Multi Connect Digital When advertising on social media, it's important to refresh your creative often so that it is relevant and so that users aren't seeing the same post more than once. When testing variations and trying out new campaigns, look for images that have a consistent aesthetic so that your overall social campaign will feel familiar, but not repetitive, to users who may come across more than one ad. Overall, you want to make sure your social ads tell a cohesive story, and that the image aligns with the copy, which aligns with the CTA or link content, which of course should align with your branding. -Sarah Maloy, Content Marketing Manager, Shutterstock.