It depends on your business model and audience. For consumer eCommerce and B2C brands: Instagram first, then TikTok for younger demographics. For B2B lead generation: LinkedIn for decision-maker targeting with Meta as a lower-cost supplementary channel. For brand awareness at scale: Facebook for older demographics, TikTok for younger. We recommend the right platform mix based on your specific business type, audience, and objectives during the audit phase.

We recommend a minimum of $2,000/month per platform to generate enough data for meaningful creative testing and audience optimisation. Below this level, the algorithm struggles to exit the learning phase and results are highly variable. Most of our clients start with one or two platforms at $2,000–5,000/month per platform and scale as ROAS data justifies it.

Paid social delivers results faster than organic social — campaigns can go live within 1–2 weeks of onboarding. Most platforms have a 7–14 day learning period as the algorithm optimises delivery. Meaningful ROAS data is typically available by the end of week 3. Month 2 is usually when we see the biggest improvements as creative testing identifies winning formulas.

Targeting determines who sees your ad — but creative determines whether they stop scrolling, read it, and take action. On platforms like Meta and TikTok, the algorithm actively tests creative performance and distributes budget toward the best-performing creative automatically. Poor creative underperforms regardless of how precise your audience targeting is. Good creative can even overcome imperfect targeting.

Creative fatigue occurs when your target audience has seen the same ad too many times — engagement rates drop, frequency increases, and CPMs rise. Most accounts experience meaningful fatigue within 3–4 weeks of running the same creative. We monitor frequency metrics daily and introduce new creative variations every 2–3 weeks before fatigue begins to impact ROAS, rather than reacting after it has already damaged performance.

Yes — and this is our recommendation for most brands. Organic social builds your community and brand authority over time. Paid social accelerates reach and conversion on your best content. The two are most effective when coordinated: we identify your best-performing organic posts and amplify them with paid spend (Spark Ads on TikTok, Boosted Posts on Instagram), and we test paid creative organically before committing budget.

Ad spend is paid directly to the platform from your own business account — we never hold or process client ad budgets. You connect your Facebook Business Manager, TikTok Ads Manager, or LinkedIn Campaign Manager to our management access. We manage the campaigns, you control the payment method and ad account. This is the industry standard and the approach we require for all engagements.