When I talk to business owners about their Facebook ads, one of the first questions I ask is, “Are you using your email list?” And honestly, I’m surprised how many people say no. 
 
Your email list is full of warm customers—people who already know your business and are more likely to buy. Yet so many businesses focus on cold audiences and ignore the huge opportunity sitting right in front of them. 
 
Using your email list for ads lets you: 
 
✅️ Re-engage customers who haven’t purchased in a while. 
✅️ Cross-sell or upsell to people who already trust you. 
✅️ Turn warm leads into paying customers with the right message. 
 
I’ve seen it happen time and time again. Clients who thought they’d “maxed out” their sales started targeting their email list, and the results were incredible. Warm customers are the ones who convert the quickest—and often at the lowest cost. 
 
If you’re running ads without leveraging your email list, you’re leaving money on the table. It’s that simple.  
 
So, what’s stopping you? Let’s start using what you’ve already built to drive more sales 
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Is It Still Possible To Grow Organically On Social Media?

Posted on 23rd October 2025
 
In 2025, you may think that to get ahead on social media, paid options are the only way that you can perform well. However, organic growth is still possible – and can work hand in hand with paid growth too if you get your strategies right. 
 
In this blog we’ll look at what organic growth means, the state of it in 2025 and methods you can use to continue growing your social media presence organically. 

What Is Organic Growth? 

Organic growth is where you use organic content to grow your audience and presence on your chosen platforms. Organic content is anything posted for free on social media that isn’t boosted or promoted to increases such things as conversions or reach. It’s the art of growing your social media accounts without putting money in, by posting consistently, engaging with your audience or appearing under hashtags, ‘for you’ sections or explore pages due to the quality and SEO of your posts. 

What Is Paid Social Growth? 

Opposite to organic growth, paid social growth is content boosted and promoted through advertising. Paid social content is such thing as creating a Facebook Ad campaign to get more sales, quickly driving traffic or launching a new product. It’s not a replacement for organic growth – but it’s a great thing to use alongside it. 

What Is The State Of Organic Content in 2025? 

Looking back over the last few years, organic content performance has decreased on most platforms – but that shouldn’t be a sign to give up on it. It looks a little different to a few years ago as algorithms evolve and prioritise specific content types, but the main goals – to engage audiences through entertaining, authentic and informative content remains the same. Here’s where things are currently for each platform. 
 
• Instagram: Average reach in 2024 is 4% - falling by 18% year over year (Hootsuite). 
 
• Facebook: Facebook Page post reach was around 2.6% in 2024 (Social Media Examiner). 
 
• X (Twitter): The median engagement rate on X in 2024 was 0.03% (Sprout Social). 
 
• LinkedIn: LinkedIn company page content only makes up 2% of users’ feeds (Social Media Examiner). 
 
• TikTok: TikTok’s engagement rate has fallen to 2.5% from 2.65%, but it’s an outlier here – whilst TikTok becomes more and more popular “going viral” can happen to anyone – so organic content is still key to use here. (TechCrunch). 

How To Grow Your Social Media Presence Organically In 2025 (and 2026) 

So, if you don’t have the money to run ad campaigns or you simply prefer to build your social media profiles through an organic method, there are still strategies that work in today’s current online landscape and will continue to further in 2026. 
 
• Consistent Posting: Posting around 3-5 posts a week that add value to your audience, focus on getting them engaged and are posted at the peak times they’re online can help to increase your organic growth. If needed, use scheduling tools to help plan and arrange the best dates and times for posting. 
 
• Prioritise Video Content: With TikTok’s, Reels and Shorts all becoming hugely key parts of social media in the last few years, having video content woven into your content plans is a great idea if you’re looking for organic growth. 
 
• SEO: SEO is important for social media marketing – use key words, alt-text and hashtags in your posts – think about what your target audience could be searching for, and use it to your advantage. 
 
• Use Your Analytics: Analytics will point towards your best performing pieces of content – guiding you towards what posts you should be focusing on more, the best times to post and how frequently you should be doing so. 
 
• Engage With Your Audience: Reply to comments, join conversations, use polls, Q&As and live streams – getting your community engaged can help to push your content towards more members of your audience. 
 
Organic growth is evolving – but it isn’t dead yet. By connecting with your audience and remaining consistent, you can continue to adapt to algorithms so your organic growth strategy continues to perform. 
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Video Ads vs Image Ads: What To Use on Facebook

Posted on 16th October 2025
 
When you’re creating your Facebook Ads, getting your creative right is key to getting your ad to catch the eye of your audience. But with both picture and video to choose from, how do you know which would be best to use for your Facebook Ads? 
 
Here’s all you need to know to help you decide on selecting the best ad creative. 

Video Ads: All You Need To Know 

Facebook Video Ads can be a powerful tool to bring in customers – and with social media in general becoming much more favourable and reliant on the power of video, using it for your Facebook Ads could be the perfect choice for you.  
 
First, lets look at ad placements and lengths. Facebook offers several ways to display your ad on their platform – but it’s important to be aware of their video length constraints: 
 
• Facebook Feed - 241 minutes max 
• Facebook in-stream video (mobile) - 5 seconds-10 minutes 
• Facebook in-stream video (desktop) - 5-15 seconds 
• Facebook Marketplace - 241 minutes max 
• Facebook Stories - 1-120 seconds 
 
Just because some placements provide you with a long length of time, you need to remember – you’re stopping people in their tracks from scrolling. If you take a long-winded approach, you’re relying on your audience sticking around to find out what you’re actually trying to sell them – and for many, they’ll want to know the facts straight away. Keeping things short, sweet and simple can be the crucial difference between hooking the audience in and waving them goodbye. 
 
A successful Facebook Video Ad tells a story – if you start strong, you can capture attention in the first few seconds. By using visuals, a question or directly addressing your audiences’ pain points you can create an add that resonates with your ideal audience member. Think about using captions for accessibility or for those watching with sound off, focus on the benefits of your products and services, ensure your branding is present and have a clear CTA. Avoid the hard sell, but make it clear that what you’re offering could be the key to solving your audiences problems. 
 
Finally, how do you know if it’s the right creative for you business? Facebook Video Ads can benefit everyone, but they can be really impactful for: 
 
• Businesses who really need to build trust with their audience, such as those in fitness, driving instructors, salon owners – make people really see the value in you, your expertise and how you can help them. 
 
• Those who have testimonials to hand – if you’ve already had success with customers, getting some video testimonials from the people that have used your business before can help to sell you and your business to the audience. 
 
• Those in creative industries that rely on visuals to impress audiences such as fashion or home décor companies. 
 
• E-commerce businesses that are showcasing new products, showing your audience exactly how they work. 

Single Image Ads: All You Need To Know 

If video ads don’t sound like something that will work for your business, then single image ads could be the right choice for you. One of the most effective ways to reach your audience, it can still help you make an impact without needing to invest in video content. 
 
Meta has the following recommendations for single image ads: 
 
• File type: JPG or PNG 
• Ratio: 1.91:1 to 4:5 
• Resolution: 
• 1:1 ratio: 1440 x 1440 pixels 
• 4:5 ratio: 1440 x 1800 pixels 
 
Competing with so many other image ads can feel like a big ask – but if you want to stop people mid-scroll, you must ensure your visuals are bold, bright and clear in order to catch the attention of your audience, include some short text to get your message across, is branded to your business including your colours and logo, includes a CTA and, most importantly, clearly puts the focus onto the products or services you are selling. These types of ads are perfect for local, small businesses, those who provide services like consultations or electricians, event organisers or e-commerce businesses who are announcing sales or promoting specific products. 

Make Your Visuals Stand Out 

Finally, we take a look at Carousel Ads. These ads allow you to display multiple products in a singular ad, linking specifically to each, or for explaining something to your audience. Carousel ads have the following placements: 
 
• Facebook Feed 
• Facebook Marketplace 
• Facebook video feeds 
• Facebook right column 
• Facebook Stories 
• Facebook search results 
 
If you’re using Carousel Ads, you can either include images of your products in a straightforward fashion, or make multiple, flowing graphics that have rolling information that lets your audience know a little more about what you have to sell. Tell a story, add value with each of the 10 cards you have available to you and end with a CTA, telling people what the next steps are. They’re designed for interaction and can be super effective for retargeting campaigns or highlighting collections – so if this is where you’re at, Carousel ads could be great for your business. They’re fantastic for pretty much all businesses – particularly for ones who focus on travel, fashion, food, or those in the property market. 
 
Whether you’re leaning more towards video or images are more your thing, creating ads that perform can take some time and tweaking – but by picking the right creative, you can create a campaign that stands out from the rest and wins you business every time. 
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