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Facebook is strong in segmentation by interest. In other cases, a social advertising solution can offer a solution. Especially with more complex campaigns or when generating multiple creatives automatically. For example, meal delivery company Deliveroo made smart use of this by promoting local restaurants to local residents via a social media campaign during the lockdown . This gave the campaign a personal character, and precisely this automation gave the company a human face. With diligent manual work.

However involved and well-intentioned that may sound, this would never have been possible. video player 00:00 00:06 2. Use authentic content The use of stock material seems so tempting. For a few euros you have a technically perfect picture. Moreover, because of the photo editor huge range there is always something that fits. However, it is wise to be very sparing with stock material. It comes across as 'cold', anonymous and anything but authentic. Even when you do use your own photography or video, you have to watch out for authenticity.



Don't show your products more beautiful or better than they are. A well-known Dutch clothing brand can have a say in this. In their campaigns they switched from polished images of their products to realistic variants. Think of the use of different models.  it would actually be worn. The result: the number of returns decreased. Logical: customers were not given false expectations and were therefore less likely to be disappointed.