Writing social ad copy isn’t as straightforward as you may think. There aren’t character limits and you can add whatever visual/creative asset you wish to it. It’s so much more than 90 characters per line for a Google Ad and so much more fun (in our humble opinion).
Although we’ve found that there is no secret recipe for success for copy in social ads (with so many different social platforms, how could there be one thing?), there are a couple of guidelines to help you unlock your campaign’s true potential. No matter what you’re trying to promote, these tips will help you reach more people and generate more sales or interest.
To state the obvious right off the bat, you need an idea to create a successful anything. At Helix House, we’ve found success in having team meetings. Our ad aficionado and our creative copy person will sit down and talk about the client, their business and service/product, and audience. Together, we’ll hash out a list of preliminary ideas and then flesh out our top picks.
For example, say your client is looking to sell an app that helps teach kids piano. The first thing you need to figure out is who you’re targeting. In this case, you wouldn’t be selling the app to the kids — you’d be marketing to their parents. So there’s your demographic: parents, probably 30+ years old, and whatever income range you decide.
Next, talk about how the business wants to present themselves in the ad. Do they want to be serious? Do they believe their app can create the next Mozart? Or do they want to be more fun and enticing? Once you settle on a tone, you can start throwing out ideas on how to make that happen on Facebook.
You can add a video of the app in action, you can make a fun graphic of a kid playing the piano, or you can put a “before app” and “after app” comparison in the ad too! Once you have that figured out, the copy writer can get to work.
This social ad, with a video of the app in action, might come with the copy: “You have a musical genius in the family! From top 40 hits to your favorite classical songs, we can help your child unlock their true musical potential! Our app offers step-by-step lessons for beginners and advanced stylings for piano masters. Try it today!”
An advertisement is nothing without a value proposition attached to it. A value proposition is a simple statement that summarizes why a customer would choose your product or service. It communicates the clearest benefit they receive from you/your product.
So, in our example above, the value proposition would be that it teaches piano to all age levels. But why not take it a step further? After all, there are a ton of apps out there that promise to do the exact same thing. So what makes this one different? What makes your business and your product different?
Let’s say this app offers a free 30-day trial and has an option to connect you with nearby music teachers for real lessons. That would be a HUGE selling point for a lot of parents!
So with this in mind, your ad might say: “Want interactive and fun online piano lessons that can connect your child to a REAL music teacher near you? Try our app today. It’s free for 30 days!” That could be the social ad copy that breaks the mold and performs for you!
Since you have all of these assets available to you it’s easy to assume that you don’t need to spell out exactly what it is you’re selling. Your graphic or video does it for you, right? That’s not the right way to think. You always need to give some explanation or description of your product/service.
For instance, I could say “Your kid has musical potential. Unlock it now!” in an ad, but that doesn’t say anything other than “hey, it’s about music.” It could be about learning guitar, learning how to produce digital soundtracks, or singing. It’s not specific enough.
It’s much better to say, “Your kid has the potential to be a master piano player. Unlock that potential with our ad!” Then add a value proposition and a creative asset along with it, and send that ad on its way.
Facebook, Instagram, Twitter, Pinterest, and all of the social media platforms are all constantly changing and evolving. It’s tough to keep track of it all and manage other aspects of your business. That’s why hiring a social media manager who will manage, create, and improve your social ads is the best route to take. You’ll get better results, including more sales, more impressions, and more reach.
If you’re interested, give us a call. We’d love to look over your ad accounts and see what we can do to help you.