Nobody care about technologies of new projects, everybody loves marketing! In my opinion, serious projects should not promote their ICO in social media like Instagram, Twitter, Facebook, etc.
For me - such ads is the first sign to evade these projects.
I can't agree with you. Even projects like Google, telegram, Facebook and others brands that do not really need advertising, usually have a promotion on socila media, TV and other although even Apple advertises its phones through television. Because in the flow of news and other information, it's just hard to focus on something. Twitter, facebook, Instagram, news, Tv show there are a lof of information around us.
Therefore, even Apple is not shy and advertise their products, and this is one of the most famous brands and for beginners, sometimes social networks like Twitter, Facebook is the easiest and fastest way to ensure that people will know anout them. Even a good products need to get a promotion and advertising, so for beginners it's really question of life or death to the project.