How to Make the Most of Social Media Ads

Social media advertising is an effective and affordable way to generate traffic and build awareness for your project. Many companies realize that and therefore competition is likely to become fierce.

With so many brands competing for your target audience’s attention, how can you succeed?

Here’s what makes a good social media ad:

1. Stories work

One big problem with social media advertising (especially when it comes to Facebook and Instagram) is that it interrupts. People don’t come to those social media platforms to buy products or find answers to their questions. They come to catch up with friends and family. That’s why storytelling works so well on social media. People get to work with ads that tell a story that they can identify with.

There isn’t one recipe for what story to tell, but there are definitely best practices:

Your story must be authentic. Whether you’re telling a story about your founder or your client, it has to be honest. You just can’t fake authenticity. Your story should be emotional. Too many brands and influencers tell a story that no one really cares about. You have to create something that is hard to remain indifferent to. Your story should not be controversial. Controversy always evokes emotion, but that’s not what you want to do for your overall brand image. I know there are brands that do nothing but controversy, but unless you’re ready to face a reputation crisis, stay away from them. Talk about a recent trend. Trending topics always draw attention, so you should try to find angles that match what’s hot right now in your country or worldwide.

2. Consistency is key

They say you need a minimum of 8 touchpoints to get a customer to remember your brand. A touchpoint means your page has been visited, your social media update has been liked and your ad has been seen or clicked – all by the same person.

That’s why it’s a really good idea to adjust your social media strategy to get the most out of every touchpoint.

Use your social media visuals (images and videos) on your site to make sure people feel comfortable landing on your page after clicking a social media link. liked your ad on social media). This can be achieved by installing the Facebook retargeting pixel as early as possible. The sooner you add the tracking pixel, the more data you collect. Use the same ad on multiple channels to build brand awareness.

Creatopy is an ad creation and management platform that can be a huge help here: it helps you create and edit your ads (images and videos), resize them across multiple channels and update their performance to keep.


In addition, you must ensure that any visual assets you publish adhere to your visual branding principles, i.e. your logo and color palette, and perhaps your slogan too.

If you haven’t defined your visual branding yet, tools like Namify can help you pick a name and logo to match that will inspire strong niche associations:


3. Building Visual Associations

The biggest benefit of using visual ads on social media is their ability to be memorable. Humans are highly visual: they remember objects much better than words and numbers. And the greatest strength of visual marketing in construction associations. Associative marketing means your goal is to be effortlessly brought to mind when they discuss a relevant topic.

Thanks to this kind of power, we immediately think of Adobe when we talk about downloadable documents, and many of us think of “Gmail” when we talk about sending and receiving email messages, or “Youtube” when online videos come up in a conversation.

Those associations can vary from person to person. Some think that “Facebook” is synonymous with a “social media network”, and others almost never think of Facebook. Using your social media ads to build those strong niche associations takes time and money, but it’s doable if you start early and keep it as a high-profile goal.

Google Images is a great way to research the associations you want to create. Search for your chosen concept and see what kinds of visuals it evokes:

Google Images

Another useful tool for exploring associations and actual relationships between topics is Text Optimizer, which uses semantic analysis to find related concepts and entities you may want to associate your brand with:

text optimization


Creating an effective social media ad is a task that can never be done. There is always something to learn and improve from. You need well-defined goals (usually conversions, unless you have high budgets to invest in brand awareness). But there are also high-level goals to keep in mind. These include brand recognition and associative marketing that can be achieved over time.

Image: Depositphotos

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