Social media stats

2019 Top Social Media stats – check this fascinating numbers

Here some really interesting Social Media stats. You can use this information to help guide your marketing efforts, determine which social channels to focus on, and inform your social media strategy.


Facebook was founded by Mark Zuckerberg and launched in 2004. During creation, Facebook was only limited to Harvard students but was later available to everyone above 13 years old as long as you had a valid email address.

Now, after 15 years of existence, Facebook has become, by far, the largest social network in the world.

It has also become the most important social media site for marketers despite declining organic reach. Facebook marketing takes up a significant amount of digital ad spend in 2019.

And when it comes to social media statistics, Facebook tends to be the standard that all other networks are now compared to.

With that said, here are some of the most current Facebook Social Media stats:

  • As of June 2019, Facebook reports an estimated 2.4 billion Monthly Active Users.
  • Facebook also says it has 1.6 billion Daily Active Users.
  • 88% of Facebook’s user activity is from a mobile device.
  • The average amount of time a users spends on Facebook every day is 58 minutes.
  • There are over 300 million photos uploaded to Facebook every day.
  • On average, five Facebook accounts are created every second.
  • Approximately 30% of Facebook users are aged between 25 and 34 years.
  • Facebook video is still in high demand with approximately 8 billion video.

Most of these stats were found in Facebook’s quarterly reports and in Facebook Newsroom.


YouTube was created by Steve Chen, Chad Hurley and Jawed Karim (former PayPal employees) in 2005. It’s considered the 3rd most popular website worldwide.

As far as social networks go, it’s ranked number two.

After 14 years of existence, here’s a look a some mind-blowing YouTube statistics:

  • Currently YouTube has more than 1.9 billion logged-in visits every month.
  • 149 million people login to YouTube daily.
  • The average duration of a YouTube visit is 40 minutes.
  • Viewers are spending an average of 1 hour per day watching YouTube videos.
  • On average, 300 hours of video are uploaded every minute on YouTube.There are over five billion video views each day.

Many of these stats came straight from either the YouTube Blog or their Press page.


WhatsApp is an instant messaging application for smartphones that comes with an end to end encryption. It was founded by Jan Koum and Brian Acton in 2009 and later bought by Facebook in 2014.

While some may mistakenly leave it out of the social media statistics studies, it’s absolutely one of the social networking titans.

In the ten years since its inception it has achieved the following stats:

  • WhatsApp is estimated to have approximately 1.5 billion monthly active users.
  • There are now over 1 billion daily active users on WhatsApp.
  • On average, 1 million people register on WhatsApp daily.
  • Approximately 60 billion texts daily are sent.

Since WhatsApp doesn’t divulge any statistical data publicly that it could be found, all of these stats were found through third-party research.


Instagram was created Mike Krieger and Kevin Systrom in 2010. It was mainly meant to enable sharing of pictures and videos, both publicly and privately. It had been since acquired by Facebook in 2012.

After nine years of its existence, take a look at some of these fascinating Instagram statistics:

  • Instagram has over 1 billion monthly active users.
  • There are more than 600 million daily active users.
  • There are now 500 million daily Stories users.
  • Since its creation, more than 40 billion photos have been shared.
  • On average, 95 million photos are uploaded daily on Instagram.
  • There are approximately 4.2 billion likes per day.
  • Most Instagram users are between 18 to 29 years of age with 32% of Instagram users being college students.

Some of these statistics were found on the Instagram Press page while others were found through third-party demographic research.


Twitter was founded by Jack Dorsey, Biz Stone and Evan Williams in March of 2006. It was an experiment that quickly became a messaging addiction for many.

If you know how to use Twitter right, it can be a big contributor to your social media success.

What started as a simple way to post status updates via text message has become one of the most popular go-to sources for what’s happening in the world in real time. In Twitter’s own words:

[Twitter is] what’s happening in the world and what people are talking about right now.

In its 13 years of existence, here are some of the noteworthy Twitter social media stats:

  • Nowadays Twitter has more than 330 million monthly active users.
  • There are 134 million daily active users or at least that’s how many “monetizable” daily active users (mDAU) according to Twitter.
  • Of their monthly active users, 68 million MAU are form the United States.
  • The number of mDAU from the US is 26 million.
  • Close to 460,000 new twitter accounts are registered every day.
  • Twitter users are posting 140 million tweets daily which adds up to a billion tweets in a week.
  • Each twitter user has on average 208 followers.
  • 550 million accounts are reported to have at least sent a tweet.

These stats were found in Twitter earnings reports mostly from recent Twitter Q1 2019 Earnings Report.


LinkedIn is a professional networking service that was founded in 2002 but later launched in 2003.

It is officially the oldest social network on this list.

And although it is the oldest, it’s definitely struggled to grow its user base over the years. This is mostly due to the professional nature of the network.

It started as a place to simply keep your resume updated and didn’t really turn into a full-on social network until Facebook was well into its prime.

Since launching 16 years ago, it can boast the following user stats:

  • LinkedIn has over 560 million registered users.
  • It is estimated that LinkedIn has approximately 303 million monthly active users.
  • 5.3 million new accounts per month are created on LinkedIn.
  • There are over 30 million company pages.
  • The average visit duration is about 10 minutes.
  • Of all the users, 57% are male whereas 43% of the users are females.

LinkedIn has always been a bit cryptic in releasing usage social media stats, but a few of the above points can be found on their About page.


Instagram stories ads

How to Improve Your Results with Instagram Stories Ads?

If you advertise on Instagram then you probably wondered how to get better conversions on your Instagram Stories ads?

We will show you how in this article some tips and trick! Keep on reading!

Difference between Instagram Feed & Stories Ads

Instagram stories are treated as a separate placement unlike a static image or video that appears in the Instagram feed. The latest stories will have a highlighted circle around the profile thumbnail. If you tap the profile circle, Instagram will open a full-screen experience for the story. It can be a static image, but that is the worst choice you can make. More often it’s better to use one video or meow of them stitched together. Also, you can use a series of static images that rotate through. With Stories you have posibbility to add headlines, captions, and small graphics called Stickers.

Remeber, Stories don’t stay on your Instagram profile unless you save them as highlights.

Benefit of Stories Ads

Instagram story ads pop into the viewer’s experience. Users can’t avoid the ads as easily as when they’re scrolling through the feed.

Here are examples of Instagram feed ad and story ad:

Here’s an ad as it shows in the Instagram feed:

Instagram Stories Ads

Take a look at how the ad automatically renders in Stories:

Instagram Stories Ads

The differences are pretty notable. Please remember that your primary text will be placed into the story. So, if the text is long, it will look cramped and truncated in the Stories ad. This is very noticeable and usually, it tells us that the creative we’re seeing is the same creative running in all of the advertiser’s other placements.

Step 1: Creating a Separate Ad Set for Instagram Stories Ads

Try using a separate Ad set for Instagram Stories ads. This way you will isolate your creative tests, as well as allocate budget to optimise performance.

Usually, when you create an ad, Stories is checked by default.

Instagram Stories Ads

Let’s see what is the difference when you focus or you don’t focus on just the Instagram Stories placement when creating an ad. The setup and options will look the same in both cases until you pick your asset.

If you select the Video option in a default creative setup, here are the fields that you’ll see:

Instagram Stories Ads

But if you have an ad set where the only placement checked is the Instagram Stories placement, you’ll see different fields. Your text options are pared down to the Instagram ones, so the Headline and News Feed Link Description fields go away. And you get a checkbox for adding an interactive poll.

Instagram Stories Ads

Step 2: Customize Video Creative for Instagram Stories Ads

If you already have a video you want to use in your Stories ad placement, that is great. There are some wonderful built-in editing tools in Ads Manager. It can help you with your creative.

Once you select the video you want to run in your ad, click the Customize Video button to access these tools.

Instagram Stories Ads

Crop Video for Instagram Stories Ads

Landscape-oriented images and video will get squished in the story screen. This means if you are using them for Stories ads, you’ll end up with a lot of empty, unused space. If you don’t have a vertical version of the video, you can use the built-in cropping tool and try to fix it.

Instagram Stories Ads

When you preview the cropped video, pay attention to what you see because you’ll lose parts of the original video. Many cropped videos will still work just fine (and sometimes better) because the focal point is in the centre of the screen. However, make sure that parts weren’t cut out that might make the video confusing to users.

Use the Trim Tool to Tighten Up Slow Intros

The best thing is when you catch the attention of the user on the very beginning of the video. So, if your video has a long intro, try to remove unnecessary parts of the video with the Trim tool.

Instagram Stories Ads

Step 3: Use Templates – Single static photo is no good!

Single static photo in a Stories placement is not a good way to go! Why? Well, Stories is a motion-focused medium that relies on image changes to move the user experience along. That’s why!

If you have still image that is not vertical, you will loose engagement due to size.

Take a look what happens when you put a photo in landscape orientation into a story.

Instagram Stories Ads

Still images also feel unnatural when viewed in Stories. Staring at the photo and waiting for it to time out interrupts can be very annoying because IG Stories are supposed to be fast-paced user experience.

When you create a Stories ad the best thing would be to compile your images into a slideshow (video) or choosing one of Instagram’s video templates. Both approaches create a more dynamic user experience that feels native to the Stories placement.

Create a video

To create a video, start by uploading the images you want to work with and then click Use Templates in the Turn Your Image Into a Video section.

Instagram Stories Ads

Now you can use your imagination and try to be creative! In the Video Creation Kit window, you can find pre-made templates. These are eye-catching animations that you can drop your photos into and with text you can modify to call out your offers.

This option is particularly great if you have multiple images. You can assemble them into a user-friendly template and quickly start testing what is good for you.

If you don’t have multiple products or you have only one photo, no problem!! After you select a Vertical template, Facebook will take your small landscape image, cut off the sides, and zoom in on the middle with a slow pan.

Instagram Stories Ads

If you click the Customize button, you can modify these fields:

A headline, which appears in the middle by default
A text overlay that initially shows on the bottom (that’s usually where you place your call to action, like Shop Now)
Your chosen logo
For each line of text, you can choose from several fonts, text colors, and a background color that goes behind the text in a strip.

Instagram Stories Ads

Here’s an example of what it looks like if you modify the standard white font with transparent background.

Instagram Stories Ads

Be careful! If you have light-coloured photos, the default white text is going to be lost on the screen, and you may need to spend time finding colour combinations that look natural with the photo.

Step 4: Add Interactive Polls in Instagram Stories Ads and Improve Engagement

If you want to build a remarketing list of users who interacted with your Instagram ads adding an interactive poll to your Stories ads is a great way to go! Remember that the poll option is available only if your placement is only set to be Stories at the ad set level setup.

Instagram Stories Ads

When you set up the ad creative, click the Add an Interactive Poll option to reveal the options below.

Here’s what an interactive poll looks like. Users can tap one of the options to answer your question!

Instagram Stories Ads

Please be aware of:

– You can run a poll for videos or static images, but not if you animate a still photo.
– You can’t change the font colour for the poll. It’s always white. You can move the sticker placement or change its size, but it will change the font size and location to match.

While interactive polls can feel a little labour-intensive to set up, they’re a great way to interact with your customers,. You can find out their opinions on pretty much anything you can think of.

Would you try Instagram Stories ads?

Running Instagram Stories ads can feel a little overwhelming because there are a lot of options and combinations of creative to test.

If your spend isn’t that high, you won’t notice this as much, but the volume of ad availability for Stories isn’t (yet) what they have on the Instagram and Facebook feeds. For this reason, watch your ad frequency closely in case Facebook starts serving your Stories ads to the same users too often trying to hit your budget.

Remember, Stories creative needs to be changed out faster. This makes Stories a higher-demand creative placement in terms of the time you put into it since you’ll need to plan to iterate new creative every week or so.

Stories ads are perfect for showcasing your brand, personality, and offerings in a way that takes your user on a more unique journey than your typical ad.

Use it with confidence!

Instagram followers

How to use Ads to get real Instagram Followers?

Instagram is a great platform. After nine years, just look at this fascinating Instagram statistics:

Over 1 billion monthly active users
More than 600 million daily active users
500 million daily Stories users
Since launch, more than 40 billion photos have been shared
On average, 95 million photos are uploaded daily
Approximately 4.2 billion likes per day
Most Instagram users are between 18 to 29 years of age with 32% of Instagram users being college students

Instagram stats 2019.

So, you have to try really, really hard to bypass the Instagram these days!

Instagram has become an important communication channel for many companies and brands and many are just discovering Instagram.

So, if one of your goals is to gain more relevant Instagram followers what should you do?

Comparing to Facebook, it is much easier to build your own fan base on Facebook using Page like ads. Something like this you can not do for Instagram. There are no Page Follow ads (officially), but you can buy Instagram views.

There is a small workaround, detour, call it whatever you want but it works.

Get Instagram followers using ads

Ads on Instagram are being controlled from the Facebook Ads manager.

Instagram allows and allows users to direct ads to a website. So, the idea is that a website can also be your Instagram account.

You can do it in two steps:

  1. Create a new campaign with Traffic objective. On Ad set level you have options to choose where you want to drive traffic. Here you pick “website”. You’ll enter more details about the destination later. On Ad Set level you can set the budget (if you didn’t define it when creating your campaign) and define who you want to reach with your ads on Instagram. Create Ad with link to your Instagram profile page
  2. On Ad level insert your ad and for Destination choose “website” (it is already selected by default), so leave it that way. In Website URL enter the link to your Instagram profile page.

That’s it!

On Ad level, you can add UTM tags and be creative as you like so go for it!

Facebook targeting options available are awesome and you can use it for Instagram campaigns too.

Of course, you do not have to pay to get real Instagram followers. There are a few options you can use to expand your Instagram community without spending money.

Post attractive and high-quality content
Use appropriate hashtags
Follow other accounts that interest you
Join in the Conversation With Your Audience
Post new content regularly (Stories particularly)
Share your Instagram photos and videos on other social network

What to do on instagram to gain followers without spending money?

..and few other things…
We will talk about it in detail in the future on our blog.

For conclusion, let us be honest. Even the best content does not spread automatically by itself! (If we exclude viral content)

catalogs in the WhatsApp Business app

Small Businesses Product Catalogs for WhatsApp Business

Raise you hand who doesn’t use WhatsApp! :) (assuming you are not Chinese :) )
So, it is pretty obvious how this FB application is more than suitable for small businesses, especially now with this new functionality enabled – catalogs in the WhatsApp Business app! WhatsApp product catalogue is finally here!
Now It much more easier for businesses to present the products and services to their WhatsApp fans.

Catalogues are a mobile storefront for businesses to present and share their products or services so people can easily browse and discover something they would like to buy.
So far, businesses had to send product photos one at a time and repeatedly in order to provide information. With this new functionality now customers can see their full catalog right within WhatsApp.

This makes keeps customers engaged in the chat without having to visit a website and the other hand, business owners look more professional.

WhatsApp product catalogue
WhatsApp catalogue example

For each item in its catalog, a business can add information including price, description and product code. If you wonder where are the catalogues hosted, do not worry. WhatsApp hosts them in order to save valuable storage space on the phones of both customers and businesses.

It just takes a few steps to create a catalog with the WhatsApp Business app. Watch the instructions:

The catalog feature is available today to businesses using the WhatsApp Business app on both Android and iPhone in Brazil, Germany, India, Indonesia, Mexico, the UK and the US. It will be rolling out around the world soon.

Facebook audience overlap

Audience Overlap on Facebook and How To Avoid It

If you ever done some Facebook advertising then you probably heard about Audience overlap. It can affect your ability to reach your target audience and it can increase your ad spend.

Let’s dive in a little so we can answer questions like what audience overlap is, how to know if it is even happening in your account, and how to fix it.

Definition of audience overlap

Audience overlap happens when people in one audience also exists in a completely different audience. For example, think about having an audience of lookalikes at 1% and 2%. The people in 1% lookalike audience could and likely do also exist in 2% audience. Another example would be if if you have an audience of website visitors and an audience of add to carts. You are of course, fully aware that people in your add to cart audience also exist in your audience of website visitors.
People exist in two different audiences….and?

How audience overlap can not be a good thing?

The negative perspective to audience overlap is paying for the same users twice and ad fatigue. If you are showing ads to that 1% lookalike and that 2% lookalike on two separate ad sets, then people in your 1% lookalike may be seeing your ads twice. This can be problem if you are trying to reach the highest number of people possible given your current budget.

Overlap can also produce ad fatigue. Why? Well, if the same users keep seeing your ad over and over and over again they can start to ignore you or they become “blind” to it. To summarise, they become unresponsive to it. And that is the worst thing can happen.

Ad fatigue may annoy users so the result can be – first, they can end up hiding your ad or even worse, they can leaving negative comments.
So, because of audience overlap we are achieving less results for reach, conversions, link clicks, … so, we may end up unable to spend our entire budgets.

How to determine audience overlap?

Fortunately, it. Is very easy! FB offers this great tool. You can find it within the Audiences section of Facebook Business manager.

Go to the Audiences section of your Facebook Ads Manager. Select all the audiences you want to compare for overlap, go to the drop-down menu under Actions, and select Show Audience Overlap. Voila!

From here you will see a pop-up window listing all the audiences you have selected and some other metrics.
This view is comparing the top audience with the bottom audiences. Each audience shows the number of people that exist in both audiences.

It will also show the % overlap each audience has with the one at the top.

How to bypass Audience Overlap?

You must pay attention on how did you set up your ad sets. You must exactly know what audiences you are targeting and what audiences you are excluding. For example, if you want to show ads to to both audiences, Customer List Lookalike and Add To Cart Lookalike at the same time you need to exclude them from each other. This will prevent you to pay for users twice and will help prevent ad fatigue also.

overlap happens…

Audience overlap occurs if you do not pay attention and you do not think about how to proper set up audiences and ad sets.
This can harm your expected results. It is really simple to spot overlap and fix using the steps mentioned.

Happy non audience overlaping! :)

Holiday marketing

Holiday marketing – gain an advantage over the competition!

Social media is kicking a** right now! It is more noisy & competitive than ever! The holidays offer a perfect opportunity to step up and gain an advantage over competition.

It Is all about people’s emotions! During the holidays users are actively engaged with a combination of excitement and nostalgia. If you can exploit this, then you can often multiply the effectiveness of your social media efforts.

Most people doesn’t take serious holiday marketing. Most of them will just make some clip art, offer a small promo discount, post it to Facebook, and that would be it. Afterwards, they’ll wonder why they didn’t get much results.

What is the key to success?

The key is to interact with your target audience on an emotional level and get your message in front of enough people. This will typically also require some amount of paid ads.

The beauty is that there are so many holidays that you have a year-long stream of opportunities. Some holidays may be better suited for certain industries, but creative marketers in any industry should be able to leverage just about any holiday.

We will outline several tactics you can use in your own social media marketing for the holidays, along with a number of specific examples of some of the content you might consider creating.

Remember, these examples aren’t meant as a blueprint, but more of a spark to get your creativity flowing so you can come up with specific holiday-themed content that’s relevant to your business.

Refresh your profile with a festive atmosphere

This is the first and most obvious component of social media marketing for the holidays and it takes the least effort.

Simply update your cover photo and profile picture to reflect the holiday.

For your cover photo, this might mean replacing your normal photo with one of your staff wearing Halloween costumes in front of your building or maybe throwing candy from a Christmas float. Or you might just use a holiday-themed graphic.

How you handle your profile picture might depend on whether it’s a headshot or a logo.

For example, if we’re talking about a headshot, you might put on a Santa hat or reindeer antlers. If we’re talking about a logo you might superimpose falling snow over your logo or drop some candy canes or holly in the corner of the image.

On some platforms, you might even use holiday-themed background colors in some of your posts leading up to a holiday. You could even include holiday-themed static images or animated GIFs in your posts.

Be Like Santa Claus

Holiday marketing

Everyone loves getting gifts. Well, maybe except for those people with warrants who got lured into an arrest by police under the guise of a free prize. But pretty much everyone else does.

This can make gift-giving a powerful way to generate exposure through social media. Some holidays may be better suited for this, such as Christmas or Valentine’s Day.

But it can work for most holidays. And the beauty of this approach is that it’s exactly the kind of thing that can get a lot of people talking about it and your company on social media.

Now when we talk about giving a gift, it’s important to point out that it doesn’t necessarily have to be expensive, but it does need to have some real value.

We’ll give you an example of what not to do.

We worked with a photographer several years ago who sent us a Christmas “gift” that consisted of a cheap Christmas card with a note handwritten on the inside that said: “I wanted to thank you for being a customer. As a Christmas gift to you, I’d like to offer you a 10% discount on any new photography projects between now and the end of the year.”

That’s not a gift.

It’s a promotion. And not a very impressive one at that.

If you’re going to give a gift, give an actual gift with no strings attached. And that gift should be of sufficient value, relative to the price point of your products or services, but it doesn’t need to be related to your business.

For example, you might send out a fancy box of Christmas chocolates to their top customers. In a tight-knit and tech-savvy industry like ours, many of the recipients of a gift like this would immediately hop on social media to post about their amazing gift, and they would usually tag the company that sent it.

Some may and some won’t, but you should never ask anyone to post about their gift because that will make the gift seem insincere. They’ll probably question your motives in giving it to them, and may even question how much you really value them as a customer.

The keys to giving the kind of gifts that are more likely to get people talking on social media are to:

  • Give something of sufficient value. (When in doubt, more is better.)
  • If possible, tailor the gift to their personality and interests.
  • Don’t ask them to post about it on social media. Not even subtly.

Holiday-Themed Content

Holiday marketing

There are a virtually unlimited number of topics you can come up with to help promote your business around a particular holiday.

There are two paths you can take here:

  • Publish long-form content on your blog and then share it on social media.
  • Publish short-form content only on social media.

So what kind of content is going to get people talking and encourage them to share it?

Long-Form Content

While this content probably won’t drive traffic from an organic search perspective in the short term, it can start to drive traffic from a social perspective immediately.

This is because it’s exactly the type of content people are likely to share while a particular holiday is at the front of their mind.


  • The best horror movies. You could further refine this by creating a separate post for the scariest, funniest, or kid-friendly horror movies.
  • A comprehensive list of local Halloween events.
  • The origin of various Halloween traditions.
  • Halloween decorating ideas.
  • Top horror movie villains.
  • A list of Halloween treats for kids with food sensitivities.
  • Scary short stories from local authors.


  • The best Christmas movies. You could further refine this by creating a separate post for kids, teen, and general Christmas movies.
  • A list of gift ideas for a particular type of person (digital marketers, journalists, construction workers, Marines, etc.)
  • Stories shared from people about their worst or best Christmas memories.
  • A comprehensive list of local Christmas events.
  • The origin of various Christmas traditions.
  • Christmas decorating ideas.
  • A list of bargain, luxury, or gag Christmas gifts.

Valentine’s Day

  • The best (or worst) Valentine or romantic movies.
  • A list of gift ideas based on how long you’ve been in a relationship.
  • Stories shared from people about their worst or best Valentine’s Day.
  • A list of local romantic restaurants.
  • A list of bargain, luxury, or gag Valentine gifts.

Short-Form Content

Polls, questions, and funny memes rule here. The idea is to generate quick engagement in the form of comments and shares.

This is a starting point, but to get significant traction, you’ll need to find a way to connect holiday-themed topics to your business and/or industry.


  • A poll of the best (or worst) horror villains.
  • Ask people to share their scariest Halloween experience.
  • A poll of the best (or worst) candies.
  • Ask people to comment on the plot holes in popular horror movies.
  • A poll on trick or treating vs going to a Halloween party.


  • A poll of the best (or worst) Christmas movies. Bonus points if you can get people debating whether Die Hard is a Christmas movie or an action movie.
  • Ask people to explain their theory of the science behind how Santa travels around the world, flies, carries all those toys, and gets in and out of homes undetected.
  • A poll of people’s favorite Christmas food.
  • Ask people to comment on the best or worst gift they’ve received or given.
  • Ask people to share their best Christmas memory.

Valentine’s Day

  • A poll of the best (or worst) romantic movies.
  • Ask people to comment on the best or worst gift they’ve received or given.
  • Ask people to share their best Valentine memory.
  • A poll on who they “love” most in your industry or what they love about your industry.
  • Ask people to share how they fell in love or how they knew their partner was “the one.”

Note: In cases where there are multiple options, each option should be its own post.

Create a Holiday-Inspired Hashtag

Hashtags can be a great way to get a lot of people talking about a particular topic while making it easy for everyone to find those conversations. All it takes, in some cases, is for a few people to use a particular hashtag in order for it to take off. The key is to make it powerful, funny, or timely, or ideally, a combination of those elements. Some ideas might include:





Valentine’s Day


Important note: Avoid tying politics in with your hashtags because that can go south really fast. It’s equally important to make sure the hashtag you want to use isn’t already in use. The baked goods company, Entenmanns, learned this the hard way when they jumped on the #NotGuilty hashtag a few years ago.


Facebook Ads

Creative options for Facebook ads

Facebook Ads are a great way to promote your business. When you create ads from your Page, you can use images, videos or a combination of both.
Look at the list below to see creative formats and what they look like.

Single image

A single image is a stand-alone image that appears on your ad. Use single images to offer a clean, simple format that features engaging imagery and text surrounding the image.


A video allows you to show off your product, service or business through moving visuals and sound. Use videos to grab people’s attention with motion, show what your business offers and bring your message to life.


A carousel lets you show two or more images and videos, headlines, links or calls to action in a single ad. Use a carousel to create a compelling visual story about your business that customers can click through.


A slideshow allows you to turn images into eye-catching animated ads that play like a video without the time and money that might be required to produce an actual video ad. You can use multiple images, videos, text and sound in your slideshow.

Four tips for great ad creative

Here are a few tips to help you choose the right ad creative.

Consider your budget

If your resources are limited, that’s OK. You can create great images and videos on your mobile device. Additionally, if you have creative that you’ve used for other projects, consider using that in your ads.

Use images and videos

If you have both images and videos, create different ads with each. Using different creative assets in your ads will help you learn what resonates best with your audience

Combine creative using Facebook’s tools

You can get creative with your images and videos when you create an ad on Facebook. For example, you can combine multiple images into a slideshow to create a video, or add multiple product images to a carousel so that people can click through them.

Use little to no text in your images or video thumbnails

We’ve found that ad images with less than 20% text perform better. Here is the link for Image Text Check.

Take a look at the table below to see which creative formats are available for each ad objective.

Check objectiveSingle imageVideoCarouselSlideshow
Boost a post
Promote a Page
Get More Leads
Get more website visitors
Promote your business locally
Promote Your [Call-to-Action Button]
Get More Website Purchases
Promote Your App

How Algorithmic Learning Period in Facebook & Google Ads works

Do you know what does it mean when Google or Facebook says it’s “Learning,” and how can you avoid it? If you don’t, or you are just guessing, keep reading!

What is the learning period?

Google says: “After you make a change to your bid strategy, it takes time for Google Ads to gather the performance data it needs to optimize your bids.”

Facebook says: “After you create a new ad set or make a significant edit to an existing one, our system starts learning who to show ads to. This learning isn’t a change to the way our system works, but we’re showing the status to let you know when performance is still stabilizing.”

To recapitulate: The algorithmic learning period is the time it takes for the platform’s algorithm to learn from recent, significant changes.

When and where does the learning period occur?

Google Ads: While on Facebook you will incur a learning period across any bid strategy, on Google, you will only provoke a learning period for an automated, smart bidding strategy. These bid strategies include: Target CPA, Target ROAS, Maximize Conversions, and Enhanced CPC (eCPC). The learning period will be noticeable in the status column at your campaign level.

Facebook: Since budget and settings are created at the ad set level (aside from the new feature campaign budget optimization), you will see the learning status in the delivery column of your ad set.

How long does the learning period last?

Google: On Google Ads, the learning period typically lasts seven days since the last significant edit to that campaign.

Facebook: The learning period will last until your ad set reaches fifty optimisation events within a seven-day period since the last significant edit.

What is the difference?
Facebook’s algorithm requires a threshold of data to re-learn, while Google requires a set timeframe for the learning process.

What types of changes can trigger the learning period?

On Google Ads:
Implementing a new smart bidding strategy
Change in the settings for the bid strategy
Change to conversion actions: updating an existing action or creating a new one
Large changes in budget or bid
Significant changes to the campaign’s composition
Typically, changes to keywords, ad groups, or ads will not trigger a learning period. However, if you introduce bulk changes to several of these components, you may incur the learning period to your campaign.

On Facebook:
Any change to your audience targeting
Large changes in budget
Significant changes to creative (changing existing or creating new ads)
Any change to your settings (e.g. optimization event, conversion window)
Pausing and then re-enabling your ad set/campaign after 7 days has past

What happens during the learning period?

For both Facebook and Google Ads, you should expect delivery and efficiency to go down throughout the learning period. Yes, this means that you are likely to see the campaign’s daily spend decrease while the CPA (cost per acquisition) increases and conversion rate decreases.

However, you can’t just sit on your hands and avoid optimizing your campaigns in fear of the learning period. Instead, you need to learn how to control the implications and allow your campaign the time to re-learn and improve with the changes you’ve made.

So, why does the learning period happen?
As we know, the ad auction systems on Facebook and Google Ads are dependent upon the platforms’ algorithms, which are built from machine learning technology. Just as Google needs your Quality Score and bid to determine when you show up in the ad auction, Google also needs to understand what delivers the results (conversions) you’re asking it to optimize for. In summary, the algorithm needs the time to work with the signal and understand what is proven to work and drive results.

Google’s DeepMind video offers the perfect analogy for the learning period. In the video you’ll watch machine learning technology play its first game of Atari, with zero training or understanding of how to play. After several failures and just about 240 minutes of training, the technology finds the fastest and most effective way to beat the game.

DeepMind Google video – Atari Breakout game

This is exactly what the algorithm is doing while your campaign is in a learning period. It’s digesting the new information and learning how it can drive the results you’ve optimized it towards. During this time, the algorithm learns from each delivery. And as the impressions build up, the algorithm gathers the significant data it needs to make decisions and understand how it can more effectively deliver to the goals you’ve selected.

Recommendations to Minimize the Learning Period’s Impact In Google Ads

  • Bid Strategy: Consider the best bid strategy for you. As mentioned above, there are only four bid strategies that are associated with this algorithmic learning period. If you are looking to test out smart bidding. Set up an experiment first. This way, you can assess the performance in a controlled environment with less negative impact.
  • Budgeting: Follow the 20% rule: Avoid budget changes larger than 20% of your current budget.
  • Settings: Give Google the right signals. For example: If your goal is to drive conversions, but you don’t have any conversions set up, you can’t expect a smart bidding strategy to drive any conversions. This is because the algorithm doesn’t know what it’s supposed to find.
  • Conversions: Be careful about your changes to conversion actions! If you know you need to make several changes to your conversion actions, you should plan ahead and schedule these changes in bulk. This way, you will only incur one algorithmic learning period rather than several within a similar time frame.


  • Selecting your optimization event: Facebook requires 50 “optimization events” to move out of the learning stage. If you are struggling to reach 50 optimization events, – Test a higher funnel optimization event. For example: You have your ad set optimizing towards a form fill, but you can’t reach 50 form events within the 7-day period. Instead, you could test landing page views as the optimization event. This will tell the algorithm to find people in your audience that are likely to click and successfully reach your landing page. While this is not the final result you are looking for, it’s a leading signal and will give the algorithm the sufficient data it needs to find your audience and reach optimal delivery.
  • Review your optimization and ad delivery settings: Strategically think through your selection for optimization and the associated conversion window. For example: If your conversion window is set to 1 day, you are giving the algorithm 7 days to gather 50 optimization events that happen within 1 day of the ad click. If you find this slowing down your learning progress, you should try a 7-day click window.
  • Budgeting: Similar to Google Ads, you should keep in mind the 20% rule when navigating budget changes on Facebook. Avoid budget changes larger than 20% of your current budget. For example: if you budget is at $500, don’t change it to anything over $600 or less than $400. Over time, you can implement these 20% changes incrementally to maintain delivery and reach the budget you are aiming for.
  • Creative: Avoid bulk changes to your assets. For example: If you pause out one ad, or create one new one, most likely, you will not incur a algorithmic earning period.
  • Making changes: Schedule and plan out your significant changes in intervals. For example, if you want to create a new exclusionary audience and apply it to all your ad sets, you should do so in intervals. This can be done by adjusting one ad set at a time, waiting until the learning status is removed, and then moving onto the next. This will help you maintain your overall, account-level delivery.

Conclusion – Algorithmic Learning rulez

Fear the algorithmic learning period no more! Just follow these guidelines:

  • Think before you implement!
  • Give the algorithms the right signals
  • Give the algorithms enough data
  • Be patient! Let the algorithms take the time they needs to learn, because it will pay off in the long run.


How to create a full-funnel advertising strategy using Facebook objectives

How to create a full-funnel advertising strategy using Facebook objectives

In this article we are going to talk about how to leverage Facebook objectives to create a cross-funnel campaign strategy. Here are some starting and main points you should know:

Facebook offers three campaign objective options for advertisers: awareness, consideration, and conversion.
It is crucial that you don’t overlook your objective, optimization settings, bid strategy, or budget selections upon campaign creation.
The Facebook ad auction relies on algorithmic learning around these settings to make decisions. You need to identify the right signals and track significant data to enable this algorithm to efficiently optimize according to your marketing goals.

To build out your funnel advertising strategy on Facebook use next six steps!

Step #1: Understand how your marketing funnel works

Before we get into tactics on Facebook, let’s quickly talk about the marketing funnel.  This funnel is the path that users take during their journey with your marketing activities. There are various ways to define and break down your marketing funnel, but it typically looks something like this:

Marketing funnel
Marketing funnel

It’s important to recognize and understand what your marketing funnel looks like in order to optimize your cross-funnel strategy. To get there, start by asking yourself these questions:

What are the sources and channels of brand discovery for your prospects?
What are the milestones in your prospect’s journey? Here, think about number of touchpoints you are having with your prospects (website visits, form fills, types of actions, etc.).
What offers can you pair to these milestones? To match your prospect’s intent through your marketing funnel, it’s extremely valuable to have different types of offerings. Consider a white paper for new prospects versus a free trial for those further down the funnel.
How long does it take for a prospect to travel from top of funnel to bottom of the funnel?
Where are the leaks in your marketing funnel? Consider areas where you could lose your prospect.

Once you’ve thought through each of these questions, you’ll be in the right mindset to get started.

Step #2: Structure your Facebook Ads account

Now that you’re thinking about how your marketing funnel is structured, it’s time to talk about your Facebook account. The way you structure your account can make or break your ability to effectively manage and optimize your campaigns to your business goals.

Here’s an example of what a Facebook ad account looks like:

Facebook AD account
Facebook Ad account

Think of your Facebook campaigns as the shell for your ad sets. Aside from your objective, the majority of decisions are made at this ad set level on Facebook. This includes your targeting, optimization settings, bid strategy, and budget. And within each ad set, you have your ads, in which you can differentiate your offer, creative, and messaging.

If you’re reading this post, you’re interested in targeting prospects across your funnel through Facebook so you need to know that account structure should match your marketing funnel. In order to accomplish this, build out your campaigns in accordance to each stage in your marketing funnel. Depending on what your marketing funnel looks like and how granular you want to get, the number of campaigns will vary. Here is an example:

Campaign 1: Top of funnel (TOF)

Campaign 2: Middle of funnel (MOF)

Campaign 3: Bottom of funnel (BOF)

With this structure, your first view in ads manager will be a clear representation of how much you are investing and how your relative KPIs are tracking across each stage of the funnel. Next, within your campaign, you should use your ad sets to test your offers and audiences. Here’s an example:

Ad set 1: Offer 1 & Audience 1

Ad set 2: Offer 1 & Audience 2

Ad set 3: Offer 2 & Audience 3

Ad set 4: Offer 3 & Audience 4

Now, within your ad set view, you can compare performance to understand how you should adjust your budget allocation or test new offers and audiences within that funnel stage.

Lastly, within each ad set, you have your ads. This is the perfect place to test out different creative, ad formats, and messaging within your ad set. For example:

Ad #1: Offer > Creative Variation 1 > Copy Variation 1

Ad #2: Offer > Creative Variation 1 > Copy Variation 2

Ad #3: Offer > Creative Variation 2 > Copy Variation 1

Ad #4: Offer > Creative Variation 2 > Copy Variation 2

As evident in my examples above, your naming convention will also be key to transparent reporting and effective account management. By clearly naming your campaigns, ad sets, and ads, you will be able to easily identify the component and make decisions without having to drill into each ad set or ad.

In summary, a well-organized ad account is crucial to successfully getting started with your cross-funnel strategy on Facebook.

Step #3: Set objectives based on the funnel

Now, that your campaigns are mapped out by funnel stage, you should be able match up the proper objective as offered by Facebook:

Facebook objectives

Here is a guide to reference when making your objective decisions based on your marketing funnel:

Objective decisions based on your marketing funnel
Objective decisions based on your marketing funnel

Step #4: Select your targeting types

In order to reach your campaign’s objective, you need to understand what targeting types and audiences are most appropriate for each ad set. Thankfully, Facebook offers a multitude of targeting options for advertisers. These options enable you create audiences that range from broad to specific:

Audience definition
Audiences range from broad to specific!

These audiences can be sourced directly from Facebook’s core audience options (demographics, interests, behaviors) or from your own data (website visitors, custom audiences, lookalike audiences or LAL, etc). As your prospect moves down the funnel, your targeting should become more segmented as you are targeting more qualified users.

To help you decide which audiences to use in each funnel stage, here are a few recommendations:

Which FB audience to use
Which audiences to use in each funnel stage

As you can see in the chart above, there is crossover across funnel stages. It’s important to note that the key here is to narrow down your audience. Take the lookalike recommendations, for example. At the TOF, you should widen up your audience range, allowing the algorithm to target a larger base of potential prospects. Then, when you get to MOF ad sets, you should narrow down your range to ensure that you have a closer group of qualified, potential prospects.

You should also consider employing exclusionary audiences across your ad sets. This way, as the prospect moves through the funnel, they are not continuing to see the ads from their previous stage. This will help you control wasted spend and improve the prospect experience.

Step #5: Leverage engagement audiences

What better way to move prospects through your marketing funnel on Facebook than using engagement audiences? Engagement audiences allow you to reach people who have previously interacted with your page. Facebook currently offers six options for your engagement audience:

Here’s an example of how you can use engagement audiences to boost your funnel strategy from start to finish:

 Engagement audiences Facebook

Step 1: Using an awareness campaign objective and broad audience targeting, reach potential prospects with an engaging video.

Step 2: Using a consideration campaign with a lead generation objective, target the individuals who engaged with the video in step 1 by promoting a piece of content through a lead-gen ad.

Step 3: Build out a conversion campaign to target the users who completed this lead ad and entice them to convert on a product-centric offer, moving them to the bottom of your funnel.

Engagement audiences are the perfect targeting type to leverage your organic reach within your paid campaigns. This provides an opportunity to collaborate with your team and pair your organic and paid efforts. Within our very own campaigns, we’ve found that engagement audiences lead to a lower cost per acquisition.

Step #6: Optimize settings & conversion events

You won’t be able to achieve your marketing goals if you’re not implementing the right settings, which includes your conversion event and optimization for ad delivery settings.

The conversion event is only applicable for your ad sets that fall under a conversion campaign. This is because a conversion objective relies on outside signals (through your pixel) to fuel optimization. Therefore, when it comes to your TOF campaign, you don’t need to set a conversion event as the algorithm is able to deliver based on internal signals.

However, for your MOF and BOF campaigns that are set to conversion, you will be asked to select a conversion event. You should ensure that you select the appropriate conversion event based on your objective and offer. If you are promoting a whitepaper in your MOF campaign, you should select a conversion event that registers a successful download. On the other hand, you are likely promoting a higher value offer in your BOF campaign, which means your conversion event should reflect this goal. For advertisers alike, it’s not always easy to drive a significant volume of BOF leads. Therefore, if you are struggling to reach your goals, you should consider selecting a leading signal for your conversion event so that the algorithm receives sufficient signals during its learning period.

The optimization for ad delivery setting is where you tell the algorithm what you see as success for your ad set. As we’ve talked about through this post, your goals vary across each funnel, so it’s important to make this known within your optimization for ad delivery. Here’s an example of the appropriate settings depending on your funnel stage:

Settings depending on your funnel stage

Results from your funnel-based Facebook strategy

Facebook provides an excellent opportunity for advertisers to capture new prospects and move existing leads through your mfunnelarketing funnel. By following the six steps mapped out in this post, you will have a promotional strategy that delights prospects and maximizes your advertising results.

Once you are running with your cross-funnel strategy, you should continue to iterate by testing new audiences, offers, and creative to optimize and scale your account.


Facebook News tab is coming this fall

Facebook News Tab is coming this fall!

Facebook News Tab is supposed to launch this fall. More details are coming out about Facebook’s planned News tab. FB will pay participating news publishers to display their headlines and article previews.

Here is what we know so far:
Human editors will be responsible for curating a “Top News” tab. The editors will look at articles’ sourcing in deciding what to feature. They’re supposed to “seek to promote the media outlet that first reported a particular story, and additionally prioritise stories broken by local news outlets.”
If the editors really end up following those guidelines, and if Facebook News gets enough participation from local publishers, the offerings in the tab will look pretty different from those in Apple News which is barely featuring stories from local news publishers. Instead, they often featuring national publications’ versions of stories that were first reported by local outlets.

Facebook hasn’t yet confirmed the publishers it’s working with. One person who has seen a version of the tab being tested by Facebook employees said it featured stories from The Wall Street Journal, ABC News, CBS News, National Geographic, BBC, The Huffington Post, and The Hill, though some of those publishers don’t appear to have officially struck agreements with Facebook yet.

Previously was reported that Facebook was offering publishers three-year licensing deals in which it would pay them as much as $3 million a year. But, as CNN’s Dylan Byers noted last week (he also says the money on the table is more like $2 to $2.5 million), the News Tab is an easier sell for some publishers than others: Many of the small and mid-sized publishers he’d talked to had already signed on. If you’re a website like the Dallas Morning News or BuzzFeed, this is effectively free money. Facebook isn’t asking you to spend the money on creating new content — it’s just giving it to you in order to link back to what you already produce. It’s a 100 percent profit margin”. On the other hand, some larger news outlets are balking: Yeah, it’s a lot of money, but “it’s ultimately not that much relative to what your company (or parent company) already makes on its own.”