Social media advertising

Advertising on social reaches people who were not looking for you. That makes it the fastest way to build demand and the easiest way to waste a budget, and the difference is nearly always the creative rather than the targeting.

Platforms have become good at finding the right people if you give them something worth showing. The effort goes into producing native creative in the right formats, with enough variants to learn from, rather than into ever narrower audience definitions. Your own customer list, site visitors and existing engagers are worth more than any interest category, so audiences are built from those first, with lookalikes as the second layer.

Creative fatigue is real and measurable. Creative is refreshed before performance falls rather than after, and whatever has stopped earning is switched off instead of left running quietly in the background.