Promotions can be one of the most effective ways to boost brand awareness, generate leads, and increase sales on Facebook and Instagram. But while a well-planned promotion can skyrocket results, a poorly executed one can waste budget and even hurt your brand. The key is knowing what works — and what doesn’t.
This article outlines the most important do’s and don’ts of running promotions on Meta’s platforms, backed by statistics and practical insights.
Do’s of Running Promotions
1. Set Clear Goals
Before launching, define what success looks like. Are you aiming for more followers, leads, or direct sales? Businesses with well-defined objectives are 30% more likely to see a positive ROI from their promotions.
2. Use Eye-Catching Visuals
Promotions need to stand out in crowded feeds. Posts with high-quality images or videos see up to 65% more engagement compared to text-only ads.
3. Leverage Custom Audiences
Target people who already know your brand. Retargeting campaigns typically deliver 70% higher conversion rates than cold targeting.
4. Keep the Offer Simple
Complex rules and unclear benefits can discourage participation. A straightforward discount or limited-time deal usually performs best.
5. Monitor and Optimize in Real Time
Check campaign performance regularly and adjust. Even small tweaks to targeting or creative can improve results significantly.
Don’ts of Running Promotions
1. Don’t Overpromise
Make sure your promotion delivers what it says. Overpromising and underdelivering can damage trust and hurt long-term results.
2. Don’t Target Too Broadly
A wide audience may look appealing, but it often results in wasted budget. Narrowing your targeting improves both CTR and conversions.
3. Don’t Ignore Platform Policies
Meta has strict rules about promotions. Non-compliance can lead to ads being rejected or accounts suspended.
4. Don’t Run Promotions Without Testing
Launching without testing different creatives, audiences, or formats is risky. A/B testing helps you find the most effective combinations.
5. Don’t Forget to Follow Up
After the promotion ends, nurture the leads you’ve gained. Businesses that continue engagement post-promotion see 20% higher repeat purchase rates.
Final Thoughts
Running promotions on Facebook and Instagram can deliver impressive results if done right. By setting clear goals, targeting smartly, and keeping your offers simple, you’ll maximize performance. Avoid common pitfalls like overpromising or ignoring policies, and you’ll create campaigns that not only attract attention but also build trust and loyalty.
