Engage your audience with precision through social media ads

That’s a valid concern. Both X and Reddit have faced criticism for hosting controversial content, but they’ve implemented measures to improve brand safety for advertisers:

X (formerly Twitter)

• X has introduced sensitivity settings to prevent ads from appearing alongside content such as hate speech, sexual material, gore, profanity, obscenity, spam, or drug-related posts.
• Advertisers can use blocklists to exclude unsafe keywords.
• X has partnered with Integral Ad Sciences (IAS) to further enhance brand safety, providing reassurance for advertisers

Reddit

• Reddit employs both automated systems and human moderators to manage content, aiming to minimise the visibility of inflammatory material.
• The platform offers Brand Suitability controls, ensuring ads are not displayed near posts that don’t meet your standards.
• Additional tools include community and keyword exclusions and the option to disable comments on your posts.
• Reddit has also partnered with DoubleVerify to bolster its brand safety capabilities.

By leveraging these controls and partnerships, advertisers can better navigate the challenges of brand safety on these platforms while reaching their desired audiences effectively.

Effective community management is essential for building trust in your brand and products, especially when advertising on social media.

Not all negative comments are harmful or should be removed. In many cases, they reflect genuine concerns or feedback from users. These moments offer valuable opportunities to:

• Educate your audience by addressing misunderstandings.
• Resolve issues to demonstrate your commitment to customer satisfaction.
• Learn and improve by taking constructive feedback on board.

When handled thoughtfully, responding to such comments can enhance trust in your brand and contribute to product or service improvements.

However, disingenuous comments made with the intent to harm your reputation—without valid grounds—can be managed differently. These can be deleted, and you have the option to block such users from engaging with your posts or ads in the future.

Incorporating proactive community management into your social media strategy ensures you’re prepared to handle all types of feedback while maintaining a positive brand presence.

Overlaps between social media platforms aren’t always synonymous with wasted ad spend. In fact, seeing an ad across multiple channels can reinforce brand recall. However, excessive repetition, or ad fatigue, can harm your reputation and negatively impact campaign performance if ads are shown too frequently to the same individuals without considering their prior interactions with your campaign.

To manage overlaps effectively:

• Tag and Segment Audiences:
  • Use tracking tools to identify users exposed to your ads and segment them based on their level of engagement. This lets you tailor your approach for different groups.
• Vary Messaging Across Platforms:
  • Re-engage users on other social media platforms with fresh, platform-appropriate messaging. This keeps your content relevant and guides users through their journey toward conversion.
• Exclude Certain Audiences:
  • Remove converted customers from targeting to avoid unnecessary ad spend
  • Exclude users who’ve shown no interest after repeated exposure to prevent wastage.

By strategically managing audience segmentation and engagement across platforms, you can strike a balance between maximising exposure and avoiding ad fatigue, ensuring your campaigns remain effective and efficient.

Paid Social involves using a platform’s advertising tools to promote content to a targeted audience. As the name suggests, it requires a budget to run campaigns and reach people beyond your existing followers. Paid social is ideal for driving specific outcomes, such as increasing brand awareness, generating leads, or boosting sales.

Organic Social, on the other hand, doesn’t involve direct costs. It focuses on creating and sharing content from your brand’s account to engage with your followers and grow your audience naturally through likes, shares, and comments. Organic social is key for building community, fostering trust, and maintaining consistent brand visibility.

Ideally, a combination of both Paid and Organic social is most effective as they complement each other. By running both simultaneously, you can maximise your impact, nurturing your existing audience while reaching new potential customers.

Social media advertising offers a relatively low cost of entry, making it accessible for brands of all sizes. However, it’s important to allocate enough budget to each platform you use to ensure your campaigns can gather sufficient data, exit the learning phase, and start driving meaningful conversions.

Rather than aiming to advertise on as many platforms as possible, focus on developing a holistic strategy tailored to your brand’s needs and business objectives. Choose platforms that align best with your target audience and goals to maximise ROI.

Not sure where to start? Contact us today for a free consultation and let us help!

While social media advertising is often an excellent starting point for driving immediate, tangible results—particularly for brands with limited budgets—it’s not a sustainable long-term growth strategy on its own.

Audience pools can become saturated over time, limiting your ability to scale. To ensure continued growth, it’s essential to adopt a holistic marketing approach that balances short-term conversions with long-term brand awareness.

Combining social media advertising with other paid media channels and complementary strategies like Search Engine Optimisation can help expand your reach and build a strong foundation for sustained success.

Contact us today to discuss how we can help you put together a sustainable strategy tailored to your brand’s needs.

Absolutely. Building communities on social media is a powerful way to foster brand loyalty and grow your presence organically. A strong following not only enhances credibility but also provides a base of engaged users who are more likely to amplify your message and become loyal customers.

However, growing your following takes time and effort. It requires consistently posting valuable, relevant content and actively engaging with your audience to maintain their interest and trust. Done right, this investment pays off by creating a loyal community that supports your brand’s long-term success.

Each social media platform has unique prohibited and restricted categories for advertising, often influenced by local laws and the platform’s own policies:

• Meta (Facebook, Instagram)
  • Prohibited: Illegal products/services, misleading claims, and unsafe practices.
  • Restricted: Alcohol, dating services, gambling, online pharmacies, financial products, and ads involving social or political issues.
• TikTok
  • Prohibited: Drugs, counterfeit goods, and hate speech.
  • Restricted: Alcohol, gambling, body image content, weight loss products, and HFSS (high fat, sugar, salt) food and drink ads. Strict controls apply to protect minors.
• LinkedIn
  • Prohibited: Adult content, counterfeit goods, and political ads.
  • Restricted: Alcohol, dating services, short-term loans, and financial products
• Snapchat
  • Prohibited: Illegal activities, sexual content, violence, hate speech
  • Restricted: Alcohol, gambling, tobacco and vaping products, healthcare and pharmaceuticals
• Pinterest
  • Prohibited: Weapons, drugs, and hate speech.
  • Restricted: Alcohol, healthcare, gambling products, and weight loss-related services​
• Reddit
  • Prohibited: Drugs, adult content, and hate speech.
  • Restricted: Alcohol, gambling, financial services, and health and wellness products.
• X (formerly Twitter)
  • Prohibited: Adult sexual content, hate speech, tobacco, and drugs.
  • Restricted: Gambling, political content, financial products, and alcohol