I used to work a lot with social media ads, promotions on digital marketing platforms and social media management, but let me tell you that it’s not as simple as everyone says. This reflection upon my work inside many marketing campaigns on the market is meant to share what I learned with you.

I used to act for 15 clients and invest their money (more than 2,000 dollars) monthly in platforms like Facebook, and I saw results with different audiences. I saw many likes in various posts, comments, tags, shares and reactions. The first point that I am going to clarify is related to making an audience, because it’s not easy to make leads only with one audience without previous tests. Secondly, I will talk about reactions, shares and comments. And finally, I will introduce my personal concept of which cases of social media campaigns are profitable or not.

About the audience

I decided to write firstly about this because, in every single campaign (it doesn’t matter if you or your client chose Google AdWords, Facebook, Instagram, Twitter, LinkedIn Ads, or Snapchat Ads) an audience is generated for any category of posts. This is important to create the perfect lead for every situation.

If you open the audience system inside Facebook Ads, you will see that you have a lot of different possibilities to create announces, like: generating leads from mail listings, generating ads for chats, stories, single posts, carousel posts, video, canvas, etc. So, you have to select what is going to be the way you want to talk and create the first contact with your future client to convert it into a current lead.

Facebook is going through tough times right now, because, if you didn’t know about this, for a couple of years now, many users and public/private entities have been complaining about Facebook’s data privacy policy. So, Facebook changes, moves and deletes content and items inside the platform to avoid the actual problems they have, trying to remain in silence, behaving ‘well’ with the people who use their ads platform, but, in reality, everything is quite kind of coarse. Facebook has problems with the privacy of the usersdata, and they had many data leaks which big companies take advantage of. So, they, Facebook, as one of the most important companies, if not the most, which has about more than millions of usersdata is taking actions to save face.

When we are creating different audiences, we can see that, the bigger the audience, the better for Facebook, which will advise you to have a big audience. You might tell yourself: ‘I am the best at doing social media marketing!’, but you are not, you are being (mis)guided by a big company to comply with them. Remember what I said about what happened with one audience for one campaign? It’s exactly the same when we talk about people demographic range and their interests. We have to create smaller or more precise campaigns to see positive results and the end of the road.

Facebook or any social media will benefit when you, the marketing expert, choose the simple and faster option. The platform is easy for everyone, including any member of your family who knows little about media. Anyone can create an ad, and this is a double-edged sword for us. The companies take advantage of the moment, when somebody asks you: ‘How many likes do you have in your last campaign?’ and your answer is ‘less than 30 reactions, for example. The most common answer of your ignorant clients will be: ‘You failed; do it again and invest less money on the ad or you are fired’. Less money because they thought you f*cked up but you really didn’t. The thing is you can have less than 30 reactions, shares or comments on your posts but you could generate, with a beautiful and adaptive content, some leads, and these leads covered your campaign budget so you didn’t lose money. You don’t have to follow the fast options that Facebook (in this case) gives you. You have to narrow your audience for every single target.


Reactions, shares and comments

The more reactions you have, the clearer it is that you are nailing it (but not necessarily selling it). And the more shares and comments you have, the bigger and stronger the audience (who will care about your content).  These are great news to hear because, if you are reading this, you probably have positive reactions/shares and comments in your posts. At the same time, if you are reading this, you might be curious about how to get the best results so as to sell your products.

I believe that you have tried, at least, more than 3 different audiences on your posts, and you have the best one right now. I believe that you have tried with different budgets too. And I believe that you have tried with different designs and styles of writing. If you already took all these steps, you could use these tips (in case you haven’t done so before):

  1. Click on your reactions and watch if you have any negative ones. If you have one, talk with the user and ask him/her what’s the problem.
  2. Once inside the reactions, invite all of the people who have reacted to like your page. You can do this within the pop up when you click on the quantity of likes. Not everyone who liked your post might like you fanpage. For Instagram, it is more complex: you need to reply people’s comments and ask them to follow you for more info and content. If you make an interactive campaign, ask your potential users to tag their friends and comment below your posts, in order to generate powerful campaigns.
  3. Click on the shares and mentions (on Facebook) to give the people who shared or tagged others a thumb up or a greeting comment, so as to show you’re grateful.
  4. Like every single comment you have on your posts and, if it’s necessary, answer It doesn’t matter if you have negative comments: you need to prove that you are the expert.


If you make a Twitter campaign

  1. You are screwed!
  2. Twitter is the platform which takes more money from you and gives you less results when talking about marketing campaigns.
  3. Twitter is not the best platform to generate leads, unless you are a politician or some kind of influencer who interacts with in that social media.
  4. I’m not saying that Twitter campaigns are useless. You can create campaigns on Twitter with spectacular results… of course. But you need to spend many dollars to have positive results.
  5. Beware of spams, trolls and black humor at any time.

We have many social media platforms to discuss about, but I am focusing on the bigger ones. For example, we have Instagram as a potential weapon for the social content for this 2019. Facebook is expected to decrease their massive number of users this year, and, if you are asking to yourself ‘where are these users going to fly to?’… They will fly to Instagram or Snapchat, easy peasy.


But Instagram is property of Facebook :O… If you are an expert, you sure knew this and you started using IG.


My personal advice

If you are a beginner with ads inside digital marketing, watch videos, read, and get updated every single month because these are changeable and volatile platforms. If you have vast experience on digital marketing stuff, you know that we can use different software for daily works which help us maintain a relation with the users. You can run every single system in your computer or laptop, and choose different options of paid or freemium software.

Everyone can start an Internet business, and everyone can make an ad on any social media, but not everyone is going to spend more than 2,000 dollars per month and have huge results on campaigns without testing audiences and learning a little more every single day about what their users prefer: to be on Instagram, use Flickr or sleep at the time you are running your ads.


Juan Manuel Jacinto

Head of UX/UI & IxD and Founder of Brailling: a launcher for Android, which is included in the industry of mobile accessibility and telephony.