There are more than one billion people active on Facebook and 100 million people active on Instagram. Your brand doesn’t have to touch that many customers to be incredibly successful. Because of the sheer enormity of the social media platforms and their perhaps unparalleled abilities to showcase highly visual beauty products, the allure of advertising on them undeniable. But brands that eagerly pounce on Facebook and Instagram ads without clear strategies may wind up throwing cash at losing efforts. “If you are not doing it right or don’t have somebody who knows what they are doing, it will be a waste of money,” contends Molly Beane, founder of From Molly With Love. However, brands that land on winning tactics find Facebook advertising can be extremely lucrative. “This is a huge opportunity to acquire customers and quality customers that you can retain who are going to buy and replenish,” says co-founder Divya Gugnani, co-founder of Wander Beauty. “It’s a very important marketing channel for anybody who wants to build direct-to-consumer brand.” Beauty Independent chatted with Beane, Gugnani, other brand founders and social media advertising experts for tips on what to bear in mind when embarking on Facebook and Instagram campaigns.