By Angela Goggins, MD of Redu Group
After more than a decade in digital marketing, I can confidently say one thing: change is the only constant.
As Managing Director of Redu Group, I’ve watched the landscape shift dramatically, from the days when social platforms offered massive organic reach and minimal competition, to today’s highly saturated and algorithm-driven environment. Our business has evolved with it, and there’s not a corner of digital we haven’t explored.
The most challenging and exciting part? Staying adaptable. That’s especially true when it comes to social media, which is where I’m focusing today’s column. Let’s talk Meta, specifically Facebook.
If your business relies heavily on socialfirst strategies to drive traffic and revenue, then keeping up with platform changes is critical. At Redu Group, our Ashleigh Money Saver brand depends on Facebook for both affiliate commissions and engagement bonuses. The algorithm is constantly evolving, and what performs well one month might fall flat the next. That’s why staying ahead of trends and creating meaningful, engaging content is non-negotiable.
Gone are the days when you could just push out product posts and expect conversions. Today’s audiences are savvy – they don’t want to be sold to; they want to be entertained, informed, and valued. With so much noise on social, standing out means offering something more.
We recommend a 70/30 content strategy:
70% value-driven, engaging content
30% sales or product-led posts
This balance helps build trust and keeps your audience coming back.
One of the most effective tools we’ve embraced is UGC (User-Generated Content). It builds purchase confidence and feels more authentic than brand-produced ads. During Q4, we ran a performance comparison between static product posts and UGC – the results were staggering:
152% increase in sales
214% increase in clicks
58% increase in reach
119% increase in orders
If you make just one change to your social strategy this month, let it be integrating UGC into your content mix.
Lastly, never underestimate the power of community. Don’t just post, engage. Ask questions, reply to comments, and encourage conversation. The algorithm rewards this kind of interaction, and so will your audience.
Next month, I’ll dive into what it takes to run a TikTok-first business. Until then, stay curious, stay flexible, and keep testing what works.
redu.co.uk