26.7 million social media users are waiting to be your next customer

Social Media Ads are paid digital advertisements displayed on social networks like Facebook, Instagram, TikTok, and LinkedIn, allowing businesses to promote content to highly specific audiences based on demographics, interests, and behaviors, going beyond just their existing followers to boost brand awareness, drive website traffic, and generate leads or sales. We run paid ads on Meta (Facebook & Instagram) and TikTok.

Social media continues to play an important role in how we reach and engage our audiences across Meta Ads and TikTok Ads. Mid-November we set up conversion tracking, which assisted us to see that social media was also bringing in meaningful leads.

How we achieved our results

In 2025 we put more focus on social media ads. We ran three general cover ads, and 3 benefit-specific ads. These ads are refreshed every 3 months and will continue to run in 2026.

What’s New?

We will be introducing more video ads on Facebook, Instagram and TikTok. The idea is to have a perfect balance between static image ads and in-stream video ads, which will include short-form videos and GIFs.

Our focus is on creating clearer, more benefit-driven campaigns supported by strong visuals and simple messaging. A good example was the contraceptive campaign run in December, which showed how focused messaging can perform well. On TikTok, our activity picked up toward the end of the year. As the platform is still new for us, the focus will remain on awareness with plans to invest more in video content as we continue to grow our presence.

We created 3 videos to run as ads, but we were not confident they would do well after watching the final cut and ended up only running one of them as an ad on a very small budget. The video that we ran as an ad was our maternity/mid-wifery video featuring our very own Tracy.