Alright, let’s be honest. Who hasn’t unlocked their phone only to be greeted by an ad promising the elixir of eternal youth when all you wanted was to watch your favourite influencer’s latest dance? In this digital age, social media is our daily bread, our morning gossip, and, of course, the playground for brands trying to sell us everything under the sun. But hold on—blanketing every platform with the same ad, as if a hoodie were the same as accounting software? That’s practically digital Stone Age behaviour!
The Social Media Puzzle: Not All Platforms Are Created Equal (Thank Goodness!)
A few years ago, an ad was an ad, and you’d slap it on Facebook, Twitter, or wherever you could, fingers crossed. These days, doing that is like trying to flirt in a reggaeton club with a Shakespearean monologue. It won’t fly. Each social platform is its own universe, with its own unwritten rules, vibe, and—most importantly—its own crowd. Knowing where people hang out and what they’re looking for is the trick to keeping your ads from vanishing into the void.
“It’s not just about whether you’re 15 or 50—it’s about what gadget you’ve got in your hand and what’s on your mind at that moment,” says Marta Garrido, head of digital strategy at PixelPerfect in Barcelona, with a grin. “When someone’s on TikTok, they’re after a quick laugh, an instant buzz. But if that same person hops over to LinkedIn, watch out! They’ve got their work hat on, hunting for jobs or ways to make more cash. Your ad needs to switch gears with them, savvy?”
TikTok: Where Chaos and Humour Are Your Best Mates
This platform is the schoolyard where everyone wants to be the coolest, funniest, or most viral. If your ad smells like a “serious TV commercial,” throw in the towel. Here, it’s all about authenticity, a bit of cheekiness, and videos so addictive you can’t stop watching.
“On TikTok, if your ad looks like an ad, you’ve messed up big time,” Garrido declares, laughing. “Brands need to dive headfirst into silly dances, viral sounds, daft challenges, and—above all—making videos that look like your mate filmed them. Forget Hollywood polish; what works here is realness, surprise, and a proper belly laugh.”
Spanish brands—from the vintage shop on the corner to serious tech firms—have nailed it by letting loose: dancing, jumping on challenges, or using tunes that make you move. The goal? To stick in your mind, make you like them, and, most importantly, ensure you don’t forget them!
Instagram: The Festival of Pretty Pictures (and the Right Kind of ‘Posturing’)
Even with Reels now rivalling TikTok, Instagram remains the showcase for beautiful things. Here, visuals are everything. Your ads need to be flawless, with stunning photos or videos that make you dream—and, incidentally, crave whatever’s being sold.
Stories are still killer for flash sales, silly polls, or building hype. The main feed or Reels? That’s for slightly more polished storytelling. Influencers who know their stuff and shoppable posts (yes, those “buy now” tags) rule the roost here.
“For fashion, travel, tasty food, or slick design, Instagram is their VIP display,” explains Carlos Ruiz, a digital marketing guru from Valencia. “People expect to see cool, pro-level stuff. A ‘buy’ button, sure, but tucked into a photo so irresistible you can’t help but click.”
Facebook: The Wise ‘Grandad’ Who Knows Everything About You
Even if the kids think it’s for their parents, Facebook remains a titan. Why? Because it knows more about us than our own nan. Its ad platform is a marvel for pinpointing your audience with scary accuracy—perfect for leads, driving traffic, or selling directly to a slightly older crowd.
“Facebook is where we drop the ‘good vibes’ and get down to brass tacks with direct sales,” Ruiz says. “You can target people interested in your favourite sock colour or past buyers. From product catalogues to explainer videos, almost anything goes.”
And Facebook Groups? They’re the town square—a goldmine if you’re not the pushy seller but the one adding value to the chat.
LinkedIn: Suit Up and Switch On Your Brain (It’s Business Time!)
If TikTok’s the party, LinkedIn’s the office. No dances, no cat memes. This is the realm of work, professional connections, experts, and big firms. Ads here aren’t for laughs—they’re for proving you know your stuff, building trust, and offering serious solutions.
“On LinkedIn, formality isn’t a problem—it’s expected!” clarifies Ana Belén Gómez, a B2B marketing expert at a Madrid tech firm. “Ads must be serious, informative, and genuinely useful for careers or businesses. Think hefty reports, webinars, success stories, or invites to high-profile events. No jokes.”
Formats are more corporate: sponsored posts (blending into news feeds), short text ads, sponsored InMail, and dynamically tailored ads. The key? Being seen as a genius in your field or a trusted partner—not a pushy salesperson.
The Future: Playing Every League (and Winning Them All)
In short, the “one-size-fits-all” ad approach is dead. The brands crushing it in 2025 and beyond will be those that not only get each platform’s vibe but also connect the dots, making their messages complement each other.
Imagine: you see a brand’s hilarious TikTok, curiosity piqued, you Google it, a slick Facebook ad pops up, and—bam!—you end up downloading a killer LinkedIn whitepaper. That’s how you build a seamless, adaptive story that follows every step of the digital journey. The era of tailored advertising is here—and it’s unstoppable!
