As many a business owner has discovered, writing ad copy for social media is more complicated than it initially seems. Throwing up a pretty picture and a few words off the top of your head is unlikely to convert into traffic and sales. There is a real art to writing good social media ad copy, but it’s something you can learn with some knowledge and a little practice.
Here are some tips you can use to transform your flat copy into social media copy that packs a punch.
Be A Problem Solver
They say that the best products are invented when someone sees a need and creates a product to fill the gap. The same goes for social media ads. Life is full of challenges, and people are always on the lookout for ways to make their day-to-day happenings easier. You can grab the attention of existing and prospective customers in your social media ad copy by explaining how your product/service solves a problem for them. For instance, you can lead with a question about how the problem affects them and then briefly explain how your product/service eliminates the issue.
Be Real and Know Your Audience
Everyone’s seen their share of cheesy ads on social media. When you’re brainstorming ad copy for social media platforms, think about the kind of ads that capture your interest and make you want to click. Customers appreciate honesty in advertising. Remain genuine in your message. You also need to have a clear understanding in mind of the audience you’re speaking to so you know how to approach your pitch.
Pique Their Curiosity
Your social media ad copy should clearly grab your audience’s attention with why they’d need your product/service and then state what you’re offering. Starting with a question is a good way to approach writing this type of ad. For example, ‘Struggling to write your own ad copy? Discover the trade secrets to simplify the process.’
Give Some Direction
You may not like to be bossy in your everyday life, but in your social media ads, you need to give a little direction. Once you’ve caught their attention, you need a call to action (or CTA) to let them know what you want them to do. Phrases such as ‘call now’, ‘click here to shop’, or ‘learn more’ let potential customers know how to get to you. You don’t need added details here about the product/service itself. Copy on social media platforms is meant to be attention grabbing to entice browsers to click. Once you get potential customers to your landing page you can be descriptive because now they’ve asked for the extra information.
There are times in life when you want to be flowery and descriptive. Writing effective social media ad copy is not one of those times. Most people on social media aren’t interested in wading through a ton of description before they get to the intended message. The goal is to catch their eye so that they’ll want to click to find out more.
Test and Test Again
Often Facebook ad copy and copy for other social media platforms needs some revising to really produce the conversions you’re looking for. This is where split testing comes in. The term refers to testing two different versions of social media ad copy to determine which performs better (more ‘likes’, ‘shares’, ‘comments’, etc.). Ideally, you would only adjust one element of the ad copy at a time to properly determine which change makes the difference.
For example, you could adjust the headline, the call to action, or any other facet and test it against the original to see which version performs the best. In this way you’ll refine the copy down to the absolute best performing combination. That said, you may not have time to tweak your ad a little bit at a time. If you’re under a time crunch then coming up with two completely different sets of copy and split testing them against one another to see which converts the most is probably the best course of action.
Bonus Tip: Trust the Professionals
Still questioning where to go with your social media ad copy? At Bloom Ads we live and breathe marketing. The marketing game is ever-changing and we make it our job to stay on top of those fluctuations. Check out our website to learn more about our services.