Why does social proof matter for Facebook and Instagram ads?

Momentum and social proof are powerful forces in Facebook and Instagram advertising. The more reactions, likes, shares, and comments your ad has, the more effective and cheaper it becomes. Your ad will go further and reach more people for less money when it has social proof baked into it. This is especially critical early in the life of an ad unit. The quicker you accumulate social proof, the cheaper and more effective your ads become. This is why engaging with comments and building up that social proof should be a priority, not delegated away.

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Asked by an artist running social media ads · Answered by Patrick Shanahan · art-marketing-podcast · 2018-11-08