Facebook and Instagram Ads in 2021

March 24, 2021

In our line of business, it’s our job to unravel the confusion that can sometimes surround social media marketing.

One of the areas that causes the most uncertainty for people is Facebook and Instagram advertising. The first thing to understand is that Facebook advertising IS Instagram advertising! When Facebook took over Instagram, the platforms became linked through Facebook Business Manager and you can only advertise on Instagram through the Facebook portal.


So, it’s essential to have a Facebook page and Facebook Business Manager as well as an Advertising Account as a starting point. After all, social media marketing is now a core component of the marketing strategy for any business that wishes to engage its consumers and create meaningful customer relations to drive sales and loyalty.


Let's look at the stats...


Facebook is still the most widely used platform of all with 2.45 billion active monthly users. 

  • 70% of all adults are Facebook users
  • 74% of high-income earners have a Facebook account – even more than LinkedIn
  • 1.62 billion users visit Facebook daily
  • More than 40% of active Facebook users follow brand pages for product updates
  • Facebook ads influence online shopping decisions for 25% of active users every day
  • Facebook has the highest referral to e-commerce sites at 80.4% compared to Instagram’s 10.7%


Of course, which platform you use the most depends on your target audience and your product or service. Instagram has a huge Millennial and Gen Z following, so if your product or service appeals to a younger demographic, it has distinct advantages over Facebook. Additionally, as it is a highly visual medium, it traditionally works best with products that depend on visuals such as fashion, beauty, food, design, etc. 


Instagram is the king of all social media platforms when it comes to social engagement. 

  • Engagement rates of branded posts in Instagram are 4.3% compared to Facebook’s 0.15%
  • Over 1 billion people use Instagram every month
  • In 2019, more than 1/3rd of Instagram users made an online purchase using their phones with their average spend being 15.4% greater than Facebook’s
  • 80% of Instagram users follow at least one business with 60% seeking out new products
  • Instagram users spend an average of 30 minutes every day on the platform
  • 90% of Instagram users follow a business


Why you should use Facebook Advertising


The primary benefit of using Facebook advertising is the ability to target and refine your audience for a reasonably low investment, and if done correctly, is perfect for small businesses. It is not enough to establish your social media profiles and regularly post engaging content – that organic content will only get you so far. To truly grow your base, you need to find and engage with new audiences and Facebook advertising can help you do that. 


Boosting vs. Advertising


Don’t make the common mistake of thinking that boosted posts are the same as advertising. Boosts have limited targeting options. You can’t target people based on behaviours or multiple matched interests and you can’t optimise your boosts based on what your objectives are – more page likes, post engagements, website clicks etc. You also can’t test your advertising when you’re boosting. Boosts are for widening the reach of your post but you have little control over how it’s done.


Benefits of Facebook Advertising


Business Objectives – you can get super specific with your business goals and create ads that can help you reach these goals.

Targeting – you can refine your audience by demographics and multiple matched interests to home in on your customer base.

Testing – one of the biggest advantages of Facebook advertising. Every advertisement should be tested to be certain that you’re spending your money in a way that will bring the best ROI possible. In Facebook Business Manager you can test audiences, the creative, the call to action, the headline, long or short copy, the graphic – just about any aspect of the ad and its delivery.

Control – advertising through Facebook Business Manager gives you control over your campaigns with the ability to continually optimise and control placements. 


Need Help?


Facebook run a Facebook Blueprint course that’s free, and teaches you how to use your Business Manager, but if that sounds like a step too far for you, then we can help! If you’re keen to DIY your social media, we can assist with a one-on-one meeting to give you a few tips and pointers specific to your business. In addition, several times a year, we run social media training courses – sign up for our regular newsletter so that you know when the next one is running.


Finally, if you simply want to hand it over for an expert to take care of it, we can help with that too. Give us a call to discuss where you’re at. We’re happy to help!

A black and white photo of two people looking at pictures on a wall.

What Got You Here Won’t Get You There: The FY25/26 Marketing Pivot

June 26, 2025
Marketing is changing faster than ever. The tools you used last year, the content that worked, the ads that pulled in sales, none of that guarantees success this financial year. If your strategy feels stuck, it’s time to rethink. Because what got you here won’t get you there. Why FY25/26 Is Different Consumers aren’t the same as they were last year. They’re tired of the same old short-form clips and hype. Instead, they want authenticity, real stories, and content that actually helps them. And it’s not just what people want. It’s how they shop. Today, purchase decisions are slower. People want proof, trust, and a sense of community before they commit. They want brands that get them, that speak directly to their needs, not a one-size-fits-all message. Technology is also shaking things up. AI content is everywhere, but originality is rare. If your content feels “fake” or copy-pasted, people will scroll right past it. And social platforms? Algorithms keep changing, meaning what worked last quarter might not work tomorrow. What’s Out and What Needs Rethinking Recycled Reels that chase trends without purpose Posting just to fill the calendar (hello, “consistency” without meaning) Generic influencer deals that don’t really fit your brand Ads running without strong creative or offers behind them These won’t cut it anymore. Audiences see through it, and worse, they tune out. What You Should Be Doing Instead Build a strategy-first marketing ecosystem. Start with your business goals, then craft a multi-channel approach; organic, paid, email, partnerships, that works together, not in silos. (Learn more about our Marketing Strategy services ). Create content with real purpose. Go deeper than virality. Tell your brand story. Mix evergreen value with timely trends, always in your unique voice. (Check out our Content Creation expertise). Invest in design and production. Beautiful, custom content still stands out, especially on Reels and ads. Cookie-cutter templates won’t cut it. (Explore our Social Media and Branding services). Prioritise community and conversion. Build your own spaces: email lists, SMS, loyalty programs, where real connection happens. Use UGC, testimonials, and case studies to build trust. (We help with Email Marketing and community building). Experiment smartly. Try new formats early, learn fast, and adapt. Don’t Forget Your Website and SEO All these efforts need to drive traffic and conversions back to your site. A well-optimised website and strong SEO strategy are crucial to keep your brand discoverable in the new financial year and beyond. (See how our Website Design and Google Ads and SEO services can boost your digital presence). Ready for Your Marketing Glow-Up? If your marketing strategy looks like it was made for last year, that’s because it was. At Soqual , we’re already ahead of the game. We create future-proof strategies, scroll-stopping content, and campaigns that work across channels, designed for what’s working now and what’s coming next. Want to stay ahead of the curve? Get in touch. Let’s make your marketing strategy work harder this financial year.

Why Your Logo Is More Than Just a Pretty Picture

May 20, 2025
In business, first impressions aren’t just important, they’re everything. And more often than not, your logo design is the first thing people see. Before they read your bio. Before they check your pricing. Before they even know what you do, they’ve already made a judgement based on how your brand looks and feels. A well-designed logo does more than look good. It sets the tone, builds trust, and creates instant recognition. It’s not just part of your brand, it is your brand, distilled. First Impressions Matter Picture this. You’re scrolling online and a bold, polished logo catches your eye. You pause. You’re intrigued. You instantly get a feel for the brand before you even know what they offer. That’s the power of good design. It sparks curiosity and builds credibility, and in a split second, it makes someone want to learn more. Your logo is your brand’s handshake. It introduces your business to the world, and whether it lands or not determines what happens next. The Psychology Behind the Design A strong brand identity doesn’t happen by accident. Every detail in your logo, from colour to typography, is an opportunity to say something meaningful. Colour psychology matters. Blues can signal trust and calm. Bold reds can signal energy and passion. Fonts and shapes also play a role. A serif font might suggest heritage and experience. A modern sans serif feels fresh and confident. It’s about creating something that not only looks great, but feels right. Your logo should reflect your brand values and resonate with your target audience and that’s where a strategic approach to logo design and branding makes all the difference. Consistency Is Non-Negotiable Even the most beautiful logo won’t get results if it’s used inconsistently. Your logo should be the cornerstone of your visual identity rolled out seamlessly across social media , websites , emails , packaging, signage, and more. This consistency builds trust and makes your brand instantly recognisable. When we’re building brands at Soqual , we think beyond the logo. We develop full brand systems , with colours, fonts, tone of voice, personality, look + feel and guidelines that help your brand show up confidently and consistently. You can explore more of our branding and digital marketing services here. Real-Life Brand Glow-Ups We’ve seen firsthand how the right logo, combined with a cohesive brand , website , and social media strategy can reposition a business entirely. Take Hunter Valley Granite & Marble. Their original branding didn’t reflect the craftsmanship or calibre of their work. It felt dated and disconnected from the premium quality they deliver. We created a full visual identity that brought their brand into alignment, timeless, professional, and refined. From their l ogo and branding to a clean, modern website design , plus ongoing social media management that keeps their audience engaged, every touchpoint was reimagined to better reflect who they are. Now, they’re showing up with clarity, confidence, and a digital presence that truly does their work justice. Thinking About a Rebrand, or Launching a New Business? Your logo is more than decoration. It’s your brand’s foundation and it deserves to be built with intention. If your business has outgrown its look, or your branding no longer feels aligned, it might be time for a refresh. At Soqual , we design branding that’s clever, strategic, and made to last, from the logo to the brand story, and everything in between. Whether you're launching something new or giving your brand a glow-up, we're here to help you get it right. Get in touch with us or explore our branding services to learn how we can help.