As I sit down for the afternoon, I’ve blocked off a few hours for Facebook ad copywriting. As an agency, we’re fortunate to run and test quite a few Facebook ads every week. This means lots of copywriting opportunities and the need for fresh inspiration.
“Brevity is the soul of wit.” — Shakespeare
“A word after a word after a word is power.” —Margaret Atwood
“It ain’t whatcha write, it’s the way atcha write it.” — Jack Kerouac
“The greatest part of a writer’s time is spent in reading, in order to write; a man will turn over half a library to make one book.” —Samuel Johnson
No matter your writing muse, communicating your message in a compelling way with a limited number of characters ideal for social media is hard. It’s an opportunity to challenge yourself, your creativity and your vocabulary.
When I feel myself hitting a roadblock, I bring myself back to four pillars I’ve found effective for Facebook ad copywriting:
Below we’ll share and comment on these four strategies. Under each strategy the first two ads will examples will been written by Tuff and the third example will be another company we think has practiced this strategy well.
Timeliness is an awesome tool for Facebook ad copywriting. Being able to take advantage of the excitement and hype surrounding a big or seasonal event can go a long way. It also shows your audience that your ads and content aren’t on a set and repeat schedule, your aware of what is going on in their world and following along as well.
Here, we capitalized on the Madness of March.
With Valentine’s Day coming up before this ad, we were communicating the value of Xendoo — it saves you time.
Example: We like how Penguin Books makes you feel all the fall feels.
This year Facebook, as a company, has been making a number of changes to incentivize interactions and engagement. They’ve been noticing trends of users being quite passive on Facebook, mostly scrolling throughout content without interacting with it. So, rather than prioritizing content that might grab a user’s attention, but drive little interaction, Facebook will favor the content that sparks conversations and brings people together. One way we like to try and attempt this is through humanizing brands and ads by using photos of real people and customers rather than graphics and illustrations of people. The second way we practice this is through using real names, locations, and jobs in ads.
Instead of a picture of the meal, we used a photo of a person this audience might relate to.
By using “Sally” and “Philly”, we built a character similar to the target audience.
Outside Example: We love the photo 17hats uses here. It shows they know who their audience is.
We love emojis! In some A/B tests we’ve also seen them performing quite a bit better than there emoji-less counterparts. With the right brand, they make a lot of sense. Depending on the demographic, including emojis likens the ads to the text messages and Facebook comments with their personal network. We especially like to use emojis as bullet points, like in the 2nd and 3rd example here. It turns Facebook ad copywriting in emoji-writing.
It can be easy to tune Facebook ads out. But, when the copy makes the reader think, laugh, or challenges them with a pun, it can create willingness for deeper engagement. If you need an assist, this Pun Generator can help get the juices flowing!
Divine Spaces is a marketplace focused on unique event rentals. “Open your doors” applies to both the literal and metaphorical doors.
Readers likely aren’t used to fill in the blank type ads. We were hoping to surprise them here.
Over to you…
What Facebook ad copywriting strategies do you use for Facebook ads? Send us a note and let us know.
If you’re feeling stuck writing Facebook copy, challenge yourself to write four different ads practicing: timeliness, humanizing your brand, emojis, and wordplay. Then, pick your favorite out of the four.
Or, get in touch with our team for a free growth strategy session and we’ll help you out!