{"id":18438,"date":"2026-01-02T09:36:57","date_gmt":"2026-01-02T08:36:57","guid":{"rendered":"https:\/\/inprofit.eu\/?p=18438"},"modified":"2025-12-26T11:05:22","modified_gmt":"2025-12-26T10:05:22","slug":"social-networks-and-social-ads-from-liking-to-selling","status":"publish","type":"post","link":"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/","title":{"rendered":"Social Networks and Social Ads: from liking to selling"},"content":{"rendered":"\n<p>Let&#8217;s be brutally honest for a moment. Your CFO doesn&#8217;t care how many &#8220;hearts&#8221; your latest photo has on Instagram. He doesn&#8217;t care if your video on TikTok went viral if that didn&#8217;t translate into a positive line on the bottom line at the end of the month. For too long, we&#8217;ve lived in the bubble of vanity metrics, confusing popularity with profitability.   <\/p>\n\n<p>But the game has changed. <strong>Social networks and Social Ads<\/strong> are no longer mere branding or &#8220;brand awareness&#8221; channels, but powerful <a href=\"https:\/\/inprofit.eu\/en\/marketing-trends\/digital-sales-on-the-ecommerce-horizon-2026-2030\/\" target=\"_blank\" rel=\"noreferrer noopener\"> <strong>direct sales<\/strong> tools<\/a>. If today your company is still publishing content waiting for &#8220;magic to happen&#8221; without a payment structure and technology behind it, you&#8217;re losing money. Literally.   <\/p>\n\n<p>At <strong>Inprofit<\/strong>, we work with brands that have understood that the Facebook wall or LinkedIn feed are not places to hang posters, but transactional environments. The user no longer wants to leave the app to buy; they want immediacy. And this is where most SMEs and companies fail: they continue to design obsolete strategies.  <\/p>\n\n<p>The purpose of this article is to change your mind: we are going to stop talking about <em>Community Management<\/em> and start talking about <em>Social Commerce<\/em> and <em>Performance Marketing<\/em>.<\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-el-fin-del-alcance-organico-y-el-nacimiento-de-la-pay-to-play\">The end of organic outreach and the birth of the &#8220;Pay-to-Play&#8221;.<\/h2>\n\n<p>There is an uncomfortable reality that we must accept: organic reach is in the ICU. Platforms like Meta (Facebook and Instagram), <a href=\"https:\/\/inprofit.eu\/tendencias-marketing\/tiktok-para-empresas\/\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok <\/a>or LinkedIn are listed companies that need to monetize. That&#8217;s why they have turned off the tap of free visibility to force brands to invest in advertising.  <\/p>\n\n<p>Is this a bad thing? Not at all. In fact, it&#8217;s a golden opportunity if you know how to play it.  <\/p>\n\n<p>In becoming a &#8220;Pay-to-Play&#8221; environment, platforms have refined their advertising algorithms to astounding levels. The <strong><a href=\"https:\/\/inprofit.eu\/en\/social-media-ads\/creative-possibilities-in-social-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Social Ads<\/a><\/strong> allow us a targeting capability that traditional advertising (TV, radio, print) never dreamed of. <\/p>\n\n<p>It&#8217;s no longer about throwing a net into the sea to see what fish fall in. It&#8217;s about using a laser harpoon. Thanks to the artificial intelligence of advertising platforms, we can hit exactly the right fish:  <\/p>\n\n<ul class=\"wp-block-list\">\n<li>The person who visited your pricing page yesterday but did not buy.<\/li>\n\n\n\n<li>Users with an identical profile (Lookalike) to your current best customers.<\/li>\n\n\n\n<li>People who are actively looking for solutions like yours in real time.<\/li>\n<\/ul>\n\n<p>At Inprofit, we transform advertising spend into a returnable investment. When the <strong>social media<\/strong> strategy <strong>as a direct sales channel<\/strong> is well executed, every euro you put into the machine should return more than a euro. That&#8217;s scaling.  <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-social-commerce-eliminar-la-friccion-es-la-clave-del-exito\">Social Commerce: Eliminating friction is the key to success<\/h2>\n\n<p>Did you know that every additional click you force a user to make reduces your chances of a sale by 50%? Friction is the number one enemy of conversion. <\/p>\n\n<p>This is where the concept of <strong><a href=\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-commerce-3-0-how-are-social-platforms-redefining-e-commerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">Social Commerce<\/a><\/strong>. Platforms are integrating payment gateways and catalogs directly into their interfaces. Instagram Shopping or <a href=\"https:\/\/inprofit.eu\/en\/social-media-ads\/tiktok-shop-the-new-trend-in-social-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">TikTok Shop<\/a> are not &#8220;frills&#8221;, they are POS (Point of Sale Terminals) integrated into your customer&#8217;s pocket.  <\/p>\n\n<p>A winning direct selling strategy in networks must seek &#8220;zero friction&#8221;.<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-como-logramos-esto-tecnicamente\">How do we achieve this technically?<\/h3>\n\n<p>Simply uploading a product photo is not enough. You need a robust Martech integration: <\/p>\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Dynamic Catalogs:<\/strong> Your stock on the web should synchronize in real time with your Facebook or Instagram store. If you sell the last pair of shoes on the web, the ad should stop showing automatically. <\/li>\n\n\n\n<li><strong>Product Labeling:<\/strong> Every visual content must be<a href=\"https:\/\/inprofit.eu\/en\/marketing-trends\/shoppable-tv-what-is-it-and-what-will-the-future-of-tv-advertising-look-like\/\" target=\"_blank\" rel=\"noreferrer noopener\">&#8220;shoppable<\/a>&#8220;. The user sees, touches and buys. <\/li>\n\n\n\n<li><strong>Post-Click Experience:<\/strong> If you take the user out of the social network (to a Landing Page), that page should load in milliseconds and maintain the same visual aesthetics of the ad. Visual consistency increases trust and, therefore, the sale. <\/li>\n<\/ol>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>Expert&#8217;s note:<\/strong> The modern user is impatient. If your Social Ads strategy takes them to a generic homepage instead of the specific product they saw in the ad, you&#8217;ve lost the sale and wasted the click budget. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/inprofit.eu\/wp-content\/uploads\/2025\/09\/AI-marketing-1024x576.webp\" alt=\"Automation and predictive artificial intelligence\" class=\"wp-image-16231\" srcset=\"https:\/\/inprofit.eu\/wp-content\/uploads\/2025\/09\/AI-marketing-1024x576.webp 1024w, https:\/\/inprofit.eu\/wp-content\/uploads\/2025\/09\/AI-marketing-300x169.webp 300w, https:\/\/inprofit.eu\/wp-content\/uploads\/2025\/09\/AI-marketing-768x432.webp 768w, https:\/\/inprofit.eu\/wp-content\/uploads\/2025\/09\/AI-marketing.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/blockquote>\n\n<h2 class=\"wp-block-heading\" id=\"h-estrategias-avanzadas-de-social-ads-para-venta-directa\">Advanced Social Ads strategies for direct sales<\/h2>\n\n<p>Forget about the &#8220;Promote post&#8221; button. That&#8217;s a waste of money. For <strong>social networks<\/strong> to <strong>work as a direct sales channel<\/strong>, we need to operate from the <em>Business Manager<\/em> with Full Funnel strategies.  <\/p>\n\n<p>At Inprofit we apply tactics that go far beyond the basics, using technology to maximize ROAS (Return on Advertising Investment):<\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-retargeting-secuencial-la-persecucion-inteligente\">Sequential Retargeting: The intelligent chase<\/h3>\n\n<p>98% of <a href=\"https:\/\/inprofit.eu\/retargeting\/retargeting-sin-cookies-no-hay-paraiso\/\" target=\"_blank\" rel=\"noreferrer noopener\">users do not buy on the first visit<\/a>. The money is in the follow-up. But it&#8217;s not about bombarding with the same boring ad. We design sequences:   <\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Day 1:<\/strong> Educational\/inspirational video ad (Discovery).<\/li>\n\n\n\n<li><strong>Day 3 (if interacted):<\/strong> Carousel ad with product benefits (Consideration).<\/li>\n\n\n\n<li><strong>Day 7 (if you visited the website):<\/strong> Ad with customer testimonial and limited offer (Decision).<\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\" id=\"h-ugc-ads-user-generated-content\">UGC Ads (User Generated Content)<\/h3>\n\n<p>Advertising that looks like advertising sells less than advertising that looks like organic content. Ads created with &#8220;amateur&#8221; aesthetics, unboxing or real testimonials recorded with a cell phone, have much higher conversion rates than ultra-produced corporate spots. Authenticity sells.  <\/p>\n\n<h3 class=\"wp-block-heading\" id=\"h-conversational-commerce-whatsapp-y-dms\">Conversational Commerce (WhatsApp and DMs)<\/h3>\n\n<p>Sometimes, <a href=\"https:\/\/inprofit.eu\/social-ads\/social-selling-como-vender-en-redes-sociales-y-que-aporta-a-tu-negocio\/\" target=\"_blank\" rel=\"noreferrer noopener\">direct selling<\/a> needs a human push or a smart bot. Click-to-WhatsApp or Click-to-Messenger campaigns are brutally effective for high-value services or products (High Ticket). Initiating a conversation is the step before closing a deal. Implementing AI chatbots that qualify the lead before passing it to a human salesperson is one of the specialties of our Martech area.   <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-el-desafio-de-la-medicion-de-donde-viene-la-venta\">The measurement challenge: Where does the sale come from?<\/h2>\n\n<p>This is the Achilles heel of many <a href=\"https:\/\/inprofit.eu\/en\/social-ads-selling\/\" target=\"_blank\" rel=\"noreferrer noopener\">agencies<\/a>. With privacy updates (such as iOS 14.5 and the end of third-party cookies), knowing where a sale is coming from is harder than ever. If you don&#8217;t measure well, you can&#8217;t optimize.  <\/p>\n\n<p>To consider <strong>social networks<\/strong> as a reliable <strong>direct sales channel<\/strong>, we need a solid data infrastructure. Browser Pixel is no longer enough. <\/p>\n\n<p>At Inprofit we implement solutions such as the <strong>Conversions API (CAPI)<\/strong>. This allows your server to talk directly to the Facebook or TikTok server, sending purchase data securely and without relying on user cookies. This recovers 15% to 20% of lost data, which means your campaigns are actually more profitable than you thought.  <\/p>\n\n<p>Attribution is key. Understanding which ad initiated the sale and which closed the sale allows you to allocate your budget in a scientific, not intuitive way. <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-creatividad-basada-en-datos-data-driven-creative\">Data-Driven Creative (Data-Driven Creative)<\/h2>\n\n<p>We bring the two worlds together again: creativity and data. In <a href=\"https:\/\/inprofit.eu\/martech\/martech-aprovechar-la-tecnologia-en-social-ads\/\" target=\"_blank\" rel=\"noreferrer noopener\">Social Ads<\/a>, creativity is the new segmentation. As algorithms are becoming more and more automatic looking for audiences, your best tool to filter your ideal customer is the ad itself.  <\/p>\n\n<p>If you sell software for architects, your ad should say &#8220;Software for Architects&#8221; in the first 3 seconds. The algorithm will read your video and search for those people. <\/p>\n\n<p>We must produce creativities in an agile way. Test, measure, discard what doesn&#8217;t work and scale what does. It is a constant iterative process. What worked last month may be saturated today. Creative freshness is mandatory to keep acquisition costs low.    <\/p>\n\n<h2 class=\"wp-block-heading\" id=\"h-tu-empresa-esta-lista-para-vender-o-solo-para-estar\">Is your company ready to sell or just to be?<\/h2>\n\n<p>Social media has matured. Your competition is no longer just &#8220;posting&#8221;; they are aggressively selling, capturing leads and automating closing processes. <\/p>\n\n<p>Having active social profiles without a <a href=\"https:\/\/inprofit.eu\/en\/marketing-study\/social-ads-selling\/\"><strong>direct sales<\/strong> and <strong>Social Ads<\/strong><\/a> strategy is like having a Ferrari and using it only to listen to the radio in the garage. You have the power, you have the tool, but you&#8217;re not moving. <\/p>\n\n<p>At <strong>Inprofit<\/strong>, we understand the frustration of seeing time and resources invested in networks without seeing a clear return. That&#8217;s why our approach is radically different: technology, measurement and sales. We are as obsessed with your bottom line as you are.  <\/p>\n\n<p>Don&#8217;t let the algorithm decide your fate. Take control of your traffic and your sales. <\/p>\n\n<p><strong>Do you want to turn your social networks into your main source of income?<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Are your social networks an expense or an investment? If they only bring you &#8220;likes&#8221; but no customers, something is wrong with your strategy. In the era of Social Commerce, social platforms are the new point of sale. We analyze how advertising technology and an aggressive Social Ads strategy can turn your Instagram or TikTok into your best 24\/7 commercial.   <\/p>\n","protected":false},"author":6,"featured_media":18420,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[237],"tags":[313,792,1139],"class_list":["post-18438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social-media-ads","tag-social-advertising","tag-social-media-advertising","tag-social-networks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Social Networks and Social Ads: Transform likes into direct sales<\/title>\n<meta name=\"description\" content=\"Stop accumulating followers and start closing sales. Discover how to use Social Ads and Martech to turn your networks into a direct channel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Networks and Social Ads: from liking to selling\" \/>\n<meta property=\"og:description\" content=\"Stop accumulating followers and start closing sales. Discover how to use Social Ads and Martech to turn your networks into a direct channel.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/\" \/>\n<meta property=\"og:site_name\" content=\"Inprofit\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Inprofit1\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-01-02T08:36:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/inprofit.eu\/wp-content\/uploads\/2025\/12\/Redes-sociales-para-venta-directa.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"author\" content=\"Sara P\u00e9rez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sara P\u00e9rez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/\"},\"author\":{\"name\":\"Sara P\u00e9rez\",\"@id\":\"https:\/\/inprofit.eu\/en\/#\/schema\/person\/6f1d240c8248d6d074784a2892130b2d\"},\"headline\":\"Social Networks and Social Ads: from liking to selling\",\"datePublished\":\"2026-01-02T08:36:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/\"},\"wordCount\":1311,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/inprofit.eu\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/inprofit.eu\/wp-content\/uploads\/2025\/12\/Redes-sociales-para-venta-directa.webp\",\"keywords\":[\"Social Ads\",\"Social media advertising\",\"Social networks\"],\"articleSection\":[\"Social Ads\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/\",\"url\":\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/\",\"name\":\"Social Networks and Social Ads: Transform likes into direct sales\",\"isPartOf\":{\"@id\":\"https:\/\/inprofit.eu\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/inprofit.eu\/en\/social-media-ads\/social-networks-and-social-ads-from-liking-to-selling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/inprofit.eu\/wp-content\/uploads\/2025\/12\/Redes-sociales-para-venta-directa.webp\",\"datePublished\":\"2026-01-02T08:36:57+00:00\",\"description\":\"Stop accumulating followers and start closing sales. 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We boost your growth with customized solutions, integrating innovation, creativity and technology to maximize your impact in the digital and physical world. \",\"email\":\"info@inprofit.eu\",\"telephone\":\"+34965594272\",\"legalName\":\"Inprofit Consulting SL\",\"foundingDate\":\"2018-10-18\",\"vatID\":\"B42605055\",\"taxID\":\"B42605055\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"11\",\"maxValue\":\"50\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/inprofit.eu\/en\/#\/schema\/person\/6f1d240c8248d6d074784a2892130b2d\",\"name\":\"Sara P\u00e9rez\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/inprofit.eu\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/inprofit.eu\/wp-content\/litespeed\/avatar\/33352dde429c4cedd33dbdc0dfd21d19.jpg?ver=1775826457\",\"contentUrl\":\"https:\/\/inprofit.eu\/wp-content\/litespeed\/avatar\/33352dde429c4cedd33dbdc0dfd21d19.jpg?ver=1775826457\",\"caption\":\"Sara P\u00e9rez\"},\"description\":\"Social Media Manager con alma de exploradora digital. 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