5 Common Mistakes to Avoid in Meta Marketing for Your Business

Selling your products or services online through platforms like Facebook and Instagram is a great way to expand your business. However, success in this space doesn’t come automatically; it requires careful planning and strategy. Here are five common mistakes businesses make when marketing on Meta platforms and suggestions for how you can do it better.

As a small business owner, it’s essential to explore new ways to connect with your customers and drive sales. We spoke with Kasia Jones, the founder of McNaught Media and a digital marketing expert, about best practices for marketing on Meta platforms, particularly Instagram and Facebook.

Kasia points out that consistency, using the right tools, and staying engaged with what’s working are keys to success on Meta. She adds, “Meta can help you grow, but like any business strategy, it works best when there’s a plan behind it.”

Here are five mistakes that small business owners often make when marketing on Meta—and tips for avoiding them.

Mistake #1: Boosting Posts Instead of Using Meta Ads Manager
While boosting posts may seem like a quick and easy option, Kasia recommends using Meta Ads Manager for better results. “Boosting may feel convenient, but Ads Manager provides far more control. It offers improved targeting, a better return on your budget, and access to data that helps you make informed decisions,” Kasia explains. If you’re investing in paid promotions, learning how to use Ads Manager can help you maximize your spending.

Mistake #2: Neglecting Reels
One of the biggest missed opportunities on Meta platforms is not using reels—short, vertical videos. Kasia emphasizes, “Reels still offer the best organic and paid reach on Meta.” She notes that 79% of people have bought something after watching a reel, and 87% of Gen Z users have followed a brand because of one. If you’re not creating reels or putting effort into making them engaging, you could be missing out on a massive opportunity.

Mistake #3: Not Testing Your Content
Testing different types of content is crucial to understanding what works for your audience. Kasia advises against using the same creative format repeatedly. Instead, try experimenting with different ad formats like carousels, reels, single image ads, and dynamic product ads, especially if you’re in eCommerce. “Even testing different headlines and text variations can reveal what resonates most with your audience,” she adds. With Meta’s AI tools in Ads Manager, you can automate much of this testing process, including generating variations in text and creating new images or backgrounds.

Mistake #4: Ignoring Analytics
Meta provides a wealth of free data that businesses can use to improve their marketing efforts. Kasia highlights the potential value of platforms like Commerce Manager, Ads Manager, and Meta Business Suite Insights. “These tools allow you to see what’s working with both organic and paid content,” she explains. “By quickly adjusting your approach based on this data, you can stop wasting resources on underperforming content and refine your ad targeting to reach your ideal audience.”

Mistake #5: Hiding Your Brand’s Human Side
While professionalism is important online, Kasia believes businesses shouldn’t hide their human side. “People buy from people, not faceless corporations,” she says. Sharing behind-the-scenes content, customer stories, and user-generated content (UGC) can help build trust with your audience. “This not only strengthens your brand’s authenticity but also provides social proof that your products or services deliver real value.”

By avoiding these common mistakes and implementing Kasia’s tips, you can improve your marketing strategy on Meta platforms and drive more sales for your business.