Each social platform has its own distinct purpose and usability, which means that ads that are optimal for once platform may not work as well on another. For example: while bright, lifestyle-oriented images perform well on Instagram, they might be less effective on Facebook, a platform whose users generally prefer video. That said, a 30-second video ad that gets high engagement on Facebook might be easily skipped over on Youtube, a platform where video advertisements only have five seconds to grab audiences’ attention before being closed out.
The point is this: it’s critical to tweak your digital ad strategy to each unique social channel you’ll be using. This will allow your ads to fit in organically with the content that does best on each platform, allowing your messages to reach your target audience in an effective and unintrusive way.