The Do’s and Don’ts of Social Media Advertising

Social Media is the chess of the online world: everyone can play, but very few are good at it.  With so many brands on platforms such as Facebook, Twitter and LinkedIn, social media advertising can help you gain the upper hand in an increasingly competitive marketplace.


However, there are certain guidelines to follow if you want to make an impact with social media advertising, to maximise your engagement and return on investment.  Here are a few ground rules worth considering:



  • Complicate things – abbreviations, jargon and emoticons aren’t needed to gain kudos online, and they risk confusing your audience.  Remember, you’re the industry expert, so don’t assume everyone else is.
  • Overwrite.  Complex phrases don’t often stick in our heads, so get to the core of your message and hammer it home with clear, punchy content that’s not impenetrable.
  • Make it too personal.  The internet can make anyone seem like an armchair philosopher, critic, politician or style guru.  This is fine if you want to air your thoughts, but maintain a professional tone when creating social media adverts.
  • Use low quality images.  A photograph says a thousand words, as people are fond of telling us, and no-one has time these days for a blurry or miniscule image.


  • Choose your platform wisely. Especially if you have a limited advertising budget, select one platform where your audience hangs out.  Snapchat, for example, is popular amongst 16-24 year olds, whilst Facebook is growing in popularity amongst older generations.
  • Target your audience. It’s now possible to pinpoint your demographic within a platform better than ever before, so use this to your advantage for precise, targeted results.
  • Show you’re an expert – adverts don’t need to be sell, sell, sell. If your advert can include a link to a thoughtful leadership article or White Paper, you’re far more likely to get a response from relevant prospects.
  • Double-check your grammar and spelling! When a well-placed advert can reach thousands of eager eyes in a heartbeat, simple mistakes will cost you.
  • Set a budget. To stay in control of your social media campaign, set a limit that prevents your spending from spiralling.  You can determine a total budget for your advert, how many days it will run for, and therefore how much to spend per day.
  • Track conversions – whether you’re looking to drive sales, enquiries, likes/follows or simply traffic to your website, make sure you have a means of tracking your ad’s performance.


As brands flock to social media platforms, adverts are a way to rise above the digital noise, to generate impressive results within a short time frame.  From start-ups looking to build their following to established brands with business objectives to pursue, social media advertising has so much potential.  Follow these tips when planning your social media strategy, to unlock the power it has for business.


Looking for tailored advice and expert training in social media marketing?  Contact Social Media Makes Sense today and see where we can take you.


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