As each year comes to an end, many of us reflect on what we’ve accomplished, things we can improve upon, and what we haven’t been able to do yet that we may want to in the new year. This is especially true when it comes to the marketing and advertising work we do.

Here, we’re looking back at super successful Facebook and Instagram campaigns to see what worked and—probably more importantly—these six lessons we can learn from and use in our 2020 planning:

1.  Drive sales with engaging upper funnel videos
2. Use relationship-based marketing
3. Watch big brands to save time and money
4. Gather intel with Instagram Story polls
5. Use humor and target unusual demographics
6. Score with simplicity

Let’s get started.

1. Drive sales with engaging upper funnel videos

We all want to drive conversions, but did you know that according to Motista, customers feel emotionally connected to a brand deliver 306% more lifetime value? Using video in advertising is one of the best ways to connect with potential customers because humans are naturally wired to respond emotionally to stories. That emotional response creates a connection to your brand and, when paired with the right targeting, fills your funnel with customers that are more likely to convert. 

This year, we teamed up with Pamela Lund of That Pam Chick to assist her footwear client with Facebook and Instagram ad campaigns promoting their customer-based video series. These videos feature real customers sharing…